Last time, we looked at the different digital avenues for promoting an event. This time, we’ll provide you with an event marketing plan that will cover every step of the process. There are four stages leading up to your event, so let’s explore each one to get a better understanding of the communication timeline.

From Event Planning to Post

  1. Pre-event (3-4 months prior): The first piece of event marketing material you’ll need to create is an event page. This will be the primary reference point for all potential attendees and should include a portal for registration and/or ticket-sales. You should also put together some social media announcements marketing the event and write some blogs highlighting the purpose of the event. Now is a good time to also reach out to potential partners such as complementary brands, sponsors, and vendors.
  2. Event Launch (2-3 months prior): At this point, you should be sending out launch emails to engage and inform potential attendees. It’s also helpful reaching out to relevant media – particularly industry specific outlets – with a well-written press release to help secure media coverage for marketing your event.
  3. Day-to-day (ongoing): Throughout the event’s lead up, you should be writing guest posts and thought leadership pieces that can be published on your website and other pages your intended audience will likely visit. You should also be putting together announcements for different platform, such as social media and email – this will ensure any news about the event can be blasted across various channels.
  4. Last-call (1 month prior): In the final weeks leading up to your event, you should be sending out final blasts (email and social media), reaching out to attendees for potential referrals, communicating with influencers to help promote your event or attend, and send out final emails to those who’ve registered but are yet to confirm their attendance.

Event Marketing Supplements

On the day of your event, there will undoubtedly be a great deal of content being produced by the speakers’ keynotes, the sponsors’ promotional work, and the attendee reactions. This is why event hashtags are vital – they allow you to follow people’s impressions of the event. Also, be sure to share any picture or videos from the event on social media.

After the event is no time to rest of your laurels – you should be following up with attendees, speakers, and sponsors.

Follow-up surveys go a long way towards understanding the impact of your event and what you can do next time to create more engagement. Posting highlights and thank-you messages on social media can keep your event on people’s minds. And a thank you email is a cheeky way to send through those surveys.

Once you’ve collated surveys, you can use that data for measuring ROI, refining for next time, and using any glowing reviews as testimonials for re-cap content. A re-cap blog post should be done within a week or so of the event to ensure it stays on people’s minds and can be shared on their timelines.

Post-event blogs can not only demonstrate to attendees (and those absent) how successfully the event went, but it can also be used to promote any future events you may be planning. Be sure to get any post-event communication out there in a timely manner otherwise the hype from your event will be lost.

For more tips on how to write copy for your event marketing channels, download our free Ultimate Guide to Content Writing.

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