Imagine your event is sold out, the buzz is in the air, and everyone is having an unforgettable experience. Want to create this magic at your next event? It all starts with a well-executed event marketing plan.
From understanding your diverse audience groups to leveraging the power of FOMO (fear of missing out), every step in your event promotion strategy should be carefully crafted to engage your audience. A solid marketing plan not only generates interest and boosts ticket sales but also keeps your promotional efforts organized and effective.
At Sickening Events, we’ve powered millions of events worldwide and have seen firsthand how a strong marketing strategy can dramatically enhance success. This guide will walk you through creating an event marketing plan, whether it’s your first event or your 100th. We’ll provide 14 proven strategies to help you design the perfect plan and host your most successful event yet!
14 Strategies for Crafting the Perfect Event Marketing Plan
Based on our expert research and insights from thousands of event creators using our platform, here’s what we’ve learned about creating effective marketing plans:
1. Identify Your Audience
You’ve likely heard about the importance of “finding your audience.” However, narrowing your focus to just one audience type can limit your promotional efforts.
Consider DJ Prashant, an Sickening Events creator, Bollywood dance enthusiast, DJ, and owner of Bollywood Dreams. He hosts vibrant Bollywood-inspired dance events featuring lively Indian music. DJ Prashant achieved success by expanding beyond his initial audience. “I try to pick neighborhoods that aren’t predominantly Indian,” Prashant shares. His strategy has paid off, with sold-out, high-energy events across the US, Panama, Costa Rica, Peru, and India.
To identify your potential audiences, use these strategies:
- If you’ve hosted events before, analyze past attendees’ demographic data and survey feedback for insights.
- If you’re new to hosting, consider a broader range of potential audience interests. For example, if you’re organizing a wine and cheese tasting, think beyond just targeting young professionals—chefs, food enthusiasts, and sommeliers interested in networking might also be keen to attend.
2. Find the Right Channels to Reach Your Audience
Once you’ve identified your audience, the next step is figuring out where to find them.
Use digital data to guide your efforts. Public demographic data can offer insights into which online platforms your target audience frequents. For instance, Facebook primarily reaches users aged 25–34, while TikTok is more popular with the 18–24 age group.
This data can help you determine where to focus your organic posts and paid ads. Additionally, consider tapping into micro-communities. For example, Reddit has subreddits for almost every niche imaginable, making targeted Reddit ads a potential way to connect with your ideal audience.
Targeting attendees of similar past events is another effective strategy. With Sickening Events Ads, you can reach individuals most likely to purchase a ticket and ensure your event appears at the top of their search results.
3. Create an SEO-Optimized Event Page
Even in the era of social media, search engines like Google still drive significant web traffic.
To maximize visibility, invest in search engine optimization (SEO) for your event page. Consider these SEO tactics:
- Include plenty of local references in your description, such as the town and venue names.
- Choose effective keywords relevant to your event.
- Write clear, compelling content that engages readers.
- Create a domain name that reflects your event.
- Build relationships with other website owners and engage in PR outreach to boost inbound links.
Katie Saffert, organizer of Business Church and an Sickening Events creator, emphasizes the importance of keyword utilization. “Think about what your ideal client is searching for; those are the keywords you want in your listing,” Katie advises.
With Sickening Events we handle all aspects of SEO for you. Your event listing functions as your event’s webpage, and our tools simplify creating SEO-optimized descriptions. Plus, by listing your event on Sickening Events—a website with strong authority—your events are more likely to rank highly in Google search results.
4. Collaborate with Others
You don’t have to go it alone when promoting your event. Collaborate with sponsors, influencers, and other event organizers to amplify your reach.
Here’s how to approach collaboration:
- Identify potential collaborators.
- Ensure collaboration is beneficial for all parties.
- Ask collaborators to help promote your event.
Different types of collaborators might include:
- Sponsors: They have a stake in your event’s success. Provide them with promotional resources like images, messages, posters, and social media prompts.
- Influencers: They may expect payment, but you could also offer free tickets or a referral bonus for bringing attendees.
- Other event promoters: You can exchange promotional support with other organizers.
Even your employees or colleagues can be valuable collaborators. For example, Josh Spencer, owner of The Last Bookstore in Los Angeles, regularly hosts events with musicians and authors suggested by his staff, fostering a strong community around his events.
5. Incentivize Registrants to Promote Your Event
Your current registrants can be powerful advocates for attracting new attendees. Those who have already signed up are clearly interested in your event and may know others who would be too.
Consider these tactics to encourage registrants to share your event with their networks:
- Offer a “bring a friend” discount.
- Provide exclusive perks (like VIP access) for attendees who refer a certain number of friends.
- Create fun graphics and promotional material that are easy for attendees to share and build excitement.
By implementing these strategies, you can expand your reach and build excitement around your event.
Leverage Creative Event Marketing Strategies to Enhance Your Reach
By incorporating these strategies, you can effectively promote your event, boost engagement, and foster a deeper connection with your audience. Experiment with different promotional techniques to see what resonates most with your target market. At Sickening Events, we provide the tools and resources to help you develop a cohesive and impactful event marketing plan, ensuring your next event is a resounding success.
6. Create FOMO (Fear of Missing Out)
FOMO, or the fear of missing out, is a powerful psychological trigger that can significantly boost event engagement and attendance. You can create FOMO by sharing exciting and buzz-worthy images, gradually building anticipation, and posting eye-catching content on social media, such as videos from past events and behind-the-scenes footage.
Additionally, you can incorporate FOMO into your pricing strategy by offering early bird tickets or limited-time promo codes, encouraging people to act quickly to secure their spot.
7. Reinvest Early Revenue into Marketing
Consider reinvesting the revenue from early ticket sales, like presales or early bird tickets, to further expand your reach. For example, if you generate $500 from early-bird ticket sales, instead of pocketing that money, reinvest it into additional marketing efforts. This could lead to a much greater return on investment, potentially driving an extra $1,000 or more in ticket sales, boosting both your attendance and your bottom line.
8. Leverage Event Speakers
Your event speakers can be some of your strongest allies in promoting the event. By engaging with them beforehand, you can extend your event’s reach and attract more attendees. Encourage speakers to share event content on their social media channels. Make it easier for them by creating promotional materials that highlight their involvement. Offering a custom promo code for speakers to distribute to their followers can also be an effective strategy.
9. Personalize Your Marketing
Personalizing your marketing efforts can significantly enhance engagement. Simple tactics like using attendees’ first names in email headers or gathering survey data from past events to tailor future marketing efforts can make a big difference. Sickening Events marketing tools offer features for email campaigns, social messaging, and targeted ads directly on the platform, helping you reach your audience more effectively.
10. Plan for a Strong Last-Minute Push
Last-minute registrations can significantly impact your final attendance numbers, and data shows that more people are registering at the last minute than ever before. To capitalize on this trend:
- Send marketing emails in the days leading up to your event, including a “last chance” message to create urgency.
- Allow for on-site registrations on the day of the event, possibly at a higher price to cover additional costs.
- Keep promoting your event on social media right up to the last minute.
11. Delegate Tasks
Running an event can be overwhelming, so delegate tasks wherever possible. Whether it’s asking a graphic designer friend to create promotional materials or hiring a freelance copywriter to polish your messaging, delegating can save you time and leverage professional expertise, ensuring your event marketing is top-notch.
12. Plan Your Ticket Tiers
A well-thought-out ticket pricing strategy can boost both revenue and attendance. Offering a range of ticket tiers gives attendees more options and can drive sales. For example:
- Early bird tickets at a discounted rate
- General admission at a standard rate
- VIP access at a premium rate
You can also offer free general admission with multiple paid tiers for add-ons. Implementing a discount system, such as early bird or bring-a-friend discounts, can further incentivize purchases.
13. Prepare for All Scenarios
Your marketing plan should include strategies for different scenarios: under, over, and on-track registrations. Start by setting clear goals for ticket sales and registrations, and calculate your price-per-attendee to meet these objectives.
If you’re not hitting your targets, consider:
- Increasing your marketing budget for targeted ads or physical posters.
- Sending additional email blasts to current registrants, encouraging them to invite friends by sharing a special promo code.
14. Advertise Attendee Numbers and Remaining Spots
Creating urgency by displaying the number of remaining tickets or attendees can encourage quicker decisions and increase ticket sales. For some events, highlighting a limited group size can also be a selling point. Transparency about ticket availability helps set expectations and motivates potential attendees to act fast.
Put Your Event Marketing Plan into Action
A comprehensive event marketing plan can help you sell out your event and create a buzz leading up to it. While you may believe your event is fantastic, it’s your job to convey this excitement to your audience.
Use these strategies to elevate your approach, always keeping your attendees’ perspectives in mind. Learn from each event, adapt your strategies based on previous outcomes, and utilize data to guide your decisions.
With Sickening Events, designing and implementing your marketing plan is easier than ever. The platform offers a suite of robust marketing tools, including software for email marketing, social media promotion, ticket pricing, discounting, and much more, ensuring your next event is a resounding success.
