Event marketing strategies: From planning to evaluation

Not every event is about partying and dancing to music. Events come in every shape and size, serving a variety of purposes. And just as event types vary drastically, so too can the target audiences they’re designed for.

The world of event management is similarly diverse. Event managers must adapt to various factors and needs with each new event. This makes event marketing a broad field that requires a high level of expertise.

In this blog, we’ll explore different aspects of event marketing, from planning and goal-setting to developing an effective marketing strategy, executing the event and, finally, following up and evaluating it. We’ll share proven methods, innovative approaches and practical tips to help create successful events and achieve lasting results.

Developing an event marketing strategy

The variety of event types isn’t the only aspect that makes event planning a challenge. The huge competition from event agencies and the high number of events taking place in one segment also present event managers with a number of hurdles to overcome.

The first and biggest hurdle for event managers is certainly to stand out from all the other events and convince the target audience to participate in theirs. A sophisticated event marketing strategy is the key to achieving this goal. In this case, a comprehensive and successful strategy involves several steps, from defining objectives to monitoring.

Defining the goal and target audience

Concerts, trade fairs and sporting events are the three most popular events among the Swiss population. In 2021, the make-up of the target audiences for these different event types was analysed to better understand event behaviour.

The result was the following ranking:

• Ages 16–29 and 30–44: Prefer concerts, trade fairs, sporting events and festivals
• Ages 45–59: prefer trade fairs, concerts, sporting events and festivals
• Ages 60+: Prefer trade fairs, concerts, theatre and sporting events
  

According to the study, concerts are the most favoured type of event among the Swiss population.

Even this basic overview of the preferences of different age groups shows a high level of diversity. The diversity increases even further when various music styles, trade fair themes and sports are considered. That means it is essential to clearly define the objective before an event takes place. The goal of the event will determine the target audience you want to attract. In any case, it’s important that the event’s objective is SMART.

Setting SMART goals

What does it mean to set a SMART goal? The acronym SMART stands for the nature of the goals:

• Specific
• Measurable
• Achievable
• Relevant
• Time-Bound
  

So, what might a SMART goal for an event look like?

For example, an event goal could be: ‘Increase the number of participants by 20% compared to the previous year and generate 100 new leads.’ By adhering to the SMART formula when determining your event goal, it will be clear, meaningful and attainable.

Target audience analysis and segmentation

Once you’ve formulated a suitable goal and determined the type of event, you should conduct a thorough analysis of your intended audience. Get to know the people you want to attract to your event and have as guests. It is also helpful to segment your audience into subcategories, such as:

• Demographic
• Geographic
• Psychographic
• Behavioural

This allows for targeted communication and tailored marketing initiatives that address the specific needs and interests of each segment.

Budgeting and resource allocation

Just as important as defining goals and target audience is staying within a financial framework. To ensure your event is successful and you can present a well-utilised budget to clients, budget and resources need to be accurately planned in advance.

Include all event-related costs in your comprehensive budget planning. This includes venue rental, catering, and speaker and band fees as well as marketing and advertising expenses. Regularly reviewing expenses helps prevent you from exceeding your budget.

The same applies to the use of available resources. Precise planning helps you execute the event efficiently and make optimal use of personnel, technology and materials. With a resource plan, you can keep track of availability at all times.

Event types and formats

Now it’s time to take a closer look at some of the different event formats.

Conferences and trade fairs

You can organise a conference or trade fair on almost any topic. These events not only offer a wealth of information on the specific topic, but above all, they provide a platform for dialogue and networking. These events are ideal for bringing together industry professionals and tapping into new business opportunities. Although, the general public may also be interested.

Conferences focus on a lecture framework that is often accompanied by an exhibition. At trade fairs, the opposite is true. Here, the focus is on the presentation of content or products, which are usually presented in an exhibition. Lectures on the topic, small musical performances and demonstrations then complement the event.

Workshops and seminars

Workshops and seminars are excellent formats for conveying specific knowledge, skills and abilities. The goal of these types of events is to educate the participants. In an interactive setting, you can motivate your audience to engage in active learning. Workshops and seminars often offer the opportunity to invite an expert to hold a lecture.

Virtual and hybrid events

Since the Coronavirus pandemic, virtual and hybrid events have become increasingly important. These formats are no longer limited to small business meetings—large-scale events are now frequently held in virtual spaces. They allow for a wider reach and provide flexibility for participants who cannot attend in person. The integration of online platforms and virtual tools is essential for their success.

These days, video conferencing tools support a wide range of events. Even trade shows with virtual booths have become common. While online events may lack the physical interaction and in-person networking of traditional functions, they are particularly sustainable and environmentally friendly.

Event theme and messaging

Every event needs a theme or core message that, along with the event’s goal, provides a cohesive structure. Depending on the theme, you target a specific audience, and the message largely shapes the event format. It’s essential that the event’s goal, theme and message are consistent and work together.

Some event messages define a very narrow framework. For example, if you are organising a kick-off event to introduce a new electric car, the message is clear: ‘This car is the best. Buy it!’ The target audience is clear: Stakeholders in the automotive industry and the press. And the event format has key elements: The car is the centrepiece, the company’s CEO will give a speech, and the unveiling of the car is the highlight.

The same applies to organising a concert or trade fair. The message and structure are largely predetermined.

More creative freedom comes with events like festivals. Of course, with freedom also comes uncertainty: Does the theme/message resonate with the intended audience?

An engaging event theme is key to successful marketing. It should be creative and relevant to capture the attention of your target group. A consistent visual identity strengthens recognition and brand image: unified colours, fonts and logos across all marketing materials. This cohesive structure also makes event communication smoother across various channels.

Marketing channels and tactics

Social media

Social media platforms have become the number one communication tool, not just before your event but especially during it. In addition to promoting your event through your agency’s own social media channels, you should also manage accounts specifically for the event. This way, interested parties can stay informed by liking and following. You can also increase your reach and credibility by collaborating with influencers.

Targeted advertising campaigns with appealing content should always be the foundation. This includes not only text and images but also short videos that entice people to attend your event.

Encourage your community to participate as well. How about a poll on an aspect of your event’s design? For example, you could involve Instagram followers in selecting the event colours. Or you could host a small contest asking your community for ideas for the event slogan. Whoever suggests the final slogan could win free entry.

During your event, you can livestream to reach a wider audience and encourage last-minute participation. Real-time updates on social media also keep participants informed and promote interaction. Encourage them, for example, to like and share using special hashtags. User-generated content is a key factor in your event marketing.

Email, press releases and media relations

In addition to social media, there are other communication channels you should integrate into your event marketing. Email marketing is a well-established and effective tool. Personalised invitations, updates and reminders are particularly appealing, making participants feel as if they are being addressed directly. Make sure your emails are attractively designed with relevant content.

Traditional PR channels also support your event marketing. Press releases and media outreach increase visibility. Instead of randomly sending press releases to media outlets, it’s more effective to maintain relationships with the press and journalists. Reach out personally and talk about your event. Use press conferences to share event details. Last, but definitely not least, invite journalists to your event with free or VIP tickets. This ensures your event receives attention even afterwards.

Creating an event timeline

To stay on top of everything, it’s essential to create a timeline for each event. Regularly reviewing the timeline ensures you complete all tasks on time and your event is optimally prepared. Include all details in the timeline and define milestones. It should also be shared with all involved so everyone can set the right priorities.

Using event marketing tools and software

Specialised event marketing tools and software help you plan, execute and monitor your events. These tools not only boost efficiency but also ensure you maintain an overview at all times. Event software can save valuable resources and time as well as reduce errors.

Executing the event: From setup to teardown

Once you’ve prepared your event strategy and created a solid plan, it’s time to execute the individual tasks. Here, it’s important to keep an overview of everything and remain flexible when responding to unexpected situations.

Event management and logistics

When selecting a venue, ensuring enough space for all participants and setups isn’t the only aspect to focus on. Above all, make sure there are good connections to roads, buses, and trains as well as possibly even airports. A good infrastructure will ensure all deliveries and participant logistics run smoothly. The location’s technical equipment is another point. Ask yourself whether the venue meets the requirements and how much additional technology you may need to order. Event technology in particular can quickly exceed the budget.

Participant registration and guest management

An efficient registration and guest management system simplifies the process and improves participant experience. Make your life easy in this case and use event software and digital tools to manage registrations, check-ins and feedback.

Interactive element and networking opportunities

Create a well-thought-out schedule for your event and, depending on the event objective, integrate elements such as workshops, Q&A sessions and networking opportunities to increase participant engagement. These activities encourage dialogue and create a dynamic event atmosphere.

Using technology to engage participants

Who doesn’t like gamification? Before, during and after your event, you can encourage attendees to participate with event apps and voting systems that support gamification. Your participants will feel involved and part of the event. These tools can enrich the event experience in the long term.

Post-event follow-up and evaluation

Analysing data and measuring success

Of course, at the end of your event planning, you want to know if your event was successful. While the number of participants is a key indicator, there are other important Key Performance Indicators (KPIs) that can help you assess the event. It’s essential to define relevant KPIs and metrics to measure success before your event takes place. SMART goals, budget adherence, engagement rates and lead generation are just a few examples. Data analysis tools can assist in evaluating these KPIs.

Feedback from participants and stakeholders

To understand how your event was received, you can gather feedback from both participants and stakeholders. Personal feedback provides valuable insights and can be collected through surveys and interviews.

Follow-up campaigns and marketing

After the event is before the event. That means sustainable communication with your target audience starts at the end of the first event. Post-event campaigns, such as sending thank-you messages and follow-up emails to participants, not only express appreciation but also strengthen your connection with your target group. You can also use these messages to inform them about future events and offers.

Lessons learned and continuous improvement

Monitoring during the planning and execution phases as well as post-event evaluation are crucial information sources. They help identify areas for improvement for future events.

Analysing strengths and weaknesses

What worked well? Which event technology provider did an excellent job? Which event staff were particularly friendly at the trade show? Which location provided enough space for large events? You should reflect on these questions after your event, as these lessons learned will simplify planning for future events. But don’t just identify your strengths. Examining weaknesses and the reasons why certain things didn’t go as planned is also important.

By analysing your strengths and weaknesses, you can establish best practices for future events. Continuous improvement is the key to long-term success.

The future of event marketing: Trends and developments

Influence of technology and digitalisation

Even the event industry isn’t untouched by modern technology trends and digitalisation. With the increase in online events during and after the Coronavirus pandemic, countless new technologies have become relevant to event management. Virtual and hybrid functions can be enhanced through virtual and augmented reality. Artificial intelligence opens new opportunities to improve the event experience.

Sustainability and eco-friendly event planning

Another growing trend is the integration of sustainability throughout the event process. Environmentally friendly initiatives and sustainable practices help make events more eco-friendly. These days, many participants actively choose sustainable events over traditionally planned ones. Sustainable event management starts with event marketing.

Instead of printing flyers and posters on bleached white paper, you can use recycled paper and reduce the amount of printed materials overall. Instead, focus more on digital advertising. Can your event be held online or in a hybrid format? This reduces the need for participants to travel. For in-person events, opt for a venue that prioritises sustainability, such as one powered by rooftop solar panels. And, of course, avoiding plastic at the event is another important factor.

Challenges and opportunities

The event industry faces constantly changing conditions. Flexibility and adaptability are key to responding to new challenges and seizing opportunities.

Hybrid event formats offer the possibility to connect both in-person and virtual participants, reaching a wider audience. They combine the advantages of both worlds and open up new opportunities for event marketing.

Digital event software optimises the entire process, from planning to follow-up after the event. This not only saves time and resources but also enhances sustainability by simplifying participant organisation.

Summary

Successful event marketing hinges on meticulous planning and a well-thought-out strategy. From defining goals and target audiences to budgeting and resource allocation, selecting the right event format and utilising various marketing channels, every step is crucial to standing out from the multitude of events taking place and reaching the desired audience.

Implementing a well-planned event marketing strategy that integrates all communication channels is essential. Equally important are the execution and post-event follow-up, including data analysis and gathering feedback, to ensure continuous improvement.

Modern event software supports and optimises the entire event management process. These tools ensure resources are maximised, no task is overlooked, and they pave the way for a successful event.

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