Marketing and communication of events
From target audience and channel selection to press work and measurement of effect
A well-planned event that nobody knows exists sells no tickets and attracts no guests. Marketing and communication are therefore just as much part of the event coordinator's work as budget and run-of-show—and it must be planned in parallel with the rest of preparations, not as an afterthought.
§Know your target audience before you choose a channel
The first question is who the event is for. A company conference, a music festival and a local town fair have very different target groups, and they use different channels. Use what you know about previous participants, the customer's wishes and the event type to describe the target group before you choose whether the effort should lie on social media, in newsletters, with local media or through partners and collaborators.
§Build a content plan across the entire course
- 01Before the event: teasers, program, participants, and practical information — create anticipation
- 02During the event: real-time updates pictures and atmosphere that give those who could not come a desire to come next time.
- 03After setting
§Press work and partners
Local media and trade-specific media are often interested in events that happen in their area or industry — but they need a good story, not just a date and location. A short press release with the most important information first, a few good quotes and a good quality image make it much easier for a journalist to write about the event. Collaboration with influencers or local ambassadors can extend reach, but should be clearly agreed so both parties know what is expected.
§Measure on what matters
Marketing without measurement is guesswork. Keep track of where tickets and registrations actually come from which posts create engagement and whether website traffic converts to purchases. That gives you a better basis next time you need to divide a marketing budget between channels.
Marketing an event is ultimately storytelling with a deadline. The earlier that story is planned together with the rest of the event the stronger it stands when tickets need to be sold.