The complete 12 month marketing guide for events

Planning an event is an exciting endeavor, but a well-executed marketing strategy is essential to ensure its success. With a 12-month marketing plan, you can build anticipation, engage your audience, and maximize attendance. Here's a step-by-step guide to creating a comprehensive marketing plan for your event, from the first announcement to the final curtain call.

Month 1-3: Lay the Foundation

1. Define Your Goals: Clearly outline your event's objectives. Is it about education, networking, entertainment, or a combination? Having clear goals will guide your marketing efforts.

2. Identify Your Target Audience: Understand your ideal attendees. What are their preferences, pain points, and interests? Tailor your messaging accordingly.

3. Craft a Compelling Event Story: Develop a captivating narrative that communicates the value of your event. Use storytelling to evoke emotions and build anticipation.

4. Create a Strong Brand Identity: Design a consistent visual identity, including a logo, color palette, and branding materials. A cohesive brand identity enhances recognition.

5. Build a Responsive Event Website: Create a user-friendly, mobile-responsive website that provides all necessary information about the event, including registration details, schedule, speakers, and sponsors.

6. Launch Social Media Channels: Establish active social media profiles on platforms relevant to your audience. Share teasers, behind-the-scenes content, and engage with potential attendees.

Month 4-6: Generate Excitement

7. Early Bird Registration: Launch early bird registration with discounted rates. Offer incentives for early sign-ups to encourage attendance.

8. Content Marketing: Start producing informative and engaging content related to your event's topics. Blog posts, videos, and infographics can position you as an industry thought leader.

9. Email Marketing Campaigns: Begin sending out regular email updates. Include information about speakers, sessions, and other event highlights.

10. Collaborate with Influencers: Partner with industry influencers who can help amplify your event's reach. They can provide endorsements, guest blog posts, or promotional videos.

11. Launch Paid Advertising Campaigns: Begin targeted online advertising campaigns using platforms like Google Ads and social media ads to reach a wider audience.

12. Pre-Event Engagement: Create engaging countdown campaigns, quizzes, and contests on social media to keep the excitement levels high.

Month 7-9: Strengthen Engagement

13. Regular Social Media Updates: Maintain an active social media presence. Share speaker interviews, sneak peeks, and testimonials from previous attendees.

14. Highlight Networking Opportunities: Showcase the networking opportunities available at your event. Highlight the chance to connect with industry experts and peers.

15. Engage with Registrants: Send personalized emails to registered attendees. Provide tips on how to maximize their event experience.

16. Webinars and Virtual Previews: Host webinars or virtual events that offer a taste of what attendees can expect at the main event. This can generate additional interest.

17. Partner Collaborations: Collaborate with sponsors, partners, and exhibitors to cross-promote the event through their networks.

18. Create Event Hashtags: Develop a unique event hashtag and encourage attendees to use it when discussing the event on social media.

Month 10-12: Countdown to Success

19. Intensive Social Media Campaigns: Ramp up your social media campaigns, focusing on countdown posts, exclusive offers, and testimonials.

20. Event App Launch: If applicable, launch a dedicated event app that provides attendees with schedules, networking tools, and real-time updates.

21. Last-Minute Promotions: Offer last-minute registration discounts to capture any remaining interest.

22. Email Reminders: Send detailed event reminders to registered attendees, including logistical details, venue information, and tips for a successful event experience.

23. On-Site Promotion: Prepare physical materials such as banners, flyers, and signage to promote the event on-site.

24. Post-Event Engagement Plan: Develop a plan for post-event engagement, including sending out surveys, sharing event highlights, and thanking attendees for their participation.

By following this 12-month marketing plan, you can ensure that your event gains maximum exposure, attracts a highly engaged audience, and ultimately achieves its goals. Remember, consistency and creativity are key in every stage of your event marketing journey.