Promoting an event, training, or conference can be daunting, and there is no assurance it will yield the result you want.  This, however, should not deter you from marketing the event.  Organizing an event requires a lot of work across multiple teams and disciplines.  Thus, using the right tools to market the event is important.  A strong strategic plan will help created buzz and increased attendance.  So, what are some of the marketing steps should you consider using to be effective?  Of course, it depends on your industry, type of event, targeted audience, and so forth.  However, here are some basic steps you should keep in mind when marketing your event.


Prior to starting your marketing campaign, it is critical to set your goals.  In other words, what do you hope to accomplish from this? A successful event marketing needs goals to be set in advance prior to implementing the plan.  After setting your goals, you need to devise a mechanism to measure your performance and make changes accordingly.  For instance, with email marketing, you measure your performance based on the click-through rates, recipient engagement, unsubscribing, and so forth.

Once you set your goals and measurement tools in place, it’s time to market your event. As previously mentioned, there are many ways to market an event and it will require a strategic plan, depending on your objectives.  However, a marketing plan should generally be a multi-faceted approach.  Given the world of social media and digital communications, you can choose from a number of marketing platforms such as email marketing, twitter, Facebook, YouTube, direct mail, industry newsletters, and other social media network.  Furthermore, you should use your teams to spread the word.


Marketing your event or brand should be a continuous process.  So long as your organization is in existence, your work is endless.  It is important to keep your targeted audience engaged and the campaign alive.  Create the excitement!  Keep your concept innovative and fresh.  Don’t forget to engage non-attendees.  They may not be able to attend this event, but it does not mean that they will not attend your next event.  If you keep them engage, they will be more inclined to attend the next event.


The event may be over, but your work is not done.  Marketing is an evolving process.  Use the performance measurement tools you put in place to determine your event success in order to make the next one even better.  For instance, use a post-event survey to get feedback from your guests. Post your event photos and videos to the public and get feedback or testimonials of your event.  All feedback is helpful and use it to take actionable steps to improve your future endeavors.  Furthermore, review your revenues and costs associated with the event.  Did you go over or under budget? Making less revenue than anticipated does not make the event a failure.  It does, however, give you measureable points for planning and developing your budget the next time around.

Marketing an event is an enormous project that requires strategic thinking, multiple disciplines and good foresight to bring everything together to make it operates smoothly.   If you follow some of the basic fundamental steps, you’ll be quite ahead of the game to make your event a successful one.