Event Marketing Guide 2021: Tips, Ideas & Tools
By Madison Howard
Thursday, 1st April 2021

There are seemingly a million ways to go about event marketing and in fact, depending on your role in your organization, event marketing can take quite a few forms.

What’s undeniable? When it comes to events, whether they be in-person, virtual, or hybrid, promotion is key. Through the use of technology, data, and analytics, event marketing is actually very easy to implement across events and at scale.

This event marketing guide will explain what event marketing is, how to create a winning strategy, and how to carry that strategy out to improve your events program.

Here is a lowdown of everything you will learn in this definitive guide:

  1. Types of Event Marketing
  2. The Event Marketing Process
  3. Event Marketing Plan
  4. Your Event Website is Critical
  5. Types of Websites
  6. Event Email Marketing
  7. Top 5 Email Marketing Tips for Events
  8. Using Social Media
  9. Paid Digital Promotion
  10. Event ROI
  11. Event Technology and Online Event Marketing Software

What is Event Marketing

For many organizations, events represent a large share of their overall marketing spend. In fact, many companies allocate anywhere from 20 to 50 percent of their budgets for brand experiences, with the predominant portion going to events.

Many marketers believe that, after a website, events are the most effective channel in their “marketing stack,” given the power of in-person and virtual experiences and the ability to forge one-on-one connections. That’s why event marketing is critical. From promoting your events to utilizing events as part of your marketing strategy, events are powerful.

Types of Event Marketing

Event marketing is a broad term. For some, it refers to the promotional plan for an event, and for others it refers to the strategic use of events to market effectively. If the event marketing you do involves planning a calendar of events that will support your marketing plan, then your strategy and planning process will be more complicated and nuanced. For others, it’s a promotional plan for a specific event that can be broken down into a more manageable plan.

  • Email Marketing
  • Event-based strategy
  • Event website
  • Advertising
  • Social media

The Event Marketing Process

Events are costly, which is why determining your event strategy is important. Your budget, goals, and more will determine what events you plan and the type of promotion you run with.

The event marketing process begins by acknowledging that there is an event that can help your organization achieve a goal. Events can add to the sales pipeline, help improve morale, promote a product, and more.

Really, the event marketing process comes down to the goal of the event. By identifying what you hope to achieve, you can plan promotion and objectives based on that goal. Event strategies are wedded to the event marketing process.

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