How to Develop An Event Marketing Plan
The coronavirus pandemic won’t last forever, but virtual events might be here to stay, at least for the next few years. Marketing plans for an in-person event, compared to a virtual event, work differently.
“Your value proposition is no longer about networking, traveling, seeing a new city, and justifying travel budget and time away from the office,” Lathan explained. “Now, it is about the value of the content that is being delivered digitally and differentiating why it’s more important to get it from your virtual event than it would be to watch a YouTube video on demand or just watch your recorded content.”
Even with in-person events, there is still a digital element, so there’s more overlap than meets the eye, according to Karpowitz.
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“Regardless [of whether] the event is online or at a physical location, the communication tends to come digitally,” Karpowitz said. “Depending on [the] event type, one-to-one email outreach, consumer database pushes, digital and social ads, amplification via influencers or PR are the most common tactics employed.”
Run high-impact marketing campaigns. Once you’ve figured out your ideal attendee and where they get information, the next critical step is to combine that information and leverage those platforms to promote your event. Lathan recommends that you launch your marketing campaign eight weeks before your event.
Schedule reminder emails. Send out emails highlighting the value of attending the event and any new updates leading up to the event like notable speakers or vendors.