When SEQ starts working with a new client, one of the first things we say is, “Think of us as members of your team.”
That’s not just because we love hanging out with our clients (we do!), but because in our view, every single event should be a strategic part of a year-round marketing plan—and it’s crucial for us to keep that context in mind every step of the way. That means every element—including the event name and the visual identity—of a live or virtual gathering should tie back to a company’s overall marketing goals.
In short: It’s about viewing events not as one-off occurrences, but as strategic, ongoing marketing opportunities.
In today’s fast-paced world, events stand out as a dynamic and effective way to create memorable experiences and deepen relationships with your target audience. But with so many events vying for attention, how can you ensure that your gathering not only attracts your target audience but also leaves a lasting impact?
That’s where we come in! Here are some go-to tips for maximizing your event marketing plan.
1. Identify the event’s mission and where it fits into your marketing strategy.
Before SEQ can dive into the logistics of your event—and the best ways to market it—it's crucial to establish clear goals. What do you want to achieve? Are you looking to increase brand awareness, generate leads, launch a new product, something else? Setting specific, measurable objectives will help guide your marketing process.
This also includes understanding your target audience and what they want. Conduct market research to understand their preferences, pain points, and what they seek in an event—and also where your marketing efforts are most likely to reach them.
2. Ensure all attendee communications are clear and intentional before, during, and after.
Once you identify target attendees, think about how they like to be spoken to. What type of language, promotions, and campaigns will get them excited?
Certain social media platforms, for example, can be a powerful tool for promoting your event and engaging with potential attendees, as can email marketing campaigns, websites, content marketing, and other information. High-quality visuals, repurposed content from previous years, behind-the-scenes interviews and teasers, and more can also generate excitement and drive registrations.
3. Communicate the value of the event.
Let’s face it: Every potential attendee is thinking, “What’s in it for me?” They—or their bosses—need to know why this event is worth the money and/or time investment to attend. Use your marketing efforts to explain the value of your specific programming, whether it’s engaging speakers (don’t miss our tips for working with keynote speakers!), interactive workshops, cutting-edge tech demonstrations, unique networking opportunities, or something else.
Spotlighting content and programming can also tap into FOMO. The right content, highlighted in the right way, can lead to more registrations before an event—and more excitement and social sharing during the event. Which then encourages word-of-mouth interest and sign-ups for next year’s gathering.
4. Focus on building community.
One of SEQ’s go-tricks for employee engagement events? Creating an attendee Slack channel, where guests can gather beforehand to make plans for the event, communicate during, and keep in touch afterwards.
This idea of building and nurturing an ongoing community can be adopted for events of all types, whether it’s through Slack or another platform. Facilitate opportunities for networking and connection before, during, and after the event, and you’ll have a built-in community of loyalists ready to help you promote the gathering and your brand year-round.
5. Gather feedback and testimonials to use in future marketing efforts.
Your engagement—and marketing efforts—shouldn’t end when the event does. Follow up with attendees through surveys, thank you emails, and content recaps. This not only shows appreciation but also provides valuable feedback for future events—not to mention, content and testimonials you can use in year-round marketing.