From the course: Virtual Events Essential Training

Define your event marketing strategy

From the course: Virtual Events Essential Training

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Define your event marketing strategy

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- No matter what kind of event you're planning, people need to hear about it so they can register and join. Your ability to reach your target audience, or how much noise you can create through various channels, will depend on your marketing strategy. As the event planner, you probably won't be the person to create the marketing strategy, but you need to be well aware of what's planned, when, and why. At the end of the day, you are responsible for the overall success of the event, and the effort put into marketing will play a huge role in that success. So how can you interact with your marketing person or team to ensure your event will be marketed successfully? First, brief them in detail about the end goal of your event, your audience, and your event's brand personality, or how the event's marketing should look and sound. Answer any question they may have and give them as much information as you can. Better more than less. Next, ask them to prepare a marketing strategy and plan how this strategy will be executed. Here you should expect to see a strategy overview of how they will help you reach your target audience and a timeline of what happens before, during, and after the event. You have to be 100% clear and in agreement with the strategy and timeline. Have as many meetings on the topic as needed before giving your approval. This step is that important. Once the strategy and the timeline are agreed on, involve the project manager. They need to set tasks and define milestones in your project management tool for executing the marketing strategy. They also need to make sure that the people who'll be working on it have all the resources needed to achieve the desired results. This person will give you weekly or biweekly updates on what was done, what the results were, and what's next. Your event can be a huge success, but only if marketed well. Do as much as you can to help the team working on it. Collaborate actively on the marketing strategy, timeline, and execution. And also, stay up to date with the latest results that were achieved. If something's not going as planned, you will need to interfere. Involve the project manager so that they can decide who needs to get involved and how in order to correct the problem. And, as always, better now than later. So, go ahead and schedule the first meeting with your marketing team now. And make sure you bring your project manager as well.

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