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cobertura y la publicidad de ese evento
Un ejemplo típico es cuando una empresa de medios de comunicación promueve un evento y, a cambio, tiene un stand destacado o alguna otra opción, como la exclusividad en la <anchor>cobertura y la publicidad de ese evento</anchor>. Como estos patrocinadores suelen ser muy grandes, tienes que asegurarte de que podrás proporcionar el protagonismo necesario para que ese canal de medios de comunicación tenga una imagen positiva y destacada dentro de tu evento.
A Comprehensive Guide to Event Marketing in 2024
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# A Comprehensive Guide to Event Marketing in 2024

A Comprehensive Guide to Event Marketing in 2024

Written by:

Mark Ankucic

Apr 15, 2024

An illustration showcasing an event marketing promotion.

If you’ve been tasked with an event marketing campaign, or you’re curious about running an event for your brand, there’s a lot you need to know.

Unlike regular marketing campaigns, event marketing needs more planning, outreach to external stakeholders, organization, and (though no-one likes to admit it) a healthy dash of luck.

So before making your attempt at event marketing, read this article. And when you’ve finished, you’ll have everything you need to run an event with unshakeable confidence.

## Table of Contents

## Event Marketing Statistics to Know

An infographic sharing event marketing statistics.

- The majority (80%) of marketers believe live events are critical to their company’s success.
- Many marketers (31%) believe that events are the single-most effective marketing channel over digital advertising, email marketing and content marketing.
- 95% of marketers agree that live events provide attendees with a valuable opportunity to form in-person connections in an increasingly digital world.
- The majority of marketers (63%) plan on investing more in live events in the future both in budget and number of events.
- 80% of businesses that are overperforming in regards to their company goals will increase their live event budgets next year.
- 50% of marketers say that their organization is “very committed” to planning live events.

## What Is Event Marketing?

If you read any other blog, you’ll find the same tired definition — something about promoting products, services or brands through in-person interactions.

It’s not wrong, but it’s not exactly right either.

Here’s the real definition of event marketing:

“Event marketing is the act of bringing your ideal customers together in real-time, physically or digitally, to celebrate, learn, and nurture a connection between your brand and their professional and personal goals.”

Think about it this way — would you rather:

A. Go to an event where you can hear a company promoting their products or services, or

B. Go to an event that will give you the skills and knowledge to add 10% to your annual earnings

It’s B, right?

Also — would you feel more inclined to appreciate a brand that ran A or B?

The reason it’s important to adopt this definition is because you don’t want to go into an event with promotion on your mind.

That’s like asking a friend to come over so they can hear about how good you are.

So start your event planning with an "optimism and improvement" mindset — your ideal audience is going to come into your event, and leave it a little bit better than they were before.

## Why Is Event Marketing Important?

Again, read any other blog and they all give you the same stale laundry list of stats around how important marketers believe event marketing is.

To which you or your boss will say, "well ok, what’s the ROI on believing something is important?"

Event marketing isn’t important because some marketers think it is.

Here’s why it’s really important:

### Event marketing provides an attention disruptor.

Every single day, your ideal audience is seeing ads.

Whether it’s on their TVs, their phones, tablets, laptops…

Or through their social feeds, email, notifications, pop-ups…

They’re barely seeing or seeing straight through hundreds of attempts to capture their attention every single day.

Event marketing is an attention disruptor.

Think about it this way: If you’re used to seeing a red square once every twenty minutes, and that’s all you’ve seen day in and day out for a week, how are you going to react to a blue triangle?

Event marketing disruption works the same way.

Instead of seeing promotions that look the same and take the same effort to invest in or ignore (milliseconds), an event demands more attention.

Want to go? Well, you’re going to have to make travel plans, or clear out a chunk in your diary. You will see who else is going, what’s going to be happening there, see if any of your peers want to come…

And unlike 99% of other promotions…

You can actively build anticipation for it. It’s something your audience can get excited for.

### Event marketing is a shortcut for creating a community.

Seth Godin popularized the idea of marketing to a "tribe." In a nutshell, the theory is:

"People want to interact with people that are just like them."

Because an event is an investment and because it requires more attention to get involved with, you’re going to bring together a lot of people who have the same goals in mind.

If anyone has tried to accomplish this digitally, you know how impossible the task is. People won’t gather just because you asked them to.

They won’t come to your forum, they won’t ask your internal experts anything and they’re not going to feel a connection to a bunch of online profiles.

But people will always connect with people. And those people will want to find the easiest method to stay in contact with each other.

And you can provide that opportunity. It could be through a Facebook group, community app, hashtag or Discord server.

### Event marketing generates incredible word of mouth.

If you were looking for the best single line review of an event you run, it would be:

"You had to be there."

Because unless you’re in the top 1% of advertisers, or your marketing is genius, no-one is going to talk about your marketing campaign unprompted.

However, someone who spent hours or a series of days turning up to events is going to talk about it. Colleagues will ask them how it was, they will share their experiences on social media, they’ll get asked if anything exciting is happening in their professional world.

And an event is going to be top of their mind, tip of their tongue.

So event marketing is important, and not because marketers believe it is, but because of the sheer impact it can have on your brand awareness.

## Types of Event Marketing

Normally we might think of event marketing as a combination of a large meeting place (like a hall or entertainment centre), a bunch of booths, and people talking on stage.

But event marketing — especially post-COVID — is extremely flexible.

Here are a few you can consider for your event marketing campaign:

An infographic sharing types of event marketing.

### 1. Physical Events

This is where your audience interacts with other members of your event in-person.

Physical events are great when you want to emphasize human connection.

But it’s vital you remember that the main benefit for attendees is the chance to network. As keen as they might be on what you’re trying to present, they’re going to want to mingle, share ideas and find opportunities.

However physical events require a lot more planning and coordination. It might be as simple as providing directions to the event (through Google Maps) or having to coordinate an event space, caterers, and public transport information.

Getting sponsorship for events is a tougher nut to crack. In this article, we've shared a list of sponsorship deck templates that will help you pitch your ideas to potential sponsors and get them to support your event.

### 2. Virtual Events

This is where your audience interacts with members of your event online.

Virtual events are great when your audience is dispersed, you want to turn something around quickly and you want to increase the attendance of your audience.

While digital events can be faster and get you a wider audience, it’s much harder to hold onto their attention.

Think about your audience’s environment — they’re on their laptops or phones, still being bombarded with emails, texts and the pull of their personal social feeds.

When you’re making a virtual event, keep engagement top of mind. What are the other things you can do to make your event more appealing than what their friends are posting online?

### 3. Seminars

You might remember seminars from university or college. It’s that sweet halfway point between lectures (non-interactive lessons) and tutorials (strict one-on-one instruction).

Seminars are great for educating your audience and establishing your expertise.

What you cover in your seminar should be determined by your goal. You can run top of funnel style seminars that answer the very basics of what your brand does, eg:

"An introduction to event marketing: how to go from zero to running your first hundred attendee event."

Or if you’re looking to turn your regular users into super-powered professionals, you might opt for something more in-depth and targeted:

"Event Marketing for SME SaaS businesses: How to get digital customers to form physical communities."

The most important aspect of seminars is to allow for questions and interaction between speakers and the audience.

Further, it’s vital to match the content to your audience - you don’t want them to feel stupid and not ask questions!

### 4. Webinar

Web + seminar = webinar.

As similar as these events are, the change of environment makes these two event types completely different, as…

Webinars are great for data gathering and for shy or introverted customers.

Let’s approach the data benefit first. Unlike seminars, there’s no bad time to ask a question during a webinar. It doesn’t interrupt anyone, no-one forgets their questions, and you can theoretically answer them in real-time.

A graphic promoting a webinar that Visme hosted.

You can also drop surveys and questions whenever you feel like it.

For example, if you’re covering a complex topic, you could quickly drop a poll like this:

Do you feel you have a better understanding of event marketing?

- No I’m still confused
- I know a bit more than before
- I know more than before
- I know way more than before!

This data allows you to pivot on the content you’re delivering instantly, or gives you an idea of how you can change your next webinar.

What makes for a truly successful webinar is that you’re able to take away insights and learning to make an even better one for next time.

If you’re considering creating your own webinar, you can easily get started with this template below.

A webinar template available to customize in Visme.

Customize this presentation template and make it your own! Edit and Download

### 5. Live Streaming

You might have heard of Twitch, Facebook Live, Instagram Live or a dozen other places you can stream your events live.

Live streams are great for walkthroughs and demonstrations of a topic, skill, or playbook.

The difference between webinars and live streams is that webinars are scripted, while livestreams are unscripted.

For example, you could host a live stream where you walk through the entire process of making an event marketing plan.

During this stream, you might get a question that veers you off-path for 15-minutes, and that’s ok — live streams are supposed to be flexible.

It’s also a great idea to send a summary of your live stream to your audience after the event. There’s a lot that can be missed during your event, so notes are a great way to reinforce the key takeaways.

### 6. Meetups

Some of your ideal audience are going to be starved for good conversation, or don’t get the chance to regularly interact with people like them. That’s why...

Meetups are great for low-pressure gatherings where people can network and share ideas.

For example, event marketers aren’t always in large event marketing teams, and a lot of their challenges (dealing with vendors, scouting locations, getting paraphernalia, banners and posters made) aren’t readily understood by the rest of the marketing team.

So organizing a meetup gives them the chance to talk shop and find other event marketers who share their experiences. They might find new job opportunities, learn tips from each other, share war stories, and so on.

The great thing is that any positive relationships they form from meetups will be tied to your brand, and use your meetup as their way of finding and solidifying connections.

### 7. Conferences

If one hour or even a whole afternoon can’t cover off everything you want in your event, you should look to a conference.

Conferences are great at bringing a huge swathe of your industry together to share, learn and experience a topic of their professions.

A photo from a Salesforce conference.

While conferences were solely a physical event, they’re something you can take digital — it’s just a lot more fiddly.

The benefit of conferences is that you can give your attendees a little bit of everything. You can start with seminars, lead into workshops, host Q&As, roundtables, booths — anything. You can also mix in interactive marketing to make the experience more exciting for patrons.

However, conferences can be tough! There’s a lot to organize between speakers, venue, tech and so on. If you’re new to the event marketing game, it might be best to steer clear of them till you’ve whet your whistle on smaller events.

### 8. Q&As

It’s rare people are given the chance to speak with high-profile personalities in their industry, so when they get the chance, they will jump at it.

Q&As are great for curious audiences and industries with sought after thought leaders

The most important part of your Q&A is the person or people you’re getting to answer questions.

An Instagram post promoting a live Q&A.

They should have at least two of these three key traits:

1. They’re extremely knowledgeable in the field (your audience will learn something new)
2. They’re extremely popular in the field (your audience gets to feel closer to someone they admire)
3. They’re extremely eloquent speakers/storytellers (your audience will follow and be captivated by what they say)

So pick wisely! They will be the difference between a life-changing event and ‘I couldn’t wait to get out of there’.

### 9. VIP Treatment

Great customers and clients want to feel like they’re great customers and clients - this is how you can give them that feeling.

VIP treatment is great for high revenue clients and customers.

You may have heard some crazy stories about companies hiring out islands or entire hotels to make their best clients feel special.

They’re true — and they’re worth it.

For example, if you have a group of clients worth a combined $50+ million, treating them to events (like shows, hotel stays, getaways), is an extremely cost effective way to endear them to your business.

As you can probably tell, the VIP treatment isn’t for every company, especially in the small to medium categories. However, if you do want to run an event to celebrate them, you can keep it low-key.

It could be as simple as renting out a bar or pub for the evening and providing prizes and gifts. Either way, the goal is to make them feel thanked for being your customer.

### 10. Customer Celebration

Like VIP treatment, but en masse. Instead of splashing big on a few clients, you celebrate as many of your customers as possible.

Customer celebration is great when you already have an established customer community.

Here’s what you want to avoid with customer celebration:

People arrive for the free drinks and swag, and leave without interacting with anyone else...which is exactly what will happen in a room full of strangers.

However, if you already have a customer community, it’s more likely their motivation for coming will be to see and interact with the people they already know — with free drinks and swag being an added benefit.

### 11. First Access

If you want to make a beta shiny, or want to make a segment of your audience feel special, you can host a first access event.

First access events are great for making a small group of your audience feel special without overspending.

For example, if you had event marketing software, you could invite your superusers to a workshop where they get to demo and walkthrough a new feature weeks before its release to the wider customer base.

Or if you have a physical product, you could run an event where your customers get to interact with it together.

Not only does this make this audience feel special, it creates anticipation the your wider audience when they see your attendees sharing it on their socials and talking about it.

## How to Create an Event Marketing Plan

Your event marketing plan should be 50% of your focus, because without a good plan, your event can fall apart — and fast.

To make a solid, reliable, and confidence building event marketing plan, there are a few steps you’ll need to take.

But first, consider documenting your event marketing plan with a template like the one below.

An event project plan template available in Visme.

### 1. Confirm the purpose of your event.

Aka, “why are you running this event?”

It might be simple — “we want to celebrate our best customers so they continue with our brand.”

It might be more complex — “we want to increase our brand awareness in a specific country with a specific audience.”

Your event’s purpose is your north star, making it easy to decide on the what(style of event), how (the running and activities of the event) and the who (presenters and audience).

Further, with a strong purpose in mind, you’ll be able to check results, whether it’s leads, new business, mentions on social and backlinks, or brand awareness.

### 2. Write a profile of your ideal attendees.

Your attendee profiles are just like regular customer profiles, only with more depth. You can customize a template like the one below:

You’ll want to add things like:

- Location
- Time availability
- Depth of knowledge
- Level of excitement/investment what your brand does
- Willingness to travel
- Chance of getting approval to attend
- What motivators they prefer (learning, monetary, networking etc)

Knowing what your ideal attendee is like gives you a framework to figure out what kind of event you should run and how it can be run.

For example, if your ideal audience isn’t willing to travel but is motivated by learning, you wouldn’t create an interstate networking event.

Once you’ve nailed the conditions that are more likely to attract the attendees you want, you can figure out how to make the event valuable for them.

### 3. Figure out how to make your event valuable.

This step has one challenge:

Give an elevator pitch of why your ideal audience should come.

Just like a headline or the opening for a sales deck, your elevator pitch should inspire curiosity and provide a wanted value.

For example:

"[Your event] get 10x more attendees to your event at half the cost."

If you’re not sure what value is going to be most enticing for your ideal attendees, find people like them and pitch a few ideas. Note how they react to each pitch, and ask them ‘what they think they’ll walk away with’ from each different event.

Once you’ve got your purpose, your profile, and your value, you have everything you need to figure out how you can execute your event.

### 4. Write your event wish list.

No bad ideas, blue-sky thinking — anything and everything you could possibly want to make your event as unforgettable as possible.

This will include things like:

- Speakers you want to invite
- Entertainment for the event
- Freebies to give out
- Technology involved
- Where the event should be
- Any paraphernalia or sets

Look — even though you may not get elephant acts or flying trapeze — you’ll want all of these ideas down on paper. It’s harder to think from the logical to the wishful than from the wishful to the logical.

When you’ve got them all down, start cutting. Find the ideas you want to keep, the ideas you want to entertain, and the ideas you can’t compromise on.

With your edited wishlist, you can start figuring out your costs.

### 5. Figuring out your costs.

Add any possible expenses you can think of to your edited wishlist, and then allocate them a cost.

As a rule, it’s good to add ~5% to each cost for any extra expenses that might be incurred or to allocate to something that’s been missed.

Once you’ve got your full list of costs, you can compare it to the budget you’ve been allocated.

If you’ve gone over, that’s ok — you can go through your new list to refine. Find out the things you absolutely need and the things you can live without.

Something that’s important to note…

Don’t sacrifice delight for your budget.

On paper, delight looks like the first thing that can go. It might be a speaker that costs more, or a set that invites attendees to take selfies to share on their socials.

Whatever it is, delight is going to be how your event is remembered, and will define how attendees feel when they walk away.

If they walk away feeling refreshed, invigorated, inspired and delighted, they’ll correlate these positive emotions with your brand.

### 6. Confirm external stakeholders.

Before you get sign-off on your plan, make sure your external stakeholders are available.

If that key speaker that’s sure to draw a crowd turns out not to be available and you’ve already got plans in motion...then you’re going to have to scramble.

### 7. Set your SMART goals.

Your SMART goals will keep you on track and make sure you’re always putting your best efforts where they’re going to have the most impact.

So sit down with your stakeholders, and make sure the outcome you want for your event is:

An infographic on creating smart goals.

Customize this infographic template and make it your own! Edit and Download

- Specific: What is the specific outcome you want
- Measurable: How are you going to measure results
- Achievable: Ensuring your goal can be realized
- Realistic: Ensuring your goal is possible
- Time-bound: Knowing when the goal can be achieved

Once you’ve got that, there’s only one step left...

### 8. Draft your event program.

This is the step that turns your event from an idea into a promise.

Your event program outlines everything that’s going to be covered, by who and when.

Like a draft calendar, it’ll quickly reveal what you’re able to accomplish, as well as how to space your subjects, topics and speakers.

It’s easy to create — just use this handy event marketing template.

An event program template available to customize in Visme.

## Want to Make Your Event Unforgettable?

You’ll find thousands of customizable templates for everything — from planning your event to promoting it on social, Visme has the tools you need to make your event marketing beautiful and on-brand. And if you're racing against the clock, Visme has a range of AI-powered tools to help you create marketing materials within a fraction of the time. For example, our AI flyer generator can help you create professional-looking flyers using a text prompt.

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### About the Author

Mark Ankucic is a growth marketer and content consultant at CopyPlaybooks.com. Obsessed with finding the words and feelings that trigger conversions, you’ll most likely find him sorting voice of customer data, tweaking funnel journeys, and plugging gaps in messaging.

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