Objective of Event Marketing NOT the Event

Event marketing—much like all marketing—requires careful planning. Executing a successful event depends mostly on preparation.


Key areas of focus include appropriate collateral, scripts for key messages and basic logistics for the day of the event.

However, the day of the event is only part of the equation. The follow up is where the real conversions happen. To move your business to the next level, ensure that you plan and prepare for what comes after the event.

Think with the end in mind.

The day you confirm an event and put it into your calendar also map out dates for your follow up plan. This way, when you show up to the event you will know what you need to do to execute your follow up.

You will know when to send emails, what to do with business cards, how to handle prospects and where to allocate your energy.

And don’t forget that a lot of great follow up happens just outside of the event: in hallways, elevators, restaurants and other gathering places.

Growing a brand means creating relationships and awareness both during and after the event. And in order to do that optimally, spend the necessary time before.

Plan for your event but plan more for what happens after.

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