Planning an amazing event is just the beginning; getting people to show up requires a smart event marketing plan. Whether you're hosting a concert, conference, or community gathering, a well-crafted marketing strategy can mean the difference between empty seats and sold-out success.
In this guide, you'll learn how to create an event marketing plan that drives ticket sales and builds buzz from day one. These seven proven steps will help you promote your event successfully, regardless of your budget or experience level.
What Is an Event Marketing Plan and Why Does It Matter?
An event marketing plan is a goal-driven strategy designed to promote your event and attract attendees. It outlines exactly how you'll reach your target audience, what messaging you'll use, and which marketing channels will deliver the best results.
The demand for skilled marketing professionals continues to grow, with employment of marketing managers projected to increase by 8 percent from 2023 to 2033, faster than the average for all occupations according to the U.S. Bureau of Labor Statistics. This growth reflects the increasing importance of strategic marketing in today's competitive landscape.
A solid marketing plan helps you improve attendance, build brand awareness, and track your return on investment. With proper planning and execution, your event marketing efforts can cut through the noise and reach your ideal attendees effectively.
Step 1: Define Your Event Goals and KPIs
Before diving into marketing tactics, you need clear objectives. What exactly do you want to achieve with your event? Your goals should be specific, measurable, and aligned with your overall business objectives.
Common event goals include:
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Ticket sales targets (number of tickets or revenue goals)
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Attendance numbers (total attendees or specific demographics)
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Brand awareness (social media mentions, press coverage)
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Lead generation (new contacts or email subscribers)
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Community engagement (social shares, user-generated content)
For each goal, establish key performance indicators (KPIs) that you can track throughout your marketing campaign. This data will help you adjust your strategy and measure success.
Step 2: Know Your Audience Inside and Out
Your target audience requires messaging that resonates. Different demographics discover and engage with events in vastly different ways, making audience research essential for choosing the right marketing channels.
Create detailed attendee personas that include:
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Demographics (age, location, income level)
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Interests and hobbies (what they care about)
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Online behavior (which platforms they use, when they're active)
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Event preferences (what types of events they attend)
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Pain points (what challenges they face)
Use data from past events, surveys, or industry research to build accurate personas. The more you understand your audience, the better you can tailor your marketing messages and choose the right channels.
Step 3: Set Your Event Marketing Budget
Determine how much you can invest in promoting your event. A typical event marketing budget ranges from 10-20% of your total event budget, but this can vary based on your goals and competition.
Break down your budget into categories:
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Digital advertising (social media ads, Google Ads)
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Content creation (graphics, videos, copywriting)
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Email marketing tools (platform costs, design)
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Influencer partnerships (fees or free tickets)
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Traditional marketing (print ads, radio, if applicable)
Remember that organic marketing through social media integration and email can be highly effective even with limited budgets. For creative fundraising ideas that can help offset marketing costs, explore our 25 original fundraising ideas that actually work.
Step 4: Develop Your Messaging and Branding
Your event needs a compelling value proposition that answers the question: "Why should someone attend this event?" Your messaging should be clear, consistent, and focused on benefits rather than features.
Create a strong brand identity that includes:
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Visual elements (logo, colors, fonts)
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Tone of voice (professional, casual, energetic)
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Key messages (what makes your event unique)
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Call-to-action phrases (how you want people to respond)
Use this branding consistently across all marketing materials, from your event page to social media posts. Consistent branding builds recognition and trust with potential attendees.
Step 5: Build a Multi-Channel Promotion Strategy
Organic social media and email marketing dominate for events in terms of total tickets sold, but a multi-channel approach ensures you reach your audience wherever they are.
Leverage Your Website and Event Page
Your event page is the hub of your marketing efforts. Make sure it's optimized for search engines and conversions:
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Use your primary keyword in the page title and description
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Include compelling event details and benefits
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Add high-quality images and videos
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Make the ticket purchase process simple and secure
FreshTix's customizable event pages make it easy to create professional-looking pages that convert visitors into ticket buyers.
Use Email Marketing
Email remains one of the most effective marketing channels for events. Build a sequence that guides potential attendees from awareness to purchase:
Save the Date Email → Early Bird Promotion → Event Details → Final Reminder
Timing is crucial for email success. Learn more about when to send email invitations for your event to maximize open rates and responses.
Segment your email list based on past attendance, interests, or demographics to send more targeted messages. Email marketing platforms integrated with your ticketing system can automate this process.
Promote on Social Media
Social media platforms offer powerful opportunities to reach your target audience where they spend their time. Create platform-specific content that encourages engagement:
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Facebook: Create an event page, share updates, and use targeted ads
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Instagram: Post behind-the-scenes content, stories, and visual teasers
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TikTok: Create short, engaging videos that showcase your event
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LinkedIn: Focus on professional networking events and B2B content
For comprehensive social media strategies, check out our guide on how to get media coverage for your event which includes tips for maximizing your social media impact.
Use FreshTix's social media integration to automatically share your event across multiple platforms and track engagement.
Partner With Influencers and Media Outlets
Identify local influencers, bloggers, or industry leaders who can help promote your event. This doesn't always require a large budget, you can offer free tickets or special access in exchange for social media posts or reviews.
Reach out to:
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Local newspapers and magazines
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Industry publications
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Relevant podcasts or YouTube channels
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Community groups and organizations
Use Local Listings and Community Boards
Don't overlook traditional community promotion:
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Post on local event calendars
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Share in community Facebook groups
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Add to tourism websites
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Use local business partnerships
Step 6: Encourage Word-of-Mouth and Sharing
Word-of-mouth marketing is incredibly powerful for events. Make it easy for your audience to share your event with others:
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Referral programs: Offer discounts for bringing friends
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Shareable content: Create graphics and videos designed for social sharing
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Contest and giveaways: Encourage social sharing in exchange for prizes
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User-generated content: Ask attendees to share their excitement
FreshTix's ticket sharing features make it simple for attendees to share their ticket purchases and encourage others to join.
Step 7: Track Results and Optimize
Monitoring your marketing performance is crucial for success. Establishing clear metrics and tracking systems helps you understand which strategies are working and where to invest more resources.
Key metrics to track include:
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Website traffic (visitors to your event page)
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Ticket sales by channel (which marketing efforts drive sales)
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Social media engagement (likes, shares, comments)
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Email performance (open rates, click-through rates)
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Conversion rates (visitors who become ticket buyers)
Use tools like Google Analytics, social media insights, and your ticketing platform's reporting features to gather data. For venues looking to boost attendance consistently, check out our comprehensive guide on how to increase attendance at events. Adjust your strategy based on what's working and what isn't.
Bonus Tips for Successful Event Promotion
These additional strategies will help you maximize your marketing impact and drive even more ticket sales for your event.
Start Early:
Begin marketing 6-8 weeks before your event for major events, 3-4 weeks for smaller gatherings.
Create Urgency:
Use early bird pricing, limited-time offers, or capacity limits to encourage quick decisions. Our guide on early bird pricing strategies explains how to maximize this approach.
Repurpose Content:
Turn speaker interviews into blog posts, create social media graphics from key event details, and use attendee testimonials in multiple formats.
Test Different Approaches:
Try different ad copy, images, and targeting to see what resonates best with your audience.
Build Relationships:
Focus on creating genuine connections with your audience, not just selling tickets.
Pair Your Event Marketing Plan With FreshTix
A well-executed event marketing plan is your roadmap to a successful event. By following these seven steps, you'll create a strategy that reaches the right people with the right message at the right time.
FreshTix makes it easier to execute your marketing plan with integrated marketing tools, transparent pricing, and features designed to help you sell more tickets. From customizable event pages to social media integration and real-time analytics, we provide everything you need to promote your event successfully.
Ready to put your event marketing plan into action? Get started with FreshTix today and see how easy it is to sell tickets online while building buzz for your event.
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