Event Marketing Plan Template · 2017. 1. 9. · 1 Event Marketing Plan Template An event marketing plan is designed to maximise conference attendance and support including the securing

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Event Marketing Plan Template

An event marketing plan is designed to maximise conference attendance and support

including the securing of potential sponsors and exhibitors. Delegate registrations,

sponsorships and exhibition sales make up the core revenues streams of conferences and

require advanced planning and management to be effective. Globalisation has made

marketing an event more complex and challenging as the audience can be geographically and

culturally diverse. Potential delegates and supporters have more optional events to choose

from and demand greater ROI from their attendance. The value proposition to attend the event

must be relevant to all potential attendees. The development of the internet and digital

marketing has changed how events are marketed forever and should be a key consideration

for the marketing plan. New technologies can also assist the organiser to monitor registrations

and support in real time enabling better management of budgets and cash flow for the event.

The purpose of the event marketing plan is to clearly define the market for an event, the

strategy outline for attracting delegates and supporters, to help anticipate and respond to

change in the market, guide decisions on how, when and where to expand marketing

resources and to target potential attendees according to their needs. Event Profile Event Dates Event Destination Event Venue

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Meeting Goals and Objectives Describe what it is you are marketing i.e. type and purpose of the event.

Audience Potential

Understanding your potential audience will help you develop relevant programme content

and messaging. Demographics; Outline your key target audience by profession,

disciplines, age, gender mix, geographic spread and whether the event is restricted to

members. Are you targeting member organisations or individuals? Quantify your potential market size where possible e.g. membership numbers by category

and regions. Continually reassess market to ensure your assumptions are correct and

adjust strategies as required.

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Membership by Geographic Source

UK / Ireland

Germany

France

Benelux

Scandinavia

Eastern Europe

Middle East

Africa

China

India

Japan

SE Asia

Australia / NZ

North America

Central & Sth America

Membership by Industry Type

Government

Academic

Corporate

Students

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Membership Profile by Discipline

Management

Sales

Marketing

Operations

Finance

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Competitive Environment

Outline competitive events and how they compare with this event in terms of focus,

attendance profile, time of year, pricing. How effectively can your event compete on price,

content, quality and delivery? What events or activities may compete for participation? What is the Value Proposition of Your Event? Why should people attend?

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Market Environment

[Economic conditions, laws and regulations e.g. pharma code, politics, technological

environment for communicating to audience, sociocultural considerations, safety and

security issues, trends and developments that may impact on travel]

Attendance History

[Participation growth or decline, demand and demographic trends, internal and/or external

issues that may have had a direct impact on attendance figures, who pays to attend i.e.

individual or company?]

Marketing Resources

[Staff and technological resources, communication tools available, access to databases and mailing lists]

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Roles and Responsibilities

[Define responsibilities of each committee and organisation with regard to event marketing and promotion]

Organisation

Responsibil

ity International Association Local host committee Professional Conference Organiser (PCO) Convention & Visitor Bureau Other (specify)

Databases Available

Members Non members Affiliated industry associations

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Market Audit

Previous Event Research

Obtain previous event research to determine key motivators to attend e.g. program content, business to business opportunities, networking, certification, ideas exchange.

Conduct mail and telephone surveys, focus groups and internal research to determine audience needs and feedback on previous events.

Liaise with previous host organisation, association secretariat and PCOs to determine event marketing strategies and recommendations for future events.

Examine previous registration patterns and use as benchmark to determine promotional strategies and monitor registration status in the lead up to the event.

Summarise Audience Needs

Audience Segment Needs

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Event Marketing Strategy

Competitive Pricing

[Outline competitive price position taking into account previous pricing structure and

competitive events. Determine type of registration fees i.e. member/ non

member/students, local/international/developing country, full registration/day registration,

standard/early bird].

Event Packaging

[How will you package the event components e.g. all in one registration fee, optional components, inclusions/exclusions] Event Promotion

[Identify means by which target audience can be communicated to. What media is available and can be used to communicate?]

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Audience Communication Preferences

Market Segment Preferred Communication Methods

Integrated Communication Methods Communication Tool

Advertising

Print, broadcast and/or online, advertorial

Publications Announcement flyer, Registration brochure

Website Event website, web links, online discussion forums / blogs

Direct mail Flyers, postcards, newsletters

Digital / e-marketing

E-news, e-postcards, surveys, twitter, YouTube, face book,

LinkedIn,

mobile apps.

Publicity & Media Press release, editorial, media invites

Relations

Promotions

Trade shows & events, promotional booths, contests and giveaways,

scholarships

Sales Telemarketing, focus groups

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Customised Messaging

Target Audience Customised Message

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Global Audience Strategies

[Cultural and customs considerations, specify what countries, language issues, perceptions and attitudes, identify local expertise that may be able to assist with communication]

Extended Market Force

[Utilise existing business networks i.e. regional HQs, chapters, committee members. Explore ways in which you can leverage market reach through contacts and networks]

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Strategic Alliances

[Identify joint beneficiaries that can assist with cross marketing e.g. airlines, DMC, venue,

hotel, CVB, sponsors, exhibitors, government, other trade and industry associations, travel

agents, attendees, sponsors, exhibitors]

Promotional Plan

Critical Dates

[Key upcoming events and activities that will provide promotional opportunities e.g. international and regional events, seminars, newsletters, chapter meetings and events]

Dates Activity

Key Message Audience Activities (to deliver Timeline (when)

message)

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Strategic Activities

Key considerations when planning work plan – cut off dates for room blocks, early bird

registration, budget year for exhibitors/sponsors, geographic spread of audience, key calendar

events, trade magazine publishing date, newsletters etc...]

Activity Tactics Deadline Staff Responsible

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Marketing Schedule

Programme Development Timing Media / Communication Channel

1st Announcement - Event destination

and dates

Preliminary website & early bird

registration, programme outline

Call for abstracts papers

Announce programme content

Announcement of key note speakers

Programme developments & highlights

Announce satellite events

Launch sponsorship & exhibition

programme / major sponsor

announcements

Pre and post touring / social

programmes

/ destination profile

Online discussion forums

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Performance Monitors

[Mechanism by which you can measure and track results i.e. registrations, registration profile & demographics, program component selection, web activity e.g. Google analytics]

Event Marketing Budget

1. Determine strategies and tactics first

2. Prioritise activities based on cost and ROI

3. Consider previous budgets, estimate cost of marketing tools, competitive expenditure, potential sponsors & supporters.

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Other Considerations

Conference Theme

- Develop a short and impactful statement that captures the conference value for attendees.

- Create conference brand mark that can be used over various communication mediums.

- Pre- conference materials

- Segment recipients and target them with tailored communications.

- Use diary reminder e-postcard

Conference program design

- Develop conference streams that relate to industry disciplines, levels of experience and expertise.

- Secure renowned speakers and topics that will grab global interest.

- The organiser may choose to have interpreters on site to attract specific ethnic group’s

e.g. Chinese speaking delegates. Audience Engagement

- Identify ways in which audience can be engaged e.g. surveys, program development input, issues register. Create sense of involvement year round through Blogs / Listservs

Secure Marketing Partners

- Convention Bureau – images, brochures, postcards (print or e-cards), video, weblink to CVB destination website, CVB events calendar.

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- Airline – promotional fares, airline agency networks

- PCO, DMC

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Extended Marketing

- There are many beneficiaries from strong delegate attendances including the

association/ event owner, airlines, venues, accommodation, event management

companies, local suppliers and government, the later through direct and indirect taxes.

- Identify supporting associations that will promote event attendance through their own

media.

- Use government channels and contacts to promote attendance.

- Engage members that are travelling to overseas events to promote conference wherever there is opportunity.

- Encourage members with vested interest to promote to peer groups

Event Promotion at prior events

- Promotional booth and activities at year priors meeting to promote next years conference.

- Promotional presence at other regional and international industry events where priority target groups will be in attendance.

- Identify association activities that provide promotional opportunities e.g. seminars, networking events, professional development programs, newsletters.

- Engage local consulate to extend welcome to next convention at closing reception.

- CVBs, tourism offices, airlines, embassies may be able to provide staff to attend pre

events to promote attendance from stand.

- Develop promotional packages that will grab media and delegate exposure e.g. early bird registration

- Incorporate short event promotional message in seminars being conducted by local committee.

- Engage expert speakers at pre events to promote conference attendance.

Registration Fees

- Establish promotional registration fees that encourage higher attendance levels e.g.

early bird registration fee, multiple delegate fees to encourage companies to send

multiple delegates, day registration fees for local attendees accompanying persons.

- Develop registration fees that target special needs groups e.g. potential attendees

from developing nations, students.

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Online Registration

- Provide easy online registration system that is secure and can provide instant confirmation.

Media

- Develop regular media and editorial program promoting appealing aspects of

conference e.g. date and theme announcement, key note speakers and topics,

destination profile and attractions, record number of pre registrations.

- Advertise in association newsletters and/or websites.

- Speakers reviews in publications and newsletters. Pre & Post Touring

- Develop pre and post tour programs as well social programs with PCO and/or DMC that will appeal to accompanying persons.

- Develop value added benefits with CVB for social and tour programs e.g. delegate discount cards for attractions, museums, tours, restaurants and retail.

Promotional Materials

- Request promotional materials from CVB and / or tourist office e.g. brochures, postcards, posters, videos, giveaways.

- Use lightweight materials to avoid high freight and distribution costs.

Communications

- Design email blasts that are not considered junk mail. Key reason t open email should be clear in subject heading.

- Ensure communication has a call to action and link to online registration.

- Consider technology options particularly when communicating with younger

generation. Other

- Avoid too many general communications and email blasts.

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Conference Calendars Sites that can promote your meeting

URL

All-Conferences.net www.allconferences.net A directory of conferences, conventions, exhibits, seminars, workshops, events, trade shows and business meetings, includes calendar, dates, location, and registration.

BizRelations www.bizrelations.com List events on finance, IT, law, marketing and telecom.

Congress Resource Centre www.docguide.com An organised links to medical conferences and meetings and information designed to facilitate planning and scheduling for a featured congress.

Conworld.net

www.conworld.net/div/miceevents.htm

Features events, meeting facilities, convention bureaus, supporting companies such as DMCs and PCOs, and more.

Exhibitornet www.Exhibitornet.com Part of TSNN.com a trade show resource with over 15,000 worldwide

tradeshows and conferences

Expo Central www.Expocentral.com Lists trade shows, exhibitions, and conferences from around the world, as well as virtual trade shows in different industries. Fee based

Expo24-7 www.Expo24-7.com Free registration of events, trade shows, seminars and conferences

worldwide

Expopoint www.Expopoint.com Directory of trade shows and business events around the world. Basic listing

for free

ExpoWorld.net www.expoworld.net A directory of directories and search engine linking websites serving the

event community

Go Events www.go-events.com For technology related events in the Asia Pacific. Find an event or list yours.

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ICCA www.icca.nl The international meetings association (listing for free)

M & A Expo Database www.expo-database.com Lists 10,000 exhibitions around the world

MediConf www.mediconf.com Free listing in world calendar on 10,000 medical events in 160 countries

Online Events

www.onlineevents.com.au

Database of industry events in Australia and New Zealand for the upcoming year. Search for meetings, incentives, conferences and exhibitions.

Seminars Dot Net www.seminars.net

Offers listing on event net online calendar

TechCalendar

www.techweb.com/calendar

Listing of computer-related events around the world.