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The Ultimate Guide to Event Marketing

The Ultimate Guide to Event Marketing

Events are a powerful way to get in front of people who need what you're selling and to build relationships.

You already know that event marketing is an effective way to get people to engage with your brand. But, you may not know how to execute a successful event. This comprehensive guide is designed to help you become an event marketing master. It covers everything from organising events to marketing strategies and provides case studies to show how to apply these ideas in the real world.

Are you ready to launch your event marketing campaign and get more leads and bookings? Then, here is a comprehensive guide to help you plan and execute a successful event marketing strategy.

How to Plan an Event that Generates Money

Event Marketing Template 2X

Planning a marketing event that generates money is a task that requires a great deal of patience and creativity. It would be best not to plan your marketing events without thoroughly understanding how your products work and what customers want.

A good marketing event has several key components, such as attracting customers, converting them into paying customers, making sales, and retaining their business. These components are not mutually exclusive, and the goal is to focus on a combination of all four.

Before planning a marketing event, you should know your target audience and understand their buying behaviour. You must know your competition, too. Understanding what your competitors are doing, their strengths and weaknesses, and why they are successful will help you plan and execute your marketing strategies.

Attracting Customers

There are many ways to attract new customers to your marketing events. One way is to place ads on the Internet. Another way is to send out marketing emails. You can also create a contest, offer a prize, or hold an online sale.

There is no standard formula for attracting new customers. You must think outside the box to develop creative ideas that generate interest. But the basic idea is to capture the attention of the people likely to attend your marketing events.

Converting Customers into Paying Customers

The next step is to convert your visitors into paying customers. This means you need them to return and purchase your products and services.

You can use several methods to achieve this goal. You can offer special discounts, coupons, or sales. You can provide free samples or give your customers something to remember your company by.

You can also hold a contest, ask them to share photos of themselves using your product, or even make a video and post it on YouTube. Once you've gained their trust, you can persuade them to buy your products or services.

Making Sales

This is the easiest part of your marketing strategy. You have already succeeded when you have attracted new customers and converted them into paying customers. The last step is to make sales.

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When offering your products or services for sale, you must choose a time right for your customers. There are three options:

  1. You can sell your products or services during the day.
  2. You can sell your products or services at night.
  3. You can sell your products or services over the weekend.

Each option has its advantages and disadvantages.

It would help if you also decided whether to hold single or multiple events. For instance, if you're selling your products or services for the first time, a single event might be better than multiple events.

But if you plan to sell your products or services regularly, multiple events might be a better option.

How to Find High-Quality Speakers

Speakers For Your Event

For event marketers, getting the right speaker or speakers is always essential. When you do this, you can attract new prospects and even improve your brand reputation. The best speakers can help you achieve your goals and objectives. 

However, getting the perfect speakers for your event marketing is challenging. To make things easier, we will share some tips and tricks to help you find the best speakers for your event marketing.

Speakers for events are usually sought after by businesses. And as they provide critical insights into the target audience, they can influence many people and companies. Therefore, you need to make sure that you hire the right speakers for your event marketing campaign.

To choose the best speakers for your event marketing campaign, you must start by choosing a niche or topic for the event. By doing this, you can narrow down the list of potential speakers. Next, you should learn about speakers with expertise in the chosen niche or topic. You can do this by searching for these speakers on Google. You can find the best speakers for your event marketing campaign.

Another tip you should remember when looking for the best speakers for your event marketing is to focus on the type of speaker you want. Do you want a motivational speaker? Or maybe you're looking for a celebrity speaker? These are two different types of speakers. Therefore, you must ensure that you only choose those speakers who fit your needs.

It would be best to ask the speakers the right questions when looking for them. Ensure you know as much about the speaker as possible to get the correct answers to your questions.

Finally, ensure you only choose the right speakers for your event marketing campaign. You can do this by reading reviews about these speakers and their credibility. Once you complete these, you can contact them for further details.

So you've found the best quality speakers for your event marketing campaign. Now, you can market your event more effectively and reach out to more prospects.

How to Build a List of Event Sponsors

Event Marketing Sponsorship

An effective marketing strategy for any business is to create a list of sponsors for an upcoming event. This article explains how to build a list of sponsors for your next event.

Listing event sponsors helps to identify potential partners who may be interested in sponsoring your event. Listing sponsors for a conference or expo can be daunting, primarily if the event is far away. 

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However, there are many ways to list event sponsors, including online directories, print media, email marketing, social media, and word of mouth.

Marketing aims to get people to talk about you, so having a list of sponsors is essential. Here are five methods to generate a list of event sponsors.

1: Online Directory Sites

An online directory website is among the best places to find event sponsors. An online directory website lists sponsors, event information, and an interactive event area map. The benefit of using an online directory site is that you don't have to search for sponsors. You can browse their list of event sponsors.

2: Print Media

Another way to build a list of event sponsors is to use print media. This includes newspapers, magazines, and trade publications. Many of these print media contain listings of event sponsors. You can also use trade publications to connect with businesses that can help sponsor your event.

3: Email Marketing

Email marketing is another way to generate a list of event sponsors. You can email current, past, and potential clients to solicit sponsorship.

4: Social Media

Social media sites such as Facebook and Twitter provide the ability to post and share information about events. You can use this method to promote your upcoming event. You can reach a large audience by posting your event on social media.

5: Word of Mouth

Finally, you can use word of mouth to generate a list of event sponsors. Word of mouth can be very powerful when promoting an event. If someone you know has attended similar events, ask them to recommend you as a sponsor.

These are five ways to build a list of event sponsors. You can use one or a combination of these methods to build a list of sponsors for your next event.

How to Sell Tickets

How To Sell Event Tickets

Selling tickets for events is something many businesses do. It involves getting people to attend an event and spending money on tickets. There are different types of events you can sell tickets to. They can range from sports matches to music concerts.

The most common way to sell tickets is to use a ticketing platform. It allows you to manage all the sales and payments associated with an event. Some platforms can integrate with payment processors like StripePayPal, etc. It can be straightforward to get started with a ticketing platform.

There are some things you need to know when selling tickets for events. Firstly, you need to make sure your event is legal. This is because selling tickets to an illegal event could face heavy fines and penalties. Another thing you need to do is get the venue and ticketing platform.

You should consider the size of the event and the number of tickets you want to sell. You should make sure there is enough time for people to buy tickets. It would help if you also considered where you would sell the tickets. This will depend on the type of event. For instance, if you sell tickets to a music concert, you should probably put the tickets on sale in the venue where the concert will be held.

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It would be best if you kept your ticket prices reasonable. You should also make sure your prices are fair. It would be best to allow the public to choose between buying tickets at different price levels.

The final thing you should consider when selling event tickets is getting people to attend your event. You can promote the event by posting flyers around the venue.

Some ticketing platforms also offer discounts for regular customers. This can make it easier to get people to come to your event.

How to Create an Event Website

Events Marketing Websites

Such events are significant to ensure everyone gets along and gets things done. So, why not use such occasions to market and earn extra money by selling products or services to these people? This will boost your business.

Creating a website for event marketing is easy, but creating a good one requires much work. It would help to consider some things when planning to build an event website.

1: Event Website Domain Name

Choosing a domain name is a tricky task. It should be short, sweet and catchy. You can also add your company name to the domain name. Your domain name should be unique and easy to remember.

2: Website Theme

A website theme is like a standard. So, the first thing you need to do is choose a great theme that perfectly suits your needs. Remember, there is no need to go for a free theme. You can opt for premium themes that cost some money.

3: SEO-Friendly URL

Ensure the website is optimised well so search engines can easily index it. Also, a website should have a user-friendly URL. For example, if you have an eCommerce website, it is better to use the URL format such as instead of

4: Mobile Responsive

The website should be responsive to fit into different screen sizes. Also, it should be mobile-friendly. To achieve this, use the responsive web design plugin.

5: Easy Content Management System

You must add new content and manage the site using the CMS. It is crucial to have a sound content management system (CMS) as it allows users to add new content and edit existing ones.

6: Social Media Integration

Social media integration is a must-have feature. People planning to make an event website should know about the features of social media. This includes the ability to share content easily with others.

7: Event Management Tool

It is essential to create an event management tool on the website. This tool helps you to manage all the activities related to the event.

8: Email Marketing

Email marketing is a very effective way to promote the website and send newsletters to clients and visitors.

How to Market Your Event

Event marketing is the best way to generate leads and attract prospects. This is because it is cost-effective, and the results are visible quickly. Here are some tips for marketing your event online and offline:

Online Marketing Tips

Use social media platforms like Facebook, Instagram, Twitter, and LinkedIn for effective event marketing. Post photos and videos of your event to these platforms. In addition, many websites can help you promote your events online.

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Include a landing page for your event. A landing page is a webpage designed to drive traffic to your event. Landing pages usually have a form where visitors can register or sign up for freebies. You can then direct the visitor to the main page, where they can see all the information about the event.

Promote your event on local and regional event calendars. Make sure you select the right audience for your event. Selecting the right audience will help you get the most leads and prospects.

Create a hashtag for your event. Using a hashtag is a way to organise all the posts related to your event. Hashtags allow you to use different hashtags on different social media platforms. Hashtags will make your posts easier to find and more relevant to people.

Offline Marketing Tips

Post flyers at local business directories and bulletin boards. When you post flyers on local business directories and bulletin boards, you reach people actively seeking out local businesses. Use colourful flyers to catch their attention.

Get local businesses to host your event. Get local businesses to host your event. If your event is not for profit, convincing them to do so will be effortless.

Invite local bloggers and influencers to write about your event. Ask business owners for their feedback. Business owners know what is and is not working for their business. By allowing them to share their thoughts and ideas with you, you can learn from their experience.

How to Evaluate Event ROI

Event Roi

Evaluating ROI for events is one of the most critical tasks for event organisers. It's one of the key metrics to measure the success of an event. However, there are no standard ways to evaluate ROI for event marketing. Here, we'll present you with the best ways to evaluate ROI for events.

Evaluation of ROI for Events

The first thing to do is understand ROI and how it works. ROI is calculated as Return On Investment. It is a ratio of profit an event earns to expenses spent on promoting it. You can do the calculation through different approaches.

The simplest method uses the formula: Profit = Revenue – Cost. However, this formula is not suitable for calculating ROI for events. It does not take into consideration the cost of the event.

If you want to calculate ROI for events, then you can use the following formula:

ROI = Net Profit/Cost.

You'll find this formula very useful in event marketing. You'll also find it helpful to calculate the event ROI.

Event Budgeting

Budget planning is essential for event marketing. Event budgeting includes both revenue and expenses. Revenue is the amount of money you earn from the event. 

Expenses are the expenses associated with running the event. You'll find it easy to calculate event ROI if you've planned your event correctly.


Revenue is the money you earn from the event. It is the total amount of money you make from the event. This includes the ticket price, the sponsorship fee, etc.


Expenses are the expenses associated with running the event. They include the total money you spend on organising and running the event.

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Net Income

Net income is the amount you make after subtracting the expenses from the revenue. If you've done the math correctly, you'll know the net income for the event.

You can easily find the net income using the following formula:

Net Income = Revenue – Expenses

Calculating ROI

Now that you know ROI and how to calculate it, let's return to calculating event ROI. You can find the calculation of event ROI very simple.

The formula is:

ROI = Net Income / Cost.

You'll need both net income and cost to calculate the event ROI. You can find the net income by doing the following math:

Net Income = Revenue – Expenses


There are many other ways to promote events besides marketing. One that is less costly and much more effective is using social media. Events are opportunities to meet new people and build relationships. Social media is a great platform to use for this. 

A great start would be to join local event organisations and networks. This allows you to network with like-minded individuals. The more people you know and connections you have, the better chance you get noticed. 

Another way to promote events is to utilise the many online resources available. There are many options, such as Google ads, Facebook ads, social media, LinkedIn ads, etc. Learn how to promote events the right way.

Follow along with this step-by-step guide to creating an epic event marketing plan.

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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