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One Event Marketing Plan To Rule Them All: A Guide for Success

Great events don't just happen by chance. They require meticulous preparation and a well-rounded event marketing plan to ensure success. Without a solid plan in place, your event may go unnoticed and fail to attract...

Great events don't just happen by chance. They require meticulous preparation and a well-rounded event marketing plan to ensure success. Without a solid plan in place, your event may go unnoticed and fail to attract the audience it deserves.

In this article, we will take you on a journey through the key components of an effective event marketing plan. You'll gain valuable insights and access to a customizable event marketing template to kickstart your promotional efforts. So, let's dive in and unlock the secrets to a winning event marketing strategy.

Is an Event Marketing Plan Just an Event Plan? No.

You might be wondering, what exactly is an event marketing plan? Although the terms "event planning" and "event marketing" are often used interchangeably, they serve distinct purposes. While event planners focus on logistics and execution, event marketers concentrate on tactics to promote the event and drive results.

To ensure your event reaches the right audience, event marketers need to plan each promotional channel individually. This includes posting cadences, micro-promotions, sponsored PR, and various other strategies. The key to achieving this is through a well-crafted event marketing plan.

What Is an Event Marketing Plan?

An event marketing plan is a comprehensive promotional strategy that aims to create buzz and generate awareness about your event. It goes beyond a simple definition and incorporates multifaceted factors to ensure effective audience engagement.

event marketing plan ideas Caption: Promotional ideas for your event marketing plan.

Primary Factors to Consider When Developing an Event Marketing Plan

The first step in creating an event marketing plan is to understand your event's purpose and what you hope to achieve. Consider the following factors when building your plan:

  • Clearly define your goals and objectives.
  • Determine the type of event (virtual, in-person, hybrid).
  • Establish a timeline for your event.
  • Identify the most effective channels to promote your event.
  • Determine the key individuals you want involved, such as presenters, speakers, and event sponsors.
  • Decide whether to record the event for on-demand or evergreen content.
  • Consider running early-bird events or other promotional offers.
  • Highlight why people should attend your event.

By having a clear understanding of your desired results, you can tailor your marketing plan to achieve them effectively.

Want to save millions on your content and event marketing strategy? Think about combining them by repurposing your event content. Read our article on content marketing for events: how to repurpose your event content.

Popular Event Marketing Channels to Include in Your Plan

Now, let's explore some tried and true event marketing channels that should be part of your promotional strategy:


Email marketing is an essential tool for successful event marketing. Make use of virtual event platforms that integrate with your existing email tools. Ensure your marketing emails feature smart subject lines and mobile-friendly designs. Avoid overwhelming your audience with excessive emails.

Social Media

Social media platforms offer unparalleled opportunities for free event promotion. Identify the platforms popular among your target audience and focus your efforts there. If budget allows, consider running paid social campaigns to reach a highly targeted audience. Continuously optimize and test different types of ads for optimal results.


Utilize blog posts to provide additional event details and generate buzz. Feature profiles of event speakers, provide agenda snippets, and cover industry-relevant news to engage your audience. Make sure to highlight the reasons why your target audience should attend.


Collaborating with influencers can greatly amplify your event's reach. Reach out to influencers who closely align with your target audience and industry. Their endorsement and promotion can have a significant impact on attracting attendees.


YouTube provides an excellent platform for event marketing. Create short promotional videos to run at the beginning of existing videos on your channel. If your content is in a discussion or conversational style, incorporate mention of your upcoming event.


Leverage your business website and create a separate event website to drive attendee registration. Your website establishes authority and brand identity, while the event website offers a closer look at what attendees can expect, encouraging them to register.

Looking for some promotion inspiration? Check out these 27 Creative Event Promotion Ideas For Your Next Online Event.

Make Sure Your Event Marketing Plan Generates Anticipation

Now that you have a solid foundation for your event marketing plan, it's essential to build anticipation among your target audience. Answer the question, "What's in it for me?" by continuously providing value and excitement.

Add Consistent, Relevant Content to the Plan

A successful event marketing plan requires ongoing information and updates. Continuously share new details and build anticipation as your event approaches. This will keep your audience engaged and maximize the impact of your plan.

Provide Value and Clearly Communicate It

Creating attention-grabbing content is crucial, but delivering value is equally essential. Tailor your marketing style and content to resonate with decision-makers in your target audience. Focus on addressing their pain points and communicating the value they will gain from attending your event.

Include Multiple Events Leading up to the Main Event

Content marketing can be a powerful tool for generating buzz before your event. Consider hosting a series of interviews, podcasts, or webinars featuring presenters or speakers from your event. This will educate your audience, build excitement, and establish your brand's authority and trustworthiness.

Event marketing plan template Caption: Event marketing plan template.

Create Your Very Own Event Marketing Plan with Our Easy-to-Follow Template

Every event is unique, so there's no one-size-fits-all event marketing plan. However, here's a general timeline to help you get started:

3-4 Months Before Your Event

  • Choose a virtual event platform and launch your event page and app.
  • Announce the event on social media, through email, and in a blog post, highlighting featured presenters and early registration discounts.
  • Share the announcement with partners and influencers.

2-3 Months Before Your Event

  • Create content for regular distribution via email, blog posts, and social media channels.
  • Focus on reaching your target audience and showcasing the value of attending.

1-2 Months Before Your Event

  • Produce additional content such as case studies, endorsements, and event teasers.
  • Promote this content across social media platforms and in emails.
  • Send a press release to relevant media outlets.
  • Start running social media ads to drive registrations.

The Week of Your Event

  • Continue sharing content across all channels to capture last-minute registrations.
  • Build excitement among registered attendees by offering an insider look and behind-the-scenes glimpses.
  • Prepare your content creation and sharing plan for the event itself.

Remember, an event marketing plan is an organic and evolving process. Be ready to make adjustments along the way based on how your event develops.

Execute Your Event Marketing Plan with SpotMe

Ready to launch your event marketing plan? SpotMe's virtual event platform provides an excellent foundation for building a robust online event space. Reach out today for a free trial and elevate your event marketing efforts.

Take your plan one step further with Your Marketing Team's Guide To Generating Leads With Virtual Events.