Marketing your event takes a great deal of coordination and planning. An event happens just one time so there is little room for error. Some of the key components to marketing a successful event include:
1) Pick the right location – just like in marketing, location is the key. If the venue is too far off the beaten path – unless it is a dynamic destination, you’ll likely get less in terms of participation and as a result, less revenue to your event
2) Select a theme for your event – When you pick a theme, you can build excitement around the theme and it actually becomes easier to plan the event with theme related materials
3) Communicate with visually appealing collateral pieces – full color posters, invitations, emails, postcards and more will help your event stand out from the crowd
4) Know your audience and target market – similar to regular marketing, event marketing requires that you know who you are targeting to attend your event. Depending on the age or ethnicity of your constituents, be sure the music, theme and food appeal to your group
5) Plan, plan, plan – plan for the day of the event with a timeline of events to occur. This coordination component makes for a good or a bad event. Plan out exactly what is to happen and when so that there are as little surprises as possible
6) Plan for surprises – as much as you will plan your event and the day of event activities, surprises will occur – what if you need to call 911, what if there’s a fight, what if someone is drunk at your event? Planning for surprises or the what ifs can help you plan a little further in case something goes wrong. Of course, you cannot plan for everything but a little more in depth planning will help you feel like you are ready for anything
7) Event insurance – most often overlooked component of an event is event insurance. Events cost a lot of up front money and if something happens, like a catastrophic event, your money goes right down the drain. Event insurance can protect you from losing your investment in your event and protect you and your guests in the case of something happening before, during or after the event
8) Relax and enjoy the day. After all the planning and coordination, it’s important to relax and enjoy the event as much as possible. Surprises will happen but oftentime, no one will notice if there are minor infractions. Keep the worry to a minimum and just enjoy it as it comes. Your guests will hardly notice in most cases if something goes wrong, so just enjoy that they are going to have the time of their lives.
Kristen Boie is the CEO of MBA for a Day Events – an event marketing firm located in Rhode Island. Her firm plans nonprofit fundraisers and corporate events.
