You’re Behind On Marketing Your Event
Written by: Shannon Briggs
I say this with all the love and care in my heart: you are behind on marketing your event. Do I know when your event is? No. Do I know what you have done so far? Also, no. Yet, from experience, I am 90% certain that my statement is true.
While there is no concrete rule for when you should start marketing an event, I find that earlier is always better. Events are often more complex than originally anticipated, and last minute to-dos always arise. Therefore, planning as far in advance as possible will lead to better results, increased visibility, and a less frazzled marketing team as the big day draws nearer.
So when should you start? It depends on the event, really.
Small events won’t need as much time as large events, but they do need care and attention to detail. Open houses, holiday promotions, or afternoon teas will generate a smaller to-do list and require a shorter lead time when compared to a gala, festival, or multi-day event. However, time, thought, and dedication are still needed to make your small event stand out. A two-month time frame from start to finish seems appropriate.
A large one day festival? Think at least six to eight months in advance. Note that fall festivals are often launched earlier in the year around springtime, and spring events are announced the prior fall season. An even larger weekend event? Planning should start the week after the previous event ends. My team launched a three-day wine festival to a sold-out crowd one March, and planning for that event started in May the year before. We also increased attendance at a local one-day neighborhood arts festival by 900% over four years. This can be credited to a 12-month marketing timeline for the annual event.
When an event marketing campaign does not allow for the appropriate amount of time, research and planning are the phases that are most often sacrificed. These two pieces are instrumental in ensuring that the marketing campaign you use will actually be effective. A carefully researched and thoughtfully planned event marketing strategy saves time and money in the long run, because you know what you are doing will work. Developing planning documents, researching your target audience, and getting all of your ducks in a row takes time. Big or small, your event will need:
A detailed strategy based on market research
A content calendar for planned social media posts, newsletters, and any other forms of consistent communication
A master timeline, complete with due dates and checkpoints
Assigned tasks for each team member
A list of vendors with contact information and social media handles
A shared digital folder for all assets
A project management system full of this information that works best for you to stay on track
While this strategy may seem less-productive on the front end, you are laying the foundation for an incredibly successful event down the road.
Planning and researching in advance, staging your timeline carefully, and identifying the check points you need to reach along the way will set you up for success when the date arrives. You will of course be busier as the big day draws closer, but clear thinking in the early stages will keep your to-do list from becoming unmanageable. You will thank your past self for anticipating your needs and preventing as many last-minute emergencies as possible.
