It is a good idea to develop an effective Marketing Plan so your can reach as much of your target audience as possible to ensure a successful event. You can constantly refer back to it to see when something is being advertised, how much budget you have for a last minute promotion or to remind yourself of the objectives of the event.
Consider the following components when writing your marketing plan:
- Date / time / venue
- How did the event come about?
- Is it an annual event or a one off?
- Overview of the event/ / what type of activity the event is
- What is the primary objective of your event? Is it to provide a safe and entertaining event for the community? Is it to raise money for a charity? Is it to promote a band?
- What are the secondary objectives of your event?
Outlining the objectives will help you to remain focused on what it is you are trying to achieve. There can be so many great ideas that develop throughout the planning phase but with limited resources this will help you keep on track.
- Where is your event being held? At a park? In a community hall?
- When is your event being held?
- Is anything else happening around that time that will have an effect on your event?
- Who is your event for? Local residents? Tourists?
- What age group(s) are you targeting?
- What is the admission cost?
- What is it based on?
- Is there an early booking price?
A range of different advertising should be used to maximise awareness and ensure it is aimed at your target audience. Refer to the Promote Your Event page on this website for a list of marketing ideas and write a bit about each one under each heading.
While the overall event budget would have a line for marketing, this is where you can drill down and confirm how much you will allocated to each type of advertising. It is advised to include a contingency for extra opportunities you come across as you event takes shape or for last minute advertising you may require for that extra push.
A marketing timeline provides a pictorial view of what you are advertising and when and can serve as a great quick reference leading up to the event.