10.2. Event Marketing Basics

Why Marketing Matters

Marketing helps people know that an event is happening, understand why the event matters, and decide to attend. Good marketing can increase interest, improve attendance, and create excitement. For office professionals, this means helping to share information in a clear, accurate, and friendly way.

Even if you are not in charge of marketing, you may be asked to support the marketing team by creating materials, sending messages, or posting on social media. In smaller companies or in-house events, you might lead these tasks yourself. No matter the size of the event, helping to promote it is an important part of the event planning process.

Soft Skills in Event Marketing

Marketing isn’t just about tools—it’s also about communication. You may need to:

• Work with other departments within your company, like Marketing or Sales.
• Make adjustments to your plan quickly based on feedback from the team or your audience.
• Maintain a positive and team-based outlook regardless of the circumstances.

Good marketing starts with understanding people. By utilizing your skills of organization, clear communication, and helpful attitude, you can support the message and ensure a successful event.

Getting Folks Excited About Your Project

Marketing is not limited to an exciting event like a fundraiser or charity fun run. It may be required for a company project like an office expansion or a merger. When you are part of a team that has begun the Initiation Phase of a project, you may realize that you need to get the folks who are part of your organization excited about the changes that are headed their way. We call that buy-in. The article below does a great job of outlining many of the key points summarized here:

• Start early to get information about the project to the audience.
• Figure out the best way to get folks excited or on board with the project (this may involve using several methods, depending on your audience).
• Remind frequently and in many places.

While that article is primarily about events, the same message could relate to a project that isn’t necessarily an event. It’s important to remember that although we may have transitioned to learning primarily about events, the same principles apply to projects and other group experiences.

“Mobile Marketing” by Undraw, Undraw License