EventScotland Events Management - A Practical Guide

This section aims to give those who are new
to event marketing and communications
a basic guide to help them through the
planning process. It may also act as a
stimulus for more experienced event
marketers to review or rethink
existing activity.
This section covers: 1) Where to start; 2) Who should devise the marketing plan;
3) Resources; 4) Identifying your target market; 5) Forming the marketing objectives;
6) Developing the marketing strategy; 7) Marketing tools; 8) Media relations;
9) A marketing plan template.
The development of an effective marketing and communications plan is essential for
the delivery of a successful event. The key is to match your event concept (the theme,
programme, etc) with the appropriate audience (those who will attend or participate
in your event). In order to do that, you must have a strong idea of what the event
actually offers and to whom. You also need to have an effective plan of action and
the necessary resources to implement it.
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Before plunging into the planning process, it’s worth taking a minute to consider the
unique challenges connected with marketing an event as opposed to an ongoing
activity or product. Events are, in general, special annual or one-off manifestations
that take place in a specific, relatively short time-frame. You have a finite period to
plan and action your marketing activity and a one-time-only chance to mount your
event. Remember, attendees that you attract to your event as a result of your marketing
activity are themselves key to the event’s success. If you attract the right type and level
of attendees, this will help create the special atmosphere and experience that the
event aspires to offer, not to mention any financial or other targets that you have set.