Creating AN Event Marketing Calendar

The summer and early fall season is coming to a close, and event marketers are beginning to review the data and results of their campaigns. One of the BIG indicators of success - we've found at Bolt Marketing Group - is event selection! Choosing the right events at which to activate your brand is an important decision that can impact your brand's visibility, engagement, and overall success.

Here is how and why selecting the right events is crucial:

First, you want to make sure that your target audience will be present at the event. By

evaluating the demographics, interests, and preferences of the event’s attendees, you

can be sure that your brand is aligned with this group. By doing this, you increase the

likelihood of engaging with an audience that is genuinely interested in your brand,

product, or service.

Consider the timing and seasonality of events in relation to your brand's marketing

calendar and product launches. Participating in events at the right times can capitalize

on peak consumer interest, seasonal trends, or industry milestones, maximizing the

impact of your activation.

Assess whether the event’s theme, mission, and values, fall in line with those of your

brand. Associating your brand with events that share similar values help reinforce brand

identity and credibility in the eyes of the consumer.

Consider the size, scale, and reach of the event, as well as the level of media coverage

expected. Participating in high-visibility events provides opportunities for increased

brand exposure, reaching a broader audience, and enhancing brand awareness.

Evaluate the event’s format. Will there be an ideal engagement opportunity? Are there

multiple ways that you can engage with the public at the event or before or after? Demonstrations, workshops, and interactive installations can all help leverage your brand at an event.

Weigh the cost of participation, including booth fees, travel expenses, staffing, and

promotional materials, in relation to the expected return on investment.

Choosing events that offer a favorable balance between cost and potential benefits

ensures that your marketing budget is allocated efficiently and effectively.

Do you have enough of a budget to sponsor the right event? Typically, event sponsors

get prime locations at an event. Depending on the amount of sponsorship, your logo

may be placed on signage and any pre- or post-event website, emails, or snail mail.

Brand sponsorships can enhance brand affinity, positioning your brand as a supporter

of causes or communities that resonate with your target audience.

Make sure to establish clear objectives and key performance indicators to measure the

success of your participation in each event. This way, you can see what was gained

from the event. Are there any areas for improvement? Should your team do this event

again? This will allow you to make data-driven decisions for the selection of future

events.

You do want to think about the long-term brand-building opportunity that comes with

event activations. In person memories and experiences stay with consumers longer

then you may realize. In person connections with potential customers or partners often

outweigh the cost associated with in-person events.

Picking the right events to activate your brand involves a lot of careful consideration, which is what we do at Bolt Marketing Group. By choosing events that align with your brand's objectives and resonate with your target audience, you can boost the impact of your brand’s activations

and achieve meaningful results.