By Emma Miller

In this digital day and age, one would assume that all you need to do is sponsor a few online ads and post regularly on social media to build the traction and recognition your brand deserves. Alas, the truth is that the business world is more competitive than ever before, and that you need to implement all of the best marketing practices if you are to grow your small business.

One essential marketing method that have stood the test of time and successfully migrated into the online realm as well is event marketing. Event marketing is your gateway to trust and brand recognition in the competitive industry, and most importantly, an effective way to network and build long-lasting relationships that will take your brand forward as a whole. Here are the five tips that will allow you to plan and execute a flawless event marketing strategy.

Start by defining the goals of your event

Everything is easier when you have a goal in mind and a clear sight of your objective, so setting clear goals for your event should be your no.1 priority. Doing so early will allow you to gear your entire strategy towards your exact requirements, maximize your investment, allocate resources accordingly, and most importantly, launch an event people will love.

To achieve this, stick with the beloved SMART goals formula. Define the SMART goals for your event by making them specific, measurable, attainable, relevant, and time-bound. This will allow you to maintain control of the entire marketing process and your event, and improve on your successes for the next time you want to launch a similar project.

Discover the best event type for this occasion

To someone who’s not experienced in the field of event marketing and management, the number of choices for the type of event they can launch can be quite limited. In fact, you might think that the only type of event is to speak in front of an audience or to host a boring cocktail party where people from your industry can socialize and exchange a few ideas along with some business cards. But an event can be so much more.

There are endless possibilities here, provided that you adapt your approach to appeal to the modern trends. Not only should you view this event as a party with plenty of engaging activities, but you should also tailor your approach to your goals. Some common event types you can brainstorm around are product releases, conferences, roundtables, leadership summits, investor gatherings, workshops, and even recruiting and brand building.

Market your event to online audiences

It’s a digital world out there, and you need to use digital tools to market your event effectively. Most importantly, you should use online event management tools to your advantage in order to organize, scale, and advertise your event to all interested parties. After all, people are expecting you to run a professional social media event campaign and send out personalized emails to boot.

This is why comprehensive event management software has become so popular in the business world in recent years, as it allows you to create event pages on social media, automate email invitations, manage bookings and sell tickets, and more. These tools become invaluable assets to small businesses operating on a tight budget, as they can be scaled to your capabilities. Be sure that the software you use allows you to create memorable event designs that will boost engagement and bookings.

Find sponsors to raise the necessary funds

Fundraising for an event might be a cumbersome task, and it might not be something you want to do, but it is still one of the essential elements of a successful event. After all, someone needs to pay for this shindig, and it shouldn’t be your brand, especially if you’re running a small business with limited resources.

With that in mind, now’s the time to find event sponsors. This is a separate project that requires careful prospecting and pitching, as it’s not just about obtaining financial resources – it’s also aligning the values of your investors with your brand’s values. Your investors need to complement your industry and your cause, and you need to be prepared to give something in return. When reaching out to prospects, be sure to offer to promote their brand, talk about their own products or services, and even offer long-term partnerships if you want to launch similar events together in the future.

Measure performance and adapt your approach

On a final note, keep in mind that there can be no progress without measurement. You need to measure the performance of your event and your marketing strategy in order to improve the next time around, so keep a close eye on your relevant KPIs. When the event is over, use your findings to produce actionable data, and make an even more memorable event in the near future.

Closing words

An event has always been, and always will be, one of the most powerful marketing tools in the business world. With these five tips in mind, you can go ahead and launch a winning event marketing strategy that will inspire people to book their seats months before the big date.

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Emma Miller is a digital marketer and blogger from Sydney. After getting a marketing degree she started working with Australian startups on business and marketing development. Emma writes for many relevant, industry related online publications and does a job of an Executive Editor at Bizzmark blog and a guest lecturer at Melbourne University. Interested in marketing, startups and latest business trends. Twitter