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What is event marketing?
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New eBook!

← Introduction : Brand 101
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Chapter 2 : The Guest List →
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Chapter 001

Events 101

event marketing

The Ultimate Guide to Event Marketing

Jump to a section:
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New eBook!

← Introduction : Brand 101
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Chapter 2 : The Guest List →
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Chapter 001

event marketing strategy

Chapter 01:

Developing Your Event Strategy →

event marketing audience segmentation

Chapter 02:

The Guest List →

event marketing build event team

Chapter 03:

Team Management and Collaboration →

event marketing venue vendors

Chapter 04:

Production: Venue, Vendors, Partners →

event marketing how to build an event page

Chapter 05:

Building the Event Page →

event marketing promotion ideas

Chapter 06:

Promoting Your Event →

event marketing mobile check in

Chapter 07:

On-Site Best Practices →

event marketing engagement

Chapter 08:

The Post-Event Strategy→

event marketing data and technology

Chapter 09:

Data and Technology →

event marketing ROI metrics

Chapter 10:

Measurement and ROI →

Hey, need to print it? Download the PDF.

Need to print it? Download the PDF!
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event marketing guide
← Introduction : Brand 101
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Chapter 2 : The Guest List →
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Chapter 001

Introduction

Whether you're new to event marketing, or you're looking to turn your events into a revenue-generating machine, this 10-chapter event marketing guide has everything you need to plan, promote, manage, measure, and optimize a successful event program, including templates, real-life examples, bonus resources, and more.


Though this guide has been carefully curated, feel free to digest it any way you want. Want to jump around chapters? Or read it front-to-back? Have a specific topic in mind? This resource is here for you, any way you want it.

 

Welcome to the Universe of Events. Before we dig into the specifics, let's start at the basics.

What is event marketing?

What is event marketing?

Event marketing is the process of deepening an individual's relationship with a brand, product, service, or idea through in-person experiences. It includes hosting and sponsoring events, and all of the promotions and communications that go along with it.


While event planning has been prevalent since the days of Cleopatra, more and more businesses are leveraging events as a crucial touchpoint to drive their business forward. In a 2018 survey, 93% of organizations stated their companies prioritize hosting events, while 85% prioritize sponsoring events.

Why do businesses invest in event marketing?

It's come to the point where digital ads have become white noise, online marketing channels are saturated, and audiences are getting harder and harder to reach and engage with.

 

Consumers have always craved human, in-person experiences. But it's even more important in our post-digital world. Events are providing crucial face-time (and an alternative channel) with key audiences to actually move the needle and drive revenue.


And it works. According to a recent study by Harvard Business Review of 739 global companies, 54% of brands believe that events are the most effective marketing channel compared to any other marketing channel. Yowza.

What does the future look like for events?

Things are a-changing. The events industry is undergoing a full-on renaissance, and with the growing investment in events and the maturation of technology and data, events are now measurable, predictable, and trackable (and, there is even a direct correlation between a company's revenue growth and their event activity). 

 

At Splash, we’ve seen it in our own top-performing customers. We call them Event Optimizers, and they’re the future generation of event marketers who are exceeding business goals, capturing critical market share, and connecting their events to revenue.


This guide contains our best practices, and things we’ve seen work well for some of our top customers. Keep in mind: every business is different. Be an Event Optimizer: test and experiment with your event marketing strategy to find out what works best for your organization. 


Chapter 1 →
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Execute, measure, and scale your event programs. All in one tool.

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