Now that you understand which event marketing tactics to leverage and how (or, if you don't, check out the first four steps in our series), it's time to create a schedule of your marketing activities. We all know that planning an event can test a person’s sanity; a marketing timeline will ensure that important tasks and benchmarks are carried out without stressing you out. 

Below is an example of a timeline to be used leading up to, during, and after an event.


1. Establish objectives

  • Why are you hosting an event in the first place?
  • What do you hope to achieve?
  • What sales/leads/attendance figures do you need to hit?
  • How will you meet those benchmarks?

2. Conduct market research

  • What are your competitors doing?
  • Google your event. What reputation does it have already?

3. Define unique value propositions

  • What experiences will you deliver that attended can't get anywhere else?

4. Develop event website

  • Written content
  • Graphics
  • Videos
  • Registration form and survey/questionnaire

5. Address on-site requirements

  • Commission guest speakers
  • Hire photographer and videographer

6. Monitor and engage in social media

  • Determine frequency of posts on each social media channel and begin to share event information. (Keep in mind that a Twitter audience is accustomed to frequent posting, whereas Facebook/Google+/Linkedin followers tend to prefer fewer daily updates.)
  • Create Foursquare event check-in

At Event

7. Engage audience

  • Tweet key seminar takeaways as they happen
  • Respond to comments and posts on all social channels
  • Post photos and videos on Facebook and Pinterest


8. Distill and analyze

  • Review social media activity, including new followers and fans, key conversations, and total audience interactions
  • Analyze attendance, sales, leads, and survey responses

Once it's complete, distribute your timeline to all of your team members. Confirm that everyone is on the same page and is accountable for their share of the responsibility. 

In our next post, we'll talk about how to measure and share the results of your event. Until then, we wish you happy, stress-free event planning!

Is there a special something you do to make your event planning stress-free? (Or, stress-free-ish. This is the 5th most stressful job in America, after all.) Tell us in the comments below.