Organising an event, attending a conference, or showcasing your business at a trade show requires more than booking a space. A clear marketing strategy is essential, covering the planning phase, event activities, and post-event follow-up. Without structure, your time and money may not yield measurable results.
This checklist outlines key stages of event marketing to help you stay focused, track success, and build long-term value.
Many events underperform due to vague goals and poor planning. Low attendance, weak brand engagement, and missed growth opportunities often result from treating events as isolated efforts instead of part of a broader strategy.
Lack of clear objectives can lead to wasted resources, ineffective marketing, and poor attendee engagement. Without proper follow-up and data tracking, it becomes difficult to assess the event’s success or maintain momentum afterward.
Pre-Event Planning
Planning begins long before the event date. A clear strategy will define your goals, establish measurable outcomes, and focus on maximising return on investment.
Set SMART Goals for Measurable Results
- Make goals specific, such as attracting 250 attendees or generating 100 new leads
- Use measurable data points, including social media engagement, website visits, and lead collection
- Ensure goals are attainable within the time, budget, and resources available
- Align goals with realistic outcomes based on past event performance or market research
- Set timelines to monitor progress leading up to the event, ensuring deadlines are met
Develop a Marketing Strategy Before the Event
- Build anticipation on social media with regular posts, event teasers, and dedicated event pages
- Create a landing page on your website that shares event details and collects registrations
- Launch an email marketing campaign with event updates, reminders, and exclusive offers for early sign-ups
- Produce physical marketing materials like brochures, flyers, and posters to promote the event locally
- Invest in display materials for the event itself, including banners, branded stands, and signage to improve visibility
Team Preparation
- Train staff to communicate key messages consistently across all channels
- Equip team members with talking points to maintain consistency in communication
- Provide staff with branded uniforms for easy identification during the event
Establish Tracking Tools for Measurement
- Set up Google Analytics to track online engagement related to the event
- Use QR codes on printed materials to monitor the effectiveness of offline promotions
- Implement lead capture forms on the website and at the event booth for seamless data collection
During the Event – Maintaining Engagement and Driving Results
The event is not just about being present—it’s about engaging with attendees, gathering leads, and enhancing your brand’s visibility. This phase should be driven by strategies that keep attendees involved and interested throughout.
Boost Engagement with Onsite Activities
- Run live demonstrations of your products or services to showcase value
- Offer branded giveaways that keep your business top-of-mind for attendees
- Organise competitions with prizes announced on social media to extend engagement beyond the event
- Collect business cards or use digital lead capture methods that comply with Australian Privacy Laws
- Host interactive workshops or breakout sessions to provide valuable insights while encouraging participation
Extend Your Reach Online During the Event
- Share live updates on social media platforms, including Facebook, LinkedIn, and Instagram
- Use a dedicated event hashtag across all posts for consistency and better tracking
- Livestream major highlights of the event to engage followers who couldn’t attend
- Encourage attendees to share their experiences on social media using the event hashtag (with permission)
Monitor Real-Time Metrics
- Track social media mentions and interactions during the event
- Measure live attendance against expected numbers
- Gather feedback through quick surveys or informal conversations with attendees
Post-Event – Turning Engagement into Long-Term Value
Once the event ends, the work continues. The post-event phase is critical for nurturing leads, maintaining brand engagement, and assessing the overall success of the event.
Follow-Up Actions to Maintain Engagement
- Update your contact list with leads collected from business cards, QR code scans, and sign-up forms
- Send personalised thank-you emails to attendees, including exclusive post-event offers
- Publish event highlights on social media and tag attendees, partners, and sponsors to increase reach
- Share recorded content from live sessions for those who missed the event
- Repurpose user-generated content for future marketing campaigns (with consent)
Measure and Analyse Event Performance
- Review analytics from your website, social media, and email campaigns to measure engagement
- Compare actual outcomes with pre-set goals to determine the event’s success
- Gather feedback through post-event surveys to identify areas for improvement
Document Insights for Future Events
- Record what worked and what didn’t for future reference
- Identify the most effective marketing channels based on lead generation and engagement metrics
- Keep a record of costs and outcomes to evaluate return on investment
Maximising Value from Every Event
A structured marketing approach helps ensure your event achieves meaningful results beyond attendance. Setting clear goals, engaging with attendees throughout the event, and following up afterward can drive growth and generate valuable leads.For professional printed materials and marketing support, Jennings Print serves businesses across Newcastle, Lake Macquarie, Maitland, Hunter Valley, and the Central Coast. Call 02 4933 5735 to discuss how we can help with your next event.