We often get tapped to help brands craft their marketing plan or to carry out aspects from one created by our clients. We are avid supporters and believers in the need and value to achieve set goals. Otherwise, it’s a freestyle dream.

An event marketing plan applies the same methodology: a clear course of action to deliver on outlined goals. What is the desired output of the event — milestone celebration, inspire and uplift internal teams or consumers, general awareness of getting the name out, market expansion, client acquisition, product launch — to name a few — in a specific geographic area targeted to an identified demographic.

A marketing plan ensures an event has purpose and value and comes in on time and at budget. A cohesive event marketing strategy should include the company’s consumer target, objectives, metrics and budget. Otherwise, it’s just a party. That works too as long as those expectations are intended, aligned and set in advance. One way to look at it through an everyday filter is a birthday party. Specific details are required for it to be on-tone and on-brand and ultimately, successful. A birthday party event designed for a 4-year old looks and feels very different than one designed for a forty-year old.

At MKMCreative, we distinguish ourselves by being an experiential brand marketing agency who possesses the core competency of throwing real world productions, as opposed to an event agency. For us, it all starts with client goals, then we map and build every detail to the customer journey, what do we want them to do, think, feel, act. That then becomes the epicenter whereby all elements are designed and built around and how a clear path to production is paved. 

This is achieved via a strategic step-by-step event marketing plan.

Presently, we find ourselves in a time where virtual events are vital and essential. In the planning stage for in-person vs. virtual events, they feel quite similar with the same goal of connecting with the target constituency or a segment thereof for a particular reason, or to achieve a specified goal. Where the two begin to veer off is the way and how one activates and attends. Online serves as the medium for virtual events whereas a real world event happens at a physical location.

Where virtual events and in-person events start to diverge are the elements they are composed of. A live event includes venue, food and beverage, decor, music, AV (if required), creative wrapper, photo-worthy assets — think flower or donut wall or some type of centerpiece or interesting installation. These physical, tangible, touchable items establish awe, wonder and the desire to engage and explore. Additionally, they encourage attendees to post, share and amplify the real world event in the social sphere.

For virtual events, the ‘Wow’ Factor is differently integrated. In-person, elements and levers need to be pulled to make it engaging. This could entail designing an app, virtual networking, gamifying the experience, a hybrid element whereby guests are sent parcels in advance to utilize and encourage participation during the virtual show. CTA’s, giveaways, different shooting styles and mechanisms, name brand high level speakers and integrated sparkle will keep the audience engaged and make it interactive, while maintaining covid compliant mandatories. Virtual fatigue is real, which means it’s important to keep the audience interested while making sure the event does not feel like just another conference call.

Anything is achievable, particularly when every need, detail and nuance is accounted for…along with a back-up plan.