Marketing’s Rule of Three for Events

Conferences, trade shows, and grand openings — are all events we look forward to that also require forward thinking. According to a recent report, 95% of marketers view live events as a valuable way to provide guests with the opportunity to create crucially important connections with whoever is hosting. Event marketing needs to be memorable and easy. Luckily, there’s a simple, strategic solution everyone should have at the forefront of their minds — the Marketing Rule of Three for Events rule!

First, you’ll need to take out a sheet of paper and write out the word “three” four times at the top. With any event, regardless of size, you’ll need to assign tasks based on this calendar — three months, three weeks, three days, and three hours.

Three months out from the event

At the 90 days out point before your event, you need to already have all of the event details and logistics finalized and locked down. This is also when you kick off your online and traditional marketing efforts. At this point, your marketing should begin slowly, then ramp up over the next two months, and ramp up again in the final three weeks.

Three weeks out from the event

Twenty-one days before the event is a crucial period because that’s when about 20% of your attendees, who pre-plan their calendars, will start buying tickets or RSVP. Consistent messaging across email, social media, online marketing, and direct mail should arrive three weeks before the event. Half of your marketing budget for the event should be spent during this time prior to the event.

Three days out from the event

Seventy-two hours before your event is “go time.” Your emails, social media posts, and other marketing should express a sense of urgency — “Get your tickets now! Limited space available!” and “Don’t miss our event this Saturday! RSVP today!” It is in our nature as human beings to procrastinate. The majority of event-goers will make their decision to attend on the Wednesday, Thursday, or Friday before a Saturday event. At this point, your marketing should be equivalent to a basketball full-court press. Speaking of press, this is the right time to send a media advisory or press release to every single media outlet — especially broadcast assignment desk folks — promoting your event and giving the reporter a newsworthy reason to come.

Three hours out from the event

Most event marketers make a fundamental mistake on the day of the event. They are so busy focused on the program itself, that they forget to send reminder messages – through email or social media – that give attendees additional details such as where to park or a heads up on the weather. “We have free parking at the corner of First and Cary Street!” “Don’t forget to wear sunscreen — it’s going to be a hot one!” People lead busy lives and are constantly bombarded with information, so sometimes they may forget about events that they already registered for. These last-minute tactics can boost your attendance significantly.

A rule of thumb to remember along with this strategy is to practice preparedness and use all channels and avenues available to you to drum up excitement and get your target audience talking. Want help beyond just event marketing? We’re here to help — call us at (877) 623-6246 or email shout@madisonmain.com.