April 18, 2023
6 Event Planner Marketing Strategies Used by Top Event Agencies
Planning a corporate event can feel like a marathon. Planning a corporate event without the right event marketing strategy? That’s like trying to run that marathon in high heels. Beyoncé-level confidence optional.
But the good news: top event planners, event agencies, and event strategists use tried-and-tested marketing approaches to make every event feel seamless, engaging, and seriously high-impact. Here’s how to do the same.
What is event marketing and why does it matter for event success?
Event planner marketing refers to all the strategies used to promote an event, highlight its value, and convert potential attendees into enthusiastic participants. Whether you’re planning a corporate conference, incentive travel programme, experiential activation or internal engagement event, effective event marketing helps your audience understand why the event matters, and what’s in it for them.
Strong event marketing keeps people engaged with your message, your brand, and your event experience from the first touchpoint to the final goodbye.
Why should event planners create target audience personas?
Creating target audience personas allows you to understand exactly who you’re designing and marketing your event for. These insight-led profiles help event planners, event agencies and event designers tailor everything; messaging, content, formats, incentives, even event design choices.
When you know what motivates your audience, where they spend time online, what problems they’re trying to solve and what excites them, your event marketing can speak their language. That means more conversions, higher attendance and stronger engagement.
How do measurable goals strengthen your event strategy?
Measurable goals turn vague aspirations into tangible outcomes. Instead of saying “we want attendees to feel inspired,” measurable goals might look like:
- “We want to start 200+ online conversations about our keynote topics.”
- “We want to achieve a 95% attendee satisfaction score.”
- “We want 60% of attendees to opt into post-event content.”
KPIs give event planners and event managers a clear blueprint for event success and a way to measure ROI, not just guess whether the event worked.
How can mapping the attendee journey improve event engagement?
Every event attendee has a starting point and an end goal, and the attendee journey fills in the experience in between. Mapping this out helps event strategists and planners understand:
- Where audiences first discover the event
- What nudges them to register
- What information they need before arrival
- How their live experience unfolds
- How to keep them engaged after the event
Mapping the journey ensures no gaps, no unnecessary friction, and no overwhelming touchpoints. It also helps event agencies and event planners build a consistent brand experience from first click to final follow-up.
Why is email marketing still one of the strongest event marketing tools?
Email marketing remains one of the most effective tools for nurturing event attendees throughout the entire event cycle. It allows event planners to:
- Send personalised messages
- Segment audiences
- Deliver timely reminders
- Share agenda updates
- Tease event design reveals or incentive travel opportunities
- Drive registrations and boost attendance
But because inboxes are chaotic, your emails need standout subject lines, punchy copy, and a clear CTA. When done right, email is your secret weapon for boosting event engagement and turnout.
How do you make your event easy to find online?
If your event is hard to find, it’s hard to attend. Simple.
That’s why a dedicated event website is essential.
A bespoke event website helps you:
- Centralise key information
- Showcase event design assets
- Create a seamless registration experience
- Boost event SEO
- Offer a branded destination you can drive traffic to
Whether you’re running a corporate conference, sales kick-off, or incentive event, an event website helps your audience find everything they need in one place.
Why should event planners make post-event feedback easy?
Post-event feedback is gold. It helps event planners, event agencies and internal event teams understand:
- What worked
- What didn’t
- Where to improve
- What attendees want more of
- How to refine next year’s event strategy
Something as simple as sending a feedback form a week after the event shows you value your attendees’ voices, and gives you the insights you need to elevate future experiences.
Need help delivering an unforgettable event?
If you’re looking for an event agency partner to bring your event strategy, event design and event marketing to life, we’re ready when you are.
Get in touch with our event team at First Event.
Ready to strengthen your event marketing strategy?
Unlock the full guide and discover how to turn your event marketing into a powerful, ROI-driven engine for engagement and growth. Download the Strategy-Led Event Marketing Guide
Related Articles
The Marketing Illusion: Why digital alone won’t cut it anymore
The Importance of Event Marketing
7 Ways Event Marketing Can Boost Audience Engagement
Related Services
