Plan an offline marketing event

Business Benefits

Increase lead generation and build brand affinity.


Establish your event goals and objectives by asking yourself what you hope to achieve with this event.

Use the SMART goal framework to determine quantifiable metrics of success. Are your event goals or objectives specific, measurable, attainable, relevant, and time-bound?

Walk yourself through the lifecycle of your event to detect line items, and gather cost estimates for event features and project your event budget.

Research prices of line items and project budgeted expenses. Use an event budget management software like Cvent Event ManagementTM to help track funds, recalculate variable costs, and monitor budget surpluses.

Identify one key Event Manager and assemble event subcommittees to manage event operations.

Depending on your event, subcommittees could include venue management and licensure, speaker recruitment, entertainment, food and beverage, publicity and sponsors, registration, staff management.

Pick an event date that gives your team at least 4-6 months to execute the event plan.

Use event management software or Gantt charts to input committee tasks, set timelines, and track progress.

Gantt charts allow you to group event planning activities by type or phase, and set a timeline for each activity. You can break down each activity further into specific tasks or checklists and when tasks are finished they can be marked as completed, allowing your team to monitor their progress relative to the activity timeline.

Use value based positioning when creating your event specific brand to connect with your target customer and increase event attendance.

Align your event brand with the values, lifestyle choices, and psychological triggers of your customer avatar.

Design an event webpage and launch registration using an event registration software.

Create a series of content that builds a narrative around your event and can also be shared with your target customers to build anticipation and promote your event.

Determine day-of processes, logistics, and who needs to do what at which time by working backwards from key event points to create an event itinerary.

Outline how you will gather data and analytics from attendees, stakeholders, and staff for your post-event report.