Developing An Events Marketing Strategy & Plan I VisitScotland.org

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class="external-links-list"> <li> <a href="https://www.visitscotland.com/">VisitScotland</a> </li> <li> <a href="http://www.conventionscotland.com/">Business Events</a> </li> <li> <a href="https://traveltrade.visitscotland.org/">Travel Trade</a> </li> <li> <a href="https://toolkit.visitscotland.org">Media toolkit</a> </li> <li> <a href="/" class="active">Corporate</a> </li> </ul> </div> </nav> <div class="site-header"> <div class="site-header__container"> <a class="site-logo site-logo--header" href="/" title="VisitScotland | Alba logo"> <svg class="site-logo__large" width="553" height="100" viewBox="0 0 553 100" focusable="false"> <use xlink:href="#svg-vs-logo"/> </svg> </a> <button class="button-menu d-xl-none" data-btn-menu="#mobile-nav" data-main-nav-toggle="main-nav--show" data-btn-menu-toggle-class="button-menu--active" data-test="mobile-nav-menu-button" aria-label="main menu" aria-expanded="false"> <span class="d-none d-sm-inline-block pr-1">Menu</span> <span class="hamburger 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experience</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/camping-caravan-parks" class="third-nav__link">Camping and caravan parks best practice guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/food-tourism-industry" class="third-nav__link">Food tourism industry guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/hotels" class="third-nav__link">Hotels best practice guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/self-catering" class="third-nav__link">Self-catering best practice guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/small-serviced" class="third-nav__link">Small serviced accommodation best practice guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/visitor-attractions" class="third-nav__link">Visitor attractions best practice guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/brown-tourist-signs" class="third-nav__link">Brown tourist signs</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/scottish-thistle-awards" class="third-nav__link">Scottish Thistle Awards</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/supporting-your-business/responsible-tourism" class="second-nav__link">Responsible tourism</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism/inclusion" class="third-nav__link">Accessible and inclusive tourism</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism/climate-change" class="third-nav__link">Climate change in Scotland</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism/green-certification-schemes" class="third-nav__link">Green certification schemes</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism/climate-impact-guide" class="third-nav__link">Reduce your climate impact guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism/responsible-visitor-guide" class="third-nav__link">Responsible visitor industry guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism/climate-change/sustainable-factsheets" class="third-nav__link">Sustainable factsheets</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/supporting-your-business/advice" class="second-nav__link">Advice</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/supporting-your-business/advice/copyright-policies-licensing" class="third-nav__link">Copyright, licensing & government policy advice</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/advice/electronic-travel-authorisation" class="third-nav__link">Electronic travel authorisation</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/advice/short-term-lets-legislation" class="third-nav__link">Short-term lets legislation</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/advice/travel-distribution" class="third-nav__link">Travel distribution</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/advice/visitor-levy" class="third-nav__link">Visitor levy</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/advice/industry-relationship-manager" class="third-nav__link">Your Industry Relationship Manager</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/supporting-your-business/digital-skills" class="second-nav__link">Digital skills</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/supporting-your-business/digital-skills/artificial-intelligence" class="third-nav__link">Using AI in your digital activities</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/digital-skills/digital-essentials" class="third-nav__link">Essentials of digital marketing</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/digital-skills/getting-started" class="third-nav__link">Get started with digital</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/digital-skills/improving-performance" class="third-nav__link">Improve your online performance</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/digital-skills/know-your-customers" class="third-nav__link">Know your customers</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/supporting-your-business/marketing" class="second-nav__link">Marketing</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/opportunities" class="third-nav__link">Marketing opportunities</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/opportunities/business-events-exhibitions" class="third-nav__link">Business events</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/toolkits/cycling" class="third-nav__link">Cycling tourism industry guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/opportunities/national-tourism-website" class="third-nav__link">Free business listing</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/photography-imagery" class="third-nav__link">Free images and video</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/opportunities/calendar" class="third-nav__link">Our marketing calendar</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing-toolkits" class="third-nav__link">Toolkits</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/opportunities/press" class="third-nav__link">Working with the press</a> </li> </ul> </div> </li> </ul> </div> </li> <li class="main-nav__item main-nav__item--with-children" data-main-nav-hover='main-nav__item--hover' id="test-main-nav-2" role="menuitem"> <button class="main-nav__link btn" data-main-navigation-toggle> Research and insights <i class="icon icon-nav-arrow-down"></i> </button> <div class="second-nav"> <div class="second-nav__item second-nav__primary"> <a class="second-nav__link" href="/research-insights" data-main-navigation-toggle> Research and insights </a> </div> <ul class="second-nav__list"> <li class="second-nav__item"> <a href="/research-insights/about-our-visitors" class="second-nav__link">About our visitors</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/accommodation-types" class="third-nav__link">Accommodation types visitors use in Scotland</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/how-visitors-travel-to-scotland" class="third-nav__link">How visitors travel to and around Scotland</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/international" class="third-nav__link">International visitors</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/planning-booking-behaviours" class="third-nav__link">Planning and booking behaviours</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/types" class="third-nav__link">Types of visitors</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/uk" class="third-nav__link">UK visitors</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/interests-activities" class="third-nav__link">Visitor interests and activities</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/visitor-survey" class="third-nav__link">Visitor survey</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/why-people-choose-scotland" class="third-nav__link">Why people choose Scotland</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/research-insights/about-our-industry" class="second-nav__link">About our industry</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/accommodation" class="third-nav__link">Accommodation in Scotland - occupancy statistics</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/cruise-tourism-insights" class="third-nav__link">Cruise tourism in Scotland</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/events-wellbeing-report" class="third-nav__link">Impact of events on wellbeing</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/covid-19-impact" class="third-nav__link">Impact of coronavirus (COVID-19)</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/scottish-tourism-observatory" class="third-nav__link">Scottish tourism observatory</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/tourism-employment" class="third-nav__link">Tourism employment</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/visitor-attractions" class="third-nav__link">Visitor attractions</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/research-insights/regions" class="second-nav__link">Regions</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/regions/aberdeen-aberdeenshire" class="third-nav__link">Aberdeen, Aberdeenshire and Moray Speyside</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/argyll-isles" class="third-nav__link">Argyll and the Isles</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/ayrshire-arran" class="third-nav__link">Ayrshire and Arran</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/dumfries-galloway" class="third-nav__link">Dumfries and Galloway</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/dundee-angus" class="third-nav__link">Dundee and Angus</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/edinburgh-lothians" class="third-nav__link">Edinburgh and the Lothians</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/fife" class="third-nav__link">Fife</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/glasgow-clyde-valley" class="third-nav__link">Glasgow and the Clyde Valley</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/highlands" class="third-nav__link">Highlands</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/orkney" class="third-nav__link">Orkney</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/outer-hebrides" class="third-nav__link">Outer Hebrides</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/perthshire" class="third-nav__link">Perthshire</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/shetland" class="third-nav__link">Shetland</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/scottish-borders" class="third-nav__link">Scottish Borders</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/stirling-forth-valley" class="third-nav__link">Stirling and Forth Valley</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/national-parks" class="third-nav__link">Scotland's National Parks</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/research-insights/responsible-tourism" class="second-nav__link">Responsible tourism insights</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/responsible-tourism/accessible" class="third-nav__link">Accessible and inclusive tourism insights</a> </li> <li class="third-nav__item"> <a href="/research-insights/responsible-tourism/industry-research" class="third-nav__link">Tourism and events industry research</a> </li> <li class="third-nav__item"> <a href="/research-insights/responsible-tourism/visitor-community-research" class="third-nav__link">Visitor and community research</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/research-insights/trends" class="second-nav__link">Trends</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/trends/consumer-trends" class="third-nav__link">Consumer trends for Scotland</a> </li> <li class="third-nav__item"> <a href="/research-insights/trends/trends-for-tomorrow" class="third-nav__link">Travel trends for Scotland</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/research-insights/about-our-industry/statistics" class="second-nav__link">Latest statistics</a> </li> </ul> </div> </li> <li class="main-nav__item main-nav__item--with-children" data-main-nav-hover='main-nav__item--hover' id="test-main-nav-3" role="menuitem"> <button class="main-nav__link btn" data-main-navigation-toggle> Events <i class="icon icon-nav-arrow-down"></i> </button> <div class="second-nav"> <div class="second-nav__item second-nav__primary"> <a class="second-nav__link" href="/events" data-main-navigation-toggle> Events </a> </div> <ul class="second-nav__list"> <li class="second-nav__item"> <a href="/events/advice-materials" class="second-nav__link">Events planning advice and materials</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/events/advice-materials/data-protection" class="third-nav__link">Data protection</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/pr-communications-strategy-plan" class="third-nav__link">Developing a communications plan</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/events-marketing" class="third-nav__link">Developing an events marketing plan</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/eiag-updates-advice" class="third-nav__link">Event Industry Advisory Group</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/events-listing-service" class="third-nav__link">Events listing service</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/event-volunteering" class="third-nav__link">Event volunteering</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/food-drink-events" class="third-nav__link">Food and drink</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/health-safety" class="third-nav__link">Health and safety</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/policing" class="third-nav__link">Policing and security</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/sustainability" class="third-nav__link">Sustainable and accessible events</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/training-development" class="third-nav__link">Training and development</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/events/funding" class="second-nav__link">Funding for events</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/events/funding/national-events" class="third-nav__link">National events funding</a> </li> <li class="third-nav__item"> <a href="/events/funding/international-events" class="third-nav__link">International events funding</a> </li> <li class="third-nav__item"> <a href="/events/funding/supported-events" class="third-nav__link">Supported events</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/events/industry-events" class="second-nav__link">Industry events</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/events/industry-events/national-events-conference" class="third-nav__link">The National Events Conference</a> </li> <li class="third-nav__item"> <a href="/events/industry-events/travel-trade" class="third-nav__link">Travel Trade events and exhibitions</a> </li> <li class="third-nav__item"> <a href="/events/industry-events/events-training" class="third-nav__link">Upcoming events and training</a> </li> </ul> </div> </li> <li class="second-nav__item second-nav__item--promo"> <a href="/events"> <div class="promo-content"> <div class="promo-content__logo"> <svg class="es-bar__logo" width="570.6" height="84.6" viewBox="0 0 570.6 84.6"> <use xlink:href="#svg-es-logo"/> </svg> </div> <div class="promo-content__cta"> <p class="cta__text">Scotland, The Perfect Stage</p> <i class="icon icon-arrow-right"></i> </div> </div> </a> </li> </ul> </div> </li> <li class="main-nav__item" data-main-nav-hover="main-nav__item--hover" id="test-main-nav-4" role="menuitem"> <a class="main-nav__link" href="/news"> News </a> </li> <li class="main-nav__item main-nav__item--with-children" data-main-nav-hover='main-nav__item--hover' id="test-main-nav-5" role="menuitem"> <button class="main-nav__link btn" data-main-navigation-toggle> About us <i class="icon icon-nav-arrow-down"></i> </button> <div class="second-nav"> <div class="second-nav__item second-nav__primary"> <a class="second-nav__link" href="/about-us" data-main-navigation-toggle> About us </a> </div> <ul class="second-nav__list"> <li class="second-nav__item"> <a href="/about-us/what-we-do" class="second-nav__link">What we do</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/about-us/what-we-do/consultations" class="third-nav__link">Consultations</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/events" class="third-nav__link">Events</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/marketing" class="third-nav__link">Marketing</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/our-plans" class="third-nav__link">Our plans</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/quality-assurance" class="third-nav__link">Quality Assurance</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/themed-years" class="third-nav__link">Scotland's Themed Years</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/working-in-partnership/industry-leadership-group" class="third-nav__link">Tourism and Hospitality Industry Leadership Group</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/scottish-tourism-timeline" class="third-nav__link">Tourism timeline</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/visitor-information" class="third-nav__link">Visitor information</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/working-in-partnership/visitor-levy-expert-group" class="third-nav__link">Visitor Levy Expert Group</a> </li> <li class="third-nav__item"> <a href="/about-us/what-we-do/working-in-partnership" class="third-nav__link">Working in partnership</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/about-us/our-team" class="second-nav__link">Our team</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/about-us/our-team/chairman" class="third-nav__link">Chair</a> </li> <li class="third-nav__item"> <a href="/about-us/our-team/chief-executive" class="third-nav__link">Chief Executive</a> </li> <li class="third-nav__item"> <a href="/about-us/our-team/directorates" class="third-nav__link">Directorates</a> </li> <li class="third-nav__item"> <a href="/about-us/our-team/board" class="third-nav__link">The Board</a> </li> <li class="third-nav__item"> <a href="/about-us/our-team/board/board-minutes" class="third-nav__link">The Board minutes</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/about-us/our-policies" class="second-nav__link">Our policies</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/about-us/our-policies/equality" class="third-nav__link">Equality strategy</a> </li> <li class="third-nav__item"> <a href="/about-us/our-policies/complaints-feedback" class="third-nav__link">Feedback and complaints</a> </li> <li class="third-nav__item"> <a href="/about-us/our-policies/freedom-of-information" class="third-nav__link">Freedom of information</a> </li> <li class="third-nav__item"> <a href="/about-us/our-policies/procurement" class="third-nav__link">Procurement policy</a> </li> <li class="third-nav__item"> <a href="/about-us/our-policies/sustainability" class="third-nav__link">Sustainability policy</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/about-us/annual-corporate-reports" class="second-nav__link">Annual and corporate reports</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/about-us/annual-corporate-reports/annual-report" class="third-nav__link">Our annual report</a> </li> <li class="third-nav__item"> <a href="/about-us/annual-corporate-reports/our-disclosures" class="third-nav__link">Our disclosures</a> </li> <li class="third-nav__item"> <a href="/about-us/annual-corporate-reports/sustainability-report" class="third-nav__link">Sustainability report</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/about-us/jobs-careers" class="second-nav__link">Jobs and careers</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="https://visitscotland.taleo.net/careersection/vs+external/jobsearch.ftl?lang=en&portal=8105010247" class="third-nav__link">Current vacancies</a> </li> <li class="third-nav__item"> <a href="/about-us/jobs-careers/early-careers" class="third-nav__link">Early careers</a> </li> <li class="third-nav__item"> <a href="/about-us/jobs-careers/life-at-visitscotland" class="third-nav__link">Life at VisitScotland</a> </li> <li class="third-nav__item"> <a href="/about-us/jobs-careers/recruitment-process" class="third-nav__link">Our recruitment process</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a href="/about-us/contact" class="second-nav__link">Contact us</a> <div class="third-nav"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/about-us/contact/eventscotland" class="third-nav__link">EventScotland</a> </li> <li class="third-nav__item"> <a href="/about-us/contact/regional-team" class="third-nav__link">Regional team</a> </li> </ul> </div> </li> </ul> </div> </li> </ul> </div> </div> </nav> <button id="main-nav-bar__search-show" class="main-nav-bar__search-show" data-toggle-search="navbar-search--show" data-test="main-nav-search-show-button"> <span class="sr-only">Search site</span><i class="icon icon-search"></i> </button> <form id="main-nav-bar__search-form" class="main-nav-bar__search-form d-none d-xl-block" role="search" aria-label="Site search" data-test="main-nav-search-form"> <div class="main-nav-bar__search-form__row"> <label for="query" class="sr-only">Search</label> <input class="main-nav-bar__search-form__row__input" type="text" placeholder="Search" name="query" autocomplete="off" id="query" /> <button aria-label="Close" class="sr-only" type="submit" tabindex="-1">Search site</button> <button id="main-nav-bar__search-hide" class="main-nav-bar__search-form__row__button"><span class="sr-only">Close</span><i class="icon icon-cross"></i></button> </div> </form> </div> </div> <div class="d-xl-none"> <nav aria-label="Main menu mobile"> <div class="mobile-nav-bar"> <div class="main-nav" id="mobile-nav" data-test-mobile-nav> <form class="mobile-nav-bar__search" role="search" aria-label="Mobile search search" action="/search" method="get" data-test="mobile-nav-search-form"> <div class="mobile-nav-bar__search__row"> <label for="query-mobile" class="sr-only">Search</label> <input class="mobile-nav-bar__search__row__input" type="text" placeholder="Search" name="query" id="query-mobile" /> <button class="mobile-nav-bar__search__row__button" type="submit"><span class="sr-only">Search site</span><i class="icon icon-search"></i></button> </div> </form> <ul class="main-nav__list"> <li class="main-nav__item main-nav__item--with-children"> <a class="main-nav__link " href="#mobile-second-nav-1" data-mobile-navigation-toggle="second-nav--show" data-nav-arrow-toggle data-test-mobile-main-toggle aria-expanded="false"> Supporting your business <i class="icon icon-chevron-down"></i> </a> <div class="second-nav" id="mobile-second-nav-1"> <ul class="second-nav__list"> <li class="second-nav__item"> <a class="second-nav__link" href="/supporting-your-business"> Supporting your business home</a> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-11" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Delivering a quality visitor experience<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-11"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience" class="third-nav__link">Delivering a quality visitor experience</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/camping-caravan-parks" class="third-nav__link" data-test-third-nav>Camping and caravan parks best practice guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/food-tourism-industry" class="third-nav__link" data-test-third-nav>Food tourism industry guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/hotels" class="third-nav__link" data-test-third-nav>Hotels best practice guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/self-catering" class="third-nav__link" data-test-third-nav>Self-catering best practice guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/small-serviced" class="third-nav__link" data-test-third-nav>Small serviced accommodation best practice guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/visitor-attractions" class="third-nav__link" data-test-third-nav>Visitor attractions best practice guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/brown-tourist-signs" class="third-nav__link" data-test-third-nav>Brown tourist signs</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/visitor-experience/scottish-thistle-awards" class="third-nav__link" data-test-third-nav>Scottish Thistle Awards</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-12" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Responsible tourism<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-12"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism" class="third-nav__link">Responsible tourism</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism/inclusion" class="third-nav__link" data-test-third-nav>Accessible and inclusive tourism</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism/climate-change" class="third-nav__link" data-test-third-nav>Climate change in Scotland</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism/green-certification-schemes" class="third-nav__link" data-test-third-nav>Green certification schemes</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism/climate-impact-guide" class="third-nav__link" data-test-third-nav>Reduce your climate impact guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism/responsible-visitor-guide" class="third-nav__link" data-test-third-nav>Responsible visitor industry guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/responsible-tourism/climate-change/sustainable-factsheets" class="third-nav__link" data-test-third-nav>Sustainable factsheets</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-13" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Advice<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-13"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/supporting-your-business/advice" class="third-nav__link">Advice</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/advice/copyright-policies-licensing" class="third-nav__link" data-test-third-nav>Copyright, licensing & government policy advice</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/advice/electronic-travel-authorisation" class="third-nav__link" data-test-third-nav>Electronic travel authorisation</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/advice/short-term-lets-legislation" class="third-nav__link" data-test-third-nav>Short-term lets legislation</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/advice/travel-distribution" class="third-nav__link" data-test-third-nav>Travel distribution</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/advice/visitor-levy" class="third-nav__link" data-test-third-nav>Visitor levy</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/advice/industry-relationship-manager" class="third-nav__link" data-test-third-nav>Your Industry Relationship Manager</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-14" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Digital skills<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-14"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/supporting-your-business/digital-skills" class="third-nav__link">Digital skills</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/digital-skills/artificial-intelligence" class="third-nav__link" data-test-third-nav>Using AI in your digital activities</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/digital-skills/digital-essentials" class="third-nav__link" data-test-third-nav>Essentials of digital marketing</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/digital-skills/getting-started" class="third-nav__link" data-test-third-nav>Get started with digital</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/digital-skills/improving-performance" class="third-nav__link" data-test-third-nav>Improve your online performance</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/digital-skills/know-your-customers" class="third-nav__link" data-test-third-nav>Know your customers</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-15" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Marketing<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-15"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/supporting-your-business/marketing" class="third-nav__link">Marketing</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/opportunities" class="third-nav__link" data-test-third-nav>Marketing opportunities</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/opportunities/business-events-exhibitions" class="third-nav__link" data-test-third-nav>Business events</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/toolkits/cycling" class="third-nav__link" data-test-third-nav>Cycling tourism industry guide</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/opportunities/national-tourism-website" class="third-nav__link" data-test-third-nav>Free business listing</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/photography-imagery" class="third-nav__link" data-test-third-nav>Free images and video</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/opportunities/calendar" class="third-nav__link" data-test-third-nav>Our marketing calendar</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing-toolkits" class="third-nav__link" data-test-third-nav>Toolkits</a> </li> <li class="third-nav__item"> <a href="/supporting-your-business/marketing/opportunities/press" class="third-nav__link" data-test-third-nav>Working with the press</a> </li> </ul> </div> </li> </ul> </div> </li> <li class="main-nav__item main-nav__item--with-children"> <a class="main-nav__link " href="#mobile-second-nav-2" data-mobile-navigation-toggle="second-nav--show" data-nav-arrow-toggle data-test-mobile-main-toggle aria-expanded="false"> Research and insights <i class="icon icon-chevron-down"></i> </a> <div class="second-nav" id="mobile-second-nav-2"> <ul class="second-nav__list"> <li class="second-nav__item"> <a class="second-nav__link" href="/research-insights"> Research and insights home</a> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-21" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>About our visitors<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-21"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors" class="third-nav__link">About our visitors</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/accommodation-types" class="third-nav__link" data-test-third-nav>Accommodation types visitors use in Scotland</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/how-visitors-travel-to-scotland" class="third-nav__link" data-test-third-nav>How visitors travel to and around Scotland</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/international" class="third-nav__link" data-test-third-nav>International visitors</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/planning-booking-behaviours" class="third-nav__link" data-test-third-nav>Planning and booking behaviours</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/types" class="third-nav__link" data-test-third-nav>Types of visitors</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/uk" class="third-nav__link" data-test-third-nav>UK visitors</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/interests-activities" class="third-nav__link" data-test-third-nav>Visitor interests and activities</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/visitor-survey" class="third-nav__link" data-test-third-nav>Visitor survey</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-visitors/why-people-choose-scotland" class="third-nav__link" data-test-third-nav>Why people choose Scotland</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-22" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>About our industry<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-22"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/about-our-industry" class="third-nav__link">About our industry</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/accommodation" class="third-nav__link" data-test-third-nav>Accommodation in Scotland - occupancy statistics</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/cruise-tourism-insights" class="third-nav__link" data-test-third-nav>Cruise tourism in Scotland</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/events-wellbeing-report" class="third-nav__link" data-test-third-nav>Impact of events on wellbeing</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/covid-19-impact" class="third-nav__link" data-test-third-nav>Impact of coronavirus (COVID-19)</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/scottish-tourism-observatory" class="third-nav__link" data-test-third-nav>Scottish tourism observatory</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/tourism-employment" class="third-nav__link" data-test-third-nav>Tourism employment</a> </li> <li class="third-nav__item"> <a href="/research-insights/about-our-industry/visitor-attractions" class="third-nav__link" data-test-third-nav>Visitor attractions</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-23" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Regions<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-23"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/regions" class="third-nav__link">Regions</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/aberdeen-aberdeenshire" class="third-nav__link" data-test-third-nav>Aberdeen, Aberdeenshire and Moray Speyside</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/argyll-isles" class="third-nav__link" data-test-third-nav>Argyll and the Isles</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/ayrshire-arran" class="third-nav__link" data-test-third-nav>Ayrshire and Arran</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/dumfries-galloway" class="third-nav__link" data-test-third-nav>Dumfries and Galloway</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/dundee-angus" class="third-nav__link" data-test-third-nav>Dundee and Angus</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/edinburgh-lothians" class="third-nav__link" data-test-third-nav>Edinburgh and the Lothians</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/fife" class="third-nav__link" data-test-third-nav>Fife</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/glasgow-clyde-valley" class="third-nav__link" data-test-third-nav>Glasgow and the Clyde Valley</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/highlands" class="third-nav__link" data-test-third-nav>Highlands</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/orkney" class="third-nav__link" data-test-third-nav>Orkney</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/outer-hebrides" class="third-nav__link" data-test-third-nav>Outer Hebrides</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/perthshire" class="third-nav__link" data-test-third-nav>Perthshire</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/shetland" class="third-nav__link" data-test-third-nav>Shetland</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/scottish-borders" class="third-nav__link" data-test-third-nav>Scottish Borders</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/stirling-forth-valley" class="third-nav__link" data-test-third-nav>Stirling and Forth Valley</a> </li> <li class="third-nav__item"> <a href="/research-insights/regions/national-parks" class="third-nav__link" data-test-third-nav>Scotland's National Parks</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-24" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Responsible tourism insights<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-24"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/responsible-tourism" class="third-nav__link">Responsible tourism insights</a> </li> <li class="third-nav__item"> <a href="/research-insights/responsible-tourism/accessible" class="third-nav__link" data-test-third-nav>Accessible and inclusive tourism insights</a> </li> <li class="third-nav__item"> <a href="/research-insights/responsible-tourism/industry-research" class="third-nav__link" data-test-third-nav>Tourism and events industry research</a> </li> <li class="third-nav__item"> <a href="/research-insights/responsible-tourism/visitor-community-research" class="third-nav__link" data-test-third-nav>Visitor and community research</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-25" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Trends<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-25"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/research-insights/trends" class="third-nav__link">Trends</a> </li> <li class="third-nav__item"> <a href="/research-insights/trends/consumer-trends" class="third-nav__link" data-test-third-nav>Consumer trends for Scotland</a> </li> <li class="third-nav__item"> <a href="/research-insights/trends/trends-for-tomorrow" class="third-nav__link" data-test-third-nav>Travel trends for Scotland</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="/research-insights/about-our-industry/statistics">Latest statistics</a> </li> </ul> </div> </li> <li class="main-nav__item main-nav__item--with-children"> <a class="main-nav__link " href="#mobile-second-nav-3" data-mobile-navigation-toggle="second-nav--show" data-nav-arrow-toggle data-test-mobile-main-toggle aria-expanded="false"> Events <i class="icon icon-chevron-down"></i> </a> <div class="second-nav" id="mobile-second-nav-3"> <ul class="second-nav__list"> <li class="second-nav__item"> <a class="second-nav__link" href="/events"> Events home</a> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-31" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Events planning advice and materials<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-31"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/events/advice-materials" class="third-nav__link">Events planning advice and materials</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/data-protection" class="third-nav__link" data-test-third-nav>Data protection</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/pr-communications-strategy-plan" class="third-nav__link" data-test-third-nav>Developing a communications plan</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/events-marketing" class="third-nav__link" data-test-third-nav>Developing an events marketing plan</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/eiag-updates-advice" class="third-nav__link" data-test-third-nav>Event Industry Advisory Group</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/events-listing-service" class="third-nav__link" data-test-third-nav>Events listing service</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/event-volunteering" class="third-nav__link" data-test-third-nav>Event volunteering</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/food-drink-events" class="third-nav__link" data-test-third-nav>Food and drink</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/health-safety" class="third-nav__link" data-test-third-nav>Health and safety</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/policing" class="third-nav__link" data-test-third-nav>Policing and security</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/sustainability" class="third-nav__link" data-test-third-nav>Sustainable and accessible events</a> </li> <li class="third-nav__item"> <a href="/events/advice-materials/training-development" class="third-nav__link" data-test-third-nav>Training and development</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-32" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Funding for events<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-32"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/events/funding" class="third-nav__link">Funding for events</a> </li> <li class="third-nav__item"> <a href="/events/funding/national-events" class="third-nav__link" data-test-third-nav>National events funding</a> </li> <li class="third-nav__item"> <a href="/events/funding/international-events" class="third-nav__link" data-test-third-nav>International events funding</a> </li> <li class="third-nav__item"> <a href="/events/funding/supported-events" class="third-nav__link" data-test-third-nav>Supported events</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " 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recruitment process</a> </li> </ul> </div> </li> <li class="second-nav__item"> <a class="second-nav__link " href="#mobile-third-nav-56" data-mobile-navigation-toggle="third-nav--show" data-test-mobile-second-toggle>Contact us<i class="icon icon-chevron-down"></i></a> <div class="third-nav" id="mobile-third-nav-56"> <ul class="third-nav__list"> <li class="third-nav__item"> <a href="/about-us/contact" class="third-nav__link">Contact us</a> </li> <li class="third-nav__item"> <a href="/about-us/contact/eventscotland" class="third-nav__link" data-test-third-nav>EventScotland</a> </li> <li class="third-nav__item"> <a href="/about-us/contact/regional-team" class="third-nav__link" data-test-third-nav>Regional team</a> </li> </ul> </div> </li> </ul> </div> </li> </ul> </div> </div> </nav> </div> </header> <main id="main" class="clearfix"> <div class="share"> <div class="container"> <div class="row"> <div class="col-12 col-sm-8 col-md-7 align-self-center" > <nav class="page-breadcrumb" aria-label="Breadcrumb" data-test="breadcrumb"> <ul> <li><a href="/">Home</a></li> <li> <a href="/events" >Events</a> </li> <li> <a href="/events/advice-materials" >Events planning advice and materials</a> </li> <li> <a aria-current="page">Developing an events marketing plan</a> </li> </ul> </nav> </div> </div> </div> </div> <div> <div> <article class="pt-5 has-edit-button" aria-label="main article"> <div class="banner__header__text no-image"> <div class="container"> <hgroup class="content-article pb-lg"> <h1 class="banner__header__text__title no-image"> Developing an events marketing plan </h1> <p class="article__summary mb-1 mt-2 font-weight-bold">Find out what key elements you may wish to consider when creating a marketing strategy for a consumer-facing event.</p> <div class="article-read-time mt-5"> <p> <span class="article-read-time__minutes">0</span> min read </p> <hr/> </div> </hgroup> </div> </div> <div class="has-edit-button"> </div> <header data-test="page-header"> </header> <div class="background-auto-wrapper"> <div class="split-block" > <div class="has-edit-button"> </div> <div class="container py-lg" data-test="split-block"> <div class="row"> <div class="col-12 col-lg-7 split-block__first-column user-content"> <div data-test="split-block-body"> <p>Events marketing is a crucial part of delivering a successful event. It can help you to:</p> <ul> <li>increase awareness of your event</li> <li>build engagement</li> <li>attract audiences</li> <li>generate ticket sales and other income</li> </ul> <p>Please note that this page only offers you a broad overview of how to develop an events marketing strategy. This is because all events are different in terms of size, objectives, audiences, and budget.</p> </div> </div> <div class="col-12 col-lg-5 col-md-8"> <div class="anchor-link-list"> <h3>In this article:</h3> <ul class="anchor-link-list__list"> <li class="anchor-link-list__item"> <a class="anchor-link-list__link" href="#objectives">1. Setting your marketing objectives</a> </li> <li class="anchor-link-list__item"> <a class="anchor-link-list__link" href="#budget">2. Setting your marketing budget</a> </li> <li class="anchor-link-list__item"> <a class="anchor-link-list__link" href="#audience">3. Identify your target audience</a> </li> <li class="anchor-link-list__item"> <a class="anchor-link-list__link" href="#messaging">4. Create compelling content</a> </li> <li class="anchor-link-list__item"> <a class="anchor-link-list__link" href="#considerations">5. Ticket sale considerations</a> </li> <li class="anchor-link-list__item"> <a class="anchor-link-list__link" href="#evaluation">6. Evaluation</a> </li> </ul> </div> </div> </div> </div> </div> <div class="background-auto bg-xxlight py-lg" id="objectives"> <div class="container" data-test="content-block-article"> <div class="row"> <div class="col-12"> <div class="content-article"> <div class="user-content content-article__layout" data-test="content-block-article-body"> <div class="content-article__content-column"> <h2 data-test="content-block-article-heading"> 1. Setting your marketing objectives </h2> <p>Outlining what you want to achieve and what success looks like will help identify the actions and marketing activity you need to take to get there. Clear objectives will also provide focus and motivate your team.</p> <p>When applicable, we’d recommend that you set SMART goals (specific, measurable, attainable, relevant, and timely). Some of these goals will be intangible, such as “providing a high-quality experience across the customer journey”. Others will be tangible, such as “ensuring that ticket or communication enquiries are responded to within 24 hours”.</p> <h3>Examples of marketing objectives</h3> <ul> <li>income – set a target value of ticket sales and sponsorship income the event needs to achieve, or consider revenue milestones to reach</li> <li>attendees – maintain / increase audience figures by a percentage over the course of the year</li> <li>attract new audiences – increase the percentage of new attendees, and / or attract the percentage of audience out with the local area</li> <li>digital marketing – achieve an uplift in social media followers / engagement rate, increase percentage of open rate and clicks in e-newsletter, increase number of website visits over the course of the year</li> <li>attendee feedback – distribute a post- event survey, within two weeks, to ticket buyers which has a response rate of e.g. 15%</li> </ul> </div> <div class="content-article__content-column"> <h2>2. Setting your marketing budget<a name="budget" id="budget"></a></h2> <p>Your marketing budget will need to align with the tactics and tools you’ll use to promote your events. Calculate the expected costs of each piece of activity and identify which ones will likely give you the best return on investment.</p> <p>You might want to include the following in your budget:</p> <ul> <li>content marketing (blogs, videos, social media, paid partnerships, influencers, etc.)</li> <li>resources like designers, website development, and marketing agencies</li> <li>digital and print advertising</li> <li>photography or videography</li> <li>branding or signage, including design, print, and installation costs</li> <li>merchandise</li> <li>complimentary tickets for guests or competitions</li> <li>market research / survey tools</li> </ul> <p>You might also want to consider potential sources of financial support or value in kind. These can be funding, sponsors, exhibitors, merchandise, partners (local and further afield), etc.</p> <p>Lastly, it’s best practice to include a 5% to 10% contingency for any unexpected or additional costs.</p> </div> </div> </div> </div> </div> </div> </div> <div class="background-auto bg-white py-lg" id="audience"> <div class="container" data-test="content-block-article"> <div class="row"> <div class="col-12 col-lg-7"> <div class="content-article"> <div class="user-content content-article__layout" data-test="content-block-article-body"> <div class="content-article__content-column"> <h2 data-test="content-block-article-heading"> 3. Identify your target audience </h2> <p>A target audience is a group of people defined by certain demographics and behaviour who are most likely to buy tickets / engage with your event. Your target audience can be segmented by, among others demographics, geographics, behaviour, or interest.</p> <p>It’s worth having a think about who your main and secondary audiences might be. Asking the following questions will help inform what channels to use and where to focus your marketing efforts:</p> <ul> <li>what kind of person will enjoy your event?</li> <li>who do you want to engage with and attract?</li> <li>where can you reach your target and wider audience?</li> </ul> </div> </div> </div> </div> </div> </div> </div> <div class="background-auto bg-white" > <div class="has-edit-button"> </div> <div class="container py-lg"> <div class="row"> <div class="col-12 col-lg-8"> <article class="has-edit-button" data-test="content-list" aria-label=""> <h2 class="my-4" data-test="content-list-heading"></h2> <ul class="content-list"> <li class="content-list__item"> <div class="row"> <div class="col-12 col-sm-3"> <div class="content-list__item__image"> <img src="/binaries/content/gallery/dot-org/illustrations/collaboration.svg/collaboration.svg/bloat%3Asm" alt="" loading="lazy"> </div> </div> <div class="col-12 col-sm-9"> <div class="user-content content-list__item__text"> <h3>Example of main audience</h3> <ul> <li>25-to-50-year-olds from your local area</li> <li>who have purchased tickets before</li> <li>who are interested in literature talks and events, storytelling and learning</li> </ul> </div> </div> </li> <li class="content-list__item"> <div class="row"> <div class="col-12 col-sm-3"> <div class="content-list__item__image"> <img src="/binaries/content/gallery/dot-org/illustrations/international-traveller.svg/international-traveller.svg/bloat%3Asm" alt="" loading="lazy"> </div> </div> <div class="col-12 col-sm-9"> <div class="user-content content-list__item__text"> <h3>Example of secondary audience</h3> <ul> <li>people within the same age group as your main audience</li> <li>who have the same interests as your main audience</li> <li>who are from outside your local area</li> <li>who have never attended before</li> </ul> </div> </div> </li> </ul> </article> </div> </div> </div> </div> <div class="background-auto bg-white py-lg" id="messaging"> <div class="container" data-test="content-block-article"> <div class="row"> <div class="col-12 col-lg-7"> <div class="content-article"> <div class="user-content content-article__layout" data-test="content-block-article-body"> <div class="content-article__content-column"> <p> </p> <ul> </ul> </div> </div> </div> </div> </div> </div> </div> <div class="card-list background-auto" > <div class="container"> <div class="card-list__content"> <div class="card-list__header "> <h2>4. Create compelling content</h2> <div class="col-12 col-lg-7"> You want to engage with your audience as early as possible to generate buzz and to foster a community of potential attendees. Most events promote their event a year in advance and increase the frequency of their activity and messaging (email / social media posts) in the months and weeks leading up to the event. </div> </div> <div class="card-list__body" > <div class="card-item"> <div class="card-item__icon"> <img src="/binaries/content/gallery/dot-org/illustrations/tell-the-story.svg" alt=""> </div> <h3>What you should write</h3> <p>Think of key information to include in your messaging. These should communicate the value of attending your event and help motivate people to find out more and attend.</p> <p>Your messaging should include:</p> <ul> <li>what the event experience will be like</li> <li>how people can experience it</li> <li>why it shouldn’t be missed</li> <li>basic event information</li> <li>the event’s unique selling point (this can be the strapline that accompanies your brand)</li> </ul> <p>Remember to tailor your messaging to your audience. It’s also worth considering what different messages you need when addressing different stakeholders like sponsors, partners, funders, exhibitors, etc.</p> <p><a href="/events/advice-materials/pr-communications-strategy-plan">Find more information on how to develop a PR / communications plan.</a></p> </div> <div class="card-item"> <div class="card-item__icon"> <img src="/binaries/content/gallery/dot-org/illustrations/campaigns.svg" alt=""> </div> <h3>What it should look like</h3> <p>The look of your promotional materials and assets should be eye-catching. It should encourage people to follow through on your call-to-action, e.g. clicking on a URL for more information or to buy tickets. Before you start, it’s good to map out what content you already have and what you still need: videos, ads, social media posts, banners, flyers, posters, etc.</p> <p>On your promotional material, you should also include social handles. This way, audiences can find out more information in the way they prefer to access information. You should also determine the types of content your audience reacts best to and engages with most, on each channel like:</p> <ul> <li>social media posts</li> <li>sharing user generated content</li> <li>imagery</li> <li>15 or 30 second video teasers</li> <li>behind the scenes content</li> <li>endorsement quotes</li> <li>survey statistics</li> <li>long or shortform articles</li> </ul> <p>Creating a consistent look and feel across assets is important to make your materials more recognisable and impactful. Your event logo should also be consistently used.</p> <p><a href="https://blog.hootsuite.com/epic-guide-creating-social-media-visuals/">Read more about creating visual content on hootsuite.com.</a></p> <p>Ensure that all your marketing materials and activities comply with relevant laws and regulations.</p> <p><a href="https://www.gov.uk/marketing-advertising-law">Find out more about marketing and advertising laws on gov.uk. </a></p> </div> <div class="card-item"> <div class="card-item__icon"> <img src="/binaries/content/gallery/dot-org/illustrations/sharing-key-messages.svg" alt=""> </div> <h3>Channel distribution</h3> <p>It’s useful to think of all the ways that you can generate interest and create a community of potential attendees through announcements like:</p> <ul> <li>programme and ticket launches</li> <li>lineups or special guests</li> <li>volunteer calls and stories</li> <li>community engagement effort</li> <li>countdowns until the event</li> <li>sponsorship or ambassador announcements</li> </ul> <p>There are three defined marketing channels; owned, paid, and earned. You’ll find that you might want to use a different channel depending on your message. The strength of this channel is that it builds your (brand’s) credibility and increases the reach of your event messaging.</p> <h4>Owned</h4> <p>These are the channels that belong to you like your website, email database, and social media channels. You can use these to build further connections with your attendees by, for example, interacting with their posts on social media.</p> <p>The strength of these channels are their ability to:</p> <ul> <li>build long-term relationships with potential and previous attendees</li> <li>encourage sales</li> <li>create a community</li> </ul> <h4>Paid</h4> <p>This is when you pay to reach a certain audience. Examples include influencers, radio, social media, print media, outdoor and digital advertising. The strength of this channel is the power to:</p> <ul> <li>target a wider specific audience</li> <li>effectively raise awareness</li> <li>drive higher conversion / ticket sales</li> </ul> <h4>Earned</h4> <p>This is when a third party promotes your brand or event for free. This could be:</p> <ul> <li>word of mouth</li> <li>media coverage</li> <li>social shares</li> <li>influencers</li> <li>ambassador blogs</li> <li>event listings</li> <li>partner databases</li> </ul> </div> </div> </div> </div> </div> <div class="background-auto bg-xxlight" > <div class="has-edit-button"> </div> <div class="container py-lg"> <div class="row"> <div class="col-12 col-lg-7"> <h2 data-test="accordion-group__heading"></h2> <vs-accordion :number-of-accordions="1" :labels='{ closeAll: "Close all", openAll: "Open all", }' > <vs-accordion-item id="accordion-4854b23c-0" ref="accordionItem-0" > <template slot="title">Example of an activity timeline</template> <template slot="body"> <div class="container" data-test="content-block-article"> <div class="row"> <div class="col-12"> <div class="content-article"> <div class="user-content content-article__layout" data-test="content-block-article-body"> <div class="content-article__content-column"> <div class="table-responsive"> <table border="1" cellpadding="1" cellspacing="1" style="width:500px"> <tbody> <tr> <th scope="row">Date</th> <td>22 June</td> <td>29 June</td> <td>12 July</td> </tr> <tr> <th scope="row">Aims</th> <td>Generate public attention and publicise key event details</td> <td>Generate awareness in the community</td> <td>Increase visibility and encourage people to buy tickets</td> </tr> <tr> <th scope="row">Activity</th> <td>Press release announcement</td> <td>Promotional posters (eco-friendly)</td> <td>Paid social media campaign with interest based targeting</td> </tr> <tr> <th scope="row">Audience</th> <td>Media and public</td> <td>Local residents and businesses</td> <td>Age 18-65+; Location: living in central belt Scotland; Combined interests: festivals, events, entertainment, culture, or short breaks in Scotland </td> </tr> <tr> <th scope="row">Channels</th> <td>Local and national press, and specialist titles</td> <td>Displayed at community venues</td> <td>Facebook</td> </tr> <tr> <th scope="row">Lead</th> <td>Name and organisation</td> <td>Name and organisation</td> <td>Name and organisation</td> </tr> <tr> <th scope="row">Status</th> <td>Underway / complete</td> <td>Underway / complete</td> <td>Underway / complete</td> </tr> <tr> <th scope="row">Cost</th> <td>£0</td> <td>£100 for print and distribution</td> <td>£2,000 for paid activity</td> </tr> </tbody> </table> </div> <p> </p> </div> </div> </div> </div> </div> </div> </template> </vs-accordion-item> </vs-accordion> </div> </div> </div> </div> <div class="background-auto bg-white py-lg" id="considerations"> <div class="container" data-test="content-block-article"> <div class="row"> <div class="col-12 col-lg-7"> <div class="content-article"> <div class="user-content content-article__layout" data-test="content-block-article-body"> <div class="content-article__content-column"> <h2 data-test="content-block-article-heading"> 5. Ticket sale considerations </h2> <p>Consider your approach to selling tickets as these will impact your marketing strategy and budget:</p> <ul> <li>are your ticket prices competitive?</li> <li>are there any trends to be aware of, for example, are consumers buying tickets later than normal?</li> <li>will you run a limited “early bird” sale?</li> <li>will you do ticket giveaways in return for free exposure?</li> <li>will you offer concessions on tickets?</li> <li>do you offer a waiting list for a sold-out event in case there are ticket cancellations?</li> <li>if you need one, what does the seating map look like? (identify operational seats, ticketed seats, wheelchair accessible spaces, blocked views)</li> </ul> </div> </div> </div> </div> </div> </div> </div> <div class="background-auto bg-xxlight py-lg" id="evaluation"> <div class="container" data-test="content-block-article"> <div class="row"> <div class="col-12"> <div class="content-article"> <div class="user-content content-article__layout" data-test="content-block-article-body"> <div class="content-article__content-column"> <h2 data-test="content-block-article-heading"> 6. Evaluation </h2> <p>Refer back to your objectives to identify key metrics to measure. Track and measure the performance as you go along, not just at the end of the event. This is because you may have to change tactics or messaging if it is not yielding the results you expect. Keep an eye out for the following:</p> <ul> <li>did you get a boost in sales after your social media campaign?</li> <li>was there an influx of visitors to website after a press release was distributed?</li> <li>what content is resonating and which channels are most effective in terms of driving awareness and engagement?</li> <li>what do the following general metrics look like? <ul style="list-style-type:circle"> <li>tickets purchased (so far)</li> <li>clicks / conversions on ticketing page</li> <li>total revenue figure (including tickets,  sponsorship, funding, and merchandise)</li> <li>value in kind figure</li> <li>size of social media audience following reach and engagement metrics</li> <li>other campaign metrics</li> </ul> </li> </ul> </div> <div class="content-article__content-column"> <h2> </h2> <p>We made a PDF that will show you where you can find the analytics / insights sections for each social channel. These automatically provide a breakdown of the most important metrics for said platform.</p> <p><a href="https://www.visitscotland.org/binaries/content/assets/dot-org/pdf/events/how-to-best-promote-events-on-social-media.pdf">Browse our "how to best promote events on social media" PDF.</a></p> <p>Insights such as these can help shape future marketing plans.</p> <p>It’s worth considering sending a post-event survey to those who attended. This can help steer future marketing activity by providing you with details on:</p> <ul> <li>who your audience is</li> <li>how you can improve the event experience / customer satisfaction</li> <li>where people found out about your event / source of sales came from</li> </ul> </div> </div> </div> </div> </div> </div> </div> </div> <div class="background-tartan py-lg"> <div class="container" data-test="page-related-documents"> <h2 class="h1 mb-4">Related links</h2> <div class="cards cards--x4"> <article class="card card--related-documents has-edit-button" data-test="component-card" aria-label="Events listing service 392d41d9"> <div class="card__link js-clickProxy"> <div class="card__link__image" data-test="component-card-image"> <div class="card__link__image__background lazyload" data-bg="/binaries/content/gallery/dot-org/sports/highland-games-competitor-takes-part-in-the-shot-put.jpg/highland-games-competitor-takes-part-in-the-shot-put.jpg/bloat%3Amd"></div> <div class="card__link__image__overlay"></div> </div> <div class="card__link__content"> <h3 class="card__link__content__title" data-test="component-card-title"> <a href="/events/advice-materials/events-listing-service"> Events listing service </a> </h3> </div> <div class="card__link__footer" data-test="component-card-summary"> Find out how you can promote your event for free. </div> </div> </article> <article class="card card--related-documents has-edit-button" data-test="component-card" aria-label="Marketing your Scottish tourism business 9a1c9c76"> <div class="card__link js-clickProxy"> <div class="card__link__image" data-test="component-card-image"> <div class="card__link__image__background lazyload" data-bg="/binaries/content/gallery/dot-org/people/boutique-farm-bothies---the-dairy-at-denend-bothy-visitscotland-luigi-di-pasquale.jpg/boutique-farm-bothies---the-dairy-at-denend-bothy-visitscotland-luigi-di-pasquale.jpg/bloat%3Amd"></div> <div class="card__link__image__overlay"></div> </div> <div class="card__link__content"> <h3 class="card__link__content__title" data-test="component-card-title"> <a href="/supporting-your-business/marketing"> Marketing your Scottish tourism business </a> </h3> </div> <div class="card__link__footer" data-test="component-card-summary"> Find information and guidance on marketing your tourism business. 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