How to Market an Event in the UK: The Ultimate Event Plan Checklist.
Summary/Overview
Budget? Check. Theme? Check. But what about the other finer details? Whether it’s a webinar or a UK fundraiser, planning an event can be as challenging as the occasion itself. With countless moving parts, having an event plan checklist can help you stay on track.
From posters and flyers to social media marketing templates, plan a marketing event in 10 simple steps with Adobe Express. Tick off each step on our checklist below.
1. Establish your goals.
Before starting your event marketing planning, ask yourself what your event is for. Is it to boost revenue, strengthen customer relationships, or just for fun? Fine-tuning your goals will help you determine what kind of event to host and every decision you make going forward.
Without a solid goal, you run the risk of too many changes happening before or during the event, which can affect ticket sales and confuse your audience. Why not use a handy goal worksheet to help you get your ducks in a row?
Finding your audience.
Understanding your audience is key to planning a marketing event. Once you know exactly who your audience is and what their expectations are, everything else falls into place. Afterwards, you can determine other key factors, like ticket levels, budget, venue size, and catering. It also helps you prepare for sending out invitations, organising travel and other logistics.
Editable worksheets for outlining your event marketing goals.
2. Work out your budget.
Everything – literally everything – revolves around budget. But even small budgets can create great events. That’s what makes it such an important addition to your event plan checklist. Your budget is constantly changing, so you’ll want a suitable template to store all the important info, like a spreadsheet or a pie chart.
Once you obtain quotes from different vendors, venues and suppliers, you can begin to make the most of your event budget.
Hiring your staff.
Talk to UK staffing agencies for quotes and figure out your staffing budget. Large-scale events call for bigger portions of your budget to hire event staff. Smaller budgets – not so much. Alternatively, you can advertise your event in nearby towns or cities and scout for volunteers to reduce costs.
3. Decide on the logistics.
You can’t escape the logistics. They’re a crucial part of your marketing event planning, helping to keep the cogs turning. This is where your goals and budget will come in handy, so make sure you have a clear, coherent plan to avoid any oversights.
Generally, logistics can include the following elements:
- Time, date and location. Set these according to audience preferences, seasonality and competing events. We all know the weather isn’t always reliable in the UK, so if your event is outdoors, you might want a covered or indoor backup option.
- Venue capacity. This will depend on the size and scope of your event. Want a more exclusive feel? Opt for a smaller venue, like a local bar or cafe. Looking to attract a wider pool of clients, talent or customers? Make sure you have the event space to go with it – such as a gallery or conference centre.
- Accessibility. Consider a venue which is wheelchair accessible, or book a British Sign Language interpreter for speeches/performances. Inclusivity is key.
- Transportation. Account for any mode of transportation that takes attendees, equipment and sponsors to the venue, from buses and trains to taxis and private car hire.
4. Plan, plan, plan.
With the foundations covered, it’s time to put everything into a cohesive plan. You can plan out your event schedule using a timetable, or compile your to-do list into an event planner for keeping track along the way – whatever speaks to you most.
Be aware that your event plan checklist should also include all the practical elements of your event – such as social media marketing, ticket sales, purchasing and more.
5. Design your print marketing.
Planning your print marketing is where you can start to have some fun creating the aesthetic of your event. Whatever promotional materials you use, your brand should have a distinct visual identity that represents your event.
For flyers and invitations, choose a colour scheme and typography that reflects your event. Brochures, meanwhile, should have the right messaging and tone of voice. Consistency across your print marketing is key.
You can then start to spread them around. Ask to hang up posters in local shop windows, give out flyers to your customers or hand deliver invitations to your top clientele.
Event poster and flyer examples.
6. Market on social media.
While print marketing can get the ball rolling, it’s social media that really knocks your event planning and marketing out the park. The most relevant platforms will differ depending on your event and target audience. For example, Instagram is a great platform for marketing local festivals, while LinkedIn is ideal for professional conferences and networking events.
Make the most of your social media marketing strategy with the following tips.
- Social media calendar. Build a posting schedule of your upcoming social media posts, arranged by date and time. This can be a calendar or content scheduler.
- Event promotion. Create an event countdown or poll for your Instagram story to spread awareness and boost engagement.
- Collaboration. Use influencer marketing to reach a wider, highly engaged audience. Influencers can offer an exclusive discount code or host a giveaway competition tied to the event.
- Social media ads. Arrange branded Instagram and Facebook ads to reach your target audience online and boost your visibility.
- Video content. Go viral with buzzy TikTok videos promoting your event. You could even post behind-the-scenes content to build excitement and enhance interactions.
- Review and analyse. Track your performance to see how your social media presence, accounts and engagement measure up. What are your top performing posts? What made them successful?
Free social media templates for your next event.
7. Launch ticket sales.
How and when you launch your tickets depends on your event type and audience. You want to promote tickets as early as possible – ideally when you first announce your event. Integrate your ticket sale posts into your social media calendar for a clear idea of timing and frequency.
You might use an event listing platform to distribute tickets, create your own event website page dedicated to ticket sales, or make a Facebook event.
Early-bird tickets can create a sense of urgency for those looking for a bargain, helping to boost engagement. You could even do ticket giveaways on posts to drive engagement on social platforms on the run-up to the big day.
8. Coordinate with suppliers, staff and performers.
With the venue secured, you’ll want to start reaching out to various suppliers to tie your event together.
To give you an idea, here are some external suppliers to consider.
- Catering. Research local UK caterers to provide food and drinks for guests. Your guest list, venue space and event theme can help determine what kind of food to serve.
- Performers and guest speakers. Contact booking agents and create contracts for any predetermined speakers or presenters at your event.
- Staging and equipment. Hire audio, video, electrical and lighting professionals to set up speakers or other entertainment.
- Decorations. Decorate the venue according to your event’s specifications and needs, including the stage or podium, catering tables and more.
- On-the-day staff. Determine what staff you need on the day, from setting up the space to managing the safety of the guests.
9. Final checks.
You might have made some tweaks to your event plan checklist by now. Don’t worry! It’s all part of the process. As the big day approaches, you’ll want to do some final checks on the following.
- The equipment on site is functional and safe.
- The directions to the venue are correct and all signage is in place.
- There are enough electrical outlets and access to Wi-Fi.
- All tables are prepared with necessary items.
- First aid equipment is readily available.
- Event security is in place.
- Transport arrangements are finalised.
10. The big day.
The day’s finally here! Make sure you have copies of all important materials – directions, phone numbers, seating charts and guest lists – with you. Check in with staff and attendees from time to time, and assist sponsors, speakers and other teams as needed. Encourage guests and influencers to take photos and videos of the activity to post on socials.
With all the moving pieces finally in a row, you can finally tick the last item off your event plan checklist. Host a successful event? Check.
Useful things to know.
What is a basic event planning checklist?
A basic event planning checklist outlines all the tasks and activities that should be completed before, during and after an event. This can include logistics like budget, venue and guest list to event branding and marketing. You can compile these into a worksheet, planner or spreadsheet.
How many hours does it take to plan an event?
The number of hours it takes to plan an event depends on several factors, including the event size, guest list, available resources and more. Planning a small event can take one to two months, while larger events can take up to 12 months. On average, that’s anywhere from 50 to 200 hours.
How far in advance should I plan an event?
It’s never too soon to start planning an event. The moment the idea crops up, you’ll want to plan an event checklist. Getting organised well in advance can allow you to stay within your budget and give you more flexibility for the venue, catering and more. Plus, you’ll have plenty of time to schedule your social media marketing.