Organizing events can be a pretty daunting task. From ensuring your guests have the best possible experience to making sure every last detail is taken care of, event creation requires meticulous preparation.

To make your next event a huge success, you need to create a smart event strategy that takes into account every aspect of the planning process. 

Event strategies are detailed plans that include your event’s purpose, the steps you’ll take to achieve it, and how you’ll measure your success. 

This guide outlines how to build your event strategy for 2024, covering topics such as branding, budgeting, marketing, and logistics. With Eventbrite’s expertise and some advice from industry professionals, we’ll provide step-by-step instructions to help ensure your next event is well executed and has a lasting impact.

Table of Contents

Define your goals

Set your calendar and make a plan

Define your income and expenses

Identify vendors & venues

Choose your event management software

Build your marketing plan

Coordinate with all parties to handle logistics

Measure your event’s success

Level up your event strategy

Step 1: Define your goals

Strong goals are a powerful tool for your event strategy, providing both direction and a method to measure your progress. The most useful goals follow the SMART goal framework: They are specific, measurable, attainable, relevant, and time-bound.

By making your event objectives into SMART goals, you make it much easier to figure out where you’ve succeeded and where you have opportunities for improvement. For example, a job fair, like the one hosted by the Neighborhood Association for Inter-Cultural Affairs, may aim to place a specific number of people into jobs. 

That goal isn’t very measurable or time-bound, however — surveying attendees weeks or months afterward to see if they got hired would be costly and time-consuming. Instead, they could set a goal around the number of job-seekers they attract or the number of resumes employers receive on that day.

Similarly, the House of Yes! may want their dance battle attendees to be impressed by the crazy dance moves their performers pull off. But that goal isn’t very specific, and it’s hard to measure. Instead, they could count the number of people who signed up for their email list or how many are returning guests. 

It’s worth noting that setting and achieving SMART goals is not an isolated task but a continuous loop that feeds into overall event success and attendee satisfaction. Setting goals for your event is as much about looking into the future as it is into the past — the more post-event follow-up you do, the clearer your future event goals will become.

A person preparing plates of food at an event
Pop Pop / All In Together Now / Seattle, WA

Step 2: Set your calendar and make a plan

Developing an organized calendar and using a strategic event planning checklist are crucial to streamlining your event process. The checklist serves as a roadmap, guiding you through each phase of the event planning process while ensuring you address all vital aspects.

Start by listing all the tasks required for your event, including vendor coordination, guest invitations, and marketing efforts. Once you have a comprehensive list, assign deadlines to each task and plot them on your event calendar. This will give you a visual representation of your timeline and progress.

When planning your timeline, consider factors like the number of guests and vendors, as this can impact the time needed for setup and coordination. For instance, larger events with multiple vendors require more time for venue setup, while events with a substantial number of guests may need more time for RSVP management and catering arrangements.

Also, take into account the amount of notice your guests will need. People typically expect three to six weeks for formal events but less than two weeks for more casual gatherings. This allows your guests enough time to RSVP and plan their schedule accordingly.

You should also consider the amount of marketing required for your event. If your event is dependent on ticket sales or requires a certain number of attendees for success, you’ll want to start marketing well in advance. To plan this out effectively, you can make an event promotion timeline, set yourself reminders, and keep everything organized and ready to go.

Two women pose in a photo booth at an event
Lady Boss / That Lady Thing / San Francisco, CA

Step 3: Define your income and expenses

Budget is the biggest concern for 32% of event organizers worldwide. That’s why defining your income and expenses as early as possible is so important. 

Figure out your budget

The first step in planning an event budget is determining all of your potential expenses. This includes costs such as venue rentals, speaker or entertainer fees, marketing and promotion, and refreshments and catering. It’s also wise to set aside a contingency fund for unexpected costs.

In an Eventbrite survey, we found that most event creators’ budgets break down as follows:

But don’t forget to budget for the tools you’ll need as well! For example, Eventbrite is an invaluable tool to help you stay within your budget, and you can start using it for free.

Price your tickets

Next, you’ll want to figure out your ticket pricing strategy. At Eventbrite, we found that ticket prices increased by 11% in 2022, but that can vary depending on your industry. For that and other important insights, you can check out our ticket pricing guide.

One key consideration in your ticket pricing is what ticket types you’ll offer. A few types of event tickets you should consider are: 

That might all sound like a lot, but Eventbrite can help you simplify your ticketing. With Eventbrite’s pricing tool, you can easily set different ticket types and price points, monitor sales, and adjust pricing based on real-time data. 

It also allows you to integrate discount codes or early bird pricing, giving you flexibility and control over your ticket sales strategy. By leveraging Eventbrite’s pricing tools, you can optimize your ticket pricing, maximize sales, and increase the financial success of your event.

A person drinking a sponsored drink at an event
Daybreaker / We <3 NYC / New York, NY

Secure sponsors 

Sponsors are crucial to many events. When contacting potential sponsors, ensure your proposal is personalized and well-researched. Highlight the mutual benefits and explain why your event is a good fit for their brand. Always be professional and respectful in your communication, even if you get a no.

You can start by sending an initial email introducing your event and expressing interest in a potential partnership. If there’s interest, follow up with a detailed sponsorship proposal. This document should showcase your event’s value proposition, demographic data about your audience, and how the sponsor can benefit from this partnership.

You can use sponsorship outreach email templates to make your outreach process even easier.

It’s also important to provide different sponsorship levels, each offering its own set of benefits. This provides flexibility and allows potential sponsors to choose a level that aligns with their marketing goals and budget.

Lastly, always follow up after sending your proposal. This shows your keen interest in the partnership and keeps the conversation going. Just remember to be patient, as these decisions can take time.

Calculate your potential ROI 

Once you’ve budgeted your costs, priced your tickets, and secured your sponsors, you’re ready to calculate your return on investment (ROI). Here, you’ll need to account for any other sources of income — such as merchandise or refreshment sales — and make sure to tie your ROI back to your goals. 

You can use an ROI calculator to help figure out your ROI, but make sure to account for more than just ticket sales. That’s because your event’s goals might not all be monetary. A few great kinds of returns you can get from the investment you put into your event are:

Of course, the kinds of returns you’re hoping for will depend on the type of event you’re organizing. Whether you’re holding a networking event, a series of virtual events to connect people in far-flung places, or educational events on a topic you’re passionate about, calculate your ROI based on the goals you’ve already established.

A person speaking with an event vendor
Renegade Craft / Renegade San Francisco / San Francisco, CA

Step 4: Identify vendors & venues

Once you have all your sources of income and budget figured out, it’s time to identify your vendors and venues. Since your attendees will interact with both, it’s important to spend plenty of time getting this right.

How to pick a great vendor

There are a few factors to consider when picking great event vendors. Some of the most important features you should look for in a potential vendor are:

Vendors can be especially important for events like festivals and fundraisers. For example, creators like Realm’s Workshop depend on vendors like the DJ, performers, and food sellers for events like their Night Grove Ball Fundraiser. With so many vendors to manage, it’s essential to pick great vendors that don’t need close monitoring.

Some organizers make this easier by focusing on one kind of vendor at their events. A good event strategy example is PVD Food Truck Events, who mainly deal with food trucks as their vendors. That means they become very familiar with the local vendors, so they know which ones are easy to work with and what they need for an event. All of that means that the events become much easier for the event creator over time.

How to choose the right venue

Choosing the right event venue is a make-or-break for your event strategy. Some of the most critical factors for you to consider in that process are:

For example, when the Pegasus Theater threw an event combining live theater, wine, and an art show, they needed a venue with the facilities and ambiance for all three activities. They also needed it to stay on budget and have the correct licenses and insurance to host an event with alcohol.

On the other hand, the Umu Igbo Unite Corporation’s needs for their annual convention were very different. They didn’t host an art gallery or a play, but they did need to fit all their event attendees and vendors. They also needed a venue with a more formal setting for professional networking, in a place that Igbo people across the US could travel to easily.

So, when it comes to choosing a venue, you need to have your priorities straight so that you can quickly filter through your options and ensure the venue fits your strategic needs.

A person using a mobile app at an event
Birdland Jazz Club / Eventbrite Production Team / New York, NY

Step 5: Choose your event management software

To pull off a successful event, you’ll need the right event management software. Great software can be the deciding factor in whether your event creation process is a simple success or a complicated mess.

That’s why it’s important to consider the most crucial event management software features.

Eventbrite is the perfect choice for an event platform — it covers all these features and more. You can easily market your event, sell tickets, manage and communicate with attendees, and follow up afterward.

Step 6: Build your marketing plan

Having a robust event marketing strategy is paramount to your event’s success. It ensures that information about your event reaches your ideal attendees and entices them to attend. With an effective plan, you can increase visibility, drive ticket sales, and create a buzz around your event.

Different marketing channels play a vital role in your overall strategy, enabling you to reach broad or niche audiences based on your event’s nature. By leveraging these channels in a targeted and strategic manner, you’ll be able to create a comprehensive marketing plan that maximizes your event’s reach and attendance.

Martha's Table announces their events and updates on Instagram

Social media

Social media marketing can play a critical role in your strategy. 41% of Gen Z and Millennials purchase online on impulse every 2–3 weeks, and that can include buying tickets to your event. That makes social media engagement a great tool for targeting younger audiences. But it’s important that you target the right audience when you build your event strategy.

To do that, many event creators use Eventbrite’s marketing suite. Eventbrite’s Senior Product Marketing Manager Amanda Crawford-Staub notes, “Creators can benefit a lot from using the lookalike-audiences feature in our paid social media ads tool. This capability lets creators target audiences resembling those who have previously purchased tickets to their events.”

That means your social media marketing efforts will reach the people most likely to buy a ticket to your event. For example, Martha’s Table uses Instagram to get the word out about events like their Youth Summit.

Boost your ticket sales with Eventbrite and Facebook.

Two women pose in a photo booth at an event

Search engine optimization

Search Engine Optimization (SEO) is a digital marketing strategy for improving the visibility of your website or web page in search engine results. When used effectively, SEO can significantly enhance your event’s online presence, making it more accessible to people who are actively searching for events like yours on search engines like Google.

To leverage SEO for your event, ensure that your event website and content are optimized with relevant keywords, meta descriptions, and tags. This helps search engines understand your event and rank it higher for relevant searches, thereby increasing the chances of your target audience finding your event. 

SEO is particularly beneficial for events with a broad target audience and those held over an extended period. This includes music festivals, conferences, or trade shows, as it gives enough time for SEO efforts to yield results. It’s also beneficial for recurring or annual events, as the continuous generation of content and backlinks can improve your event’s visibility over time.

For example, the Standin’ on the Corner Foundation is in its 24th year of planning the Standin’ on the Corner Festival. With such a consistent event, SEO would be an effective part of their event strategy’s marketing plan.

However, ranking on search engines like Google is a challenge that even the most experienced marketers struggle with. It takes time and knowledge to succeed. If your budget or timeline simply don’t allow for that (or if you just want an easy solution), hijacking Eventbrite’s existing website authority by creating your event page on Eventbrite will allow you to rank on search engines much faster and at zero cost.

Screenshots of Eventbrite's email marketing tool

Email marketing

Email marketing is a powerful digital marketing tactic that involves sending emails to potential attendees. It effectively promotes events, engages attendees, builds relationships, and ultimately increases ticket sales. 

This strategy’s effectiveness lies in its ability to deliver personalized messages directly to your audience’s inbox to keep them informed about your event’s updates, special offers, or any crucial information in a customized way.

That’s why it’s so important to have tools like Eventbrite that integrate with an email provider like Mailchimp to let you fully personalize your email content. Eventbrite’s Crawford notes that “For small business creators who are juggling different tools to connect with their audience, the Mailchimp integration is a must-have. It lets you smoothly transfer contacts between platforms and easily segment them using the ticket data from Eventbrite.”

This strategy is especially valuable for event creators with frequent events, like The HUE Marketplace. Each concert they host is an opportunity for them to reach out to past attendees and let them know about another great event they might enjoy just as much as the last one.

Eventbrite Ads

If you want to reach out to people already looking for events to attend, you should advertise on the world’s most popular events search engine: Eventbrite. With Eventbrite Ads, you can reach people in your precise target market, maximize your event’s visibility, and increase ticket sales.

Crawford broke down the key features of Eventbrite Ads, saying they “enable creators to create ads with highly visible ad placements across Eventbrite’s search results, related events, homepage, iOS app, and more.” 

You can create targeted campaigns to reach specific audiences, with options to customize your budget, location, and search terms.

This is fantastic for anyone who’s hosting a location-specific event. For example, BIH has events all over the US and can advertise them to those cities’ locals with Eventbrite Ads.

A crowd around easels for an art battle
Art Battle SF / Art Battle International / San Francisco, CA

Nontraditional marketing

Nontraditional marketing encompasses any unusual or innovative technique that you use to market your event.

This could include partnering with influencers to create content or creating a unique hashtag for your event. It could also be something more interactive, like having an artist make a mural at your venue and promoting it as the backdrop of your event. 

Nontraditional marketing is great when you want to make your event stand out as unique and creative. It’s a perfect fit for creative events like the art battles created by Art Battle International. They market their event through unique mediums like livestreams that show off the events’ drama and flair.

Step 7: Coordinate with all parties to handle logistics

Establishing clear expectations and backup plans with all parties involved in your event is pivotal for the smooth running of any gathering. This ensures everyone is on the same page about roles, responsibilities, and the plan of action in case of unforeseen circumstances.

Unexpected changes are an inevitable part of event planning, be it last-minute cancellations by vendors, sudden changes in weather, or even technical glitches. When such situations arise, having a backup plan can help prevent chaos and maintain the event’s flow.

Communicating these contingency plans to all stakeholders beforehand is critical to ensure coordinated responses. This reduces the risk of miscommunication and confusion and ensures a swift and effective resolution to any issues that may arise.

For instance, if a food vendor cancels at the last minute, having a list of backup vendors can quickly resolve the situation. Similarly, a backup indoor venue can save the day if the weather doesn’t cooperate when you’re planning an outdoor event.  

Step 8: Measure your event’s success

After your event concludes, measuring its success against the key metrics you initially set is crucial. You can do this with your SMART event goals, carefully tracking which ones you can improve on and which you’ve exceeded.

To do this, you can complete an event debrief. This involves taking a look at what worked well and what can be improved for future events. It’s an opportunity for open communication and learning, fostering continuous improvement.

If your event exceeded expectations, it’s important to understand why. Was it due to a particular marketing strategy? A popular speaker? Understanding these factors will help you replicate them in future events. 

On the other hand, if the event falls short of expectations, don’t despair. Recognize this as an opportunity to learn and improve. Identify where you fell short and devise a plan to address these areas in the future.

Eventbrite’s analytics can play an instrumental role in measuring your event’s success. These tools provide valuable insights into ticket sales, marketing channel performance, attendee geography, and more. By analyzing this data, you can gain a comprehensive understanding of your event’s performance to inform future event planning strategies and marketing strategies.

People dancing at a Pride event
Nonsense ATL / Heyday – 80s Dance Party – Pride Edition! / Atlanta, GA

Level up your event strategy

Executing a successful event strategy requires thoughtful planning, effective marketing, attention to detail, and a thorough post-event evaluation. This can be challenging, but you can tackle the challenge head-on with the right tools. 

Eventbrite serves as a comprehensive platform to navigate these tasks confidently, putting your event on the path to success.