ESA | Marketing timeline

Question 1

For annual events, promotion begins at least a year in advance. Promote the next annual event at the current event. This can include offering a special registration rate, mention of the event during general sessions (if applicable), or a luncheon themed for next year’s destination.

Answer 1

Marketing Timeline: 52 weeks

Question 2

Send news release # 1 to trade publications and influential bloggers.

Answer 2

Marketing Timeline: 40 weeks

Question 3

Begin content planning and development for event Web site, including graphical elements that will be used on all promotional materials.

Answer 3

Marketing Timeline: 40 weeks

Question 4

Send news release #2 with details about speakers, event theme, exciting destination events, and major benefits of general sessions and seminars to trade publications and influential bloggers.

Answer 4

Marketing Timeline: 26 weeks

Question 5

Send mailing #1 - a flyer or postcard about the event - promoting benefits and mentioning the early registration date. Coincide with launch of the event’s Web site. Note that this date may need to be adjusted if mailing to international audiences, or if the information is being sent electronically.

Answer 5

Marketing Timeline: 24 weeks

Question 6

Place advertisements in trade journals. Include the event’s Web site address.

Answer 6

Marketing Timeline: 24 weeks

Question 7

Create social media sites and select an event hashtag. Distribute links for these to event partners, sponsors, exhibitors, association chapters or regional offices (if applicable), and speakers so they can promote to their networks.

Answer 7

Marketing Timeline: 24 weeks

Question 8

Begin weekly social media promotion.

Answer 8

Marketing Timeline: 24 weeks

Question 9

Distribute a video of previous event highlights and attendee endorsements to local chapters of the association, or regional sales offices for the corporation. Place the video on the event Web site.

Answer 9

Marketing Timeline: 24 weeks

Question 10

Send news release #3 with more details about speakers, exhibitors, activities, and benefits of attendance to trade publications and blog sites.

Answer 10

Marketing Timeline: 20 weeks

Question 11

Send mailing #2 (print or electronic) with full schedule of events, registration, and housing information. Promote registration discounts and downloadable mobile application (if applicable) with programme content.

Answer 11

Marketing Timeline: 16 weeks

Question 12

Upload video clips from speakers or entertainers to the event Web site with preview content of the event and distribute links via social media.

Answer 12

Marketing Timeline: 15 weeks

Question 13

Place a cover story about the event in your association or corporate magazine (if applicable), promoting benefits of attendance.

Answer 13

Marketing Timeline: 12 weeks

Question 14

Send invitations to media list (including influential bloggers if applicable), offering complimentary registration and admission to all functions.

Answer 14

Marketing Timeline: 10 weeks

Question 15

Send mailing #3 (print or electronic) with latest information on speakers and other programme attractions, housing, and registration information.

Answer 15

Marketing Timeline: 8 weeks

Question 16

News release #4: Send complete details about event, major benefits of attendance, and feature story ideas to trade and consumer press and influential bloggers.

Answer 16

Marketing Timeline: 6 weeks

Question 17

Follow up press invitations by telephone.

Answer 17

Marketing Timeline: 1 weeks