There are two types of evens that can be organized:
Online events: They are cost effective, require less time, and can be just as successful as offline events. Example: webinars
Physical Events: More common: Conferences/Summits, Trade Shows, Fairs, etc

Creating a marketing strategy can be overwhelming. There are many places where you can market your event, and it is easy to blow your entire marketing budget on a few ideas that may or may not work. So, before you start spending your budget, it is good practice to create a marketing communication plan. The plan gives you a clear picture of what you need your marketing to accomplish, and will help you make an informed decision about your marketing budget allocation.
To guarantee the success of you event, planning is the key. There is a gold rule in event planning: Never assume!
What is a marketing strategy - an explanation of the goals you need to achieve with your marketing efforts. (What) Your marketing strategy is shaped by your goals (your expectations). Your goals and your marketing strategy should go hand-in-hand.
To prepare a good marketing strategy starts with a marketing plan. A marketing plan is how you are going to achieve those marketing goals. (How) it´s the application of your strategy, a map that will guide you from one point to another.

Remember! Strategy is the thinking and planning is the doing.
There are some tools that you might want to use when preparing your marketing plan like: SMART Objectives, market-ing MIX, SWOT analysis, and Return of investment

Setting SMART objectives can prove to be invaluable throughout the project.
S – Specific
M – Measurable
A – Achievable
R – Relevant
T – Time-Based

The marketing mix commonly is described using the four P´s: product, price, promotion and place. When creating an event, using these four parameters helps you develop an event (conference, festival, fair, etc.) that draws the right people and gets your message across in the best way possible.

Meetings planners and event promoters often focus on the successful execution of logistics as the key determinant as to whether an event is successful. Understanding whether or not an event is truly successful or not starts with reviewing the goals for the happening. Using a SWOT analysis that examines strengths, weaknesses, opportunities and threats will help you plan effectively to meet your goals.

ROI is not just something to consider after the event; you have plan for ROI from the outset and continue measuring ROI after the event. Because events can result in numerous outcomes, you will likely need to measure – and improve upon – many areas. Determine which goals you are trying to achieve and what should you optimize for.
Think about questions you want to answer. In event ROI measurement, there are many indicators to take into consideration, such as:
• Is the agenda right?
• Is this the most fitting speaker?
• Is the topic compelling?
• Is this the best time of day to hold the event?
• What partners should we work with?

Your communication plan will help you to define your communication goals and use the right means to achieve them.  Weather we are talking about an online (webinars) or offline event, timing is the essence.
1.    Determine goals
You have to start by defining the goals of the communication campaign. Goals can be:
•    To announce/promote a precise event, policy or initiative, etc.
•    To disseminate a study results
•    To become better known.

2.     Identify target audiences
Each goal should address at least one relevant target audience. Knowing well your audience(s) in advance will help you to select appropriate messages and better way(s) to deliver them.

3.     Determine resources
You have to plan the necessary resources:
•    human resources/time
•    material/financial resources
•    Technological expertise and technological means available.

4.     Determine channels of communication
You will choose one or more different ways of communication in priority/importance order. There are two main types of communication:
•    Non-media communication: includes exhibitions, fairs, "open doors" events. A wide audience cannot be reached by means of non-media communication.
•    Media communication: electronic media (television, radio, video, Internet, etc.), newspapers, etc. Large audiences can be reached in a short period of time.
ATTN! Pay a lot of attention to social media (Facebook, Twitter, LinkedIn, Google+, etc.) and, if possible, budget these channels, as well.

5.     Budget
You have to evaluate the needed amounts to realize your communication plan and prepare a budget. An extra 10% of the final estimate should be included in order to anticipate unforeseen/unplanned changes and obstacles in the development of the plan.

6.     Evaluation
Each communication activity should be evaluated to measure how much it contributed to the  pre-defined goals. Information can be gathered by tracking visits to your Internet site or social media’s specific tools.

1.    ONLINE
•    SOCIAL MEDIA
Being active on social networks before, during, and after your event is the bread and butter of your event social strategy. Since events are in real time, attendees often use social networks to get updates and to engage with other participants in a live environment. During an event, social networks offer a unique opportunity to interact directly with your audience and have them share your message. Feel free to use these amazing tools and their features:

• Twitter for Events
• Facebook for Events
• Google+ for Events

Social Sharing!
Be sure to include social-sharing buttons across all your event marketing assets. Make sure your email invites, updates, and landing pages include social-sharing buttons that enable easy and effortless sharing. Use hashtags so following all posts to be an easy job.
How to plan your online activity:

• The Event Page (or Website)
• Pre-Event Email
• Pre-Event Social Activity
• Pre-Event Blog Posts
• Working with Partners
• Submit to Media and Sector Websites
• Search Engine Optimize Your Event Page
• During the Event (post, share pictures, live blogging maybe even gamification ideas)
• Post-Event Blog Post
• Post-Event Email
• Post-Event Social Activity

•    EMAIL CAMPAIGNS

E-mail marketing has evolved, moving from simple one-way messages and autoresponders to a much more sophisticated way of communicating with your customers. With all the capabilities now available in e-mail marketing systems, there are a few basic things you need to know about e-mail campaigns:
a)    Choose the Right E-mail Marketing Software System/ Tool
b)    Build a List of e-mails database
c)    Decide What You Want to Accomplish
d)    Set up Autorespond E-mails
e)    Monitor Results
There are many  online tools to help you learn or implement a good e-mail campaing. Make sure you use a email campaign schedule, as well. You create your own or google for a template. It’s extremely useful and will keep you disciplined.

2.    OFFLINE COMMUNICATION
TV & RADIO Advertising
TV ADVERTISING. Television advertising can be great for promoting an event, but it doesn´t come cheap and good ads aren´t easy to create. You need to have it in mind if you want to reach a large mass of people, or transform your event into a popular one, by using prime-time promotion.
RADIO ADVERTISING. From the buy to the spot, get an expert advice on how to run a successful radio ad campaign. The costs may vary, but if the audience that you targeted are radio consummers, it may prove to be a cost-friendly way to reach your public.

PRINTED MEDIA
    Printed media is the industry that is engaged in the printing and dissemination of news through books, magazines, journals and newsletters. Maybe at firts call you will not find it very „attractive” for your event, but you shoud keep it in mind and ask for price quotations, this way you can set  the budget knowledgeably.

OUTDOOR MEDIA

    This could be an expensive way to promote your event, and the results are hard to measre as well, but it’s one of the best ways to promotte your brand event. For impact, this type of promo shoul be in your top 3. Here are some tips that we want to share with you, if ypu are tempted by this one:

• Do not use more than 7 words
• Do not use irrelevant images
• Do not use bright crazy colors inappropriately
• Do not use more than one point of contact.
• Do not use system fonts
• Do not always include a call to action
• Do not ignore your audience
• break the rules

ALWAYS REMEMBER!

! Never go in blind! Set your goals! Make sure you plan, plan, plan, and plan some more! Set proper expectations for the event, make sure the staff is well trained, reviewing messaging - details matter. It is a big investment to attend a big event, so make sure that everyone knows exactly what to do. 

 ! Make sure you get all your information correctly before deciding what is the communication channel you want to go with.

! Timing is everything, so use all kind of tools  so your staff always now what is their next step.
!Budget – plan it well from the begining. Brainstorm with your staff and make sure you have it all covered.