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How-to marketing guide for your event-based business

Here are 10 things to keep in mind when creating a marketing plan to get you started.

10 essential marketing steps

  1. Identify your goals.

    Start by answering the question, “What is it you would like to achieve this year?” Include revenue projections and how you plan to achieve them, such as the number of events you need to hold to reach this goal.

  2. Set a budget.

    Before you start planning all your marketing needs, it is important to set your marketing budget, so you know exactly how much you are willing to spend to bring in more business. It is important to set a realistic budget number, and not an extremely high budget number that includes all of your dream marketing campaigns.

  3. Define your market

    Take a look at who your current clients are and others you might be able to reach with your services. Once you are clear on who they are, dig a little deeper by answering questions such as: What do they like? Where do they live? How can we best reach them? Are there other ways we can reach more people like them?

  4. Know your competitors.

    Conduct research on what other event businesses (venues, event planners, photographers, etc.) are near you that also cater to the same market. What are they doing that seems to be working? What do you do better?

  5. Create key messages.

    Think about not only how you can communicate with your market, but what words will resonate with them. For example, let's envision one of your key markets is “corporations that hold off-site meetings.” You could create messaging around your spacious, comfortable rooms that are equipped with Wi-Fi and have plenty of outlets convenient for technology, such as projectors and laptops. You could also highlight your fresh roasted coffee and delicious gourmet breakfasts and lunches. Keep in mind what it is you do better than any other venue and include those points in your key message.

  6. Choose your marketing tactics.

    This is where you will identify ways to reach your target market. A good mix of tactics will complement each other and help you reach more clients. Think about using email, direct mail, social media, digital and print advertising, public relations, and video.

  7. Plan your marketing calendar.

    Put some thought into the delivery of your tactics. Does a local magazine feature a special bridal or best businesses issue? If you plan on advertising, both of these editions may be worth your money to advertise your business or pitch your business for a feature article in the issue. Planning ahead can get you the best space in the magazine and help you to not miss their deadlines. Also, you do not want to overwhelm your clients with delivery of your tactics. Spreading them out over the course of the year will keep you top of mind.

  8. Creative campaigns.

    Think outside the box when developing the creative elements for your marketing tactics. By keeping your finger on the pulse of trends, you can stay relevant. This will help you create compelling design and copy for your marketing.

  9. Track your progress.

    Make sure you include call to actions in your tactics. This helps you identify what is working and what is not. You can include links to specific web pages, assigned 800 numbers and coupons to track which tactic is working.

  10. Gain feedback.

    To improve your marketing, find ways to survey your clients and also monitor online reviews. Use these insights to tailor future marketing campaigns. There are many free survey tools such as,, and Google Forms.

We hope these tips help you attract more clients to your business.  After you gain your clients, make sure they are protected with event insurance.

Markel offers event liability insurance to hosts and honorees, protecting from incidents such as property damage to the venue or injury to a guest. Up to $2 million in event liability insurance can be purchased by your client from Markel any time at least 1 day before the event. Policies start as low as $75.

By offering event insurance, it will not only protect your clients, but it can also protect you by potentially decreasing your own business liability risk for accidents due to negligence of the event host or honoree. Markel's event insurance is an easy and affordable solution for your clients – a free event insurance quote takes only a few minutes online or on the phone – that will help protect your clients (and you).

Free client materials! We can provide you with free brochures to help raise your clients’ awareness of the benefits of event liability insurance.

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Fields with an asterisk (*) are required. Once your brochure request is submitted, your brochures will be sent out within 3 to 5 business days.