In-person events may not be back in full swing at the time of writing this, but that doesn’t mean you can’t start planning a strategy both outstanding and versatile for when this industry gets the green light. Here are some ideas to get the ball rolling for your 2021 event.

How to create an event marketing strategy

The first and best way to kick start planning a marketing strategy is to call together your team and brainstorm as many ideas as possible. Gather them all together and watch the best ideas bubble to the surface. This is where creativity happens so it’s best to allot a decent chunk of time to this. Innovative and engaging strategies start with throwing everything, no matter how seemingly mad, on the page. After that, start bringing in logistics, using a planner such as Asana, Trello or another group planning software so that everyone stays on the same page.

Begin a timeline working backwards from the event date, which includes:

  1. Pre-event planning
  2. Event launch
  3. Consistent content
  4. Final call

Keep in mind email campaigns, influencer marketing, video campaigns, giveaways, sneak peeks and behind the scenes.

Event marketing ideas in 2021

Increase investment in live events

Investing in and preparing for live events now, before the government gives the inevitable go-ahead, will place you ahead of competitors. Growing your mailing and social media, organising logistics, even researching venues will mean that once you can launch your event, you’ll be first out of the traps.

Try a Hybrid Approach

You can read all about how to excite and engage both your online and in-person audience in a recent article.

The majority (59.4%) of event marketers believe a hybrid solution that manages virtual and in-person events will be a key part of their 2021 event strategy. It takes quite a bit more preparation than doing one or the other. However, the results of a hybrid model can be advantageous once that initial groundwork is laid. It also goes without saying that the reach you can achieve is global with the virtual audience.

The human side


Creating videos that showcase how your business and customers have gotten through the pandemic can be a heartwarming and shareable content piece. Showcasing the human side of your business and your commitment to supporting customers and staff has a profound effect on how people view your business. It takes down the walls and perhaps any misconceptions that your company only exists for the bottom line and allows you to realign your brand’s narration.

Influencer outreach

Who are the micro-, or even nano-, influencers in your field that you can reach out to?

Choosing influencers that directly relate to your own niche gives you direct access to your target audience. Be sure to check the social media account’s engagement rate, their recent sponsored posts and feedback. Influencer marketing is best done with plenty of research. Also, what a lot of businesses neglect is to ask influencers is how they would sponsor your event if given the chance. They know their audience extremely well and are the most knowledgeable in how to engage and excite them to head through the swipe up link!

Nostalgia marketing

Cast your audience’s mind back to simpler times. We don’t have to go that far back to a time when the chapped hands from alcohol pumps and masks were our only tools to combat a worldwide pandemic.

Capturing people’s dreams and hopes of returning to freedom in a video will help lift their spirits. #throwbackthursday is one of the most popular hashtags on Instagram for a reason. We as humans love to look back and perhaps Irish people even more so. Just look at the popularity of Reeling in the Years. You can see the joy that viewers get out of reliving the past for a while. Nostalgia is even more powerful and necessary when COVID challenges the present.

Trailer video for event launch

If your event ran before COVID, gathering and compiling footage into a trailer creates a buzz. If this is a new endeavour, a video production company can work with you to create a vision of the upcoming event that will have your audience wanting to know more.

List what draws your audience to events like yours and, from this lens, create the story of your event. Whether it’s a food festival or a B2B conference, create a solid sensory experience through the trailer. Help viewers to imagine themselves at the event.

Referral marketing

Referral marketing is a cost-effective marketing strategy. With no upfront capital needed to reach your new audience, it might be the solution to selling tickets for your next event. Word of mouth is still vital even if it has largely moved online. Customers acquired through referrals have a 37% higher retention rate, and 81% of consumers are more likely to engage with brands that have reward programs. So perhaps this is the key to restarting your event post-pandemic.

If you’re looking to stand out from other events with stunning video content, then it’s time to contact us at Film Your Event. We are fully equipped with expertise and a talented crew to provide all the video work that you need for your event to be the best that it can be. You can check out our production packages here and how working with us maximises your event’s potential.

If you are looking for virtual event services in London or Belfast, here’s how to get in touch with our sister companies:

Virtual Events London & Virtual Events Belfast.