What should an event marketing timeline look like?

Insurance agencies should strive to have client and prospect events planned a few months in advance.

Here’s a timeline for planning your event:

Get events – webinars, seminars – planned as far in advance as possible and get the dates and topics to your clients and prospects so they can put it on their calendar and block out the time.

8 weeks out – Send a Save the Date teaser. If you have registration open, then make this a full invitation and let them register.

6 weeks out – Send a formal invitation with complete details.

  • Who is speaking?
  • Are there CE credits?
  • Where is it?
  • Is there a fee?
  • Is there food included?
  • Any other details they need to know?
  • Include a link to register.

5, 4, 3, 2 weeks out – Send follow-up emails to encourage registrations, but be sure these additional notices only go to people who have not yet registered.

1-2 weeks out – send a reminder to keep people interested in the event.

1 - 2 days before – Send a final email with the critical details:

  • Where do I go?
  • What time to I need to be there?

Tips for Success:

Create a targeted list. Have a clear idea of whom you want to attend.

Incorporate phone calls and physical drops in this plan to your top targets. The more personalized, the better.

Use automation if possible. Using an email system (MailChimp, HubSpot, etc.) make it easy to send and track.