What should an event marketing timeline look like?

Insurance agencies should strive to have any events planned a few months in advance.

When it comes to marketing events, it is good to have a plan to follow and stick to. Here is a general timeline to follow for setting up any kind of event:

Eight weeks out

Send a Save the Date teaser. If you have registration open, make this a full invitation and let people register.

Six weeks out

Send a formal invitation with complete details. Include the following:

  • Who is speaking
  • If there are CE credits
  • Where the event is
  • The fees involved
  • If there will be food included
  • Any other details they need to know
  • A link to register

Five, four, three, two weeks out

Send follow-up emails to encourage registrations, but be sure these additional notices only go to people who have not yet registered.

One to two weeks out

Send a reminder to keep people interested in the event.

One to two days before

Send a final email with the critical details that answer the following questions:

  • Where do I go?
  • What time do 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 like MailChimp or HubSpot makes it easy to send and track.