Events marketing that does work: from one-off campaigns to a scalable strategy

A lot of events marketing gets stuck in one-off actions and ad hoc campaigns. The result? Missed opportunities and mixed results. Yet the solution often doesn't lie in more campaigns, but in a smarter, integrated strategy that really fits your organisation and audience.

Events marketing: from one-off actions to a strategic approach

Events marketing is the driving force behind successful event venues and organisations that want to reach their audience. Yet in practice it often gets stuck in one-off campaigns and ad hoc choices. So what makes an event strategy really effective?

In the first episode of our podcast, DGTLinsights, Kelly Tijhuis, with her broad experience in marketing and event consultancy, shares insights that help marketers achieve structurally better results.

Marketing only works when it's integrated

What's immediately striking is how marketing still operates as a “separate island” within many organisations. That holds back not only creativity and development, but also growth.

According to Kelly Tijhuis, the solution lies in integration. Marketing shouldn't be a separate part, but an extension of the whole organisation: from sales to HR. That means that as a marketer you don't just run campaigns, but also speak the language of stakeholders such as management, outlet managers and employees.

Only then does collaboration arise that goes beyond one-off initiatives.

Competition in the events industry is fierce, and an effective online marketing approach can make the difference between a sold-out event and empty seats. We can also help you with an effective approach to event marketing

Strategy starts with relationship management

An effective event strategy doesn't start with channels, but with people.

At the A'DAM Toren, Kelly Tijhuis schedules a conversation with every outlet manager to get a clear picture of needs and goals. Relationship management plays a crucial role here: it creates support and makes sure those involved feel ownership of marketing activities.

This way, marketing isn't an imposed strategy, but something that has broad support and is therefore more effective.

No standard approach: a channel strategy per audience

A strategic event approach is never “one size fits all”. The needs of a restaurant differ from those of an event venue.

For restaurants, for example, the focus is on user-generated content and an authentic behind-the-scenes look. For B2B events, that shifts to channels such as LinkedIn and a targeted customer journey.

According to Kelly Tijhuis, the strength lies in combining a stable foundation with room to experiment. By continually testing and optimising, a channel mix emerges that suits the audience.

But how do you make sure that audience visits the website more and actually buys a ticket? For A’DAM Lookout, we helped improve the user experience, which ultimately led to more online revenue. Curious how we did it? Read the case here

Measurability makes marketing open to discussion

A good event strategy takes measurability into account. Without insight into results, marketing remains a cost item rather than a growth engine.

By steering on metrics such as return on ad spend and calculating marketing investments, the impact becomes concrete. This makes it easier to convince management and stakeholders of the value of marketing and events.

Tools such as ChatGPT and Canva are used to work more efficiently and speed up processes.

Experimenting isn't a risk, it's a necessity

In events marketing, speed is essential. Waiting for approval can slow down innovation.

An important lesson from Kelly Tijhuis: better to adjust afterwards than to stay stuck in meetings. Trial & error is indispensable to make progress. Not everything will work, but it's precisely by testing and learning that growth happens.

From strategy to practice

The strength of Kelly Tijhuis's strategic event advice lies in three elements:

Understanding the audience
Building a solid foundation (such as analytics and the customer journey)
Continuing to innovate and experiment

Whether you're promoting event venues, advising restaurants or working with complex labels: focus on the core business and build from there.

Did you know that in 2022, 87% of Dutch people attended at least one cultural activity, and 34% bought tickets for cultural events online? How do you make sure your cultural organisation stands out in this dynamic market? What we can do for you

Listen to the DGTLinsights podcast

Want to learn more about events marketing and strategic event advice?

Listen to the first episode of the DGTLinsights podcast with Kelly Tijhuis, in which practical examples, tools and insights are shared to help you move forward.

DGTLinsights is the podcast for marketing strategists who want to build their events and venues.