Outsourcing event marketing can lead to your best events yet, as we talked about in part one of
this article. Creating an event marketing plan is a complex, time-consuming, and often stressful
undertaking. Bringing in a contract marketing professional can help make your event a success.
Here are some of our best tips for working with an event marketing partner. JABR has managed
event marketing for a wide range of clients, so we know from experience that these methods
make the difference in getting the results you want.
Top 3 Tips for Outsourcing Event Marketing
1. Be prepared. Make sure you’re ready to provide your contract marketing professional
any necessary internal resources. You’ll need to share your goals, what you’re measuring,
and any contracts already in place. Many event marketing project managers will have a
checklist or questionnaire for you to fill out. You should also be prepared to commit to
meeting times or the kind of communication cadence your event marketing partner needs.
Let shareholders or other leadership know they might be needed for interviews or
questions. If your freelance marketing team is asking for your time, it’s because they
need it. You’ll get the best results if you’re ready to collaborate.
2. Be patient. Getting up to speed with your current marketing activities—not to mention
your internal systems, plus your brand and messaging—takes time. The results will be
better if you give your event marketing consultant the necessary prep time so they can
steer the boat as effectively as possible. Don’t worry: Marketing consultants tend to be
quick learners, so it won’t be long before they’re guiding your campaign full steam
3. Be open. You probably chose your contract marketing professional because of their
expertise and prior results. If you want to achieve the same, be open to their process and
ready to adapt. They’ll likely have a preferred event marketing methodology that has
worked for them over and over—but it might be different from your previous approach.
Let them guide you in decision making and be sure to consider their ideas even if they
aren’t what you’re used to.
4. Be flexible. You’ve probably decided on outsourcing event marketing in part because of
how many small decisions are involved—and how much room for error there can be.
Your event marketer’s job is to manage each of these decisions in a timeframe that
creates a smooth-running campaign that drives your intended outcomes. That means they
might need to make trade-offs. If something changes or goes wrong with your event
marketing plan, they’ll make substitutions to keep things on track. Be open to any
changes that your marketing consultant suggests (see #2). Staying flexible and adapting
to change will help keep everyone’s stress level down and ensure the event delivers a
Connect with an Experienced Freelance Marketing Team
JABR Marketing has marketed hundreds of events, from tradeshows to conferences to launches
and workshops. We know how to approach the common challenges associated with outsourcing
Do you have an event coming up that you need to market effectively? Get in touch to see how
we can help make it a success!