How to Justify the Cost of an Event Marketing Calendar


Buying new software for your organization often requires a cost justification, and the ability to demonstrate its benefits. Some people think of an event marketing calendar as a piece of a website, like a blog or photo gallery, and would include it in the IT budget.

We think of it as a marketing tool — you use it to market and promote events, which increases attendance and/or ticket sales — which should make it a part of the marketing budget. If you’re a marketer, this can make your life easier, since you don’t have to convince another department to make your software part of their budget. Of course, you still need to justify the cost, so here are three areas where an event marketing calendar can outperform traditional digital marketing channels.

1. Event Marketing Calendar vs. Email Marketing

Event marketing calendars can be up to eight times more effective than email marketing in bringing traffic to your website. Effective email marketing requires people to opt-in to your subscription and getting their permission. That means you can only send emails to people you know, which doesn’t allow for the “serendipity of discovery.” You also frequently have to scrub your email database to remove bad addresses and avoid being flagged as a spammer.

Event marketing calendars will bring not only your existing crowd to your website — those people already familiar with your organization — but it will also bring new people as well, thanks to your events being found on search engines or being shared via social media.

2. Event Marketing Calendar vs. Paid Search

Paid search, such as Google ads, can be a marketing minefield. It can cost as much as $3,000 per month for big advertising campaigns. Yes, they can generate traffic to your site, but the quality of that traffic can be very low. These visits can have low time on site, staying on a page for a few seconds, and high bounce rates (where visitors visit a single page and then leave). Both factors can contribute to lowered Google rankings. In addition, many advertisers fight against click fraud (false clicks) that can needlessly waste money as software bots “click” your web links in an effort to make your ad drop off the page.

Event marketing calendars will boost organic (i.e. unpaid, natural) search engine optimization, which can increase web traffic up to 300%. People tend to trust organic search results more than the paid results, because the companies listed didn’t buy their way to the top of the rankings. Many of our clients report that their events section ends up being the most trafficked part of their entire website.

3. Event Marketing Calendar vs. Paid Social Media

Facebook ads pageJust like paid search, buying Facebook ads or promoting tweets can also be problematic. Like Google Ads, Facebook ads and sponsored tweets can be pricey, prone to click fraud, and can also contribute to high bounce rates and low time on site. Considering we’ve all trained our brains to ignore most advertising, those ads will also go largely unnoticed. Many people use ad blockers on their web browser or they ignore the ad altogether.

But events of an event marketing calendar have their own social sharing buttons, such as “Share on Facebook” or “Tweet this.” Your fans and members can tell their own friends about the events, invite them, and arrange to meet before or after the event. This word-of-mouth marketing lets your guests do the marketing work for you. Since people tend to trust their friends more than they trust advertisements, these promotional efforts can be more persuasive than paid ads.

The whole purpose of a website is to market your company, services and events. Make sure you get the most of it by using the right tools. Invest in what will give you the best return on investment. If you want to learn more, you can visit our website to request a demo.


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