Event Marketing
A 6-Week Event Marketing Campaign Plan for Selling More Tickets
A week-by-week plan combining event pages, email, SMS, artist content, ticket deadlines, practical information, and post-event audience growth.
By Sophie · · 13 min read
Most event campaigns do not fail because the promoter forgot to post. They fail because every message says the same thing: lineup, date, ticket link, repeat. A six-week plan creates distinct reasons to pay attention while matching each channel to the job it performs best.
A campaign should build the experience in chapters, not publish the same flyer for six weeks.Before week one: build the campaign foundation
- Publish one complete mobile event page as the source of truth.
- Check ticket URLs and define ticket-release deadlines.
- Prepare artwork in the sizes required for email and social.
- Create tracked links for major channels or campaign phases.
- Identify consented email and SMS audiences by geography and interest.
- Agree which lineup, venue, and operational facts are public at each stage.
Week 6: Launch the proposition
Lead with the clearest reason the event deserves attention: the headliner, concept, venue, collaboration, or first appearance. Send a detailed email and publish the event page. Use SMS only when the opted-in audience was promised priority access or the first ticket release has a real limit.
Week 5: Tell the artist story
Move beyond names on a poster. Share a release, mix, interview quote, label connection, or history with the venue. In BassFan, an email can combine a music-release block with the saved event and one ticket button.
Week 4: Build social proof
- Previous-event footage or photography
- Artist support or partner posts
- A transparent ticket milestone
- Community, resident, or local-scene context
- Press coverage or a relevant mix, without overstating endorsement
Week 3: Create a real decision point
A ticket tier ending, payday release, transport deadline, or group offer can create urgency when it is genuine. Send a targeted SMS to the relevant audience with the deadline and one link. Do not invent scarcity; short-term conversion is not worth long-term distrust.
Week 2: Explain the experience
Use email to answer the questions that stop someone buying: room format, sound, venue access, opening hours, age policy, accessibility, travel, and what makes this edition different. Keep the ticket action visible without making every paragraph a sales pitch.
Week 1: Convert and prepare
| Timing | Channel | Message |
|---|
| 7 days | Email | Final lineup story, ticket status, venue essentials |
| 3–4 days | Social | Artist content, weather/travel where relevant |
| 1–2 days | Targeted SMS | One useful reminder and ticket link |
| Event day | SMS only if useful | Doors, last entry, set times, critical updates |
After the event: turn attendance into an audience
- Thank attendees without immediately pushing another purchase.
- Share official photos, recordings, or an aftermovie when ready.
- Ask for concise feedback with a mobile form.
- Offer a clear opt-in for the next event series if it was not already captured.
- Announce the next date to the relevant audience before broad public launch.
Campaign budget framework
Separate production budget from distribution budget. Estimate email using 0.1 credit per accepted recipient. Estimate SMS only after writing the real message and previewing its destination-weighted segments. Compare the combined spend with net ticket margin and the number of incremental purchases needed to break even.
Weekly review questions
- Which link and message produced ticket intent rather than only attention?
- Which audience segment responded without producing high opt-outs?
- Is the next communication adding new information?
- Does the event page still contain the latest venue and ticket facts?
- Should the next send be broad email, targeted SMS, both, or neither?
Build the practical channel workflow with How to Use BassFan for Event SMS and Email Marketing, then use the event SMS templates for the short-form parts of the plan.
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