Event marketing on social media : Case Länsirannikon Konepäivät 2023

Abstract

The objective of this thesis was to create a marketing plan for an event. The commissioner had no existing plan and had very minimal social media presence in general, which lead to the proposal of this thesis on their behalf. The plan was visualized in a 7-week planner which detailed the necessary steps of a successful marketing campaign. The planning started with conversations with the commissioner where we talked about their budget, vision, and goals. After that the next step was to get more familiar with the commissioner as well as their existing marketing strategies, for example what colors they use, following with creating marketing material using free design pro-grams. An Instagram account was created, which turned out to be quite successful and received positive feedback. According to the 7-week plan, marketing started six weeks before the event and the posts included things like event information and promotion as well as introducing participating companies. A hashtag was created and actively used, later it was used by attendees and other participants as well. The results were positive, though there were some points which could be improved in the future. Positive results could be seen in social media statis-tics, some good feedback was also received verbally from event attendees. The conclusion was that the main improvement points are that user engagement should be prioritized more and the 7-week plan was not enough and should in fact be much longer, which should be considered when planning future events and their marketing strategies