Event Marketing Collateral: 9 Types to Up Your Campaign Game

Event marketing collateral? Sounds like what happens when your campaign manager crashes the company car into a ticket stand.

Despite its bold name, marketing collateral is a classic form of campaigning. However, it’s also a crucial part of any modern ad process.

That includes your own events!

In this article, we’ll be explaining marketing collateral. We’ll also provide event organisers with some of our favourite types. Nine, to be exact. Finally, we’ll discuss a few handy ways to bring them to life.

Ready to take your event campaign to the next level?

What is event marketing collateral?

Marketing collateral is a collection of media that is used to promote some product or service.

Pretty vague, right? We know! This can be a tricky concept to pin down. As you read along, you’ll start to get a good idea of how it all works.

It used to be that marketing collateral was just stuff like brochures and catalogues. Then the Internet showed up. With this, everything exploded. Marketing collateral now comes in a ton of different flavours.

Importantly, marketing collateral tends to contain a call to action. That is, it might encourage people to buy a ticket. Or it might ask the viewer to explore further. Basically, marketing collateral is going to advertise your event:

• Concerts
• Conferences
• Workshops
• Food and drinks events
• Health and wellness gatherings
• Auctions
• …whatever else you’re running!

Your own event marketing collateral could be really simple. Like thanking your guests via email. Or offering a friend-referral bonus.

Easy? Yes.

But make no mistake. Event marketing collateral is key!

9 types of killer event marketing collateral

We’ll cover our nine favourite types here. But this doesn’t represent the whole deal. When it comes to collateral variety, your imagination is the limit.

1. Blog posts

Blog posts just like this one make for great marketing collateral. They’re especially useful for the so-called “awareness state” in marketing. That’s where you get your event or organisation on the reader’s radar. Draw them in with a fun blog, then watch ’em click through.

2. Landing pages

A landing page is a standalone web page that’s connected to a specific ad campaign. The first place your attendees go when they click your ad? That’s the landing page. This is a great way to get some contact info and open the door to further collateral.

3. Re-engagement emails

Speaking of contact info, if you have a buyer’s email address, you can send them helpful reminders. A re-engagement email may reference a ticket purchase that was only half-completed. Or it could keep the reader up to date on your coming events.

4. Event magazines

Event magazines specialise in advertising events just like yours. A good event magazine might include:

• Pictures
• Schedules
• Testimonials
• Promotions for similar events

You may be able to find submission requirements listed on the website of your preferred magazine. Be sure to adhere closely to these when you contact them about mentioning your event.

5. Case studies

Case studies can work well on their own. Or even within an event magazine. For events with specific goals—conferences, blood drives, charity auctions, and so on—a case study is an effective little look into the value of a previous event. Emphasise the success of similar events in the past, as well as a few testimonials from those who benefited.

6. Infographics

Like blog posts, infographics are best suited to the awareness stage. Illustrations, charts, graphs, you name it. If it’s a compelling visual stand-in for neat data, it’s a good infographic. And these are especially useful for laypersons who might struggle with flat technical info. Holding an academic conference? The infographic is your go-to event marketing collateral.

7. Pillar pages

A pillar page is web content that covers a certain topic. Usually, it covers it in depth. Your charity auction might want a pillar page to explain the cause you’re supporting. Or your event business may specialise in concerts; in that case, a pillar page could detail some topic in music. Or maybe the nature of the concert as a human experience.

8. Product catalogues

You already know which event is best suited to the product catalogue: Auctions! These are a staple of the auction experience. Catalogues will provoke interest in the event itself, and they keep attendees in the know. A product catalogue can be printed or digital. And it can exist as a file like a PDF or as a page on your website.

9. Good old-fashioned flyers

Hey, sometimes the old ways are the best ways. Particularly when it comes to events like concerts, which are actually rather hip to advertise on telephone poles. Staple an artsy promo flyer to pole and you’ve got yourself a little event marketing collateral.

These also work really well for workshops, especially at relevant locations. Running a painting workshop? Try a flyer in the local art store.

Tip: Looking for more options? Take your pick of marketing collateral styles from this big list.

Simple tools for quality collateral

What’s a painter without a brush? The same as an advertiser without digital tools: in trouble. Take a look at some of the best ways to make modern marketing collateral for your events.

1. Adobe Spark

You’ve probably heard of Adobe Spark, but did you know it was on mobile? This software allows even novice creators to dig into the meat of ad creation. The simple, intuitive UI can make an artist out of anyone.

2. Visme

This is a more business-oriented option. Visme is sometimes called the “Swiss army knife of visual content.” If that didn’t tip you off, Visme is utility made digital. From web banners to infographics, this tool is a jack of all trades.

3. Squarespace

Need a website for your landing page collateral, but haven’t the web acumen? These days, you don’t need to be a code slinger to get your website up and running. Squarespace takes the grunt work out of HTML and gives you the ability to craft “a beautiful online presence” (as Squarespace puts it).

4. Infogram

If you’re looking to build infographics, there are few better options than Infogram. Labour no more with complex infographic office software. Infogram makes communicating complex data simple. And your conference attendees will thank you for that!

5. Canva

Last but not least, Canva is our favourite way to create certain visuals. Ad graphics, presentations, and other visually stunning collateral art. You could spend all day perusing the available templates. However, creating a winner may only take you a quarter of that.

Collateral damage

The only damage good collateral will do is to your competitors. In your experience, what’s the best strain of event marketing collateral to pack a full house? Let us know in the comments below!