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Live Events8 min read

The Live Event Marketing Checklist: 90 Days to Sold Out

A practical, week-by-week framework for marketing live events — from announcement to post-show. Built from years of event campaigns in Nashville and beyond.

Thinkswell·November 5, 2024

Live event marketing is one of the most time-sensitive disciplines in the business. You have a fixed date, a fixed capacity, and a countdown clock that never stops. Here's the framework we use for every major event campaign.

90–60 Days Out: Build the Foundation

Week 1–2: Audience and asset prep

  • Define your target audience personas (who is this event for, specifically?)
  • Build your retargeting pixel audiences on Meta and Google
  • Capture email addresses through a pre-registration or interest list
  • Shoot or commission hero creative assets — video and photo

    • Week 3–4: Announcement

  • Launch organic announcement across all channels simultaneously
  • Begin top-of-funnel paid media (awareness objective, broad targeting)
  • Activate any partner or sponsor channels for amplification
  • Send announcement email to existing list

    • 60–30 Days Out: Build Momentum

    Week 5–6: Social proof and content

  • Begin releasing supporting content — behind-the-scenes, artist/speaker features, venue previews
  • Activate influencer or media partnerships
  • Launch retargeting campaigns to website visitors and engaged social audiences

    • Week 7–8: Mid-funnel push

  • Shift paid media to consideration objectives
  • Launch email nurture sequence for pre-registrants who haven't purchased
  • Run early-bird or limited offer if applicable

    • 30–7 Days Out: Convert

    Week 9–10: Urgency and conversion

  • Shift all paid media to conversion objectives
  • Increase frequency on retargeting audiences
  • Launch "last chance" email sequence
  • Activate any remaining influencer content

    • Week 11: Final push

  • Daily organic content building urgency
  • Maximize retargeting spend
  • Personal outreach to VIP or high-value prospects

    • Show Week and Post-Show

    Show week:

  • Day-of content (countdown, behind-the-scenes, live updates)
  • Engage every comment and share in real time

    • Post-show (48 hours):

  • Recap content — highlights, fan photos, moments
  • Thank-you email to attendees
  • Capture testimonials and reviews while the experience is fresh
  • Begin building audience for the next event

    • The events that sell out aren't always the biggest or the most expensive. They're the ones with the most disciplined marketing. Start earlier than you think you need to, and never stop building your audience.

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