Guide to Event Organisation and Marketing in Ireland: Tips and Strategies

Event organisation and marketing are two essential aspects of conducting successful events in Ireland. Whether it's a business conference, a music festival, or a charity fundraiser, event organisers need to have a solid understanding of both event management and marketing to ensure the event's success.

Event management involves planning, executing, and evaluating events. It includes various tasks such as venue selection, budgeting, logistics, staffing, and risk management. On the other hand, event marketing focuses on promoting the event, creating buzz, and driving attendance. It includes activities such as branding, advertising, public relations, social media marketing, and email marketing.

To organise an event successfully in Ireland, event organisers need to have a comprehensive understanding of both event management and marketing. They need to develop a detailed plan that covers all aspects of the event, from the initial idea to the post-event evaluation. This guide to event organisation and marketing in Ireland will provide event organisers with practical tips, best practices, and case studies to help them plan and execute successful events that achieve their goals.

Understanding the Irish Event Industry

The Irish event industry is a vibrant and dynamic sector that plays a significant role in the country's economy. According to a report by the Event Industry Alliance, the industry contributes over €3.5 billion to the Irish economy annually and employs over 35,000 people.

The industry is made up of various entities, including event agencies, government bodies, and industry associations. Some of the most prominent event agencies in Ireland include Davis Events, Grooveyard, and Spark the Events Agency. These agencies are responsible for organising and executing events such as conferences, product launches, and festivals.

The Irish government also plays a crucial role in the industry's success. The government provides funding and support to various events, helping to promote tourism and boost the local economy. For instance, Fáilte Ireland, the national tourism development authority, offers funding and support to festivals and events that attract visitors to the country.

Industry associations such as the Event Industry Association of Ireland (EIAI) and the Association of Irish Festivals and Events (AOIFE) also play a significant role in the industry. These associations provide networking opportunities, training, and resources to industry professionals, helping to promote best practices and drive innovation.

Overall, the Irish event industry is a thriving sector with a bright future ahead. With the support of government bodies, industry associations, and event agencies, the industry is well-positioned to continue to grow and succeed in the years to come.

Event planning essentials

Event planning is a crucial aspect of event management. It involves coordinating all the different aspects of the event to ensure its success. The following are some of the event planning essentials.

Business and Event Management

Before planning an event, it is essential to understand the purpose of the event and how it aligns with the business goals. This understanding will help in identifying the target audience, the venue, and the activities to be included in the event. Event management involves coordinating all the different aspects of the event, including budgeting, transportation, and event rentals.


Budgeting is a crucial aspect of event planning. It involves identifying all the expenses associated with the event and allocating funds to each expense. A well-planned budget will help in keeping track of expenses and avoiding overspending.

Success and Provider

The success of an event depends on the quality of the service providers. It is essential to choose reliable service providers who can deliver quality services within the allocated budget. Service providers include caterers, decorators, and event planners.

Event Transportation and Partner

Event transportation involves arranging transportation for the attendees to and from the event venue. It is essential to partner with a reliable transportation service provider who can provide safe and comfortable transportation services.

Event Rentals

Event rentals include equipment and furniture required for the event, such as tables, chairs, and audiovisual equipment. It is essential to choose reliable event rental providers who can provide quality equipment and furniture within the allocated budget.

Marketing and Promotion Strategies

Marketing and promotion are crucial elements in the success of any event. In Ireland, there are various marketing and promotion strategies that event organisers can use to ensure that their events reach the target audience.

Online Marketing

Online marketing is one of the most effective ways to promote an event in Ireland. Event organisers can use social media platforms such as Facebook, Twitter, and Instagram to reach a wider audience. They can create event pages, post updates, and share images and videos to create buzz and excitement around the event. Additionally, they can use email marketing to reach out to their subscribers and inform them about the event.

Event Marketing

Event marketing involves promoting an event through various channels such as online advertising, print media, and outdoor advertising. Event organisers can use billboards, posters, and flyers to promote their event in high traffic areas. They can also use online advertising platforms such as Google AdWords and Facebook Ads to reach a wider audience.

Public Relations

Public relations is an essential part of event promotion in Ireland. Event organisers can use press releases to inform journalists and media outlets about their event. They can also invite media personnel to cover the event and provide them with press kits and other materials to help them report on the event accurately.


Effective communication is critical in event promotion. Event organisers must communicate clearly and concisely with their target audience to ensure that they understand the event's purpose, date, time, and location. They can use various communication channels such as email, social media, and SMS to keep their audience informed about the event.


A website is an essential tool for event promotion in Ireland. Event organisers can create a website to provide detailed information about the event, including the schedule, speakers, and ticket prices. They can also use the website to sell tickets and provide a platform for attendees to interact with each other.

Leveraging Technology for Event Success

In this digital age, technology plays a crucial role in the success of events. Event organisers in Ireland can leverage technology to enhance attendee engagement, collect valuable data, and create a seamless user experience. Here are some ways to leverage technology for event success:

- Data Collection and Analytics

Data is a valuable asset for event organisers. By collecting and analyzing data, organisers can gain insights into attendee behaviour, preferences, and engagement levels. This information can be used to improve future events and tailor marketing strategies. Event organisers can use tools such as event management software and social media analytics to collect and analyse data.

- Impactful Online Presence

Having a strong online presence is essential for event success in Ireland. Event organisers can use digital marketing strategies such as social media marketing, email marketing, and paid ads to create awareness and drive attendance. They can also use UX/UI design and video production to create engaging content that resonates with their target audience.

- Social Media Engagement

Social media is a powerful tool for event organisers to engage with attendees before, during, and after the event. They can use social media platforms such as Twitter, Facebook, and Instagram to create buzz, share updates, and encourage attendees to share their experiences. Social media can also be used to collect feedback and improve future events.

- Hybrid and Virtual Events

With the Covid pandemic, hybrid and virtual events have become increasingly popular in Ireland. Event organisers can use online event platforms to host virtual events and reach a wider audience. They can also use video production to create high-quality content and enhance the virtual experience.

- Creative Execution and Experience Design

When it comes to event organisation and marketing in Ireland, creative execution and experience design are crucial elements that can make or break an event. These entities encompass the comprehensive process of planning and executing an event, from careful co-ordination of logistics, vendor and project management, venue selection, creative design, and technical aspects.

Thoughtful execution is key to ensuring that every aspect of the event runs smoothly. This includes meticulous planning and attention to detail, from the layout of the venue to the timing of each activity. Engaging attendees through immersive and interactive experiences can also enhance their overall experience.

Creative marketing is another aspect that can set an event apart from others. By leveraging innovative and engaging marketing strategies, event organisers can attract a wider audience and increase brand awareness. This can include branding, graphic design, and other forms of visual communication.

Live experiences are at the heart of event organisation and marketing in Ireland. By creating memorable experiences that engage all the senses, event organisers can leave a lasting impression on attendees. This can involve incorporating elements such as music, lighting, and other sensory experiences to create a unique and engaging environment.

Building Partnerships and Networking

Building partnerships and networking are essential components of event organisation and marketing in Ireland. It is crucial to establish relationships with businesses, partners, and industry experts to ensure the success of an event. Networking provides the opportunity to meet potential sponsors, collaborators, and attendees, while partnerships can bring in additional resources, expertise, and exposure.

One effective way to build partnerships is to identify potential partners with complementary goals and values. For example, a festival that focuses on sustainability may partner with a local environmental organisation to promote their event. Researching and evaluating the reputation and compatibility of potential partners is also crucial to ensure a successful collaboration. Establishing regular meetings with partners can foster trust and mutual understanding, which can lead to a long-lasting partnership.

Networking is equally important in event organisation and marketing. Attending events, conferences, and trade shows can provide opportunities to meet potential sponsors, collaborators, and attendees. Networking can also be done online through social media platforms such as LinkedIn, Twitter, and Facebook. These platforms allow event organisers to connect with potential partners and attendees, share information about their event, and build relationships.

In addition to building partnerships and networking, corporate events can also benefit from effective marketing strategies. Creating a marketing plan that includes social media, email marketing, and targeted advertising can help increase awareness and attendance. Engaging with attendees before, during, and after the event can also help build relationships and encourage repeat attendance.

Evaluating and Enhancing Event Impact

Evaluating the impact of an event is an essential part of event organisation and marketing. It helps event organisers to understand the success of their event and identify areas for improvement. Data is a crucial element in evaluating the impact of an event. It provides insights into the attendees' behaviour, engagement, and satisfaction, which can be used to enhance the event's impact.

To evaluate the impact of an event, organisers can collect data through surveys, feedback forms, and social media analytics. They can also use tools like Google Analytics to track website traffic and engagement. The data collected can be used to measure the success of the event, identify areas for improvement, and make data-driven decisions for future events.

In addition to evaluating the impact of the event, event organisers can also enhance the event's impact by working with industry experts. Event marketing agencies and business consulting firms can provide valuable insights and expertise on event marketing strategies, audience engagement, and event planning. They can help event organisers to create a comprehensive marketing plan, develop engaging content, and execute effective marketing campaigns.

Navigating Challenges and Crisis Management

Event organisation and marketing in Ireland can be a challenging task, especially when it comes to managing crises. It is essential to have a crisis management plan in place to ensure that the event runs smoothly and safely. This plan should identify the team members and any employee that will make up the Crisis Committee to be triggered in the event of a serious occurrence that threatens the event and its stakeholders' reputation.

Communication is key when it comes to crisis management. The Crisis Committee should be able to communicate effectively with the public, stakeholders, and the media. The committee should also be able to provide accurate and timely information to all parties involved. It is also important to have a public relations (PR) agency on board to help manage the event's reputation in case of a crisis.

In addition to crisis management, cybersecurity compliance is also a significant concern for event organisers. Cyber attacks are one of the single most significant threats to business continuity and protection. It is essential to have a cybersecurity compliance plan in place to safeguard sensitive data and ensure that the event runs smoothly.

Overall, navigating challenges and crisis management is an integral part of event organisation and marketing in Ireland. By having a crisis management plan in place, effective communication, and a cybersecurity compliance plan, event organisers can ensure that their events run smoothly and safely.


In conclusion, planning and executing a successful event in Ireland requires a combination of effective event management and marketing strategies. The significance of effective communication and support in event management cannot be overemphasised. By emphasising these elements, businesses in Ireland can assemble a proficient event team capable of delivering outstanding events and achieving success in the market.