August 16, 2023 · 9 min read
Event Marketing Calendar: Planning Your Year
Timing is everything in experiential.
Different times of year offer different opportunities. Here's a month-by-month guide to experiential marketing timing.
Q1: January - March
January: New Year resolutions (fitness, health), CES, winter sports.
February: Super Bowl, Valentine's Day, trade shows resume.
March: SXSW, March Madness, spring break, St. Patrick's Day.
Q2: April - June
April: Tax season ends, Easter, spring events ramp up.
May: Cinco de Mayo, Mother's Day, Memorial Day, graduations.
June: Pride Month, summer kicks off, Father's Day, festivals begin.
Q3: July - September
July: July 4th, peak summer, outdoor events.
August: Back to school, summer's last hurrah.
September: Labor Day, fall sports start, trade shows resume.
Q4: October - December
October: Halloween, fall festivals, playoff season.
November: Veterans Day, Thanksgiving, Black Friday, holiday prep.
December: Holiday season peak, New Year's Eve.
Planning Lead Times
- Major events: 3-6 months out
- Standard programs: 4-8 weeks
- Minimum viable: 2 weeks