What is Calendar Marketing? Marketing

Wednesday August 15th, 2018 - by Nicolas Zenker


Hey everyone! If you’re new to AddEvent, I’d suggest checking out the Welcome to AddEvent post we published earlier this month. It’ll give you a brief intro to who we are and what we do.

I said in that post that each of the next 6 blog posts will be a deep-dive into a different one of our API tools, but I forgot about several important topics we need to cover first. Namely, what is calendar marketing, how does it work, and what can it do for my business?

Let’s Break It Down

To help answer these questions, I did some exhaustive research on the subject (I looked up ‘marketing’ on Wikipedia), and this is what came up:

Marketing is the study and management of exchange relationships. Marketing is used to create, keep and satisfy the customer.”

Let’s unpack this. I’m going to get slightly philosophical for the next 30 seconds, so just hang with me. I promise it’ll be quick.

  1. Business deals with the exchange of goods and services for other goods or services, or for money.
  2. As we know, relationships are an integral part of all business, as exchanges inherently involve two or more people.
  3. I’d go so far as to say relationships are the foundation of all business, and marketing is the management of these relationships.

So to recap: Marketing is the process of creating relationships with customers, communicating and delivering the value of your business to them, and keeping your customers happy so they stick with you.

This is no easy task, but we know you’re up to the challenge and we’re here to help. As you probably know, common marketing channels include email marketing, search engine marketing (SEM), display ads, etc. Today we’d like to introduce a new player.

Calendar Marketing

Calendars run many of our lives; we rely on calendars to tell us where to be, what to do, and when to do it. Calendars are installed on every smart phone, and according to Statista the number of smart phone users is forecasted to hit 4.5 billion in 2019.  People check their calendars 10 times / day on average, and each event is viewed an average of 15 times. Calendars are so pervasive and hold such a place of importance in our daily lives, the only surprising thing is how long it’s taken to realize we should be using them as a marketing channel.

AddEvent was founded on this realization, and our tools enable businesses of all sizes to use calendars as a marketing channel.

How does it work?

Because people engage with their personal calendars so often, personal calendars offer an ideal channel through which businesses can market to, and engage with, their customers. If businesses can get their events on their customers’ personal calendars, their customers will see the events multiple times per day, resulting in increased top-of-mind brand awareness and overall event attendance rates.

AddEvent has developed an ecosystem of six API services that businesses can use to engage with customers over their personal calendars. Each of these tools will be discussed in greater depth in their own blog posts, but here are three great examples of how they can be used, each with two scenarios.

Calendar Marketing Example 1:

In the first scenario, Katie gets an email informing her that one of her favorite shops is having a sale on Friday! She’s excited and decides to go. Throughout the week her life inevitably gets busier, and when Friday rolls around she forgets about the sale amid everything else she has going on.

In the second, Katie gets the same email, but it includes a button that says, “Add this sale to my calendar!” She clicks the button and adds the sale to her google calendar for Friday. Friday rolls around and as Katie is checking her calendar, she is reminded of the sale! She drops everything and sprints two city blocks to the sale, making it in time to purchase loads of great things. (Featuring AddEvent’s Add to Calendar Button)


Calendar Marketing Example 2:

In the first scenario, Mark is running a small business that offers pay-as-you-go fitness classes several times per week. His business is doing well, but he’s concerned that his classes are never 100% full. This is because people forget to show up despite wanting to come, which loses him money and frustrates his potential customers.

In the second scenario, Mark is trying to figure out how to deal with a huge increase in class attendance! A few weeks back he added a calendar to his website that shows all the class times available throughout the week. People have been subscribing to the calendar, which adds all the possible classes to their personal calendars. Suddenly it seems like half the city is remembering to come work out! The best part is that Mark can collect his customers’ contact information when they subscribe, so he’s able to send them updates and special offers to thank them for being loyal customers. (Featuring AddEvent’s CalendarX)


Calendar Marketing Example 3:

In the first scenario, Susan is working for a large consulting firm and is hosting a series of three webinars on search engine optimization (SEO) strategies. She has a database of clients who are interested in this topic, and she sends them all an email invitation. Her recipients are excited and looking forward to the webinar when disaster strikes. Susan is called for jury duty and is forced to reschedule the second of the three webinars. The first and third webinars have a mediocre attendance (as many people forget), and almost no one attends the second as they all get the time wrong. The clients are frustrated, and the firm looks unprofessional.

In the second scenario, Susan uses AddEvent’s subscription calendar tool to create a calendar with her webinars on it.  She includes a button in the email that says “Add these webinars to my calendar”. Her clients click the button to subscribe to her calendar and the events are added to their personal calendars. When she is called for jury duty, she simply changes the date of the second webinar on the calendar she’s created, and that change is reflected on the personal calendars of her clients. She has record breaking attendance for all the webinars since everyone was able to check their own calendars for the correct, updated dates and times. Her clients are happy and recommend the firm to their contacts.


These examples show how businesses can use AddEvent’s APIs for calendar marketing to have a concrete impact. These examples are just a few limited use cases however. AddEvent is used in different ways by many of the largest and most prestigious companies in the world, including Google, Amazon, Nike, Harvard, Uber, Starbucks, and Zumba, just to name a few.

Our tools are used by retailers, consulting firms, fitness companies, airports, universities, sports teams, event venues, every type of technology company you can think of, and more. Each of our customers use our tools in a different way specific to their needs to communicate and provide value to their customers.


If you’re ready to start utilizing calendars as a new marketing channel, then lets get started. If you still have specific questions, feel free to email them to support@addevent.com and we’ll get back to you as soon as possible!

Keep an eye out for our next post which will be a deep-dive into our Add to Calendar button, including what it is, how it works, and the concrete impact it can have on your business.



Nic Zenker

AddEvent’s Chief Blog Post Writer & COO