09 May 2024
Event Audience Acquisition Marketing
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This course will cover:
- STRATEGISE – create an event marketing strategy to attract the event attendees you need, covering:
- How to achieve a strong retention rate of previous years’ attendees, and
- How to attract ‘high quality’ new attendees.
- PLAN – write a comprehensive multi-channel event audience acquisition marketing communications plan, including:
- Quantified event marketing objectives – tied to business goals
- Campaign timeline of all the marketing activity needed to achieve marketing objectives
- Define an ROI-focused marketing budget – where spend supports outcomes.
- MEASURE – zone in on the most important event marketing KPIs, as well as channel and campaign specific marketing metrics* to:
- Build an event audience acquisition marketing performance dashboard
- Make good strategic and tactical decisions on how best to invest your time and money in your audience acquisition efforts – starting with where you should stop spending your time and money so that you can refocus your efforts on what is working best.
- Share meaningful marketing performance data with senior stakeholders and colleagues via regular, digestible reports – enabling strong collaboration, alignment and support for event marketing efforts.
* The trainer will share MPG’s latest high level benchmarks so that course participants can measure how their event marketing campaigns are performing.
- OPTIMISE – set up your event marketing campaign for success with:
- Powerful visual event branding
- Clear and effective positioning against competitors
- Impactful USP & benefit-led messaging – with the right tone of voice
- An optimised event website effective at converting visitors to audience leads, registrations and bookings
- A marketing database of the right size and structure – for personalised, targeted marketing reaching a large enough market to attract the required number of attendees
- Content marketing and marketing collateral that will engage and convert.
- ACTIVATE – get the most out of your key event marketing channels, content, collateral and tactics, including:
- Website: ensure event information on your website is highly relevant and engaging
- Email marketing: create engaging and effective email campaigns
- PPC/paid media: use Google and social platforms to reach a wider audience and achieve strong ROI
- Social media: efficiently and effectively deploy unpaid/organic social media activity to promote your event
- Advocacy: get your attendees, speakers, sponsors/exhibitors and partners to promote your event for you
- Media and association partners: how to find the right ones and work with them effectively to attract more of the right event attendees
- Telesales: when to use telesales, and how to get the most out of the impactful channel.