Course content: 

• 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.

 

REQUEST MORE INFORMATION