5 valuable things you will learn:
- How to develop a commercial mindset so you can collaborate effectively with your salespeople.
- How to build a marketing comms schedule for sponsor/exhibitor lead generation, covering channels and tactics based on your targets and objectives.
- How to set event marketing KPIs and draw out actionable insights for data-led decision making.
- How to create clear and impactful event positioning for prospective sponsors/exhibitors, with benefit-led messaging.
- How to activate and optimise your website and marketing campaigns across email, PPC, and social media to attract new sponsor/exhibitor leads.
Who should attend?
This course covers the essential copywriting knowledge and skills relevant to event marketers, as well as non-marketers such as producers, sales people and those who sign off event marketers’ copy.
What's included?
Techniques & tools to create high quality, compelling marketing copy to engage your audience – ensuring your messaging is relevant for your audience and sets the right tone for your event brand.
Organisations that have benefitted from MPG's training
Course content:
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COMMERCIALISE - putting the role, goals, challenges and opportunities of sponsorship and exhibition sales people at the heart of your marketing approach.
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STRATEGISE - create an event marketing strategy to deliver high quality leads for your sponsorship and exhibition sales people, so they can:
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Close deals with companies that have never sponsored/exhibited previously, or those who have been clients in the past and you want to win back.
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Improve core commercial KPIs including average order value, conversion rate and length of sales cycle.
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PLAN - write a comprehensive multi-channel event sponsor/exhibitor acquisition marketing communications plan, including:
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Quantified event marketing objectives - tied to business goals
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Campaign timeline of all the marketing activity needed to achieve marketing objectives
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Define an ROI-focused marketing budget - where spend supports outcomes.
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MEASURE - zone in on the most important event marketing KPIs, as well as channel and campaign-specific marketing metrics* to:
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Build an event sponsor/exhibitor marketing performance dashboard
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Make good strategic and tactical decisions on how best to invest your time and money in your lead generation efforts – considering which types of leads deliver the best results.
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Share meaningful marketing performance data with senior stakeholders and colleagues via regular, digestible reports - enabling strong collaboration, alignment and support for lead generation efforts. * The trainer will share MPG’s latest high-level benchmarks so that course participants can measure how their event marketing campaigns are performing.
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OPTIMISE - set up your lead generation-focused marketing campaign for success with:
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Ensuring your event brand is used to attract new clients.
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Clarity on why your event is better than competitors trying to attract the same companies to sponsor and exhibit at their events.
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An event website set up to capture as many good quality leads as possible.
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A marketing database that serves to attract sponsors and exhibitors as well as attendees.
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ACTIVATE - get the most out of your key event marketing channels, content, collateral and tactics, including:
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Website: ensure your website is effective at attracting, engaging and capturing the details of potential sponsors and exhibitors throughout the event cycle
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Email marketing: run multiple campaigns with various messages to draw in new business.
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PPC/paid media: use Google and social platforms to reach companies that have never sponsored or exhibited previously, but are a great match for your event.
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Social media: use the right approach via unpaid/organic social media to generate interest and drive traffic to your website.
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Advocacy: get your attendees, speakers, sponsors/exhibitors and partners to promote your event for you
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PLUS: find out early about effective new techniques and approaches drawn from MPG’s vast network of events businesses.
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What MPG customers have said about our training programmes
James Cooper, Director, App Promotion Summit
Thank you for a brilliant commercial marketing course. I left with lots of practical action points that we will be applying back in the office.
Irene Schultz-Gerstein, Senior Events Manager, ALFI
The marketing training MPG delivers is very valuable. We’ve gained new knowledge and skills about the latest content-led and digital marketing techniques – essential for communicating with our international audience of senior business executives.
Gabriela Cogorno, Head of Marketing - Telecoms and Tech, Delinian
My team of event marketers found the MPG Academy course super helpful! It covered new areas of marketing we had not previously had time to consider. We took away some very useful action points that will definitely make a difference to the performance of our marketing.
