Conference and event marketing

Conference and Event Marketing requires great analytical skills and the ability to pull together a huge range of facts, figures, promotional tools and different marketing media. It has a huge impact and can make or break an event. To succeed in conference marketing, you need to understand the maths behind the analysis, be creative in sourcing new lists and leads, work with sponsors and speakers, and have a good knowledge of databases.

Course outline

Getting the most out of your email marketing

• Copywriting techniques to get the most out of your emails
• What subject lines work?
• Reviewing and analysing your emails to improve content and layout
• Testing email for continuous improvement
• E-newsletters and other email formats to support your conference

Designing powerful conference websites

• Principles of effective website design
• Key considerations when building a conference site
• How to assess the effectiveness of your website design
• Copywriting to sell your conference programme on the web
• Researching keywords to maximise search engine effectiveness for your event

The fundamentals of social networking for events

• Using the right social media for event – what is out there and what is working?
• Proven strategies for growing your delegate base with social media
• Monitor your social media and measuring its effectiveness
• Do’s and Don’ts in Social Media for conferences

Building the perfect conference marketing database: finding, cloning and developing data

• Identifying your internal data and data analysis
• Internal data — how to grow your database
• Researching new lists
• Preparing the right mix of names and filling the gaps
• Selecting and filtering data
• Cloning your delegates: Creative ways to profile and build your database

Testing — techniques to improve and refine ROI

• What is testing and what can it do?
• Determining what you should test
• Planning your tests
• Practical testing in different media
• The statistical principles of testing
• Monitoring and Evaluating your test results

KPIs and maths for the conference marketer

• Key metrics for measuring campaign effectiveness
• What maths should you be using and why?
  • cost per sale
  • cost per response
  • ROI
  • cost per attendee
  • lifetime value
• Understanding and defining ROI requirements for different marketing methods
• Post event analysis – why it is important and what you should do