Conference and event marketing

Refine conference and event marketing techniques, develop new creative solutions and maximise the value of the conference marketing spend

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.


Segment 1: 09:30am–12:30pm (GMT)

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

Segment 2: 09:30am–12:30pm (GMT)

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

Having recently joined the marketing industry, the course was so helpful for me and Caroline was very approachable and a great teacher. She gave us plenty of helpful exercises to put the new concepts into practice and made the material straightforward but equally useful and interesting. I came away with a clear idea of how a business can benefit from changing its marketing strategy in very simple yet effective ways.

Marketing Executive

Oliver Kinross Events

The training course was excellent and helped to build my confidence in all areas of marketing. After attending the course, I feel like I have a fresh pair of eyes to review my content. Caroline was a brilliant trainer, she has great energy levels and kept us engaged throughout. Thank you!

Conference Coordinator

The International Federation of Gynaecology and Obstetrics (FIGO)

Fantastic course, I’ve come away equipped with so many useful event marketing tips & tricks. I’d really recommend the Media House courses, they’re really informative and run by lovely trainers.

Events Project Executive

Chartered Insurance Institute

Caroline was fantastic and really helped strengthen our knowledge in event marketing. We will be sure to use her tips and take a different approach to our marketing!

Marketing Executive & Event Organiser

Oliver Kinross Events

Next public course:
Call for dates
9:30am to 12:30pm


Online cost

£395 (no VAT) for all commercial companies
£295 (no VAT) for not-for-profit organisations

Post-course 1:1 follow-up

If after attending the training course, you would like to discuss particular areas relevant to you with the trainer, you can book a one hour 1:1 consultation, cost £195 (+ VAT). Book a follow-up consultation here.

Course certification

All attendees who complete the course satisfactorily, will receive a certificate.


Call for dates


Who should attend?

Marketing executives and marketing managers involved in developing campaigns for conferences, seminars, exhibitions or training courses.

Your trainer:

Caroline Carr

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An investment in knowledge always pays the best interest.

Benjamin Franklin

Caroline was really engaging in our session. She taught me what I expected to learn whilst also teaching me to question things I thought I already knew. She let the course be shaped by our team and what we personally and collectively wanted to get out of the session. Any questions or comments were always met with great enthusiasm and she created a very safe space, where you felt comfortable to ask anything, even if it seemed obvious.

Marketing Assistant


As someone just starting out in marketing, this course was invaluable. It was very tailored towards the specific needs of our company and I learned loads of practical tips that I am already using in my day-to-day role.

Marketing Executive

Oliver Kinross Events

I would like to thank Caroline for coming in and leading a really engaging and eye-opening session. Not only did we brush up on our skills, but she helped us to go through our marketing and copy with fresh eyes. I’m really excited to put what I have learnt into practice.

Event Organiser

Oliver Kinross Events

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The training was great, really valuable for us. We loved the interactivity, flexibility and the fact that it was tailored specifically for our business. The trainer was great and came with plenty of examples, both from within his slides, but also from past experience. The fixed agenda element of the day gave the course structure, but we were able to ask questions and deviate off topic if necessary.

VP, Marketing, Innovation Enterprise


Very useful to be able to discuss individual issues – good to have outside opinions – trainer was very friendly, helpful, willing to address individual problems.

Senior Conference Manager, Aviation Industry Conferences


95% of attendees recommend our courses


This course was definitely worth attending for us. We are already implementing what we’ve learnt and found the training most inspiring.

Adam Murphy, Marketing Campaign Co-ordinator, Association for Project Management


The training was amazing, engaging and interactive.

Viral Shah, Events, The Royal College of Psychiatrists


The most useful training course I have been on since working in events.

Sarah McKenzie, Business Excellence, Oil & Gas UK

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