Conference and event marketing
Refine conference and event marketing techniques, develop new creative solutions and maximise the value of the conference marketing spendConference 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.
Outline
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.
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!
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.
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!
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.
When?
Call for dates
Who should attend?
Marketing executives and marketing managers involved in developing campaigns for conferences, seminars, exhibitions or training courses.
Your trainer:
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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.
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.
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.
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