Marketing an event requires great analytical skills and the ability to pull together a huge range of facts, fi gures, promotional tools and diff erent 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:

Enhancing the role of the marketer at the start of the conference lifecycle

+ The conference marketing brief – how to make the first producer / marketer meeting work?

+ Understanding the implications to marketing of different types of events:-
   Event duration, pricing, type and size of proposed events, sponsorship versus delegate
   revenue, annual versus new topic, etc

+ Working with what you have already – creating new events from marketing analysis

+ Developing effective relationships with the conference team throughout the conference cycle

Maths and budgeting for the conference marketer

+ Relating numbers to marketing objectives. What maths should you be using and why?

   » cost per sale

   » cost per response

   » ROI

   » cost per attendee

» lifetime value

+ Sponsorship versus delegate revenue — the effect on your marketing budget

+ Techniques and tips for reducing costs

+ Key Performance Indicators — using marketing to inform and grow your conference business

Understanding ROI requirements for diff erent events

+ Understanding and defi ning ROI requirements for different marketing methods

+ ROI — Managing your direct marketing spend

The potential of 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 diff erent media

+ The statistical principles of testing

+ Monitoring and Evaluating your test results

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 fi lling the gaps

+ Selecting and fi ltering data

+ Cloning your delegates: Creative ways to profi le and build your database

+ Using keyword searches, title slugs and other dm techniques

+ Dealing positively with returns

Maximising the value of external marketing opportunities

+ Specifying and purchasing external lists

+ Deduplication — making dupes work in your favour

+ Advertising, inserts, directories and PR

+ Working with associations

+ Being creative in sourcing new marketing avenues

Conference marketing channels: ensuring the optimum selections in your marketing plan

+ Criteria for channel selection

+ Lists and targeting, including the external list market

+ Refining targeting

+ ROI by list /channel

+ Media strengths and weeknesses

+ Contact strategies

+ Fluid marketing

Copywriting and creativity that attracts delegates and sponsors

+ Short versus long copy

+ AICDA principles and how they apply to conference brochures and letters

+ Translating copy to the web and emails

+ Creativity in design – when it can work for events

The Post Event Party

+ Post conference analysis — why it is important and what you should do

+ Following up on conference evaluation feedback

+ Adding more money to the bottom line — after the event

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CPD Accreditation
This course has been accredited by The Chartered Institute of Marketing. By attending this programme you will be entitled to 6 CPD poins.