Events are big business. Every year an estimated £390 billion is spent globally on corporate events from trade shows to networking opportunities to online webinars.
Recognising a niche for know-how specific to marketing events, chartered marketer, trainer and speaker, Luan Wise shares her secrets of successful event marketing in her latest online tutorial on global online learning platform, LinkedIn Learning.
“Events are such a great marketing tool – whether you’re attending or hosting,” says Luan, whose previous six marketing tutorials on LinkedIn Learning have been viewed more than 300,000 times to date.
“They offer a unique opportunity to showcase your business and personality, educate customers and engage with them on a different level; by humanizing your brand, events will help you to build authentic connections which are key to business success.”
“However, in a busy world, it’s a big ask to convince a delegate to invest not only financially but to take time out from the day job, so positioning your event correctly in the marketplace and communicating why this is a ‘not-to-be-missed’ opportunity is essential.”
Luan’s course focuses on the different types of events, the stages of event marketing, the different methods of promotion and recommended resources to successfully market an event.
“There are three stages to any event – before, during and after,” advises Luan, who counts Hilton, Royal Mail, and the University of Cambridge among her previous marketing clients.
“You need to begin by understanding the goals and objectives of the event. Start with the end in mind by knowing what you are trying to achieve and what success will look like for you.
“Regardless of the sector or the target audience, your marketing plan needs to consider the personas of those you wish to attract to the event, focused messages that will resonate with potential delegates, appropriate promotional channels, the allocation of budget and a schedule of actions.
“You also need to think of the delegate experience – this is a public relations exercise for your business or brand after all – so even if you manage to sell every ticket, if the speakers don’t deliver to expectations or the catering is off, can you say that the event was a success?
“Finally, don’t forget that the bigger the event, the longer lead time you will need for planning and marketing activities, don’t leave it to the last minute.”
Luan was recognised as one of the top five female marketers in the UK for the #LinkedInBestConnected social campaign in 2015. She was subsequently invited to audition as a course instructor for LinkedIn’s online learning platform in February 2016.
Marketing Your Event is her seventh course release.
LinkedIn Learning Courses are available via subscription or as part of a premium LinkedIn account. Visit www.linkedin.com/learning to start a free month’s trial.