9:30 – 9:45 | Welcome, Introductions & Workshop Overview
9:45 – 10:30 | Defining Success: Connecting Marketing to Event Objectives
Explore how marketing supports wider event and organisational goals and identify what success should look like.
The session will cover:
- The role of marketing within the wider event strategy
- Translating event objectives into marketing priorities
- Setting realistic goals and KPIs
- Defining meaningful measures of success
- Making sure marketing supports your event and commercial objectives
- Ensuring marketing supports your event and commercial objectives
10:30 – 10:45 | Break
10:45 – 11:30 | Understanding and Prioritising Your Audience
Identify the audiences that matter most and understand what motivates them to engage.
The session will cover:
- Segmenting audiences effectively
- Audience motivations and barriers
- Prioritising limited marketing resources
- Building audience insight into strategic decisions
- Using audience insight to make better marketing decisions
11:30 – 12:15 | Developing Your Positioning and Core Messages
Create a compelling strategic narrative that connects with your target audiences.
The session will cover:
- Clarifying your event's value proposition
- Differentiating from competing events
- Developing messaging pillars
- Tailoring messages for different audience groups
- Maintaining consistency across communications
12:15 – 13:00 | Lunch
13:00 – 13:45 | Choosing the Right Marketing Channels
Decide where marketing effort should be focused based on audience behaviour and strategic priorities.
The session will cover:
- Selecting the right marketing channels for your event
- Making the best use of email, social media and partnerships
- Reaching different audiences through the most appropriate channels
- Prioritising activity within budget and resource constraints
- Focusing effort where it will have the greatest impact
13:45 – 14:30 | Making Strategic Choices: Budget, Resources and Priorities
Learn how to focus investment where it will have the greatest impact.
The session will cover:
- Allocating your budget effectively
- Prioritising your time and resources
- Focusing on the activities that will have the biggest impact
- Deciding where to invest for the best return
- Knowing what to stop, reduce or prioritise
14:30 – 14:45 | Break
14:45 – 15:30 | Workshop: Bringing Your Strategy Together
Pull together everything you've learned and apply it to your own event, creating a practical marketing strategy you can take away and develop.
The session will cover:
- Bringing together the key elements of your marketing strategy
- Making sure your objectives, audiences and channels work together
- Identifying opportunities to strengthen your approach
- Creating a clear strategy, you can take away and develop
15:30 – 15:45 | Wrap-Up & Key Takeaways
