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 LinkedIn Learning to start a free month’s trial.

For more information about Luan’s publications and courses plus free marketing and social media resources, visit her website


Luan’s golden rules for successful event marketing
1. Write a plan for all three stages of an event – before, during and after. Be prepared for your on the day and event follow-up activity.
2. When marketing your events, share information with potential delegates around:
WHO – is involved, speakers, sponsors, partners and who should attend, who will be there for them to network with
WHAT – is the event type, what is the agenda, what will they take away in terms of learning
WHEN – the event is taking place, date and time
WHERE – the event is taking place, location and travel information
HOW – much does it cost, how to book a ticket.
3. Remember that events are an experience. Aim to make your event memorable! Inspire delegates to share their learning and to book on to future events.


About Luan Wise
Luan Wise is a chartered marketer and fellow of the Chartered Institute of Marketing (FCIM), with more than 15 years’ experience in agency, client-side and consultancy roles. She has worked across a variety of sectors including office supplies, postal services, recruitment, higher education, and professional services – for household names such as Royal Mail, Hilton and the University of Cambridge to the kinds of companies that are big in their field but unknown to the wider world.

Day-to-day, Luan helps business owners, managers and marketing teams get results from social media and improve their content marketing.

Alongside running her consultancy business, Luan is a regular event speaker and course instructor for LinkedIn's online learning platform and accredited trainer for Facebook's #shemeansbusiness campaign with Enterprise Nation.

She is author of the award-winning book ‘Relax! It’s Only Social Media’ and creator of the ‘Social Media Planner’, listed by the Independent Online in the ‘9 best books for entrepreneurs’.

You can find out more about Luan via her website
Contact

Get in touch with Luan by email sayhello@luanwise.co.uk, phone 01242 420597 or mobile 07738 122817.