Event Sponsor / Exhibitor Acquisition Marketing

REQUEST MORE INFORMATION SEE ALL COURSES

|
| |

Learn the best marketing approach to deliver leads for your sponsorship/exhibition sales people.

Marketing tools and techniques to identify, engage and qualify leads – to fill the top of the sales funnel and grow event revenue faster.

This course covers essential marketing knowledge and skills needed to create a steady stream of qualified leads, to help sales people win new clients buying sponsorship and exhibition space at events. It is also relevant to sales people with a stake in event marketing that supports new business revenue.

Top 5 things you will learn:

How to develop a commercial mindset so you can collaborate effectively with your salespeople.
How to build a marketing comms schedule for sponsor/exhibitor lead generation, covering channels and tactics based on your targets and objectives.
How to set event marketing KPIs and draw out actionable insights for data-led decision making.
How to create clear and impactful event positioning for prospective sponsors/exhibitors, with benefit-led messaging.
How to activate and optimise your website and marketing campaigns across email, PPC, social media to attract new sponsor/exhibitor leads.

REQUEST MORE INFORMATION

Lead Trainer

Helen Coetzee
Co-Founder & CEO

This course will cover:

COMMERCIALISE – putting the role, goals, challenges and opportunities of sponsorship and exhibition sales people at the heart of your marketing approach.

STRATEGISE – create an event marketing strategy to deliver high quality leads for your sponsorship and exhibition sales people, so they can:
- Close deals with companies that have never sponsored/exhibited previously, or those who have been clients in the past and you want to win back.
- Improve core commercial KPIs including average order value, conversion rate and length of sales cycle

PLAN – write a comprehensive multi-channel event sponsor/exhibitor acquisition marketing communications plan, including:
- Quantified event marketing objectives – tied to business goals
- Campaign timeline of all the marketing activity needed to achieve marketing objectives
- Define an ROI-focused marketing budget – where spend supports outcomes.

MEASURE – zone in on the most important event marketing KPIs, as well as channel and campaign specific marketing metrics* to:
- Build an event sponsor/exhibitor marketing performance dashboard
- Make good strategic and tactical decisions on how best to invest your time and money in your lead generation efforts – considering which types of leads deliver the best results.
- Share meaningful marketing performance data with senior stakeholders and colleagues via regular, digestible reports – enabling strong collaboration, alignment and support for lead generation efforts.
  * The trainer will share MPG’s latest high level benchmarks so that course participants can measure how their event marketing campaigns are performing.

OPTIMISE – set up your lead generation-focused marketing for success with:
- Ensuring your event brand is used to attract new clients
- Clarity on why your event is better than competitors trying to attract the same companies to sponsor and exhibit at their events
- An event website set up to capture as many good quality leads as possible
- A marketing database that serves to attract sponsors and exhibitors as well as attendees.

ACTIVATE – deploy multiple marketing channels and tactics to get the results needed, including:
- Website: ensure your website is effective at attracting, engaging and capturing the details of potential sponsors and exhibitors throughout the event cycle
- Email marketing: run multiple campaigns with various messages to draw in new business
- PPC/paid media: use Google and social platforms to reach companies that have never sponsored or exhibited previously, but are a great match for your event
- Social media: use the right approach via unpaid/organic social media to generate interest and drive traffic to your website
- PLUS – find out early about effective new techniques and approaches drawn from MPG’s vast network of events businesses

REQUEST MORE INFORMATION

What MPG Academy participants say...

James Cooper Director App Promotion Summit

Thank you for a brilliant commercial marketing course. I left with lots of practical action points that we will be applying back in the office

Irene Schultz-Gerstein Senior Manager Association of the Luxembourg Fund Industry (ALFI)

The marketing training MPG delivers is very valuable. We’ve gained new knowledge and skills about the latest content-led and digital marketing techniques – essential for communicating with our international audience of senior business executives.

Gabriela Cogorno Head of Marketing-Telecom & Tech Delinian

My team of event marketers found the MPG Academy course super helpful! It covered new areas of marketing we had not previously had time to consider. We took away some very useful action points that will definitely make a difference to the performance of our marketing.

GET IN TOUCH