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Learn the most effective and efficient ways to attract the attendees you need to your conferences and trade shows.

Marketing tools and techniques to attract the volume and profile of attendees you need at your events – to ensure strategic and financial success.

This course covers essential B2B event audience acquisition knowledge and skills needed by event marketers. It is also relevant for non-marketers who oversee and work with event marketers to ensure their marketing performs well.

Top 5 things you will learn:

  1. How to create an event marketing strategy to attract past delegates and new attendees.
  2. How to build an event marketing comms schedule covering channels and tactics based on your targets and objectives.
  3. How to set event marketing KPIs and draw out actionable insights for data-led decision making.
  4. How to create clear and impactful event positioning, with benefit-led messaging.
  5. How to activate and optimise your marketing campaigns across email, PPC, social media, advocates, partnerships and more.


Lead Trainer

Helen Coetzee

Helen Coetzee
Co-Founder & CEO

This course will cover:

  • STRATEGISE – create an event marketing strategy to attract the event attendees you need, covering:
    • How to achieve a strong retention rate of previous years’ attendees, and
    • How to attract ‘high quality’ new attendees.


  • PLAN – write a comprehensive multi-channel event audience 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 audience acquisition marketing performance dashboard 
    • Make good strategic and tactical decisions on how best to invest your time and money in your audience acquisition efforts – starting with where you should stop spending your time and money so that you can refocus your efforts on what is working best.
    • Share meaningful marketing performance data with senior stakeholders and colleagues via regular, digestible reports – enabling strong collaboration, alignment and support for event marketing 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 event marketing campaign for success with: 
    • Powerful visual event branding
    • Clear and effective positioning against competitors 
    • Impactful USP & benefit-led messaging – with the right tone of voice
    • An optimised event website effective at converting visitors to audience leads, registrations and bookings
    • A marketing database of the right size and structure – for personalised, targeted marketing reaching a large enough market to attract the required number of attendees 
    • Content marketing and marketing collateral that will engage and convert.


  • ACTIVATE – get the most out of your key event marketing channels, content, collateral and tactics, including:
    • Website: ensure event information on your website is highly relevant and engaging
    • Email marketing: create engaging and effective email campaigns 
    • PPC/paid media: use Google and social platforms to reach a wider audience and achieve strong ROI 
    • Social media: efficiently and effectively deploy unpaid/organic social media activity to promote your event
    • Advocacy: get your attendees, speakers, sponsors/exhibitors and partners to promote your event for you
    • Media and association partners: how to find the right ones and work with them effectively to attract more of the right event attendees
    • Telesales: when to use telesales, and how to get the most out of the impactful channel.



What MPG Academy participants say...

Andrew Milne Director GSMA

Really insightful and useful course. Helped focus the team on the key aspects of audience acquisition and some invaluable tools to improve our productivity and planning. Thanks to the MPG Academy team!

Chris Lester Event Director Bauer Media

The consultancy, outsourced marketing and inhouse training MPG has delivered for Bauer has been brilliant. We’ve enjoyed working with various MPG marketers and specialists – they’ve become part of our team!

Tania Marshall Global Marketing Director FT Live - The Financial Times

The marketing training programme that MPG delivered for my team was exactly what our marketers needed as strong inbound and digital skills are now so critical. The delivery and format of the training was tailored to what we needed and had great impact.

Trusted by leading organisations & brands globally

  • Ascential
  • Financial Times
  • Informa
  • ALFI
  • InfroProDigital
  • Procurement Leaders
  • PEI
  • BauerMedia

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