Whether live, virtual or hybrid, the primary challenge for any event is to reach the right audience, drive registrations and boost attendance. The secondary objective is to maximise attendee engagement throughout the event.

This one-day course explores the development of event propositions, for visitors, sponsors and exhibitors. It also looks at the development of effective targeting strategies, content development, stakeholder motivation and customer experience throughout the complete event lifecycle.

Who should attend?

This course is aimed at those responsible for creating events for their organisations and wish to develop their skills in attracting and engaging audiences.

Learning outcomes

  • Determine the marketing strategy for your event
  • Options and tactics for creating new events
  • The wants and needs of delegates, sponsors, and exhibitors
  • How to create a compelling event proposition
  • Effective customer profiling, segmentation and personalisation
  • How to develop your event pricing strategy to drive ticket sales
  • Develop strategies and tactics at each stage of the event lifecycle
  • The roles of content development and social engagement
  • How to turn delegates into advocates

Course Dates

Start Date Duration Location
No Course Dates Available

Course Director

Richard John

Richard is a management consultant, industry trainer & speaker and event journalist, with nearly 3 decades of sales, marketing, and management experience, working with a host of international organisations. Since 1996 he has been a Course Director for the prestigious Chartered Institute of Marketing. He is a guest lecturer at universities in the UK and Europe. Richard is a sought-after coach and mentor for start-ups within the sponsorship and events industry.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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