Marketing Education Package

1 Clock Hour | Domain I: Marketing

Getting attendees to your events isn’t easy. From virtual conferences to webinars, to in-person events, attendees are overwhelmed with all the ways they can network and learn. How do you cut through the noise and prove that your event is the one to attend? Join us to find out how to make your event communications more effective to increase attendance and extend the reach of your events.

During this session, you will learn...

• Best Practices for marketing before, during, and after events.
• Alternative marketing channels which are now (or will be) the new norm.
• How to extend and harness the power of your events.

This session is graciously sponsored by:

A proud supporter of:

This session is powered by:

Communicate in Any Language - Everything you say, translated on the fly.

The pandemic had an outsized impact on global CVBs and DMOs, and the destinations they serve. From devastating decreases in visitor numbers to no-to-reduced occupancy to members who had to fold their businesses, there was no sector impacted more severely than travel and the destinations that welcome visitors from all over the world. As we begin to observe the return of group and leisure tourism, destinations are embracing the need for change. They are rebranding, rebuilding, and shifting their marketing strategies as they forge through 2021. Join a candid discussion with DMO leaders who will transparently-for-all share their plans for rebuilding and what it means for meeting professionals of all types—from the organizers who plan events to the destinations that welcome them. 

Learner Outcomes 

1. Better understand the challenges and opportunities that DMOs and CVBs face recovering from the global pandemic. 

2. Learn new marketing strategies that will impact meeting planners and the destination partners they seek.

3.Recognize opportunities for both sides of the market to create wins that buoy industry and destination recovery.

Session Sponsored by: 

1 Clock Hour | Domain E: Human Resources

Reports in the past 2 years show there is a correlation between diversity and business performance, leadership roles matter, and it's not just about gender. While race and gender are the visual factors that tend to be at the forefront of D&I, businesses are leaving a large potential audience behind due to non-inclusive factors they have not considered. This program will address the business economics of D&I and considerations for developing a more inclusive business, which starts with the hiring process.

Learner Outcomes:

1. The strategic advantages gained by creating a diverse and inclusive company environment.

2. Develop a mindful business plan to incorporate diversity and inclusion in overall business sectors.

3. Considerations in creating inclusive marketing campaigns and event design.

This session is powered by:

Communicate in Any Language - Everything you say, translated on the fly.

As virtual and hybrid events become the new normal, examine the best practices from Mike Dietrich, Vice President of Marketing at Cvent and Drew Holmgreen, Vice President of Brand Engagement at MPI regarding marketing and engagement strategies for your events. You will also have the ability to ask your questions regarding strategies, best practices, and tactics across the full event marketing funnel (from leads to revenue) and expand your role beyond execution to designing experiences that deliver on business objectives by understanding how event marketing works.

Learning Outcomes:

• Understand the eight essential planning steps of event marketing
• Learn engagement strategies for virtual and hybrid events
• Leverage technology, data and design methods to deliver ROI and with measurement and revenue attribution

This webinar is graciously sponsored by:

1 Clock Hour | Domain I: Marketing

How do you retain, delight and exceed the expectations of your clients when it seems like the bar is always being raised? How do you do this while still getting home on time for your family? And how do you bring your whole team along with you to fuel this exceptional customer experience? It’s actually simpler than it seems. There is one often overlooked yet powerful strategy that every person on this webinar can execute on, regardless of tenure, role or seniority: recognition. Every client you work with needs to feel heard, valued and appreciated (it is a basic human need sadly lacking in our “comparative” society), and you can be the one that demonstrates how important they are in simple yet powerful ways. In this session, you will learn specific proven strategies to hardwire recognition into your customer experience approach to delight current clients, boost loyalty and increase referrals

Learner Outcomes: 

1. Understand the evidence for why recognition elevates the customer and employee experience
2. Strategize how to hardwire recognition further into your client touchpoints (adding in some without a heck of a lot more work)
3. Identify your next steps in creating a recognition centric customer experience in your business or bureau

1 Clock Hour | Domain I: Marketing

Learn from the experts as we delve into all the latest and greatest event photography and videography options available for the 21^st century meeting planner. From Facial recognition to live streaming your event, you will feel empowered to go bold with new technology at your next event!

Learner Outcomes:

1. In order to gain Knowledge of specifics—terminology, specific facts and details to maximize your visual execution

2. In order to apply learnings to maximize and leverage the visual and technological options available to you

3. In order to understand and create positive and recurring emotional responses from your audience through photography

1 Clock Hour | Domain I: Marketing

Creating experiences is what makes our industry unique. I would like to share in this session is that we are great in creating experiences, just not in selling these experiences to other or new clients! Influencer marketing comes in place; storytelling, peer to peer recommendation and authenticity are keywords which are not often used in our industry. We create amazing events, attracting new clients is difficult and we often fail. Besides the landscape is changing, we don’t trust marketers anymore and we have a new generation entering the workforce. What we have done during the last decades is not working anymore today.

The challenge is born: How do we get in touch with our target audience nowadays?

The need of influencer marketing is born.

Influencer marketing is fun, creativity and has endless options. Don’t just think only about lead generation, it’s much more than that. Struggling with your reputation, create more awareness for your new hotel opening in 2 months, a new airline coming to your destination, refurbished your rooms etc. etc. It’s not only focusing on the positive points; therefore, influencer marketing goes a step further than other marketing tools.

I will share all the tips and tricks how to set-up a successful influencer campaign, the power and impact of different campaigns.

Learner Outcomes:

• What is B2B influencer marketing?
• How can B2B influencer marketing contribute to your strategy to achieve your goals?
• Sharing case studies from the meetings & events industry and beyond

1 Clock Hour | Domain I: Marketing 

Live events are uniquely positioned to cultivate trust, business exchange and learning through face-to-face interactions. They also illuminate customer buying signals but are often missed due to lack of data and impactful event marketing strategies. MPI has convened some of the best event marketing experts in the business to deliver unparalleled education that will prepare you to design and execute measurable outcomes associated with your event marketing efforts. This short course was designed with content curated from MPI’s Event Marketing Certificate Programme. Educational Session sponsored by Caesars.

1 Clock Hour | Domain I: Marketing

Sales and marketing professionals have access to a wealth of information nowadays through CRM systems, metrics and analytics platforms, and industry-related research and reports. There is so much data, it’s overwhelming. However, based on a recent survey by eMarketer, less than 25% of sales and marketing executives worldwide said they had a comprehensive view of customer data, what data they have available, and how to use the data to make strategic decisions. In order to start converting data into usable insights, sales and marketing professionals need to learn how to be data-driven, analytical, and strategic in all their decisions.

1 Clock Hour | Domain I: Marketing

Many of us spend a disproportionate amount of time focused on generating traffic from Google and AdWords. We pray that our featured snippets last forever and hope that our competitors never outrank us. In a world where SERPs are quickly changing and algorithms are wiping out entire business models, it's becoming important for marketers to embrace a diverse set of channels for traffic and attention.

In this session, Ross will deliver an engaging presentation that shows marketers, creators, speakers, and events -- how to get the best bang for their buck out of their content. What should they do after pressing publish on a blog post? How can they spread a video to thousands of people online? This talk will share all the secrets. Session sponsored by Sensov.

1 Clock Hour | Domain D: Financial Management 

The greatest source of lost revenue for your business is the prospect you never knew about. They clicked away without buying, drove past without stopping in, or hung up on your voice mail system. Worse yet, you have no idea who they were, or how many there were. So, how do you earn and keep customers when patience is short and alternatives are only a short drive or a click away? In this hard-hitting and entertaining presentation, popular Customer Experience and Marketing expert David Avrin, CSP will shine a light on the monumental shift in purchasing behavior and expectation, while showing your team everyone’s role in eliminating barriers, engaging prospects and creating Customer Experiences worth sharing. Educational session sposnored by Caesars.