A recent survey of Fortune 1000 Chief Marketing Officers reveals that meetings and events provide the highest return on investment of ANY marketing channel. This should come as no surprise – word of mouth has always been the most effective form of marketing. It is also the most expensive. Every meeting, event, trade show, user conference, non-profit fundraiser, or political rally is at its core a live word of mouth, branded media environment.
The rules have changed, consumers and business decision-makers expect an experience that extends beyond the product or service offering. Learning how to stage an experience is a critical skill to any marketer that intends to use live branded media as part of her / his media arsenal. This course will prepare the student to conceive, design and execute a live event that builds brand loyalty, increases awareness, generates leads, promotes a political candidate, advances a social cause and ultimately sells!
Students will be exposed to the principles of The Experience Economy learning how to construct a strategic framework and apply the right tactical elements to any live media environment. Every organization uses meeting and events as a central element of their employee, customer, shareholder, constituent and supplier strategy, however very few organizations have experts that can apply a strategic approach to these events, assign an ROI and produce the results that today’s CEO’s, CMO’s, association leaders and philanthropic causes demand – this course will prepare you to be that person.
