1. GROWING YOUR BUSINESS WITH
EVENTS
- AND MEASURING THE IMPACT
Katie McPhee
@ktmcphee

2. “Leadership is the art of
giving people a platform
for spreading ideas that
work.”
- Seth Godin, Tribes: We Need You
to Lead Us

3. GROWING YOUR BUSINESS WITH EVENTS – AND MEASURING THE
IMPACT
Introduction
1 Build community
2 Raise awareness
3 Position you as a thought leader
4 Reach a wider audience
5 Earn additional revenue
Conclusion

5. wine tasting
concerts
theater
volunteering
marathon
poetry
live music
arts & crafts
class reunion
fashion
fun run
festival
race
fundraiser
hiking
comedy
block party
hiking
politics
turkey trot
car rally
networking
summits
dance
parades
training
expeditions
dating
tea party
design

6. GROWING YOUR
BUSINESS WITH
EVENTS:
BUILD COMMUNITY

7. GROWING YOUR BUSINESS WITH EVENTS: BUILD COMMUNITY

8. GROWING YOUR BUSINESS WITH EVENTS: BUILD COMMUNITY

9. GROWING YOUR BUSINESS WITH EVENTS: BUILD COMMUNITY

10. GROWING YOUR BUSINESS WITH EVENTS: BUILD COMMUNITY
MEASURE THE IMPACT >>>
Send a follow up via email after the
event with photos and more info
about your startup
Connect with attendees on social
media – Facebook, Twitter or
LinkedIn

11. GROWING YOUR
BUSINESS WITH
EVENTS:
RAISE AWARENESS

12. GROWING YOUR BUSINESS WITH EVENTS: RAISE AWARENESS

13. GROWING YOUR BUSINESS WITH EVENTS: RAISE AWARENESS

14. GROWING YOUR BUSINESS WITH EVENTS: RAISE AWARENESS
One attendee: 262 friends*
Potential reach: 68,600 friends

15. GROWING YOUR BUSINESS WITH EVENTS: RAISE AWARENESS
4.3
3.1
1 ticket
sale
5.5

16. GROWING YOUR BUSINESS WITH EVENTS: RAISE AWARNESS
MEASURE THE IMPACT >>>
Create hashtag and track it
Track event promotion to make
smarter marketing investments
See which activities are driving traffic
to your event page
Create links to track your event
campaigns and affiliates

17. GROWING YOUR
BUSINESS WITH
EVENTS:
THOUGHT LEADERSHIP

18. GROWING YOUR BUSINESS WITH EVENTS: THOUGHT LEADERSHIP

19. GROWING YOUR BUSINESS WITH EVENTS: THOUGHT LEADERSHIP
MEASURE THE IMPACT >>>
Uplift in trade press coverage and speaking
opportunities
Increases possibilities for relevant industry
partnerships
Long term investment in your brand

20. GROWING YOUR
BUSINESS WITH
EVENTS:
REACH A WIDER
AUDIENCE

21. GROWING YOUR BUSINESS WITH EVENTS: REACH A WIDER AUDIENCE

22. GROWING YOUR BUSINESS WITH EVENTS: REACH A WIDER AUDIENCE
MEASURE THE IMPACT >>>
Establish clear aims about the audience
you’re trying to reach
Involve partners and attendees relevant to
the audience you’re trying to reach

23. GROWING YOUR
BUSINESS WITH
EVENTS:
EARN ADDITIONAL
REVENUE

24. GROWING YOUR BUSINESS WITH EVENTS: EARN ADDITIONAL
REVENUE

25. GROWING YOUR BUSINESS WITH EVENTS: EARN ADDITIONAL
REVENUE
FREE VS PAID
Free events see 50% drop out rate vs 5% for
paid events
Charging for tickets minimises marketing
spend but requires greater investment in time
to promote

26. GROWING YOUR BUSINESS WITH EVENTS: EARN ADDITIONAL
REVENUE
MEASURE THE IMPACT >>>
Selling out and seeing a good financial return
on investment
Paid events require heavier promotion. If
you’ve got the network & the content – don’t
be afraid to charge!

27. Conclusion
1. Events are a fantastic way of building your
community. Remember to stay in touch!
2. Make the most of the opportunity to raise awareness.
Events are a great PR opportunity
3. Position your business as a thought leader by
holding a class or seminar.
4. Use events as a mean to connect with your desired
audience – be that investors, advertisers or clients
5. Your insights are valuable – don’t be afraid to charge
for tickets

28. thank you
Katie McPhee
@ktmcphee