Katie Underhill, 2016

1. How to use events to
grow your business
Speaker:
Katie Underhill
@ciminfo_sw
@katieunderhill / @thegrowthhubbiz
#GrowGlos16

2. The Chartered Institute of Marketing
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3. Brought to you by
A bit about me
◼ Katie Underhill, Chartered Marketer
◼ Business Marketing Manager at The Growth Hub, since July 2014
◼ University of Gloucestershire graduate
A bit about the presentation
◼ A game of two halves
– Hosting events for business growth
– Attending events for business growth

4. Brought to you by
A bit about
The Growth Hub
◼ A partnership between the University of Gloucestershire and GFirst LEP
◼ Here to help businesses in Gloucestershire grow
◼ Originally thought the marketing strategy would major on digital
– Quickly found events activity was the best route to market
– We’ve welcomed more than 2,000 event visitors

5. Brought to you by
Why The Growth Hub chose events early on
◼ The service was difficult to define so needed a person-to-person
interaction
◼ The space was something to be seen – wow factor
◼ Unknown brand- needed a high return way of raising awareness
– Facilitating environment (usefulness) bred positive feedback which
raised awareness in the market

6. Brought to you by
Types of events at The Growth Hub
• Clinics/ drop-in sessions
• Networking sessions
• Masterclasses/ training
• Information briefings/ awareness raising events
• Working groups – coming together to co-create
• Conferences
• Open days
• Also a venue for events for others

7. Brought to you by
Independent evaluation
“The Growth Hub has been used regularly as a venue for providing a wide
range of business support events ranging from workshops and one to one
advice clinics to seminars, conferences, and training courses.
“It acts as a focal point that connects businesses with agencies, customers
and other businesses”.
Evaluation of the Gloucestershire Growth Hub: Phase 1 – Baseline 1st December 2015 BiGGAR
Economics

8. Brought to you by
The Growth Hub is a wonderful space to both work, network
and meet clients. The promotion of training courses and
events creates an environment where you are constantly
challenged to continuously improve and motivational too by
virtue of being surrounded by people who want to encourage
you. - Clare Davidson, Thompson Marketing
Fantastic facility - excellent staff - good
level of knowledge and expertise of staff
– Sandra Tanner, SDT Coaching and
Consultancy
Customer feedback from the early days

9. Brought to you by
Why you should choose events for your business
◼ Can be a key part of your growth strategy
◼ Useful for:
– Lead generation
– Cross-selling/ up-selling
– Brand awareness
– Bringing audiences together/ building communities around your
business/ products
– Customer retention
– Educating your market
– Gathering feedback

10. Brought to you by
Nationally and locally relevant
◼ Which promotional tactics are considered the most profitable?
◼ Nationally
– 71% said face-to face networking
– 66.7% said online marketing
– 38.4% said events – this is 40% in Gloucestershire
◼ “British businesses were stepping up their event marketing budgets,
with 34 per cent of SMEs revealing they planned to up their investment
in that marketing channel in 2016”
Source (Oct 2015)

11. Brought to you by
How to create a high return on investment event
◼ Always start with…

12. Brought to you by
How to create a high return on investment
event: a checklist for success
◼ Event set-up: Gathering information in order to communicate
◼ Marketing set-up: Producing content for communications
◼ Marketing activity: Delivery of marketing comms to raise awareness and
secure bookings
◼ Pre event set-up: Create an event organiser checklist
◼ On the day experience: Ensure greatness! Ensure consistency
◼ Post-event: Identify opportunities, learn, improve,

13. Brought to you by
Events have to be part of an integrated marketing approach

14. Brought to you by
Measuring event return on investment
◼ What gets measured gets done
◼ Your metrics depend on your objectives
◼ Quantitative
◼ Qualitative

15. Brought to you by
Networking…
What do you see?

16. Brought to you by
Your best networking tip
◼ Why do you ‘do’ networking?
– Your personal motivations
– Your business motivations

17. Brought to you by
Why face to face?
“There isn't a single technology that will replace the
power of in-person relationship building”.
Source (Jan 2015)

18. Brought to you by
Top tips – networking for business growth
◼ “Start with the end in mind. What do you want to get out of it? But
don’t be too narrow minded, you could miss an ideal opportunity.”
◼ “Become known as a powerful resource for others. When you are
known as a strong resource, people remember to turn to you for
suggestions, ideas, names of other people, etc. This keeps you visible
to them.”
◼ “Be genuine and don't always be promoting yourself! Listen – and ask
thought provoking questions.”

19. Brought to you by
Top tips – networking for business growth
◼ “Try lots of different types of networking events to see which suit you -
not all are equal and you may feel more comfortable at some than
others.”
◼ “Try to get hold of a delegate list before you go so you can search out
people you can help.”
◼ “Be authentic. Live your personal brand so you are consistent and
reliable.”

20. Brought to you by
Top tips – networking for business growth
◼ “Have your 'elevator' pitch ready… and practice it in advance!”
◼ “Don't stick to the side of people you know already - you won't meet
new people or get new business that way.”
◼ “Follow up a useful contact by connecting on LinkedIn with a personal
message:
– ‘Great to meet you at Growing Gloucestershire this week, perhaps
we could meet for a coffee and you could tell me a little more
about your offering. Which is better for you next week or the week
after?’”

21. Brought to you by