Sales and MarketingEvent Marketing and Exhibition Management
Exhibitions and conferences absorb a large share of a marketing budget in a few days, and most exhibitors measure success by how busy the stand felt rather than by what came of it. This course covers running them commercially. Delegates work through selecting events against a defined objective, stand design and the layout decisions that determine whether people stop, and pre event activity, since the visitors worth meeting are usually booked before the doors open. Staffing and stand behaviour are addressed directly, including the conduct that repels visitors. Lead capture, qualification and the follow up window that decides the return follow. Hosting your own event is covered. The course closes on cost per qualified lead and on deciding not to exhibit.
Course objectives
- Select events against a defined commercial objective
- Design a stand that causes people to stop
- Run pre event activity to book the visitors worth meeting
- Brief and manage staff on stand behaviour
- Capture and qualify leads during the event
- Follow up within the window that determines the return
- Measure cost per qualified lead and decide not to exhibit
Who should attend
- Marketing and events staff
- Sales teams working exhibitions
- Business development professionals
- Conference and event organisers
- Business owners exhibiting at trade fairs
Course outline
- 01A budget spent in three days
- 02Event selection and objectives
- 03Stand design and stopping power
- 04Pre event activity and booked meetings
- 05Staffing and stand behaviour
- 06Lead capture and qualification
- 07The follow up window
- 08Cost per qualified lead and hosting your own event
Scheduled sessions
| Dates | Venue | Format | Price | Register |
|---|---|---|---|---|
| 17 to 18 November 2026 | Johannesburg, South Africa | Classroom | R11,950 per delegate | Register Now |
| 30 to 31 December 2026 | Maputo, Mozambique | Classroom | USD 795 per delegate | Register Now |
| 18 to 19 January 2027 | Kampala, Uganda | Classroom | USD 795 per delegate | Register Now |
| 26 to 27 January 2027 | Durban, South Africa | Classroom | R11,950 per delegate | Register Now |
| 29 to 30 March 2027 | Online | Online | R6,500 per delegate | Register Now |