DATE:             Friday, 15 August 2025
TIMINGS:       09h00 - 10h30 ET / 14h00 - 18h00, BST
FORMAT:       90 min online interactive strategic meeting
ATTENDEES: Renewd premium members and their relevant senior team members
CHAIR:           Helen Coetzee, CEO & Founder, MPG

TOPIC: How events and event marketing can be used to grow subscriptions and membership revenue

Most companies that have subscriptions or memberships as their most important revenue stream also run events. These include a range of formats, including exhibitions, festivals, conferences, webinars, roundtables in-person and online, and networking breakfasts and dinners.
(NOTE: for simplicity, when we refer to subscriptions from here on we also mean memberships.)

This Marketing Strategy Council meeting will be chaired by Helen Coetzee of MPG and is a platform for Renewd Premium Members globally to reflect on and discuss:

1. The purpose of events in your business:

   • What is the main goal of your events?

   • Is it to generate revenue, or to generate profit, or to serve existing and engage subscribers or attract new subscribers?

   • Or do your events contribute to all of these things?
      

2. How your events could better serve their purpose:

   • Considering the key goal for events in our business, how do you need to:

     • Shape your events portfolio?
       What types of events should you run? What format should they be? What size should they be?
        

     • Based on the shape of your events portfolio:
       How should events be planned for best outcomes? How should events be delivered and managed in terms of skills and resource levels?
        

3. If your events core purpose is to grow subscriptions revenue:

   • How is event planning, marketing, sales and delivery being integrated with subscriptions growth goals?
     How are people, systems and process being organised for best results here?
      

   • How do you structure commercial plans for events?
     Should your goal be to achieve break even on the event, knowing their goal is to boost subscriptions? Or should you aim to make a profit from your events you can then feed into subscriptions product development or other ways of directly boosting subscriptions revenue?
      

   • How are your events being used to effectively showcase your subscription value proposition?
     How is this being done before, during and after the event?
      

   • How are events helping retain and upsell subscribers?
     What is being done to optimise the customer journey so the customer experience is at its best and the commercial outcome is best for you?
      

   • How are events helping you acquire the right new subscribers according to your ICP (ideal customer profile)?
     What is being done to optimise the customer journey so the customer experience is at its best and the commercial outcome is best for you?
      

   • How can you make sure your events do not take too much operational focus away from your subscriptions?
     How can you avoid having your sales and marketing resources focused on selling and promoting your event at the cost of selling and marketing subscriptions? Should have two separate teams - one focused on subscriptions and one on events?

Overall, if your main focus is subscriptions you want to make sure your events boost your brand and thought leadership credentials while also growing your subscriber base, and your ARR and LTV from subscribers.

This is an interactive strategy meeting for Renewd Premium Members globally. Member companies can bring as many participants along as they would like to.

Please come along prepared to share how you do things and how you think you should be doing things! The meeting format will be an open forum for participants to debate and discuss challenges and opportunities to help develop winning strategies and operational plans.

Please email sue@renewd.net (UK) / lindsay@renewd.net (US) to find out more about how to become a premium member to attend this meeting.  (If you have any questions regarding your existing membership please get in touch with Sue / Lindsay.)