EMT #9 with Liz Lathan - Beyond One-Off Events: How to Build Impact, Influence, and Lasting Engagement

Turning an event into an engaged, long-term community takes strategy, consistency, and the right approach. In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Caitlin Carey sat down with Liz Lathan, co-founder of Club Ichi, to explore how event professionals can move beyond one-time gatherings and build lasting connections.Events as a Revenue Driver, Not a Cost CenterMany event marketers struggle to justify budgets to leadership. Liz shared how aligning events with the buyer’s journey—from awareness to conversion—helps prove their ROI.The Power of PersonalizationSmall details create big impact. From capturing attendees’ hotel loyalty numbers for VIP treatment to giving them session choices, personalization builds deeper engagement.Creating Year-Round Community EngagementThe 5 S’s of community-building:Show – A top-of-funnel engagement channel (YouTube, podcast, newsletter).Site – A digital hub (Slack, private forum).Series of Gatherings – In-person & virtual events throughout the year.Sounding Board – A small advisory group to guide the community.Shareable Moments – Encouraging members to share their experiences.Audience Acquisition: The Hardest Part of EventsWith attendees waiting until the last minute to register, Liz emphasized the need for 18-21 touchpoints across different channels to drive action.The 5 C’s of Event DesignTo create memorable, community-driven events, focus on:Care – Passion for your event translates to attendees.Collaborate – Give attendees ways to work together.Co-Create – Involve them in shaping the event.Converse – Make sessions interactive, not one-way lectures.Connect – The goal is real, lasting relationships.Liz didn’t just share insights—she provided a blueprint for event professionals looking to build a true community around their events. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.This Show is sponsored by Blue Hive 📅 Join us LIVE every Thursday at 12 PM ET on LinkedInFollow Us on LinkedIn and YouTubeSubscribe to our Newsletter!