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 Center

Many 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 Personalization

Small 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 Engagement

The 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 Events

With 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 Design

To 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.

This Show is sponsored by Blue Hive

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