CanadianSME utilizes a variety of events to engage its audience as a key component of its multi-faceted strategy to connect with Canadian Small and Medium Enterprises (SMEs). These events range from large-scale in-person gatherings to virtual series, all designed to provide opportunities for learning, networking, and community building.
Here's a breakdown of their event strategy:
Types of Events:
Small Business Show: This significant in-person event held in May features 50 speakers and attracts over 3,000 attendees and 100+ exhibitors. It is a significant platform for SMEs to connect with industry leaders, discover new products and services, and network with peers.
Small Business Summit: This major summit takes place in October, focusing on "Fueling Canadian SMBs with Digital Transformation, Inclusion, and Adaptability". It’s a key event for SMEs seeking to learn about the latest trends and strategies for business growth. The summit generates substantial engagement, including 1.5 million social media impressions over 3 months, around 5,000 registrations, and 3,000 businesses engaged. The summit includes keynote speakers, workshops, and demo sessions.
Canada Business Talks: This is a series of virtual events hosted throughout the year, featuring Canadian business leaders. These virtual events provide an accessible way for SMEs to hear from and interact with successful business leaders and participate in discussions on important topics for small business success. There are 4 virtual events throughout the year.
SME Awards: The SME Awards recognize business success and entrepreneurs in Canada. The awards serve to further engage the community and celebrate the achievements of Canadian SMEs.
Event Integration with Other Platforms:
Editorial Calendar Integration: Each month, the editorial calendar integrates with CanadianSME's virtual and in-person events. For example, the Small Business Show in May aligns with the magazine's focus on retail and mental health. Similarly, the Small Business Summit in October is timed to align with the magazine's focus on small business month and cybersecurity. This integration ensures that the events are promoted across their media platforms, and the content of the magazine is reinforced through their events.
Content Reinforcement: Events help to bring to life many of the key themes and topics featured in the magazine such as cloud computing and technology, e-commerce and sustainability, diversity and inclusion, and more. The events create a space where these topics can be further explored and discussed with industry experts and peers.
Engagement Strategies at Events:
Keynote Speakers: Events feature keynote speakers that are industry leaders and experts. These speakers provide valuable insights and expertise, attracting a broad audience and driving engagement at events.
Panel Discussions: Panel discussions are a part of the program of events such as the Small Business Show which allow attendees to hear multiple perspectives and deepen their understanding of key topics.
Workshops and Demo Sessions: The Small Business Summit includes workshops and demo sessions, that provide attendees with hands-on learning opportunities.
Networking Opportunities: The events provide opportunities for businesses to connect with each other, which is part of their mission to foster a sense of community. The distribution network of CanadianSME includes more than 30 different chambers and organizations across Canada, and this network is brought to life at the events.
Exhibitors: The Small Business Show features 100+ exhibitors, which provides businesses with the opportunity to showcase their products and services and engage with potential customers.
Impact and Reach of Events:
High Attendance: The events attract a significant number of attendees, with over 25,000 yearly across events like the Small Business Show and Small Business Summit. The Small Business Show alone attracts 3000+ attendees and the Small Business Summit has had 5,000 registrations.
Social Media Engagement: The Small Business Summit boasts 1.5 million social media impressions on summit posts over 3 months. Paid promotion impressions on social media also reach an additional 3 million. The shared reach for the podcast is 50,000 followers. These figures indicate that the events have significant visibility and impact beyond the attendees at the events themselves.
Overall Effectiveness of Events:
The events organized by CanadianSME are an effective method of engaging the target audience, creating opportunities for learning, networking, and business development. By using a combination of in-person and virtual events, they provide flexibility and accessibility for businesses across Canada. The events are strategically aligned with the editorial content of the magazine, reinforcing the information shared and creating a cohesive brand experience.