May craft marketing event banner with Terri Lynn's headshot

Terri Lynn Yanke, Eventful Advantage, will share the power of events and explain how to build a successful event with impact at AMA Madison’s Craft Marketing presentation on May 25.

The virtual session begins at 4 p.m. with networking. Thanks to Winbound, our sponsor.

Check out Terri Lynn’s preview of what attendees will experience at the upcoming Craft Marketing presentation.

AMA: Tell us a little about yourself and what Eventful Advantage does.

I am a former apparel executive who discovered my purpose and passion of gathering people for events by accident even though I had been doing it my whole life personally and as a part of my jobs professionally. People told me to do it! I left corporate America to start my own business, Eventful Advantage, LLC.

I have a strong business education and background, graduating from the Wisconsin School of Business with a Marketing and Management double major and later earning a MBA in Marketing. I had a P&L responsibility for big jobs in retail and wholesale and had the opportunity to work for some great companies, live in many wonderful cities, and be able to travel the world. I pull inspiration from this for a lot of the events that I work on. I focus on business events since I can give my clients more value based on my background and experience than typical event professionals. I moved back to the Madison area since having my own business allowed me to, and to be closer to family.

Eventful Advantage is a business events service company. We help our clients get the results they want from an event while simultaneously ensuring that all attendees have great experiences. Experiences lead to memories. If you are going to take the time, energy, and money to throw an event, you want it to be remembered!

Our tagline is “Create Experiences Not Just Events!” We have an effective method based on neuroscience studies that help you achieve this, and it works every time. We work with our clients at the level they need, from a consultation to helping with part of the event to taking on the entire event project. Our clients range from large companies to entrepreneurs and are from all industries. While based in Madison, WI, we can work in any location.

AMA: Why should marketers make events a part of their marketing strategy?

If strategized and planned correctly, events are, above any other strategy, the most effective and quickest way to simultaneously:

  • Keep current customers loyal and engaged
  • Attract new customers
  • Increase sales
  • Expand your brand awareness

I will be talking about this more in my presentation.

AMA: What are some things marketers can do to strategically plan an impactful event? 

The first thing marketers must do is know the purpose and goal of the event and structure the event to achieve this. One thing to keep in mind when strategically planning your event is your unique selling proposition (USP) – how are you different from your competition? Additionally, what solution do you solve for your customers? What can you give them that would be of value to them? You want to highlight these points in your event. I will be sharing my “5 Business Event Best Practices to Get the Results You Want” with those who attend this event.  

AMA: What is the big takeaway people can expect if they attend the event?

I will be sharing a lot of great information and tips for successful and impactful business events. The big takeaway I hope those attending will leave with is that no matter what the size of your business is or what industry you’re in, there is an event that is right for you, and you should be making it a part of your marketing strategy. If you do put on events now and aren’t getting the results you want, you should consider getting business event professional help. I believe in the power of events, and building your event to achieve these goals will lead to more successful events. If they are not already there, it’s time to get those business events on your calendars!

AMA Madison’s ‘Craft Marketing‘ Series

Craft Marketing features a local virtual presenter each month. You’ll have the chance to learn about a wide range of marketing topics while networking with other industry professionals and enjoying the drink of your choice from your virtual location.