How to Grow Your Business in the Canadian Event Industry from Someone Who’s Done It

I’ve spent 13 years figuring out how to get the attention of Canadian event professionals, testing different content, messaging, and strategies. And after all that, I can tell you this: if you put in the effort and follow this step-by-step guide, it will grow your business.

No gimmicks. No shortcuts. Just a proven strategy that works if you’re willing to put in the time and effort.

Step 1: Show Up & Build Your Digital Personality

If people don’t know you exist, they won’t hire you. Show up where they are online.

Your content needs to do two things: show what you do and show who you are. Your work matters, but so do your values, personality, and what you care about. People connect with people, not logos.

Keep your content fresh. Don’t post the same thing over and over. A strong content strategy qualifies you while also revealing something about you. Mix it up:

• Share your take on what’s happening in the industry.
• Show off your work.
• Drop a lesson, a tip, or something valuable you’ve learned.
• Post something creative—either your own work or someone else’s as an example.

Post twice a week. Once about whatever you want. Once that qualifies you, creatively or professionally.

Engage More Than You Post

Posting is good. Commenting is better. Most people don’t, so when you do, you stand out. How you respond shapes your brand and reinforces your expertise while giving the other person a little ego boost. That’s how relationships start.

Make a list of 50 people you want to build relationships with. Engage with them regularly, not in a weird, stalker way, but in a thoughtful, value-added way. People notice. They get that little dopamine hit, and over time, they associate it with you. So when you eventually reach out, they’ll actually respond.

If you’re struggling with what to comment, drop the post into ChatGPT and ask for a direct, concise response that validates the message. You don’t always need to agree; disagreeing can be a strategy, but don’t start with harsh criticism. Do that, and you’ve wasted the opportunity. People who feel judged react negatively. Now, you’re climbing out of a hole before you’ve even started.

Step 2: Go Direct

After 4-6 weeks of engaging online, it’s time to take the next step—direct outreach. Social media builds awareness and credibility, but actual business still (for a short time) happens via email.

A strong email list is an investment. There are great industry databases out there. CSE’s is one of the best, but do your research and find one that reaches the right people.

If social is about brand-building, email is about selling. No fluff. No vague intros. Get to the point, be clear about what you offer, and make it compelling.

Step 3: Show Up in Real Life

In our industry, success is built on relationships, and nothing strengthens those connections more than face-to-face interactions. Digital presence matters, but real trust is built in person, through conversations, shared experiences, and showing up consistently. Immerse yourself in the community, engage with the right people, and become a familiar face.

Opportunities don’t just appear; they come from the relationships you invest in.

Where to Be in 2025

• CSE Live – April 28-30, Great Canadian Casino, Toronto, ON (Exhibitor and Attendee Registration opens Today)
• GO WEST? Live – February 2-4, Edmonton, AB
• Ottawa Meet Week – February 24-28, Ottawa, ON
• Canadian Meetings + Events Expo (CMEE) – August 12-13, Toronto, ON
• The Event – September 6-10, Fredericton, NB

Beyond these are industry nights, open houses, and networking events all year. Be there. Be visible. Have real conversations. That’s how you build trust.

Lastly, Timing is Everything

By the end of May, most major decisions on vendors and venues will already be made. That doesn’t mean you stop—it means you understand the timeline.

Events have a lead-in, and sales results take about six months to materialize. What you do today sets you up for the deals you’ll close down the road.

So don’t wait. Start now. Show up. Engage. Build relationships. That’s how you grow.

While I have you, here’s a bonus tip, one more way to stand out: Enter the Canadian Event Awards.

For over 28 years, we’ve been celebrating #Canadian #eventprofs, recognizing the best in the industry. Enter today and make sure you’re there on April 30 at Universal EventSpace for a brand-new gala experience, produced by the legendary team at e=mc2 Events

Enter today by following this link https://canadianeventawards.com/2025_entry_form/