Breakfast with Lisa Messenger: learn why online communities matter for events – and how to create powerful ones

By , 3 December, 2019

The Business of Events, 19th March 2020, Luna Park, Sydney

Online communities are important for live events. They allow you to build a relationship with your target audience, then stay in touch well beyond the event.

But building a community online is not as simple as posting to a social media page.

At a special new breakfast session to be held before The Business of Events 2020, globally renowned entrepreneur Lisa Messenger, CEO of Collective Hub, will talk about the power of community and the flow-on effect for brands and their bottom line.

Ms Messenger said, “Communities provide longevity and an ongoing conversation and relationship, rather than just being about the event or a one off touchpoint.

“I spent eight years as a PCO in the meetings and events industry, and then went on to build multi-channel global businesses harnessing the power of communities and running live events. It’s extraordinary what scale you can achieve when you flip your mindset and start doing things a little differently to the status quo. I’m looking forward to sharing my journey and what is possible.”

Albert Kruger, Event Director at organiser Exhibitions & Trade Fairs (ETF), said, “Lisa is a vibrant speaker and a real game-changer in the event space, so this breakfast will be a fantastic opportunity for attendees to hear about the power of creating a community. Lisa will go through examples of exactly how to build a highly effective online community, using her own brand Collective Hub to show just what is possible.

Lisa has amassed a community of over 800,000 social and digital followers, so the learnings here for attendees, in an intimate and limited-numbers session, are just fantastic.”

Crucial session takeaways

Three of the fundamental takeaways from the breakfast session are:

  • The keys to building an online community that is worth paying attention to, what channels to use and when
  • How to turn your online community into ticket buyers and attendees at your event, while remaining authentic in your tone
  • The ways that community building ties in with a fully integrated sponsorship strategy – but why gold, silver and bronze are not the strategy

ETF’s Albert Kruger said, “Lisa understands exactly what delegates attending The Business of Events are looking for. Her passion is to really challenge both people and businesses to change how they think. She encourages creativity and innovation, and with her many achievements, it’s easy to see why Sir Richard Branson is among her fans. We are absolutely delighted to have Lisa Messenger at this inaugural breakfast session.”

Bookings for the intimate “The Power of Community and The Flow-On Effect for Brand and Bottom Line” breakfast are now open. The event will run 7-8:30am before the full-day main conference.

* This breakfast will be absolutely free for the next 20 people who secure their pre-sale ticket.

The Business of Events 2020 is on Thursday 19th March 2020, at Sydney’s Luna Park. Specially priced pre-sale tickets are selling fast. To book and for more information, visit

Source: Exhibitions and Trade Fairs