Recertification - Event Marketing - N CA Chapter/AAO - 7/21/26 - San Francisco, CA

Includes a Live In-Person Event on 07/21/2026 at 10:30 AM (CDT)

This course is scheduled to take place at the American Academy of Ophthalmology office on 7/21/26 from 8:30am PST – 3:00pm PST.

Because you are recertifying, your day will end at 3:00pm PST.

You are required to read the workbook before class. It is located under the “Workbook” tab.

COURSE DESCRIPTION:

Marketing is not an exact science. It involves a variety of strategies and tactics that evolve continuously, requiring marketers and exhibition/event organizers to adapt to shifting social, cultural, and economic conditions. A strong marketing plan combines time-tested practices with fresh ideas, innovations, and unique perspectives, all of which contribute to the success of an exhibition. The primary goal of an exhibition is to create an environment where buyers and sellers can meet face-to-face. Today's technology allows organizers to extend the impact of an exhibition by using digital tools to enhance the overall experience before, during, and after the event.

LEARNING OBJECTIVES:

After completing this course, the participant should be able to:

Define marketing and explain the difference between the marketing and sales functions
Identify and explain the elements of a marketing plan
Describe market segmentation, define target markets, and explain how to reach global audiences
Discuss the 7Ps and explain how the marketing mix is applied to reach target markets
Review event evaluation processes and discuss the importance of establishing KPIs to measure goal attainment
Discuss three types of sponsorships to help promote an event

Necoya L. Tyson, CEM-AP, CGMP, CCEP

Founder & Chief Executive Officer

Lightsey Event Solutions

Necoya Tyson, CEM-AP, CCEP, CGMP, CWP is the Founder and CEO of Lightsey Event Solutions (LES), a leading conference and tradeshow management firm. With a passion for creating unparalleled event experiences and a keen understanding of the intricacies of the industry, Necoya has built a reputation for excellence and innovation. Having started LES from the ground up, Necoya brings a wealth of expertise in tradeshow logistics, strategic planning, and client relationship management. With a career spanning almost 20 years in the tradeshow and event management sector, she has successfully overseen the execution of numerous high-profile events, earning the trust of clients and industry partners alike.

Beyond her professional pursuits, Necoya is an active participant in industry associations and forums, contributing her insights to further elevate the standards of tradeshow management. She is a graduate of Shaw University with a bachelor’s degree in Mass Communications. She is also a certified corporate event planner (CCEP), certified exhibition manager-advanced professional (CEM-AP) and certified government meetings professional (CGMP).