Unlock the future of trade organisations and business growth with Piers, a marketing expert newly joined at the HEA. Discover how building a brand from scratch, leveraging traditional media, and mastering engagement can create a ripple effect that transforms your organisation. Whether you're struggling to attract members, execute impactful events, or harness the power of digital and print marketing, this episode provides concrete strategies to elevate your influence and set your organisation apart.

Piers shares his journey from lighting design to leading marketing at the HEA, revealing how a blank slate became his playground for innovation. You’ll learn about the importance of rebuilding foundational systems, aligning member engagement with measurable results, and cultivating a marketing committee to give member voices a louder say. He also delves into the rising importance of face-to-face events in an increasingly digital world, emphasising that genuine human interaction fuels business and community growth—especially post-pandemic.

In this episode, we break down:

• How to leverage traditional print media and direct mail campaigns with trackable responses for maximum ROI
• The future of hybrid marketing: integrating AI tools like Microsoft Copilot and understanding their role in productivity and creativity
• Strategies for increasing engagement through content sharing, social media re-posting, and developing accessible knowledge bases
• Why building community via in-person events like London Calling 2026 can reignite your organisation’s vitality and growth
• The evolution of marketing channels, from the decline of pure digital reliance to the resurgence of print and face-to-face interactions

Gain insight into the challenges and opportunities of running a trade organisation as a business—balancing sponsorship, member investment, and event success without sacrificing authenticity. Whether you're leading an industry group or managing a brand, the lessons here about strategic planning, community-building, and embracing both tradition and innovation are essential.

Perfect for organisational leaders, marketers, and business owners ready to elevate their impact—this episode arms you with the mindset and tools to lead confidently in a rapidly changing landscape. Tune in to discover how a clear marketing vision, combined with strategic member engagement, can set your organisation on a path to sustained influence and success.