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Is it possible to tailor event marketing strategies for industries as distinct as landscaping, insurance, and technology? According to Shanondoah Nicholson, Marketing Events Manager at LMN, it absolutely is. With nearly 15 years in B2B event marketing, Shanondoah has successfully crafted strategies across a range of specialized sectors, and in her experience, it all comes down to truly understanding each industry’s core needs, communicating directly to those needs, and sometimes taking a creative risk to stand out. Here's how Shanondoah redefines event marketing in niche industries and her advice for professionals looking to make a genuine impact in unique markets.
Understanding the Unique Needs and Pain Points of Each Industry in Events Niche Markets
Each industry has its own priorities, from regulatory challenges to workforce needs, and knowing these makes all the difference in marketing. Shanondoah’s approach starts with a deep understanding of the client’s operational challenges. At LMN, for instance, she designs events around the challenges of small landscaping businesses. Understanding that owners in this field often lack time and resources for back-office operations, her team emphasizes how LMN’s software can help streamline those processes.
“No small business owner gets into their work to learn how to run P&L statements. They want to follow their passion, and we’re here to make that easier.” - Shanondoah Nicholson
This approach requires putting herself in the audience’s shoes, something she has also applied across her work in health technology and insurance. For example, while working at AlayaCare, a health software company, Shanondoah hosted events focused on compliance and patient care because she understood that these were pressing issues for healthcare providers. By directly addressing her audience’s day-to-day pain points, she ensured event content was both relevant and valuable.
Actionable Steps:
Conduct deep audience research by talking with industry professionals and studying reports to uncover niche-specific challenges.
Develop event content that tackles the specific issues of your audience, such as streamlining operations or navigating regulations.
Engage industry experts as speakers or panelists to bring firsthand insights that attendees find immediately useful.
Crafting Targeted Messaging That Speaks Directly to Audience Values
In niche industries, generic marketing messages tend to fall flat. Shanondoah stresses the importance of speaking directly to audience values by creating event campaigns that highlight how solutions impact the lives and work of attendees. For instance, when crafting messaging for LMN’s events, she focuses on how the company’s software simplifies landscaping business operations rather than just detailing features.
“We’re serving small businesses and making their lives easier. It’s all about keeping the message focused on how we make their business better,” - Shanondoah Nicholson
During her time with Esri Canada, she noticed that customers valued on-the-ground, practical applications of GIS technology. She tailored messaging to show how Esri’s tools supported actionable data use, which is especially valuable in the land management and environmental sectors. By keeping the message directly relevant, Shanondoah saw increased engagement from attendees, who felt that the events were tailored just for them.
Actionable Steps:
Identify audience demographics and psychographics by diving into what your audience values most about their work.
Use real-world testimonials and case studies that demonstrate specific, relatable successes.
Focus on the direct benefits over features, creating a message that resonates with the day-to-day work of attendees.
Taking Cues from Other Industries to Keep Events Fresh
In a crowded event landscape, keeping things fresh and engaging is essential, especially at trade shows. Shanondoah draws inspiration from event strategies across various industries to find new ways of attracting and engaging audiences. For example, she recently attended the largest landscaping trade show in North America and wanted to make LMN’s booth stand out among hundreds. Instead of going with a traditional swag giveaway, she set up a station for custom, airbrushed trucker hats.
“We had an artist who’d take your name and personalize the hat. We ran out of them in two hours! Attendees were still talking about the hats the next day. It’s about creating a memorable experience that stays with them.” - Shanondoah Nicholson
Her strategy didn’t stop with personalized hats. By offering a few drinks and promoting the airbrushing on social media, she created a buzz that brought people to the booth. The experience was so memorable that people asked for hats long after the initial promotion ended, showcasing how small, personalized gestures can leave a lasting impression.
Actionable Steps:
Experiment with cross-industry inspiration by borrowing popular ideas and testing them in your market.
Utilize exclusive offers and limited-time giveaways to create urgency and excitement.
Balance consistency with innovation by identifying elements that have lasting appeal and experimenting with fresh concepts each year.
Mapping Emotional Journeys to Boost Attendee Engagement
Shanondoah brings a unique perspective to event design, emphasizing the need to map out the emotional journey of attendees to create a lasting impact. Rather than viewing events as a series of sessions, she sees them as a progression of feelings that leave attendees fulfilled. Her process includes balancing excitement, engagement, and learning throughout the event.
“You don’t want people at the same energy level throughout. It’s like a movie; there needs to be a journey so that people leave feeling inspired and energized” - Shanondoah Nicholson
One memorable example Shanondoah shared was an event for Esri where they showcased impactful customer stories from nonprofit organizations. By beginning with inspiring stories and ending with actionable insights, the event took attendees on a journey from inspiration to motivation. This emotional approach kept the audience engaged and excited to implement what they learned.
Important steps to follow are:
Plan an emotional journey within your event to ensure variety in energy and engagement levels.
Incorporate sensory details like lighting and music to build a cohesive, immersive experience that supports the event’s theme.
Add interactive sessions and breaks to keep attendees engaged and energized over long sessions.
Aligning Event Goals with Long-Term Business Outcomes
In niche industries, proving event ROI is key to sustaining support. Shanondoah prioritizes data tracking and carefully sets metrics for each event to ensure alignment with business goals. From lead generation to long-term conversions, Shanondoah has honed her approach to show a clear link between events and business outcomes.
“Knowing your data and being able to showcase the ROI from your events is essential. You want to show stakeholders that events aren’t just gatherings but are driving actual revenue and engagement.” - Shanondoah Nicholson
She recalls a trade show where LMN generated hundreds of leads. By analyzing follow-up conversations and tracking leads in LMN’s CRM system, Shanondoah demonstrated the event’s cost-per-lead to key stakeholders. Her data-driven approach has helped secure future support and ensured that each event is seen as a valuable revenue driver.
Actionable Steps:
Define specific metrics for event success before event planning begins.
Track post-event data to understand what drove the most engagement and conversions.
Communicate results with stakeholders to demonstrate impact, showing both short-term leads and long-term conversions.
Shanondoah Nicholson’s experience highlights a powerful approach to marketing in niche industries by emphasizing empathy, creativity, and data-driven impact. From engaging personalized experiences to carefully mapping out emotional journeys, she shows that breaking through in specialized markets requires not only a unique strategy but also a dedication to understanding the customer deeply.
Shanondoah’s insights remind us that each event is more than just an isolated gathering—it’s an opportunity to drive engagement, build lasting connections, and deliver genuine value. For event professionals, her strategies offer a valuable toolkit for creating events that resonate with diverse audiences and deliver meaningful outcomes.
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