How We Made an Investment Conference Feel Like a Family Reunion

Think about the last family reunion you went to. Aunties catching up like no time has passed, uncles huddled over politics, cousins sharing laughter, and plates piled high with delicious food. Now, imagine the same warmth, familiarity, and energy but in a professional setting where the “family” is Sierra Leone’s diaspora, and the goal is to drive investment in the nation’s future. 

That’s exactly what happened at the 2025 Sierra Leone Diaspora Investment Conference (SLDIC). There were more than just panels and speeches, it was a gathering that reminded people of home while building bridges for a brighter future. We had Sierra Leoneans in America, Europe, back home, and even friends from Ghana and Ivory Coast  gathering together physically and online to make this happen.

But how were we able to sell this event to get this attendance? Here’s how VR&C Marketing pulled it off and how you can plan your events with the same impact!

 

Know Your Audience

Every successful event begins with a simple question: Who is this for? 

For the SLDIC, the answer was clear from day one: Sierra Leoneans in the diaspora ready to invest back home. Alongside them, we also considered businesses exploring new opportunities and local entrepreneurs eager to connect with global investors. 

This clarity shaped everything from topics we chose to discuss to the tone of our marketing materials. We designed panels around the sectors that matter most to Sierra Leone’s future, that is, agriculture, healthcare, entertainment, and entrepreneurship. 

These areas not only generate profit but also drive national development. In doing so, we hit two goals at once, that is, creating a platform for our target audiences to meet in one place, and equipping them with knowledge to make smart, impactful investments back home in Sierra Leone. 

Here is the takeaway: when you know your audience inside out, you don’t just fill a room for the sake of numbers. You fill it with the right people, the ones who will engage, connect, and act.  

 

Choose Speakers Who Speak to Your Community

When planning an event, it’s tempting to chase after big names and stellar personalities, but what happens when your audience can’t relate to them? If your audience can’t connect with them, the impact falls flat.

For our conference, we chose voices that mattered to Sierra Leoneans in the diaspora; people who do not only understand the country’s challenges but could also paint a clear picture of its opportunities.

 

Our lineup reflected that strategy. The Governor of the Bank of Sierra Leone, Dr. Ibrahim Stevens, shared insights on the nation’s financial outlook. Minister of Agriculture and Food Security, Dr. Henry Kpaka, broke down what investing in agriculture could look like for diaspora investors. We also brought in Sierra Loeneans who had walked the path themselves. 

Entrepreneurs like Aminata Dumbuya, Alhaji Siraj Bah, and Kippy Debs, who shared their journeys of building successful businesses at homes while having to move between Sierra Leone and abroad. We even had the former ambassador of the United States to Sierra Leone Michael Owen who offered insights on how bi-lateral relations between America and Sierra Leone might evolve under the new Trump administration’s travel restrictions. We had many more who spoke about investing in healthcare, construction, agriculture, and in the other sectors. 

 

This worked for us. Attendees didn’t just sit through the panellist discussions, they leaned in, reflected on what was being discussed, took notes, and stayed engaged. This yielded the results we wanted to see. Afterward, the guests talked about the panels that stood out for them, who they met, and the stories that inspired them. 

Our event was a success because when speakers reflect your audience’s aspirations and challenges, the event feels more personal. So choose speakers that speak to your target audience. 

That’s the power of relevance. When speakers reflect your audience’s aspirations and challenges, the event doesn’t just inform, it feels more personal. And that is when real impact happens.

Create Little Moments of Connection 

If you walked into the Silver Spring Civic Centre that Friday, you would have felt it right away: people hugging after years of not seeing each other, exchanging contacts, laughing as they posed for photos, it felt like homecoming. 

During the event, our spectacular co-hosts, Daniel Koroma and Mariama Jalloh-Heyward leaned into that energy. They shared personal stories from their Sierra Leonean roots and even sprinkled familiar Salone slogans that had the audience smiling and nodding. Their authenticity set the tone, encouraging panelists to open up and share their own connections to Sierra Leone, which made the room feel even more personal.

 

And then there was the buffet! Catered by Hajara’s Kitchen, it sealed the deal. Every dish carried Sierra Leonean flavours that transported people straight back to Freetown, Bo, Kenema, and beyond. Even the drinks added to the experience. For many, it was nostalgia on a plate. 

 

That’s the point: events aren’t only about what’s happening on stage, they are about the moments that spark emotion. Long after the event, people will remember the laughter, the stories, and even the taste of Salone. Add those personal, relatable touches to your event and you will make it memorable. 

Marketing Tools: Don’t Just Announce, Engage

 

Too often, businesses treat the marketing of events like an afterthought. But the truth is, if you want people to show up, marketing has to be front and center and it has to start early. For the 2025 SLDIC, we began building anticipation months in advance. This is how: 

• Diaspora Network Outreach: We tapped into WhatsApp groups where Sierra Leoneans in the diaspora connect daily. From there, we personally reached out to individuals, invited organizations, and kept the anticipation alive. Don’t underestimate the power of direct outreach, even cold emails work. With WhatsApp’s new community feature, creating groups and sharing updates have become even easier. That’s how you meet people where they already are. 

 

• Targeted Social Media: We didn’t just post anything, we crafted content that spoke directly to our audience segment. For example, while some posts were geared towards attendees, others highlighted opportunities for vendors. By showcasing the benefits of being part of the event as a vendor, we secured 5 small businesses who purchased vendor tickets, showcased their products, and made real sales at the conference. 

 

• Professional branding and design: Consistency matters. Our flyers, digital invites, and website carried a unified look and feel that made up recognizable and trustworthy. Good branding isn’t just aesthetics, its credibility. 

 

 

 

 

• Visibility in the Press: We kept momentum alive with a steady stream of articles announcing speakers, spotlighting sponsors, and profiling keynote guests. Each release reminded people that this was a serious, credible event, worthy of their time. 

 

And the results spoke for themselves: Over 200 attendees, a diverse lineup of panelists, and conversations that carried on long after the closing remarks. People left inspired, vendors left satisfied, and attendees are already asking when the next conference will be. That’s the power of marketing done right with a properly planned event. It builds anticipation, credibility, and long-term impact. 

Flexibility Will Save You

Even with airtight logistics, surprises will always show up! Speakers could run late, technical hiccups, last-minute schedule changes, etc. The true test of event planning isn’t avoiding problems, it’s how you respond when they arise.

 

For the SLDIC, one unexpected curveball came from speakers requesting ticket changes for their loved ones for tickets they have already bought. On paper, we could have said no, the workload was already stacked high. But instead, we chose flexibility. We made the changes, their families attended, cheered them on, and later amplified the event by sharing it on their social media. The ripple effect extended our reach and visibility far beyond the room. 

 

The lesson is that perfection isn’t the goal, it’s adaptability. Behind the scenes, our team pivoted in real-time, smoothing over challenges so seamlessly that attendees never noticed. That’s the mark of pro-level planning: staying flexible so people feel important, and your event keeps its momentum. 

The Big Picture: Your Event Should Be a Great Memory

At its heart, the 2025 Sierra Leone Diaspora Investment Conference worked because it felt more like home. People left informed, inspired, and reconnected. And that was our ultimate win: when your event delivers value while leaving lasting memories. 

And that is the big takeaway for any business owner, entrepreneur, or organization planning an event. People don’t just remember the program, they remember how you made them feel. 

That’s exactly what we do at VR&C Marketing. From strategy and speaker selection to marketing and logistics, our team knows how to turn your events into an unforgettable experience. Whether you are planning a corporate conference, a product launch, or a community gathering, we can help you design, market, and execute it for a great experience. 

Find us at www.vrcmarketing.com and reach out to us via WhatsApp at +232 76 403103 and let’s make your next event not just successful, but unforgettable.