So you’re planning on hosting an event to showcase your business, but you’ve never done anything like this before or your previous efforts have not been as successful as you had hoped.
Here are some hints to help you through:
1. Do something unique
It will make you stand out, people will want to talk about it, and they will be left with wanting to know more. Think outside the box. Plan something that engages the attendees and makes them learn about your company without realizing they are doing so.
2. Get press or PR
Everyone loves to go to a fun event! Contact different press and public relations agencies and invite them to come have a good time and learn about your company. Make sure your staff knows who they are and go out of your way to make your business event an enjoyable experience for them.
3. Leverage technology
The days of managing RSVPs and checking guests in at the door on a paper clipboard are over, as are the days of collecting business cards and having someone spend the entire next day performing data capture.
4. Showcase your product/service
Make sure you integrate your product or service into the event. Don’t fall into the trap of spending so much time negotiating with venues and vendors, inviting guests and managing the RSVP process, and trying to get press and public relations to cover the event that you completely forget to highlight your product or service.
5. Clearly define your objectives
Do you want to attract local media, create awareness of your business, build a mailing list of potential customers or sell products? Set goals first, then determine the type of event that will best achieve them.
6. Identify your targets
Who will be attending? – Clients, prospects, alliance partners, staff. What do they look like? – Ratio of male to female, age, level of management. Interests, are they decision makers? This is key to defining the scope of the event.
7. Time it right
Timing is crucial. Consider key dates, such as holidays or annual events in the community that might compete with yours. Allow enough time for attendees to plan ahead to attend, and how much time you’ll need to prepare for the event – rule of thumb is at least 10-12 weeks (depending on the type of event and the budget).
8. Choose your team
Who will be in charge of the event? You will need one person to take ownership and manage all the details, then others to help with the rest of the moving parts. Making sure responsibilities are clear.
9. Set a budget
As you envision your event, you may find the costs are adding up to a price beyond your means. That’s when it’s time to either scale back your plan or find a way to bring in the additional money you need. Depending on the type of event, you might consider seeking a sponsor for the event (perhaps one of your vendors or suppliers), selling tickets in advance, or partnering with a complementary business to share the costs.
10. Follow up! Follow up! Follow up!
Your work isn’t done when the event is over—in fact, that’s when it really starts. As they say “fortune is in the follow up”. Thank people for attending and offer them something special, such as a discount, free trial or invitation to your next event. Even follow up those that did not attend…provide them the same offers and invite them to the next event.
Deciding to host an event can be the first step to new customers, more business or a higher profile in the community. Take time to follow the tips above to ensure you run an event that meets and exceeds your business goals.
Tiz Porreca is a Creator of Events at Ajunjo http://www.ajunjo.com.au/home/ with a Strategy to target a ROI and realise all your Outcomes and Objectives. Connect with her at https://www.linkedin.com/in/tizatajunjo
