Events are a great way for entrepreneurs to connect with their target market, attract media attention and generate buzz. Some types of events an entrepreneur may consider hosting are:
- Trade shows, conferences and fairs
- Workshops, hackathons and retreats
- Webinars, virtual summits and online trainings
- Tours
- Networking events
- Launches
- Breakfasts, luncheons, dinners, barbecues or wine and cheeses
- Fundraisers
- Tournaments
Putting on a successful event
You could go it alone or partner with likeminded businesses or organizations. Either way, here are some tips for a successful event:
Research the needs of your target market: Improve your chances of having a successful event by carefully researching your market. What would motivate them to attend an event related to your industry? What would they expect to receive or accomplish by attending your event? You may want to survey your ideal client.
Organize: Before you get started, plan your budget. There are numerous moving parts in planning an event and, unless you hire an event planner, you are in charge of all of them. There are software programs available, but many people find a well-labeled notebook works fine.
Advertise: If you are just starting out or even if you are not, don’t rely solely on word of mouth. Remember that it takes several interactions with your brand to convince people to take an action such as signing up for your event. Be open to changing your strategy if your event isn’t filling up. Set a tipping point where you either take a loss or double down on your ticket selling strategy. You may need to budget ahead of time to make this possible.
Brand your event: It’s your event, so even if you plan to have outside vendors, you should make sure that guests see your brand name, logos, colours and other assets whenever it’s relevant. This could include:
- Advertising
- Check-in
- Reminder emails
- Décor
- Gift bags
- Literature
Does the event match the tone of your company? If you are running a company that displays offbeat humour, you don’t want to present an overly corporate affair and vice versa.
Leave yourself enough time: Several months or even a year might be required for a live event. If you are booking major talent you might need at least a year. If you are presenting an online event, give yourself at least a month. Don’t allow professionalism to suffer due to the excitement of putting something online. In addition to polishing your presentation, you will be able to generate a sizeable crowd for your event. More attendees will give your venture more social proof. People who log on to an empty room will soon disappear.
Communicate: Make sure everyone involved in the event has clear instructions from what door they should deliver from to the exact time they are required. Don’t let people assume that they know their roles. If you have helpers involved, give them a job description even if they are volunteers. If you have vendors and contractors, make sure the agreement is clear. Include the time of arrival and how much time they have to set up. Otherwise, they may disrupt your event.
Follow-up: Send your follow-ups immediately so that your attendees are still thinking about you. They may be so happy with their experience that they are ready to buy. Send an evaluation so that you can get immediate feedback that you can incorporate into you next event. Sending thank yous will establish your authenticity and help you attract ongoing reciprocal relationships.
An event is one of the best ways to gain traction for you brand. The right event can gain PR and help you connect directly with your audience. Event planning and promotion is an event strategy that gets results.
Shella Gardezi is a marketing, PR and SEO specialist with experience doubling website traffic and sales and getting features in national publications and on the airwaves.