Business revenues are sustained through multi-channel marketing. Cold calls, emails and publishing great content is a start. Business happens when great minds get together. What better way than at an in-person event.
Face-to face events can be a boon for generating new leads. They allow first hand conversation about your products, services and people and offer a the realism that a banner ad never will. It puts you directly in front of potential clients and offers the perfect opportunity to start a focussed dialogue on a potential engagement. This is your chance to shine.
A well orchestrated event will keep you calm, delight attendees and ultimately increase revenues; you’ll be planning your next one right after!
Before you host an event, make sure you explicitly write down your success criteria. Generating leads is the obvious one. Add to it meaningful descriptions and realistic metrics. Also consider the less obvious impacts your event will create: credibility, publicity, buzz etc.
Costs — ROI
Hiring a venue plus catering with drinks and food, along with a goodie bag and snazzy pens will cost money. You need to keep a close eye on the costs. Over time, and before you host your next event you will want to know the ROI on your event. Allow yourself a considered time frame to calculate this, as it can sometimes take months for a lead to convert. Its a little tricky to accurately calculate this, but as an number you want the result to be less than 1:
total event cost (£) / deal values within the considered time frame (£) <= 1
Conferences, workshops and seminars. Drinks with nibbles, networking and one-on-one consultations. Choose this based on the resource you have to hand: funds to invest, people to present, logistical support, partner support, guest speakers etc.
Sounds obvious, but this is super-critical. Do not under-estimate the importance of getting this spot-on. You want the right people to attend, for the right reasons. It’s right for each one of them because of the carefully invitation they received from you. You will prepare the agenda based on their interests; delivering appropriate and timely information.
Targeting your event to the right profile of attendee will pave the way to achieving the Goals you set out up front and generate a respectable ROI.
It will be all right on the night. Planning, revising and having alternatives will ensure your event runs smoothly and will create a positive professional vibe.
You will probably have an idea of the products or services the event is to focus on. Build on this and create an enticing theme. This will be the backbone of you event and will cascade through onto your invitations, marketing, social posts and most importantly post-event follow-ups.
Consider dates at least a few weeks in advance. Busy execs will block out time for something they are genuinely interested in. Be aware of school holidays, public holidays, religious festivals, big sporting events and other significant events. Have a think about the duration of the event, time for security checks if appropriate, refreshments, presentations, Q&A sessions etc.