Properly planned events can yield big dividends
For a business on the rise, finding and retaining new customers is the number one goal, and a corporate event might be just what you need to get your company to the next level. As an entrepreneur, you have many skills, and networking should be one of them. So, why not use those interpersonal skills in a positive and profitable way?
A well-planned corporate event can do wonders for any new or mid-sized business because it allows you to attract new customers and use the valuable insight that you gain from them to sell more products. However, you can’t just throw an event tomorrow. Proper planning is needed, along with goals for what you want to achieve. Read on for what such an event should entail and how it can help your business.
Set Up for Maximum Success
In order to achieve the best results for your business event and see the growth that you are expecting, effective planning should be the first step. You need to make sure that everything is set up properly so the guests leave happy, because if they think your event is top-notch, they will believe the same about your product or service. Start by making an extensive to-do list, leaving no stone unturned, and then delegate the responsibilities. If you have the resources, you might even form a planning committee, so that you have dedicated team members on each task.
It is very important to ask yourself why guests would want to come to your event and then plan around that idea. Whether it is to learn a new skill or meet a guru of the trade, you need something that pulls people from their busy schedules for a few hours.
Get your budget in order and account for everything. Remember, your ultimate goal is to make money, so avoid going over the budget. Also, be smart about your venue. You want a place that has enough room for all potential attendees, but you also don’t want a space that’s too big or it could make the potential customers uncomfortable or make a less robust crowd look even smaller.
Once you have figured out the ins and outs of your event, you need to go above and beyond with your marketing efforts. At the very minimum, you need to create excitement for the event on your company website with a catchy invite that includes what your event promises and why potential customers absolutely must attend. Get on social media and try to spread word of mouth as shares and retweets can really get the word out. Remember that your marketing can be flashy, but it must be professional as many people may see your invite as a representation of your company.
What to Do During the Event
When the event has arrived, it is time to impress. Since your goal is to attract more customers, you need to get social and build some relationships. Talk to everyone you can and have meaningful conversations as you speak less about yourself and more about the clients and what they are looking for in your specific industry.
Although it may seem counterintuitive, you do not want to go too hard on your sales pitch while you are talking to your guests. Many people avoid attending events like these because they are afraid of being hassled with sales talk. While you do want to fit in a few tidbits about your business, you also want to ask why they were drawn to your event and respond appropriately. If your company is in a competitive market, then your personality alone could be what makes customers choose you over them, so smile and be yourself.
If there are particular people you really want to impress during the event, then take some time beforehand to research them a bit on social media and see if you find any connections between you and them. During the event, speak to those connections because doing so will not only give you a good stepping off point, but it will also make the client feel special. After you talk to someone, take a second to write down a few important details so you can utilize them later. Once the event is over, say goodbye, shake hands, and share contact information.
Benefits of Company Events
Now that the event has come to a close, it is time to use all of the information you gathered towards growing your business. That data you obtained is crucial for building your business from that point on. For instance, now that you know what customers want versus what they don’t want, you can better focus your budget towards profitable endeavors instead of wasting money on everything just to see what sticks.
You can also use the names and email addresses that you collected to build better marketing communications for the people you met that they will hopefully forward to others. Personalize these messages to the client and throw in special deals and incentives that will keep them coming back. Best of all, you can use the pros and cons from this event to influence your future events that might cater to the same group, VIP clients, or new demographics altogether. The more you learn from this event, the more profitable the next one can be.
A successful event also creates many benefits that you may not immediately identify, but can create a ripple effect that should help increase your business over time. Just the fact that you held an event can give customers the positive impression that you are not just another fly-by-night business that will disappear tomorrow, but instead a company on the rise that they should get excited about, leading customers to latch on sooner. Finally, a successful event can create a helpful social media boost. It can be difficult to come up with social media posts on your own, so why not let your excited guests do the work for you and tell all their friends that your business is the real deal.
Yes, it can be daunting for a new or emerging company to get the growth that they desire, but a well planned and executed business event can provide the boost needed to reach the next plateau.
Written by: Indiana Lee, BOSS Contributor