The organisation that goes into making an event a success is as important as the content of the event itself. In a business setting, this means knowing what the goal of your event is, and organising it around that core objective.
Know Your Market
Perhaps you’re launching a new product. Or maybe you want to sell a new inter-business service. Understanding exactly who your audience is and what it is that they want from your service is crucial.
This is where some well thought-out research can really come in handy. You want to create a credible “buyer persona.” This is a sort of Mr or Mrs average customer. It lets you describe their features, interests and requirements. It means that you’ll start getting an idea of the type of person you need to target, what they want, why they want it, and where you should engage them.
It’s also important to be scientific in your approach. Come up with a buyer persona, and then try to disprove your theory like any other dispassionate scientist. Maybe you want to sell IT services to startups businesses. Your hypothesis is that your buyers are young men in their twenties. But you soon find out that most startups are coming from people over the age of fifty who’ve had enough of the 9 to 5.
That, of course, changes everything, including where you decide to engage your market.
Promote Your Event
Promoting your event online is a tricky process. As always, you need to make sure you have covered all bases. The easiest way to do this is to consult with event marketing specialists.
Ensure that you make the most of email. Most event organisers see this as their most important channel for reaching potential customers. It’s also very cost efficient.
Also, make sure you make the most of event hosting websites. Think about the keywords that attendees might use when they search these websites for events. Is yours likely to come up?
Work Out Why You’re Valuable
It might be obvious to you why your event is valuable, but it isn’t to your customers who have to part with their cash. One of the problems that small businesses face is communicating exactly why what they’re doing is valuable. This is especially the case when their event is going up against more established channels.
The task is to differentiate what you’re doing from the competitions. This can be something as simple a the setting. Imagine how good it would be if you could hold a finance seminar in a beautiful hotel? It would certainly make a change to the dreary, dry office feel of many seminar rooms.
But you could also offer a more comprehensive support to people coming to and from your event. Or maybe you could offer continued support on the phone after they leave. Let them know if they have questions after an event, all they need do is call you up. Perhaps you could be really innovative and send out course materials or tools to help their businesses flourish.