Business Growth Led by Event Management Techniques

When you’re in the early stages of starting your business, acquisition can be a challenge. You have limited resources so that marketing can be difficult. However, conferences, trade shows, and in-store events are an incredible way for your business to get up close and personal with prospective and current customers.

Simply hosting or attending events is not enough, and you can scale your business quickly by learning conventional event management techniques. It doesn’t mean you have to be an event planning expert, but taking the time to think strategically and planning your events can make your efforts to grow your customer base go far.

 Events Help Business Growth By

Working to scale up business sales. When you’re hosting an event with your business, it gathers a group of people together that are united by a common interest. You don’t have to sell one-on-one. It’s a much more efficient use of a founder’s time and can help speed up the sales cycle progression.

Gives you a higher level of authority & trust. It’s part of the human condition- we are biologically hardwired to respond best to people when we can have eye contact and see their faces. That face-to-face connection with your customer base is crucial to developing a relationship that leads to sales.

Captive audience facetime. While you have your audience’s complete attention, you can maximize this time to tell these prospective customers about your product or service as well as any new changes you have.

Increase signups and sales. Scaling your purchases don’t have to be a pressure sale. Use events to tell people about the benefits and ask them to give you their name and email if they show interest.

Events That Fuel Business Growth

While the number of different events you can host or appear at is endless, there are many event ‘types’ that work very well in developing trust early on and building your customer base. Here are several that have traditionally worked very well for small business growth:

Best Customer Panel Discussion

Reach out to a few of your best customers or clients and offer drinks and appetizers. Tell them about your latest plans with your business and ask their opinion. These events are an opportunity for precious feedback from your loyal core group of customers and can help you drive your business forward.

Flaunt Your Expertise

You are the expert in your space, which is how you’ve done business– out of your knowledge. You’ve acquired a massive amount of useful information through your expertise that you can share with both current and prospective customers. Running events where you can teach them the best practices that can help your customer’s business. This allows current and potential customers to develop trust with your brand and helps them gain confidence in your industry.

All business can utilize this to drive business growth- it doesn’t have to be business-to-business. Local service providers can do it too- best practices educational events can be made for nearly any industry.

Open Day or Pop Up Shops

Either one of these options are a fantastic way to market a new move or a grand opening, allowing you to showcase your brand in person. This gives you exposure to new clients and an opportunity to introduce new people to your company while growing your business.

Pop up shops are positive PR and press magnets, so make sure you make the most of this opportunity to market yours to the world. This would be an opportunity to invite bloggers or other influential people in your space to the event and start developing a partnership offline.

If you’ve been focusing mostly on tracking online sales, make sure you’re prepared for offline sales and set up a POS well before your event. Testing it ahead of time is crucial for success and allows you to keep track of your transactions. If all goes well, you could set up a series of pop-ups in exciting locations.|

Networking Events

There is an active group of people around your business or industry who would benefit from meeting each other. While this holds particularly true for B2B companies, it can apply to many industries.

If you can help connect people in your ecosystem and help them develop mutually beneficial relationships, then you’ll become the person in the know in your ecosystem. Establishing yourself as the expert helps grow trust and can turn into business down the road.

“Taster” Events

Anything that can be broken down into smaller bits is perfect for a taster event. This can take the form of anything from trial classes for training programs, wine tasting events where there are cases of wine for sale or an educational how-to for marketing services.

This is a perfect way to grab customers that are unsure by offering a product or a service for a smaller cost or without a cost at all, allowing them to assume a lesser financial risk until they feel more confident in your business.

How To Make Your Business Event Successful

You’ve committed to attending or hosting an event, and it’s time to spread the word to let people know what you’re doing. Plan on starting to spread the word a month or two in advance to give people plenty of time to prepare. Here’s what you can do right now to spread the word:

  • Update your website. Taking a moment to post necessary information like dates and times of your event on your website is the easiest way to alert regular customers.

  • Send emails. If you have an email subscription list, use it to remind your subscribers about the events that are around the corner. It’s even better if your email subscribers live near the event, but if they don’t, you should segment your list to exclude them.

  • Remind people on social media posts. Use your social media accounts to promote your event to your audience and supporters. You could even offer a special discount to those who mention a code from social media or share your posts.

  • Include information about your event in all advertising.  If you are using any traditional media buys like radio or print ads, use a small portion of your ad space to promote the upcoming event.

  • Showcase your business’s personality. In-person events are an exciting opportunity for you to showcase the people behind your business. This allows current clients and prospects alike to put a face to the names they’ve seen when they’ve come into contact with your brand. If you do the bulk of your business online, it’s an opportunity to demonstrate the humanity behind your operation.

While the ultimate goal behind an event is to drive visibility and eventually sales, it’s incredibly important to have fun! Taking the opportunity to demonstrate that you enjoy what you do to your prospects will go a long way in helping drive business growth.

  • Offer a great customer experience. You’ve taken the time to plan and strategize, you’ve sold out all of tickets and experience packages. You’ve set solid expectations about what your organization can offer to your attendees, and now it’s time to deliver on those expectations.

Providing a great attendee experience is entirely built around the relationship. This means you must communicate regularly so your attendees know where to go, what time to arrive, what they should expect, and other relevant information that’s essential to their positive experience at your event.

When everyone finally shows up for the actual event, you want to make their check-in and arrival experience a smooth, enjoyable experience for both of you as much as possible. This is where your processes must be iron-clad. What happens if someone doesn’t print out a confirmation ticket? How will you keep lines moving smoothly? There are plenty of apps to use to help you optimize the check-in experience for event attendees.

Events Aren’t Easy

While putting on engaging events isn’t easy, it’s not impossible. Since they’re a lot of hard work, it’s vital that you do everything possible to help reward yourself for the effort with a sold-out event without having to hire a full-time marketing team.

 

Author Bio:

Kristen Bowie is a marketing leader, forging the path with data-driven decisions. When she’s not writing for thought leadership and creating sponsorship proposals at Qwilr, she’s hanging out with her two urban dwarf goats, painting, or is out watching a local band.

 

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