Business events are the perfect opportunity to demonstrate your products, gain new clients and generally help to create a positive image and buzz for your brand. No matter what the size of your business, events are a great tool if they are used properly. So, how can you ensure that you have properly prepared for your event?
Audiences & end goals
Before all else, you will need to consider your target market and the end goal that you want to achieve from the event. It’s important not to get too caught up over the silly added extras that you think might look good. Finishing touches are nice and will add personalisation to an event but if it’s all frills and not much else, you might end up losing money, rather than gaining clients and expanding your customer base.
When considering your target audience, you want to keep in mind that the event needs to be mutually beneficial. Ask yourself: What are my guests expecting to gain from this event? What kind of audience will help me to expand my business? How can I turn skeptical guests into new clients?
From the speeches you make to the way you layout the tables, everything you do should be tailored to ensure your visitors have a memorable experience. Careful consideration of your target audience will ensure that you not only enhance the number of potential follow ups, but that your actions make a lasting impact on your clients as well.
Money, money, money
Another important thing to consider when planning an event is a strong, solid budget. Most people will pull together some kind of budget for their event, but it needs to be precise and carefully thought out to minimize the risk of overspending.
Try not to just randomly pick an overall figure for the event. If you consider each element, such as lighting, refreshments and finishing touches separately, you’re much less likely to throw money away on unnecessary things. It’s also advisable to factor a small amount of ‘spare’ money into your budget, just in case there are any unexpected costs that you may not have considered. That way, if a problem arises you can easily cover it with no stress. Alternatively, if nothing goes wrong you’ll have saved yourself some money.
Once your event is over, you can breathe a little sigh of relief – but don’t get too comfortable too soon. The absolute best thing you can do after an event has taken place is assess how it went. Whether this is directly after, or a few months down the line when attendees have made a decision on your products, assessing the outcome is crucial.
Look at what went right, what went wrong and discuss ways that you and your colleagues might be able to adapt and evolve the event next time round. Finally, tie up all those loose ends. Chase up any potential leads and be sure to say thank you to everyone who attended, a friendly business is a memorable one.
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