2-21-12
This article recently arrived in my e-box and I wanted to pass it on. The article discusses having an 'event'. An in-person event such as a presentation or a reception is an effective way to break through the clutter to help you connect with current or prospective customers. These loyal, lasting relationships are essential to the growth of your business. It's food for thought in the marketing game and worth a quick look.
Here's the 'meet' & potatoes:
- Build a baseline.
In order to track your event's success, you must first get a baseline of the clients' attitudes and opinions. This can be done by conducting a simple online survey that asks questions about your business. Are they aware of your services? Do you offer a product or service that they would recommend to others? Keep the survey short with just a few questions. - Set your business objectives.
Pinpoint your reason for hosting the event and identify a measurable goal. What will make your event a success? Is it the number of referrals you'll receive as a result? This will guide you in your decision-making throughout the event-planning process. - Define the event, then make it fun and engaging.
Events can be business-driven and memorable all at the same time. Just make sure the value your business delivers intersects with the purpose of the event in a meaningful way. Plus, determine the draw of the event, such as a known industry speaker. - Determine your budget.
Decide the amount you are willing to spend in order to gain the target return. When planning your budget, be sure to account for the venue, meeting planner (optional), food and beverage, printing, postage, photographer, gifts, audio/ visual rental and valet parking. - Create an agenda for the event. Create a schedule for the event, from the time your team arrives at the venue until the last person departs. Assign responsibilities to the team.
- Engage your team in the process.
Form a small team of three to four employees, request their input and assign specific planning responsibilities, as needed; then meet on a regular basis to stay on target. - Prep your staff on their role(s).
If your employees are part of the event, communicate to them what you need them to do. Should they attend as a guest and mingle with fellow guests? Should they greet guests as they arrive? Be clear with your needs and expectations. - Consider the services of an event planner.
Depending on the size and complexity of your event and your budget, as well as your access to staff support, consider the services of a meeting planner. Look for planners who are industry-certified (CMP). They have the expertise, resources and connections to venues, caterers and themed decor. - Determine the location and time based on the needs of your audience.
Location: Depending on the targeted number of attendees, either host the event at your offices or choose another venue. The location or venue you choose will depend on your objective, size of your guest list, budget and theme. When choosing a venue that is not a restaurant, consider these questions:- Does it allow outside catering?
- What are the room set-up options?
- Does the venue offer free parking?
- Be sure your event date doesn't overlap with another key industry event. For evening events held during the week, Thursday nights tend to be preferred.
- Identify your audience and create a guest list.
Define the type of guest you want to attend your event and build your guest list based on this description. If you are looking to go beyond your current contacts and client base, consider acquiring a list through a trade organization or other source. - Build the buzz and invite the guests.
- There are many ways to get the word out about your event, including:
- Create a customized electronic invitation. There are many web-based services that make this simple and easy to do.
- Follow up with a printed invitation or promotional product. Keep your budget in mind. It will determine how much you spend on design, packaging and postage.
- Make sure both electronic and printed invitations support your brand, with your contact information and how to RSVP shown clearly on the invitation.
- Finally, send reminder e-mails twice before the event
Determine food and beverage.
What you serve to eat and drink definitely sets the tone and carries out the theme of the event. Be respectful of dietary needs and restrictions of your audience. For example, determine if a vegetarian option is needed.Track RSVPs and monetize the 'No.'
Within two weeks of the event, if you have not received an RSVP from guests, give them a call and invite them personally. In addition, if a person responds with a 'No,' ask them if they would still like to receive information about your business. This extra outreach could turn into additional profit down the road.- Take photos and video.
If your budget allows, bring in a photographer or simply assign this task to another individual so you can be free to engage with guests. Then use these photos as a reason to follow up with them. Post the pictures (with their permission, of course) in your office and on your social media sites to show the energy and activity coming from your business. Send thank-you notes, follow-up emails and personal calls the next morning.
You can prepare these prior to the event and then personalize as needed. Are you looking for referrals? This is the time to ask. Then update your contact database with any new information and pertinent notes that you learned about that guest at your event. A few days later, follow up to schedule an appointment or meeting.Regroup with your staff.
After the event, ask your staff for feedback. Did they enjoy the event? Did they find it worthwhile? What can you do better as a team next time? Document these notes for future planning.- Track the referrals, products and business as a result of this event.
The most important step is to identify tangible value as a result of the event. Put measurement tools in place to track the return on investment (ROI) and return on objective (ROO). This can be done several ways:
- Track the cost per attendee compared to increased revenue directly allocated to the event.
- Measure awareness by asking follow-up questions in a simple phone call or survey. What does the guest think of the value and service of your business now? Solidify their impressions with your follow up.
- Did your event strengthen relationships, open doors to new contacts or directly affect your bottom line? Then keep up the momentum. Set the date for the next event and start planning.