By bringing the business in the public eye, such events help in enhancing sales and, thereby, profits and profitability. They are also helpful in terms of building up valuable contacts, attracting funding, and the exchange of ideas and suggestions.
SupportBiz lists some tips for you, as a small business owner, to host wonderful events that you can get the best out of.
1. Decide on your objectives.
The first step in the organisation of a wonderful event is determining your objectives. Take the time to decide your goals for the event – what do you want the event to achieve? Ensure that these goals are realistic and measurable.
Once you have decided on the objectives of the event, you can direct your attention towards planning the event around them. There are more chances of the event being successful that way. Also, having specific objectives ready well in advance will help you measure your return on investment (RoI) from the event.
2. Concentrate on your audience.
The next step is to focus on the audience for the event. Do not blindly invite all those who are on your contact list to the event. Take the time to decide as to the presence of which of your contacts will impact your event positively. Work towards building the event around the tastes and preferences and the convenience of these people.
Choose a venue, date and time for the event that would be convenient to your audience. Ensure that the content and format of the event would be liked by them. Also, check if you can rope in speakers or other parties, who might interest the audience.
3. Make the invitations attractive.
Ensure that the invitations to the event are attractive, and capable of grabbing the attention of the intended audience. The design and content of the invitations should be carefully chosen, keeping in mind the nature of the audience. The invite should make the guests want to come to the event.
Make sure that each member of the chosen audience receives the invite well in advance. It is a good idea to send out the invitations through a person in your organisation who is likely to be well received by the audience.
4. Create anticipation.
The next step is to create anticipation about the event in the minds of the audience. This can be done by various means – social media, previews of the event in newspapers, radio or TV, speaking about the event in conversations with guests.
This will help you create credibility for the event, and increase the interest level of the intended audience. It will help you bring down no-shows and invitation declines considerably.
Practice regularly for the event. Run through each aspect of the event well in advance, and try to see it through the eyes of the spectators.
Ensure that no flaws remain, and that the final event is something that will hold the interest of the audience completely. Make sure that everyone who will be a part of the final event attends the rehearsals.
6. Follow up.
Following up is a very important part of a successful event, yet one that many businesses ignore. Make sure that you provide the audience with suitable pamphlets or notices when they leave, which will help them take further action on the discussions held during the event.
Hold an immediate meeting with your staff, and find out what discussions the audience members have had with them. This will help you determine the level of interest of the audience in your business, and what they expect from you.
Take the time for telephonic or e-mail conversations with the audience members after the event, for follow-up purposes. Ask them how they liked the event, and how they would like to proceed further on the discussions held earlier.
7. Measure results.
It is crucial to measure the results of the event, in order to determine how successful it has been. Figure out how far the event has been able to achieve the objectives that you have fixed in advance.