October 14, 2016

How hosting an event can be good for your business


The events industry is ever expanding and in a world greatly focused on digital marketing, bringing your business into the real world is an excellent way to stand out from the crowd.

“Whether B2B or B2C, I believe passionately that good marketing essentials are the same. We all are emotional beings looking for relevance, context and connection.” – Beth Comstock

Harnessing the power of events as a marketing tool is as great way to show your customers the relevance of your brand in a much more relatable way. Here are just a few of the benefits in hosting a promotional event for your business:

It makes your business stand out

Designing an event specifically for your brand is a great way for you to express what the business is really about, identifying its character and ethos. Creating a unique event concept is a chance to show your potential customers what you stand for as well as what you do. A well thought-out and unusual venue choice that fits the identity of your brand immediately shows your customer you are passionate about what you stand for. It adds a personal touch, and sometimes that makes all the difference.

Events are also a great opportunity for media coverage, both in the lead up to the event and afterwards. By sending out a press release to media outlets you are already raising brand awareness before the event begins.  Inviting the journalist you contact to come along to your event also means you have more chance to a follow up with coverage too.

Engages your audience

In an increasingly digital world, people appreciate the opportunity to engage face to face. It builds trust and creates a sense of honesty between a potential customer and a business.

Remember: People buy people! Something that cannot be replicated through a digital campaign.

Creating a memorable experience for your delegates is your best chance of being remembered.

I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel. – Maya Angelou

Generates future successful leads

Delegates at the event will have some prior knowledge or interaction with your brand but how can you build on this?

Know your stuff! Don’t let your delegates leave with unanswered questions.  Briefing you staff on the key information over your products is key.  If staff can’t answer the question make sure they are aware of a key person who can.

Don’t over sell.  Events are all about brand awareness, stay away from trying to create a selling machine. Instead focus on getting delegates to buy into you as a business, then you can let the products do the talking.

Follow up.  An email or a call to check in about how they felt the event went will make the delegate feel appreciated.  This adds to the positive image they have of your business.

When used correctly these are just some of the many ways that hosting an event can benefit your business.