Whether it’s a conference, a seminar or a customer appreciation day, a face-to-face event can provide a valuable marketing vehicle to build customer relationships, according to MC2, an event-planning organization. Live, in-person conferences have gained in popularity since the recession, and many organizations are reporting record attendance.Plan for success
“Any event’s success depends primarily on good planning, along with an eye for the details,” stresses marketing guru Jamillah Warner. She suggests considering these five questions when planning an event:
• What’s the goal? Is it lead generation? Is it to create awareness of your company or a particular product? Is it to develop customer loyalty? Have a clear purpose in mind.
• Who is the target audience? Determine the market segment that you want to reach. Attendees should walk away with tangible information and tactics to improve their business or career. A well-targeted event will be relevant to at least 80 percent of the audience.
• What’s the draw? It might be the opportunity for attendees to learn a new strategy or to hear an exciting, well-known speaker. Your goal is to have your prospective audience clamoring to get in!
• Where should the event be held? Knowing your location and what it has to offer is one of your best defenses against failure. Find a location that also offers some in-demand leisure activities.
• How will the event be promoted? Engage the media before, during and after the event to generate coverage. In addition to reaching out to traditional media, use social media to help get the word out.
Live events are a great way to share your brand, connect with your target market and get feedback on products. If you use the above methods to plan for the event, it’s bound to be a success.