Adding events to your marketing calendar: PART 2
Part 2: Hosting an event
Hosting an event is a fantastic way to gain extensive awareness around your brand. However, the process is not as simple as it seems and unless you are fully equipped, hosting an event can be considered a double-edge sword.
Aims & Objectives
The first thing to establish while you are planning to host an event is your overall aims and objectives. For example, events are the perfect way to attract new customers, brand exposure or even simply act as a thank-you for current customers. Will a business-orientated conference fit your purpose or are you aiming to host an unforgettable community event? The type of event you host will depend completely on your target audience and what you are trying to say to them. Another thing to consider when planning your type of event is ensuring it makes sense for your business and aligns with your overall goals.
Common types of event marketing for business includes: digital events such as webinars, live streaming events etc and physical events: product launches, conferences, seminars, community and networking events.
Importance of pre-planning
Events provide the opportunity to make a powerful and lasting impact when done well so it is important to pre-plan well in advance to make sure things run smoothly. Inexperienced event organisers often neglect the importance of pre-planning instead focussing on publicising the event, which will get attendees but can create an unfavourable event experience. Spending more time and money on the logistics of the event will be what makes a lasting impression. Pre-planning will also ensure you don’t run into any unavoidable issues such as staffing issues, missed deadlines and overall hiccups on the day.
Measuring Success of Events
Measuring success is one of the most important factors to consider when assessing the viability and effectiveness of your event. While it can be challenging, there are a number of ways to put together measurable data for future use. Ways to measure success include: number of new business leads, sales, post-event surveys or focus groups, media monitoring (print, tv, radio and online) and attendance numbers. Ways of measuring success is something to look at during the event planning stages of your event.
While there are a number of other variables to consider when hosting an event the above are some of the key points identified to help you on your way to hosting an unforgettable event!