Ever wondered why Facebook parties haven’t become a thing yet? A time allotted from 6-9pm when everyone invited gets on their cellphone and starts communicating as though they are sharing the same space? Because it would never work. Events are one of the oldest human traditions that predate Roman times when thousands of people gathering in amphitheaters to watch gladiators fight. But, the essence has stayed the same: a common place where people can share an experience together often inspiring ideas, feelings and innovation. Today this noble ideology has been tainted with event marketing, venue rentals, merchant agreements and ticket sales. So, when do you know if events are a good tool to add to your business model or just a waste of time? Below some guidelines on how to know if throwing an event is the right decision for your business.
A Means To A Reaction. What most people forget to grasp is that events are marketing tools. They are meant to be linked to a larger marketing strategy and should very rarely be used as a ‘one off’. Events should be a means to a reaction not a means to an end. Events take a lot of time and resources and so ensuring a certain outcome, other than making your guest feel good, should always be the aim. Think about your bigger picture before visiting venues. How is this event going to further your business ? And, how does it fit in your overall marketing strategy? If you come to the conclusion that you aren’t sure what your event would help accomplish then I highly suggest you put off you event until you do.
Being A People Business. The attraction to events is the force that comes with them - having a packed room buzzing with powerful energy. But what few people tell you is how hard it is to fill the room, especially if you are selling tickets. All the same, if you are a service provider looking to sell packages or a business owner who often interacts with a certain audience then events can be a wonderful tool for you to share your message, sell your service or raise awareness around your business. However before investing in hosting your own event you might want to explore sponsoring or speaking at other events where you know your audience will be present. This will help minimize spending and save you the necessary investment of time and energy that come with event planning.
From Concept To Proof. Events can also be great tools to further your message and demonstrate to your market market what your brand is all about. A great example are conferences like Inbound which was created by Hubspot. Hubspot is an Inbound marketing platform but it’s conference is an extension of it’s belief to inspire business owners to share ideas and collaborate with one another. Taking your brands from a catchy tag line to an actionable message can make a big difference in the ways in which your market with interact and think about your business in the future.
What kind of events have you thrown for your business and what did they result in? Tell us below or email us at [email protected].
