Events are a great way to launch a new product, boost sales, increase brand awareness and network with potential clients. As an increasingly popular element of an organisation’s marketing mix, here are some top tips on hosting a successful event:
Carefully consider the purpose of the event and set goals. Whether you want to create new contacts, get the word out about a new product or increase sales, it is important to incorporate a benefit for delegates to motivate them to attend. Clearly define your target audience before tackling the practicalities, such as budget, location, timings, agenda, contributors and equipment. Location is key as delegates are far more likely to attend an event in an accessible location. Haven House Conference and Training Centre, located on the Park and Ride Bus route in central Truro, boasts 11 meeting rooms, two IT suites and the self-contained Du Maurier Conference Suite that can accommodate up to 60 people. The centre has been completely refurbished in the last year and has a café onsite to cater for your event, meeting or training session. “The venue was wonderful for our training and very good value for money for the service we received. The catering on site was delicious and took away the worry of arranging catering for our training externally”. Emily Dunford, Volunteer Cornwall.
Consider the best channels to reach your target audience. Don’t forget to make the most of your current assets, post the event on your website, social media and include details in communications to your existing clients. There are many free networks and forums where you can post event information, and advertising is an option if your budget allows. Whatever you choose, ensure you focus on the benefits delegates will experience in a clear manner. Ensure there is a simple booking process for delegates; online systems such as Eventbrite and Doodle are very helpful.
The most important part of executing your event is to remain calm. Carefully plan all the elements required before the arrival of delegates. Give yourself time to prepare the venue and ensure you brief your team. Attention to detail is key, as cold coffee, a lack of seating or a poor presentation are all things delegates will remember. Have a run through if time allows. Remember that all elements of the event create an impression of your business. Welcoming staff, well-briefed key speakers and professional materials all contribute to a positive experience.
4. Evaluation and Follow-up
Events take time and money, so it is vital you can assess if goals have been achieved. This may be as simple as measuring sales or the number of new contacts made. Data collection is valuable to ensure you can contact attendees after the event, particularly where sales is a primary goal. This phase provides an opportunity to collect suggestions for improvement if you choose to run another event.
For help managing your events, consider attending the College’s Event Management SUCCESS course, or the one-day Events to Promote your Business seminar – visit www.truro-penwith.ac.uk or call 01872 242711 for the latest dates.
To find out more and to book, please contact 01872 242711 or email firstname.lastname@example.org