Nope, not happening, no way! Let someone else do it!

That is the reaction of many people when asked if they want to organize and host an event.

For many business owners and professionals, it feels overwhelming to even think about it. They are not sure if it will be worth it or if it will be a waste of time and resources.

Let me assure you…it is NOT a waste of time. Events are one of the oldest sales tricks in the book.  Why? Because face-to-face, shared experiences solidify connections, build relationships, and boost business.

Hosting an event shows people that you know, and even those you don’t know, that they are important to you. That you recognize and celebrate the ones that help you in being successful. That you could not do what you do without them.

It is interesting that the ‘big dogs’ all have annual conferences and events, and yes, they spend a LOT of money on them. But they would not do this if there was not a big return on their investment.

Events are an underused goldmine for small to medium sized businesses. So don’t write them off –

Here are a few different benefits your business will experience by hosting events:

Elevated Brand Awareness

From the social media and word-of-mouth buzz leading up to the event to the circulated photos and comments after – your brand will get a bunch of organic postings and spread.

It helps to connect prospects, and current clients, to your brand promise and mission. By deepening your connection with them it can help solidify their interest in you, your products and services.

Events let you gain exposure in a 1-to-many situation instead of multiple 1-to-1 interactions of traditional connecting practices.

Sense of Community & Increases Loyalty

Everyone wants to belong. They want to feel they are a part of the inner circle. Through events you can create this sense of community and belonging by showing that you care and appreciate your network.

It allows you to nurture your existing relationships and give them a sneak peek of where you are headed. Plus, if you allow it, your current inner circle can be encouraged to bring along a friend or two – thus becoming advocates for you.

Networking Expansion Opportunity

If your current inner circle brings along others, and/or you open the event up to the general public/your market…you effectively begin to expand your network (and theirs). You will meet new people that can either be resources or leads.

One of the best things is that these leads are now already ‘warm’, possibly highly qualified and certainly more engaged.

Boosts Engagement

Some events might be centered around your current clients, other events might be focused on your team or strategic business alliances. Either way, having an event that brings them together can promote more engagement between them. This will result in more teamwork, motivation, sharing and collaborations.

Research & Innovation

What better way to do market research than to have a bunch of people all in one place! You can gain valuable feedback, find GAPS you can fill, hear their ideas of what they need and want from a company like yours, and more. People LOVE to give their opinion! Let them…plus, it has been shown that if someone feels like they have helped to ‘shape’ something they are more likely to endorse it.

Be seen as a Thought Leader

My favorite! Set yourself apart from the competition by showcasing your authority and thought leadership. It will make you a trustworthy and credible expert in your field. Prospects (or resources) will see you as a valuable driver of new ideas, a go-getter who can make things happen.

Best part…they have already invested in you just by showing up! So asking them to take the next step in working with or partnering with you is just that much easier.

Drives Traffic

Due to the pre-promotion and ‘buzz’ about the event you will see a bump in your SEO and organic traffic. Not just on your website but on your social media channels as well. Especially if you place the event on several event websites such as Meetup and Eventbrite.

Many newspapers and local ‘happenings’ sites and social media groups have calendars where you can place your event on as well. Put it anywhere you can find! (Unless of course it is a VIP Invitation Only event – then just create ‘buzz’ by the who’s who in attendance)

Threshold Theory

It is really not a theory but more of a fact. If people enter your place of business, or attend an event where you are the host, they have lowered that barrier of entrance and are more likely to keep that barrier down. The ‘low risk’ encounter of attending your event allows them to meet you, see more about what you are all about, and takes away the awkward feelings or intimidation they may have otherwise felt.

It also shines a light on your professionalism. You become more of a ‘real’ business, one with the means to host a party! You must be successful and know what you are doing.  In today’s digital business world it is a leg-up on the competition if they can see that you work in the 3D world…not just hanging a shingle in digital-land.

Recognition & Celebration

Almost everyone wants to be recognized, acknowledged for the work they have done, or be shown gratitude. Events are a great way to do that for multiple people all at once. It can be to shine a light on accomplishments, achievements, milestones in your clients, or your employees, or your strategic business partners lives.

Have Fun!

It is true – that old saying – everyone will remember how you made them feel.

Events are the perfect opportunity to get out of the daily grind, kick back and relax a bit, boost moods and morale. Even if it is an educational seminar – it is different than the day-in-day-out stuff. It is a break…and you created it and made it possible.

TYPES OF EVENTS

So how do you get started? What types of events should you consider?

Seminars seem to be the most popular – primarily because you can educate prospects on why they should work with you 😊  That is fine – but beware, there is a right way and a wrong way to do this. It can backfire if they feel like you are just trying to sell them!

Concentrate the information on personal and professional development, on what they can walk away with that is of value. NOT your offers, features, and products.

VIP Events/Client Appreciation – WAY underused! These are a gold mine…they create loyalty and even promote advocacy. There is nothing like feeling appreciated and most people crave that. Invite them into your inner circle – you will see the benefits tenfold.

Retreats – a bit more expensive (unless it is for profit and they pay to attend) – but a great way to really deepen connections, provide value, and give them a sense of community with you.

Product Launch/Grand Opening/Ribbon Cutting – Let others celebrate these milestones with you!

Joint Venture Events – Yep, that’s right, partner with a few other professionals in parallel industries to your own. Not only will you split the cost and planning duties, but the event will open you up to their list and network. Win-Win. This could be an EXPO or a trade show, or even just a co-sponsored seminar.

Charity Event – Having your event provide support or proceeds to a local charity can be a wonderful way to gain what you need/want AND give back to your community.

Industry Conferences/Roundtables/Fireside Chats – All great ways to showcase your thought leadership in your industry all while unlocking other professional networks to you. This will result in not only clients but more strategic business alliances for you and your business.

Team Building Events – Not just for employees! You can do this with clients, with strategic business alliances, your network, even your 1099 virtual assistants and resource/vendor providers. Great way to show them your mission and vision and the important role they play in it. Giving them a sense of ownership in the part they are responsible for.

Regardless of what type of events you plan to host – they all take strategy, planning, and time. You will need a venue and logistics, a theme, a reason for people to attend, PR, invitations, exposure, a WOW factor, and more. Not to mention the conversion plan during the follow up! There is no reason to host an event if there is not a benefit to you, your guests, or the community.

Sound scary? It’s really not if you just take a little time, put together a strategy, and maybe even get a little training. Hosting events is not rocket-science – but it does take effort. We built our business on events…we are proof positive that it works!