Over the past 7 years I have run a few hundred events from small lunch and learns to large conferences and large market sampling programs for well known Corporate Brands. As I sat here today, I started thinking about all the events that I have created and managed….wowzers… I have probably forgotten more than I can remember. Each event poses it’s own unique challenges and successes, and not one has ever been the same. That is one reason why I have always loved events.
Events can be highly profitable and very lucrative to your business or they can be very expensive, painful lessons. If you have a desire to run events in your business or participate in already established events, you will want to evaluate the risk and reward based on goals, desired outcome and out of pocket expense, etc.
I’ve witnessed some very profitable lunch and learn seminars, trainings and conferences that have just raked in the clients and sales, but I have also seen events that fizzled out with zero sales. I’m going to assume that you want to walk away with a profit from your event; whether that be from gaining new prospects, building your email list, making sales (CHA-CHING!) or all of the above.
Only you know what a profitable event is to you and your business.
At one point, I managed lunch and learns and seminars for a Wellness Group. We did events from 5 to 200 people. The strategy for EVERY single event was to get new people to sign up for wellness care. If we walked out of the event without signups (meaning cash in hand and an appointment set up), it wasn’t considered successful. Plain and simple. We knew going in what the goal was and knew that we had to make an emotional connection, provide value and gain their trust so that they would pull out their wallet and buy.
There are lots of elements and details that you need to pay attention to when planning an event, but these 4 points are the broader brush strokes to get you going in the right direction for a successful event.
Create a Quality Event
You need to be at the top of your game when you host/create or participate in an event. If you are the event creator, then you need to make sure that all of your details are dialed in.
Checklists are triple checked.
Guests are confirmed.
Logistics are all set.
Marketing. Products to sell. Swag.
Confirm, Confirm, Confirm.
The finest, smallest details are usually the ones that matter the most. Balls cannot be dropped and if they are, you have to make sure that it never looks like they were. Seriously.
The more nailed down the event aspects, promotions and logistics are the higher the quality of the event for the guests. It’s not about how much money you spend to put an event together. It’s about the heart and soul that you put into it.
Provide Value from the Stage
If you are selling from the stage, you have to bring it.