Events for Small Business

If you're looking for a fun but impactful way to connect with your ideal audience while at the same time bringing significant exposure to your small business, event marketing is the way to go! Whether a small online webinar or a large in-person conference or workshop, events are an excellent way to gain exposure, position yourself as an expert, and potentially land new customers or partners.

Event marketing has always been an effective strategy for large and small businesses, but it has become prevalent in the past couple of years. For example, according to TravelPerk.com, virtual events increased dramatically after the 2020 pandemic hit, with a growth of nearly 1000%! 

But now that things have started to move to the safe side again, in-person events are regaining popularity, with 78% of attendees ready to start getting back out and meeting people face-to-face. In addition, hybrid events are becoming increasingly popular, giving attendees a choice of whether to attend online or in-person (or both).

If there's anything to be said about the above, events aren't going anywhere. And if you want your small business to continue thriving in the coming years, you may consider adding event marketing to your marketing plan.

So what exactly is event marketing?

Event marketing is a way to connect with current and potential customers to promote your products and services or to give your business more exposure. They can be held online or offline and include exhibits, displays, or presentations. There are also several ways to participate in the event: You can do so as a host, attendee, or sponsor.

In-person events are regaining popularity, with 78% of attendees ready to start getting back out and meeting people face-to-face.

What is the benefit of event marketing?

Event marketing is beneficial to all that are involved. As a small business, you will walk away with more exposure, connections with potential customers and partners, and collaboration opportunities. Attendees will walk away having learned something new and will be provided with solutions to the problems they may currently be facing. Finally, sponsors have increased visibility of their brand and logo and will also feel as though they are supporting a valued cause.

However, the above only occurs if you host and market your event correctly. Event marketing takes a lot of planning, including research and developing a solid strategy.

Here are four things you should know about event marketing for your small business:

1. You've got to do your homework

Hosting an event is much more than just deciding that you will have one and expecting people to show up. It will take some serious market research to learn more about your audience, their needs, and their preferences. Some important things to consider are what type of event makes the most sense, your audience's price threshold, and other competing events that may grab their attention:

What kind of event makes the most sense?

First and foremost, you will want to consider what kind of event will best serve your audience and give the outcome and solutions that both you and your audience seek. For example, a small online event may make more sense if you want to provide education or information about a topic in your industry. On the other hand, if you want a more interactive event where your audience can share their ideas and network with others, an in-person event may make more sense.

What is my audience's price threshold?

One of the most important things to research is your audience's budget. How much would they be willing to spend to attend your event? If your ticket prices are too high, it may turn your audience off from registering unless you can make the benefits and the outcomes very clear and meaningful. However, if the price is too low, they may question the value of the event and whether attending would be worthwhile.

Are there competing events taking place at the same time?

When planning your event, you also want to consider the event's timing and whether any other competing events or significant holidays are occurring around the same time. In addition, keep in mind things such as school holidays and popular vacation periods, as they can certainly affect the attendance rate of your event.

2. Organization is key

No matter how big or small your event, it can quickly become a disaster if you're not organized. Staying organized is especially critical for big conferences and trade shows that often involve multiple vendors and logistics, shipping, and menu deadlines.

I recommend putting together an event checklist or calendar that will list all of your "to-dos" and deadlines and any social media marketing plans you have for that event. The sooner you can plan and schedule things ahead of time, the easier it will be to keep things running smoothly as the event grows closer.

Many businesses have designated event marketers and outsourced staff to handle event marketing-related tasks and ensure none of the details get overlooked. 

3. Use your marketing resources wisely for the best event results

If you want a successful event, take full advantage of all your marketing resources! Your social media platforms are an excellent way to market your event before and during it takes place. Creating a unique event hashtag encourages user-generated content in addition to your existing content. In addition to social media content, your current audience and networks can help spread awareness about your event through affiliate marketing incentives.

Before the event, you should know what metrics to keep track of to consider your event a "success." These metrics can include the number of attendees, profit from registrations, number of new customers, or overall customer satisfaction with your event. Then, once the event ends, use the above data to your advantage to take note of which of your event marketing strategies work and what needs improvement.

4. Follow-up is important

One of the most important parts of event marketing for your small business happens after the event: The follow-up. After pulling off an incredible event and filling the room with all kinds of people who are interested in you and what you have to offer, the last thing you want to do is drop the ball and leave them hanging! Collecting registrant info and keeping sign-in sheets are much more than just creating more paperwork to keep track of-- they provide you with precious data to help you stay in touch with your audience.

Following the event, follow up promptly with attendees and non-attendees to keep the conversations going and keep you and your small business at the top of their minds. Sending a thank you e-mail or providing your attendees with a small gift as a token of appreciation shows them that their attendance was valued. It also makes them feel comfortable to come back to you again for the next event or, even better: To become a new customer!

If you've been considering event marketing for your small business and need help getting started, you know who to call. Contact me today for a complimentary 30-minute consultation.