The WHAT, WHY, & WHERE surrounding your company’s event marketing strategy
“SHOULD WE HAVE THAT EVENT AGAIN THIS YEAR?”
As an Event Planner, I see various companies struggle year in and year out over this question. The question as to whether or not their company should include events as part of their yearly marketing plan.
Having been on the corporate side of things as an in house marketing/event professional and now being on the business owner side running an event management company, if there is one thing I’ve learned over the years, it’s that events should ALWAYS be a part of your company’s marketing strategy.
IT’S ALL ABOUT YOUR PEEPS
Bringing it back to Marketing 101, we all know a company’s marketing strategy always includes product, price, place, and promotion. But what these strategy plans often lack is a major “P” – PEOPLE.
Marketing is all about the people, whether it’s your employees, your executives, or your customers. These people are the ones who drive the other 4 P’s of a marketing strategy. Therefore, it should never be a question as to whether or not events should take place, let alone be a critical part of your marketing strategy.
EVENT STRATEGY & ROI
Meetings and events create value to stakeholders. This is accomplished by influencing the behavior of your event participants. If the event doesn’t make participants do something they would otherwise not have done, there is no value.
Hosting events is the best way for your business to engage your clients, motivate your employees, connect with prospects, get your brand in front of the right people, and ultimately create strategic relationships that lead to increased growth.
Even if you don’t have a strategic events strategy built into your current marketing plan, it’s never too late to start small, host events the right way by hiring a professional, and work with that professional to measure the ROI surrounding your events.
READY TO PLAN AN EVENT?
Outlined below are key questions to consider before implementing an events strategy, no matter what the purpose, size or budget. I’ve also included a simplified breakdown of event types, the goals/purpose of each event type, and some of my company’s, Intrinsic Events, top locations to host these events.
Before you develop your strategic event plan, you must ask yourself these critical questions:
1. What goals does our company want to achieve this year?
2. What events will assist our company in achieving these goals?
3. What is the purpose of each event?
4. What are the determining success factors for each event and how will they be measured?
5. What professional resources does our company have in place to execute these events and measure their ROI?
READY TO CREATE A SUCCESSFUL EVENT STRATEGY?
TOP 10 EVENTS YOUR COMPANY SHOULD BE HOSTING