Everyone loves a celebration! Planning an event to promote and celebrate your small business goes a long way in establishing your brand and generating leads. Events that allow face-to-face interaction can be 100 more times effective than less personal marketing initiatives. During a challenging economy, it may seem wise to cut back on marketing expenses. However, don’t be too hasty; bringing prospects, clients, and industry professionals together in a social and relaxed atmosphere is a magnificent way promote your business.
A key function of your marketing efforts should be to establish that you are knowledgeable and can be trusted. As you are developing your marketing plan for the upcoming quarter take your marketing efforts to the next level by working an event or two into your promotional schedule. By marketing your business through small business events, you can: 1) Build Brand Awareness 2) Attract New Clients 3) Generate Positive Publicity 4) Establish Yourself as An Expert and 5) Increase Community Involvement.
Step 1 - What Event Types That Fit Your Mix?
Small business events can be used to grow your business, nurture your business, or connect your business to other businesses or your community. Selecting the right event type(s) that compliment your marketing mix is key. Read the descriptions below to determine what types of events are right for your business.
Grow Your Business
People do business with you because they know you, they like you and they trust you and today’s clients want to develop personal relationship with those they do business with. Turn prospects into clients by allowing them to get to know you, the person behind the product or service. Interacting with your prospects allows you to generate points of relate ability and establishes trust. Most people will not do business with small businesses they don't trust. Having the lowest prices or the best service means nothing, if your prospect doesn't trust you.
Examples of Growth Events:
Launch Party | Open House | Seminar or Educational Event | Business Expo |
Nurture Your Business
Your small business will grow ten times faster if you nurture your relationships with past and current clients. Every person or business that you’ve done business with should be loyal lifetime fans of your company. Why do past clients matter? Past clients and customers are 40% more likely to become repeat customers and 60% more likely to send you referrals.
Examples of Nurturing Events:
Open House | Customer Appreciation | Holiday Party | Social Event
Connect With Others in Your Industry
Whether you have a new small business or have been operating for years, networking with other businesses and business owners is essential to success. A business who can leverage its network positions itself for growth. Networking with related businesses allows you to establish a presence within your industry, it provides the opportunity to create strategic partnerships, and increases your opportunities for referrals.
Examples of Connecting Events:
Networking Event | Tradeshow or Expo| Seminar or Conference
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