Are you thinking about including events in your business strategy? Perhaps you are not sure where to begin or how events might help you reach your goals. Let us help you make that decision.
The first step is to understand your business goals. Are you hoping to increase sales and generate more leads? Do you need to retain your clients and staff? Perhaps you want to be positioned as a leader in your industry. Events offer the unique opportunity to bring people together, outside of the digital world, and deliver messages directly, and fast.
Based on our experience working with a variety of different businesses, we share some benefits of hosting different types of events.
Keep Everyone Motivated
Team building and appreciation events are a great way to show your team how much they really mean to you. Make them feel valued and appreciated for all their hard work, whilst building effective working relationships. They will leave feeling inspired and excited about coming into work everyday and ready to deliver.
If you are looking to motivate your sales team, you may want to consider an incentive program. Add content into the program that will help develop their selling skills and get them excited about doing it. Acknowledging and rewarding high achievers will keep everyone motivated.
Convey Your Message
There is no better way to communicate with your target audience directly. Launch events are creative and fun, yet a simple way to get everyone excited about a new product. They are also a great way to exemplify the strength of your network. If this is your goal, consider inviting your connections and you have instantly created a compelling program with a powerful crowd.
If you want to convey your credentials as thought leaders in your industry, a conference may be a suitable option. However, these events are not ideal for sales or business pitches, so avoid selling on such a platform.
Educate Your Audience
If you are launching a new product or service, it may be necessary to produce educational events for your sales team, associates and even customers. Highlight new and special features, conduct live demonstrations and answer questions from the audience. Whilst it may make sense to do this via conferences and exhibitions, it may also be worth arranging training sessions and workshops, depending on the nature of your product.
Enhance Brand Awareness
The more you see a logo at an event, the more you start to recognise it and become familiar with the business behind it. By hosting regular events, your audience will start to look forward to them and understand your business values. If you are adding a new product or service to your business, this is a great way to get feedback from your audience and immediately. The best bit – you get to see their immediate reactions as well.
Event sponsorship can help raise your profile and presence in the market. By supporting local charities and community events, it shows that you are serious about your corporate social responsibility. Often, sponsorship opportunities may include logo recognition across all event promotions, press coverage, onsite activations and even speaking opportunities. Choose events that are in line with your values and explore the possibilities with event organisers, chances are, they will be willing to tailor packages that are suitable for your specific needs.
If you are trying to remain active in your industry, you may consider sponsorship of industry specific events, which bring your target audience together. If your sponsorship includes onsite presence, you have the opportunity to get really creative and produce an unforgettable brand experience that engages with the audience and delivers your key messages.
Bringing people together at events means you will strengthen your reputation and expand your network. This is business development at it’s finest.
Yes, you will meet new people. Yes, you may learn something new and maybe even secure new leads. However, in order to make the most of these new open door opportunities, make sure you follow up with your new connections and keep the conversation going even after the event is done.
An Excuse To Have Some Fun!
Let’s face it, events are enjoyable! The social interaction, on a personal level, allows us to strengthen relationships and also get to know the audience better and most of all, have fun doing it!
Royal Blue Events has worked with businesses to craft events that meet specific goals. We develop strategies that make sense both logistically and creatively. Learn more about our services here. If you would like to discuss an event strategy for your business, let’s chat.
Ruby Sohi is founder and lead event planner at Royal Blue Events Management. She has extensive experience in event production and marketing. Actively involved in the community, she serves as a board member for American Marketing Association (Toronto) as VP of Programming & Events and ILEA Toronto as VP of Marketing & Communications. Ruby has delivered events across Canada and is experienced in producing all types of events including virtual and hybrid formats. Read her full bio here.