Customer events are key for small businesses to meet with their audience in person. Whether your clients are running business conferences or sports games or music performances, event planners have the opportunity to help clients build connections within their community through customer events.
By helping your clients arrange and deliver a successful event, their business improves. Help them increase business and you are better poised to build long-term relationships with your clients, demonstrating your value within the process. To help you deliver on this promise, here are six ways that you can help your clients arrange customer events.
- Create an Entertaining Event: No matter what subject the event is on, remember that people love to be entertained. Even if the event is for a dry subject like insurance or security software, people in attendance will appreciate a good show while they learn useful information. The best way to educate is to create a compelling story that captures the attention of attendees. The tone can be funny, tragic or expert, depending on your client’s brand. Just remember that education and information should be captivating. An entertaining event is a memorable event.
- Design Lively & Informative Event Pages: Once you have the program for your event set, it’s time to get it live. Apply the entertaining storytelling to your client’s event invite. The copy and imagery should tell the story in a short and concise manner. Use catchy keywords to get the story across in a succinct fashion. Also be sure to include useful information such as location, time, cost and what to bring. This will make your event invite page a destination that attendees visit both during the time of registration, as well as before they head out to the show.
- Encourage Social Sharing: If you’ve followed the first two steps and created an entertaining theme that is communicated through strong storytelling, chances are that people will want to share your event with their networks. You want people to talk about it, so make the page easy to share on social networks and encourage people to do so. Consider creating a hashtag, so that prospects and registrants alike can follow the conversation online. Add updates to keep people coming back.
- Always Be List Building: Whether it is collecting email addresses on the client’s website and social media pages or in-person, event planners have to help clients centralize their database of attendees and prospects. If you are helping a client plan an event, look at every customer touch point as the chance to connect and collect customer data. This list will help client’s keep in touch with their target audience and make sure the message is in front of the right audience.
- Deliver a Memorable Event: A lot of planning goes into an event, but remember that nothing matters as much as game day. Ensure that all of your plans are set for a strong and compelling show. If things change at the last minute, be flexible and adjust on the fly. As long the event is entertaining and educational, the audience will be forgiving.
- Remember the Follow up: One of the best times to market to a community is at the end of an event. People had a good time and want to share their positive experiences. Encourage this sharing on social networks. Send an email survey to find out what attendees enjoyed most and invite suggestions for next time. This follow up will help prepare you for the next show. Tell them about other events that you have coming up. Encouraging ticket sales at the moment that the brand is top of mind, will help your clients increase revenues at future events.