4 Goals of a Promotional Event
When you’re planning an event the first thing you want to do is narrow down your main event goal. Why are you hosting the event? What’s in it for you? What’s in it for your guests? How will it improve your blog or business? There are probably a number of different thoughts that lead you to the idea of hosting an event but unless you define your number one goal, you’re not going to get the results you’re looking for. You want your goal to be at the forefront of your mind when you you’re in the planning process and aim all of your efforts towards it.
If you’re hosting a meet and greet, product launch, or grand opening, some of your goals may include the following:
1. Create awareness about your blog or business
2. Drive traffic to your blog or business
3. Network with others in your industry
4. Increase sales
Hosting a meet and greet is a great way to create awareness about your blog or business. Yes you might make a few sales that night, but the main focus is to introduce yourself and your blog or business to your audience in person. People buy from those they know, like, and trust, so getting to see you up close and personal is a great way for them to meet the person behind the business. It can be hard to let your personality really shine through online, so making those face-to-face interactions are important. Let people see the real you so they can get to know you and share your story.
Driving traffic to your blog or business is not the same as creating awareness. When you’re hosting an event to create awareness, you’re reaching out to people who have never heard of you before, and you’re introducing your business to them for the first time. When the goal of your event is to drive traffic to your blog or business, you’re reaching out to people who know you exist and who you know can benefit from your product or service, but who aren’t reaching out to you. In all scenarios your guest list should be people you’ve defined as your target audience. No use trying to reach out to teenagers when you sell dentures. When your main goal is to drive traffic, you need to let them know why they should be visiting your store or your site. What makes you stand out from your competitors? How are you addressing your audiences’ needs? What incentives are there for them to visit your store or site? All of these questions should be addressed while planning your event.
Networking is a great excuse to host an event! If you can find a conference or a meet up where people in your industry are getting together, that’s great. But those opportunities aren’t always available, so why not create an opportunity of your own? It’s important and very beneficial to form relationships with people in the biz. Connecting with other bloggers or entrepreneurs in your field will give you a much-needed outlet to bounce your ideas off someone else, vent, brainstorm, and so much more. Talking with your friends and family about your business is awesome, but sometimes they don’t understand where you’re coming from. They don’t have the experience you have and might not be your target audience, and let’s face it; half the time they just tell you what they think you want to hear. Networking events serve as a creative outlet that leads to new ideas, a fresh perspective, and future business collaborations.
Increasing sales is often the desired outcome of many blog or business marketing efforts. I mean, we all need to make a living right? If you’re hosting an event to increase sales of a product or service you offer, you need to make sure those items are present at your event and that they are displayed in a way that’s appealing to your guests. People aren’t interested in things they can’t see. I know it can be a little trickier when you’re a service-based business, but that doesn’t mean you can’t create a visual for your guests. Take me for example; I’m an event planner (among other things) but event planning isn’t a tangible product that I can place in your hands; it’s a service that varies from client to client. What I could do to create a visual for my guests is setup a display of what one of the events I coordinate might look like. I can have a table laid out complete with linens and an eye-catching centerpiece, chairs with gorgeous chair covers and sashes tied around them, and I can dress each place setting as I would for an actual event. This way guests can catch a glimpse of what I do and will have a better idea of whether or not they would like to use my services. Of course, in my case, the entire event in itself would be an example of my work.
Not only do you want to have your product or service displayed at an event where your goal is to increase sales, you want to offer your guests some sort of special. Maybe guests who make a purchase at the event or sign up for one of your services gets 30% off, or entered in a draw to win a super cool door prize. Give them an incentive that not only brings them to your event, but also encourages them to open their wallets.
You’ve probably noticed that all four of these event goals are closely related. Focusing on one goal doesn’t mean you’re not incorporating the others. Because these goals are related, when you aim all of your efforts towards one, the others will likely also fall into place.
If you’re organizing an event and you’re not quite sure where to start, or you’re wondering if you’re missing anything, I have a free event-planning workbook that can help! Subscribe to Strategic Charm’s weekly newsletter, Stories from the Boutique, and I’ll send you the link and password to download this free workbook.
If you think you need more help than a workbook can provide, comment below or send me an email and let’s talk about your event needs and how I can help!