In Any Event, Think it Through

By: Amy Lewis

Posted on 09/26/2011 - 4:49pm | From the Communications Blog

I am inundated with event invitations. It seems the number of networking, professional development and social opportunities have multiplied faster than rabbits. We are all forced to choose which events are worth our finite amounts of time – which leaves some events sparsely attended.

Competition is Fierce

I always caution companies and organizations considering an event marketing strategy for this reason. The competition for people’s time is fierce. You have to give people an extremely compelling reason to show up. If you’re thinking of hosting an event, first consider:

• What are your objectives? Can they be accomplished more effectively through other means?
• What is the advantage of offering this event in person versus in a webinar format? Face-time is very valuable to you – is it to your guests also? Be realistic.
• Are there similar events in the area? What makes this event different than any others?
• What makes the event worth people’s time, both the planners and the potential attendees?
• How can you extend the value of the event to the people who choose not to attend?

Consider This

People choose to attend events for a variety of reasons. I’ve found the following will tip the scales in your favor:

• Venue. Choose a location that is new or difficult to secure. When Twins Field first opened it was a hot destination for networking and corporate events. Get ahead of the trends; what’s the next go-to spot? Hint: Your corporate office is not a big draw.
• Social element. People generally attend events with people they like. Create a sense of interest among a “tribe” and people will want to attend for fear of missing out on the fun.
• Content. A sought-after speaker who will provide valuable information will help fill the room. Choose someone who is also a great marketer and he will help generate buzz.
• Date. Thoroughly research what other events are taking place before choosing your date and time. Consider industry trade shows, sporting events, holidays, winter weather, etc.  
• Convenience. Certainly time and date are important but don’t forget about the convenience factor for your guests. Lack of parking and rush hour traffic will keep people away from your event. Can you provide parking validation? Valet parking? Can you host the event mid-day?
• Free stuff. Yes, people are motivated by complimentary items. That can’t be the only reason to attend but it may help sway people on the fence.

Next Time

Sometimes how well you communicate following your event will determine how successful your next event will be. Email newsletters, photos, Facebook posts and coverage in media and blogs can build a sense of anticipation for future events.

Question:  What compels you to attend events?