7 Steps to Planning & Marketing Events
Melanie Jayjack • November 17, 2024
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Hosting an appreciation or training event for your customers is a great way to solidify your relationship and build loyalty to your brand. They are also a ton of work both leading up to and during the festivities. Here are some basic items you want to make sure you cover while planning the festivities.
1. Define Clear Objectives
- Before diving into the logistics, clearly define the objectives of your event. Are you launching a new product, strengthening customer relationships, or expanding your brand presence? Understanding your goals will guide the planning process and help ensure that every element of the event aligns with the overarching purpose.
2. Choose the Right Venue
- The venue sets the tone for your event and can dictate the date. Consider factors such as capacity, catering menus, accessibility, and amenities. Ensure that the venue aligns with your brand image and provides the necessary technical infrastructure. Conduct site visits to identify potential challenges and plan for effective space utilization.
- Remember - everything looks good online! It's always good to check out the hotel in person to make sure the image they shared are not 25 years old.
3. Leveraging Technology
- Event management software can help streamline the planning process. Tools for registration, ticketing, and invites or other communication can significantly reduce manual effort, minimize errors, and enhance attendee experience.
- Choose a platform that suits the specific needs of your event and facilitates easy collaboration among team members, such as
Cvent or
EventBrite. If you don't need to sell tickets, utilizing free survey websites are another way to collect attendee information and get their yes or no response.
4. Engage with Attendees
- Build anticipation and engagement by utilizing various communication channels. Leverage social media, email campaigns, and personalized invitations to create buzz around the event. Consider hosting a live webinar to go over the event schedule and give your guests a chance to ask questions.
- As an organizer with a lot on your plate, it's tempting to do the easy avenue of digital messages but emails and social media posts are very easy to skip over. Your customers may see it and think they'll get back to it later only to forget about their invite. Including a traditional paper invite in the mail to coincide with your other communications provides a higher likelihood of them pinning it somewhere to keep it within site.
5. Prioritize Logistics and Operations
- Pay meticulous attention to logistical details, including transportation, signage, and on-site support. The more convenient you can make the experience for the attendees the less questions you'll be assaulted with during the event.
- Create contingency plans for potential issues, such as technical glitches or unexpected changes in attendance. Well-executed logistics contribute to a seamless and positive experience for attendees and yourself!
6. Offer Diverse Content
- Develop a diverse and engaging program that caters to different interests and preferences so your customers have options. Incorporate keynote speakers, interactive sessions, and networking opportunities to bring a variety of different ways information is presented to cater to how different people learn.
- If possible, breaking up the day with downtime or a recreational activity instead of constant information is a very rewarding part of the experience as well. Providing a variety of content ensures that attendees find value in different aspects of the event.
7. Post-Event Follow Up
- Don't let the momentum fade after the event concludes. Follow up with attendees to express gratitude, gather feedback, and share post-event content. Be sure to share the feedback with your team and get their ideas on how to make improvements.
- Use insights gained to refine your approach for future events and continue building lasting relationships with your customers.
Coordinating large customer events requires a strategic approach, effective communication, and attention to detail. At Graphic Haven, we have experience designing and managing events for groups big or small including finding the venue, managing the registration process, creating the promotional material, presentations, gathering customer satisfaction, and more!
Give us a call today if you're looking to plan a training or appreciation event and need some support.
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