Marketing - Run your own events

Build business by running your own events

Sponsoring or exhibiting at conferences, trade shows and expos can be a great way to get exposure to potential clients and secure new deals for your business.  However, they can also be very expensive and time consuming, and there are no guarantees you’ll be exposed to your target market.  That’s why running your own events could have numerous advantages for your business. 

Lower costs

Trade shows and exhibition stands at conferences can be very expensive. When you work out the number of people you meet, then divide that by the number of your competitors at the event, and analyse your cost per sale, running your own event can be a very attractive alternative.

Increased sales

By running a series of events, you create a more consistent flow of sales leads throughout the year, strategically scheduled to avoid “flat spots” in your sales cycle.

Fly under the radar

At trade shows, seminars, conferences and exhibitions, you’re up against competitors who are also vying to establish contact with your prospects. Running your own event takes your competitors out of the equation and maximises your own exposure to your target market.

Your place, your rules

You get to choose venues that suit you and your clients, and you can run your events on dates that fit in with your schedule.

Customer intimacy

By holding your own highly targeted events on a frequent basis, you create more opportunities to get to know your customers and prospects, and for them to get to know you.

A reason to talk

Organising an event gives you a great reason to call your prospects and talk to them.

Double exposure

Paying for an exhibition booth at an event doesn’t necessarily entitle you to speak on the conference program. However, if you organise your own event, you not only get to set up a trade display, but you can deliver a presentation from the podium as well, establishing yourself as an authority on your subject.

Select your own audience

At a trade show or seminar, you pay not only for exposure to your target market, but for people outside your target market. Running your own event means you can hand-pick the people you want to attend.

What sort of event should you run?

You could run a breakfast seminar, an information evening, a lunchtime briefing, a half-day workshop, or any other type of session. The important thing is to structure your event to suit your target market.  For example, a business consultant might choose to run a breakfast seminar, whereas an evening information session might work better for a mortgage broker.

Be prepared

Remember, while offering many advantages, staging events can be very expensive and time consuming, and there are no guarantees that the people you’ll be exposed to are in your target market.  Make sure you do your research upfront and plan carefully to maximise the benefit and minimise the risk to your business.

To find out more about how SmartINK can help with your business marketing, email or call 07 3878 1448.