7 Events to Help Grow a Small Business
Have you ever thought that marketing a company was just scheduling some social media, writing a blog, sending an eNewsletter and your done for the month?
Wouldn’t it be wonderful if it were that simple?
A good overall marketing strategy includes ads (print and online), social media, blogging, press releases AND marketing events. Over the last five years corporations have included live events into their marketing budgets as putting product in the hands of consumers or exposing them to service providers is the best way to sell and form loyal repeat customers.
Below is a list of seven types of marketing events to help maximize on your current client base, bring in new clients, cultivate lead generation, increase followers, keep your VIP internal client happy (aka employees) and ultimately help grow the company. Any of these could be produced at any size/scale, but there are a few necessary elements you need for all of them.
Set measurable goals for each event (i.e. increase IG followers, set 25 prospect meetings, etc.)
Create and stick to a budget
Be creative and consistent in your messaging
EVENT WITHIN AN EVENT - SPONSOR ACTIVATION
Creating an “event” within another event is a great way to show your products and/or services while the main event brings the prospective clients to your front door. Another way to look at it is a sponsored activation or booth that provides your messaging and branding for a lot of people to see.
Examples: Festivals, conferences and trade shows like CES (Consumer Electronics Show), Coachella (multi-day concert in the dessert of California) and SXSW which hosts 60,000 up to 600,000 attendees. Large corporations are seeing how sponsored activations within large festivals, conferences and trade shows can significantly impact their bottom line.
EVENTS IN COLLABORATION WITH ANOTHER EVENT
Create an experiential event outside of another event in a nearby venue. This is your own unique event but focuses on the attendees that are already attending a nearby event/conference of the same demographic or industry.
Examples: Think the Vanity Fair Oscar Party which takes place after the Oscars, Ford Launch Party one of the nights of the Detroit Auto Show in a nearby hotel, or the hundreds of events/launch parties that take place in San Diego during Comic-con (this is huge).
PRODUCT LAUNCH PARTY
Product launch parties have become the epitome of super creative events that push the envelope. These events showcase a new product, series of products or services that usually engages many of the five senses of attendees.
Example: One of my favorite examples of product launch parties was an installation for a shoe brand with a celebrity basketball player. There was a room with a 10 foot shelf (the height of the basketball net) on all four walls lined with the newly promoted basketball shoes. All the attendees had the chance to jump up to grab a free pair of the sneakers if they could jump that high. It created some great brand awareness, spurred a lot of press with the mass amounts of people that showed up and showed goodwill to the community.
* However, launch parties don’t need to be outside of your business – it’s usually better to hold it in your space so people know where to go.
CLIENT APPRECIATION EVENT - CUSTOMER LOYALTY EVENT
These events are held specifically for current clients with the potential to bring in a guest, kind of like a referral. These events can be as simple as a summer BBQ, cocktail reception, viewing party for a major tv event (i.e. The Superbowl, Grammys, Rose Bowl, etc.). They build upon customer loyalty and can open up dialog to give a company direct feedback about their products and/or services.
Example: REI supports customers with great workshops and excursions from teaching people how to pack for camping, to fixing a bike, to SUP’ing (that’s Stand Up Paddle boarding), cycling, rock climbing and more. BUT one of the best events they offer is quarterly – The Yard Sale which is available to members to purchase equipment that has been gently used, returned and refurbished providing members a chance to get quality equipment at a more affordable price.
VIP EVENT
VIP events are a great way to create an exclusive event that make your clients feel extra special. These events provide the opportunity to showcase products and services while bolstering brand loyalty during a unique custom event just for them.
Example: A jeweler hosting a small multi-course seated dinner by a celebrity chef in their showroom with guests. In addition, guests get to choose jewelry to wear during the event to give them that one-of-a-kind experience. Obviously, this example is not on the cheap side but one-of-a-kind experiences don’t have to come with a big price tag.
TRAVELING POP-UP EVENT
This type of event is multiple small events in multiple locations. They are quick set-ups in communities that are the desired demographic to show why these products and/services are right for them.
Example: A cupcake company installs a pop-up kiosk (kind of like a lemonade stand) for a day in several communities giving consumers a chance for a free mini cupcake when they follow and post on Instagram with a pic and specific hashtag.
IMPORTANT NOTE: any pop-up giving away any food or beverage must get the appropriate health department permits.
THOUGHT LEADER EVENT
These events showcase thought leaders in your industry to speak to guests in a panel discussion, TED-style talk or fireside chat, but it positions your company as the go-to resource in the industry.
Example: The publication Fast Company hosts their annual Innovation Festival with thought-leaders in a variety of industries facilitating dynamic conversations and networking opportunities. This could be done simply with a panel discussion moderated by the CEO and networking afterwards to provide your clients and prospective clients education in the industry.
Hopefully this list with examples can spur some creative events that can help your company grow brand exposure, likes, subscribers and potentially loyal customers.
Please comment below with marketing events you have tried that are successful or not. We all learn from crowd sourcing content.
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