Hosting events might not seem the most efficient way to spread your message, but it offers unique benefits. There are multiple ways to engage with your customers, but when resources are limited, you need to make impactful choices. Simply following textbook marketing strategies won’t cut it. Instead, ask yourself what sets you apart.
Events capture attention for an extended period in a space you control, allowing you to communicate directly with your audience. Unlike landing pages or paid ads, events create a personal connection that’s valuable for building relationships.
Creating memorable events
For centuries, businesses have provided memorable experiences for prospects and customers through elaborate events. Today’s events, if executed well, can attract, convert, educate, nurture, or delight your audience. Early in your business journey, events can connect you with customers, users, prospects, and the broader industry.
Initially, events may seem hard to justify due to costs and difficulty in measuring success. However, they build long-lasting relationships crucial for your business. Engaging with people is challenging but necessary for marketing.
Meet your audience where they are
From the outset, your strategy should involve meeting your audience where they are, rather than waiting for them to come to you. This might involve attending relevant conferences or meetups. As you grow, invest time in hosting events, making it worth the audience’s effort to attend.
Leverage existing channels
Limited financing can push you to think creatively. In the early stages, use pre-established channels like tech conferences. They provide indirect partnerships that, if approached correctly, can be beneficial. Avoid spending large amounts sponsoring conferences unless they offer specific, competitive advantages.
Instead, host adjunct events during conferences or use creative means to save costs and gain exposure. Engaging with conference attendees and leveraging press presence can provide free or low-cost benefits.
Build your own events
Starting small means being resourceful and focused. Arrange informal meetups or office hours in a café, ensuring control over the experience. Personal touches, like handwritten notes, can make these meetings memorable.
Growth doesn’t mean outsourcing
As your events gain traction, resist the urge to outsource. Outsourcing often dilutes your brand’s unique voice. Success in events depends heavily on the initial idea and promotion, with execution being a smaller part. Your first events team member should embody the roles of curator, promoter, and producer.
Take risks and be creative
Introduce speakers and creative elements early in your events. Partner with other companies or groups to share resources and ideas. Use your office as a venue and your team as speakers to start with. Consider what you respect and what you can offer that is unique.
Engage personally
Commit to humanizing your company and staying genuine. As you grow your events, take risks to expand and engage more with your audience. Building strong, personal connections is key to long-term success.
Remember, ignoring the opportunity to host events could be riskier than taking the plunge. Events provide a space to define your business and connect deeply with your audience right from the start.
Events are ready for you to harness, especially once you have user engagement. Don’t overlook this powerful tool.