Live Marketing Events For Any Size Business

By Courtney Marie Smith

A common misconception in the small business world is the notion that only big brands and companies can

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benefit from live marketing events. Furthermore, most businesses doubt they can afford to host or participate in events, as common belief views publicity-geared events as expensive and time-consuming. Fortunately, any business owner or manager can implement the following strategies to expand awareness, enhance customer relations, drive sales and maximize media exposure.

Host a customer appreciation event
Whether you own a small fashion boutique, an exclusive diving venue, luxury salon or thousand-room hotel property...you undoubtedly have loyal customers. Perhaps they frequent your venue so often you know them on a first name basis, or maybe you recognize them from a couple of visits throughout the year. Either way, they represent your biggest fans, most able connectors and willing word-of-mouth promoters. Host a fun thank you event with light food and drinks, special offers, contests, giveaways and feedback opportunities.

It does not have to cost an arm and a leg. Simply tap into your preferred vendors list and ask them to participate and support your event (they, in turn, gain product and brand exposure). So the saying goes, "I scratch your back, you scratch mine." A little appreciation goes a long way.

Create buzz with a product launch or promotional event
Is there a new product that no other local venues offer? Are you bringing in a new spa line that will wow your customers? Perhaps your property is offering a summer rate special at your hotel? Whatever the case, you must effectively publicize your promotions. Sure you can advertise, but ads can be a bit costly. Why not host a publicity-geared event to maximize media coverage and exposure to your customers?

My advice? Get creative, but keep it simple. A friend of mine created a highly successful spa and salon happy hour that featured mini spa and salon treatments at a reduced rate. Of course, there were special sales, bites of food and cocktail samplings that made the guests feel welcomed and well...warm and fuzzy. The warm and fuzzy feelings lead to impressive ROI and valuable customer feedback. The end result? An increase in sales, exposure, measurable analytics and prime media coverage in local lifestyle publications, television spots and radio mentions.

Implement an Event Calendar
Event calendars are great ways to drive traffic to your website and keep your brand fresh in customer's minds. If you feature an ongoing happy hour special, exclusive trunk shows, live entertainment or books signings, you must have a method for delivering the information to your customers. Many website plug-ins are available free of cost and can be easily integrated into your website or company blog. Post all relevant information including date, time, cost (if any), RSVP directions and a contact number or email for questions. Your business' event calendar serves as a promotional foundation and can be easily linked to additional promotional channels, such as social media.

If you have a computer and a heartbeat, you have undoubtedly heard the term social media. My recommendation is to use it, and use it often. Social media promotes highly personalized referrals and recommendations through viral means at a mind-blowing pace. "Monkey see, monkey friends usually do," as I like to say. Chances are if one or two friends attend your marketing events and have a great experience, they will tell their entire social network about it. Bingo! Welcome to the influential world of social media.

Link your event calendar to your blog, micro-site, Facebook fan page, Flikr account, etc. (the list goes on and on). These days, social networks are growing rapidly and can provide valuable momentum for buzz campaigns.

Measure the results

Live events put you face to face with your customers, providing an opportunity for interaction, sampling, feedback and data collection. Be sure to collect contact information including name, email and phone number. Ask attendees their opinions on new products, current products and special promotions. Many guests are eager to provide feedback, but collect it in a professional manner and organize it after the event to be used in future outreach campaigns. Many businesses have incentivized survey participants with give-aways or promotions in order further enhance the feedback process.

As you collect contact data from attendees, be sure to ask them permission, especially if you plan on sending email, mobile or direct mail campaigns. This will ensure you have creating an opt-in database, which will lead to fewer bounce-backs and unsubscribers, while also ensuring you have obeyed spam laws. Lastly, have fun! Marketing events are creative, social and engaging. When you plan them, put yourself in your customer's shoes. What would you want and expect from your favorite businesses?

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Get the Most Out of a Business Event...Part 2: During and After

By Ali Brown

Attending a business event soon? I hope you checked out my article about how to get ready for a conference before you attend, but if you missed it, here's the link. This article is about how to make the most of an event while you're there and after. Attending an out-of-town event is an investment, but it pays for itself if you attend with goals in mind, make connections, get training and gain skills you need to catapult your business (or hit the ground running if you are just starting out).

Enjoy these strategies for getting the most out of a live event:

• Sign in early. Avoid the early morning rush, and pick up your conference materials the night before. Peruse the materials and make a strategy for opening day. Remind yourself of your conference goals. Leave some time for enjoying your surroundings, checking in with some friends, or making some new ones, and getting a good night's rest for the big day.
• Bring your biz cards. Be sure to have those business cards handy and any other marketing materials that you brought. Remember that it's best not to force them on people, but if they ask, you want to be able to get them out quickly and easily.
• Attend on time. Arrive at the conference a few minutes early to get a great seat. Although it's tempting to monogram your chair and stake your claim, consider moving around the room for different sessions to meet more people. 
• Introduce yourself. Take the first step and introduce yourself to your seatmates. Engage them, and really listen, and show interest in them by asking questions, and they'll be more apt to do the same for you.
• Take notes. Taking notes at a conference is sort of like taking pictures on a memorable vacation. You want to bring your camera, but not have the trip be about the camera. So with that in mind, jot down the major points, but don't let the note taking overtake listening well and enjoying the experience. More importantly, record your "ah-ha" ideas for later follow-up.
• Socialize. Take advantage of all social opportunities (networking, coffee, tweet ups, parties, VIP oppportunities) available. If you're shy, open conversations by asking questions such as what people like best about the conference. Keep an eye out for potential strategic alliances.
• Create good Karma. You remember the first day of school and how someone helped you out? Some attendees will be feeling like that, and you can help them along by showing them the ropes. Also be on the lookout for someone who is further along than you are in the process, and see if she can help you out a little. Be a mentor, and find a mentor -- it's good Karma.
• Mingle. Check out all of the tables you'll see around the conference site. Some of them may be product tables just to fill the gap that you have in your business education. And don't forget the sponsor booths. Let them tell you what they offer -- there may be a goody in it for you. 
• Fill out surveys. You'll never know how much went on behind the scenes to bring you to the event (unless you've hosted one yourself). Take a minute to fill out the survey so your hosts will know how to make the experience even bigger and better next time.
• Take care. It may be difficult, but you'll want to find some downtime here and there to catch a break from all the action. Be sure and stay hydrated with water as well. Make time for exercise, even if it's just walking around the hotel to get some fresh air. Try to get a full night's sleep, too.
• Have FUN!

You prepared well before you left for your out-of-town event, and then you made the most of every second that you were there, learned a lot and had a great time. Don't stop there! You're energized, and excited, and you're overflowing with momentum. You just have a few tasks left to make the most of your experience:

• Review. Take the time to look over your notes, organize them, and prioritize them into a one to two page itemized list. Try and do this when everything is fresh, such as on the plane ride home. This will turn into your "action item" list that is pivotal to your following through.
• Reconnect. You've made a lot of fabulous contacts: potential clients, strategic partners, joint venture partners, potential vendors and friends. Get them into your contact database at the least, and ideally write them hand-written notes for greatest impact. Airplanes and airports are great places to do that.
• Make it happen. Lastly, and most importantly, take your new vision of yourself and your "action item" list, and make it happen. Move past the resistance, grow past the fear, and one action item at a time, make your vision become a reality.

Self-made millionaire entrepreneur and Inc. 500-ranked CEO Ali Brown teaches women around the world how to start and grow profitable businesses that make a positive impact. She was named one of 2010s Enterprising Women of the Year and was recently included in the Ernst & Young 2010 Class of Entrepreneurial Winning Women. She was ranked on Forbes.com as the #1 woman for entrepreneurs to follow on Twitter. Get her FREE weekly articles and advice at www.AliBrown.com.

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3 Secrets on Getting the Most Out of Attending Events

By Michele Pariza Wacek

You've got your suitcases packed, your airline booked, and you're on your way to a live event.

But you're a little nervous. You've already spent a bunch of money, you're about to spend a bunch on hotels and food, not to mention the time away from your business and life. Will this turn into a good investment (i.e., help you business grow) or will it end up being just a waste of time and money?

That's an excellent question and as someone who has attended more than her share of events with fabulous (and not-so-fabulous) results, let me share my three secrets to getting the most of your attending events:

1. Set your intentions on what you want to get out of the event. Are you looking for joint venture partners? New clients? New ideas or information you can implement in your business? Is there someone you really want to meet in person? All of the above? Something else entirely?

It doesn't matter how you define a succesful event, what's important is that you actually spell out what you want to have happen, and make it as clear as possible.

If you're not clear on what you want, then your results could be equally murky. You want to visualize exactly what would have to happen for this to be a successful event for you.

Let me take a moment and share a quick story about this. At an event I recently attended, I was walking through the dining room at dinnertime, and I saw a woman sitting by herself. I went up to her and asked if she wanted some company, which she did. It turned out she had set the intention of meeting ME at this event, and we've ended up doing a couple of joint ventures together. Isn't it amazing once you set the intention how the Universe actually delivers it?

2. Don't just hang around your "crowd." There's no question that one of the reasons I love going to events is I can reconnect with all my old friends and colleagues. However, as much as I treasure the face-to-face bonding, I also want to meet new friends and colleagues, too.

Make a point of having either lunch, dinner, drinks, etc. with a new group each day. That gives you the opportunity to meet new people without going too far out of your comfort zone. (Now, if the thought of that is making you break out into a cold sweat, take a deep breath. Bring a friend with you, just don't only talk to your friend. Or only do this once or twice in the few days you're there, and slowly work your way up. You'll probably discover the vast majority of the people at these events are just as eager and just as nervous as you are, and it all ends up working itself out).

3. Manage your energy. This is a big one I never see anyone talk about, but it's really important. Events are exhausting. Period. Between being "on" when you meet people to absorbing all the information that's flying at you, it can wear you out.

So it's important to know your limits and listen to your body. You don't have to be at every single networking opportunity. It's okay to skip a group lunch or dinner and get room service.

Everyone is going to have different limits, and whatever that is, it's perfect for you, and you should honor it. The last thing you want to do is wear yourself out so much that when the perfect client DOES show up on Day 3, you're not so drained you don't properly represent yourself (and end up losing the sale).

Michele PW (Michelle Pariza Wacek) is your Ka-Ching!Marketing strategist and owns Creative Concepts and Copywriting LLC, a copywriting and marketing agency. She helps entrepreneurs become more successful at attracting more clients, selling more products and services and boosting thier businesses. To find out how she can help you take your business to the next level, visit her site at www.MichelePW.com. 




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5 Steps to Hosting a Stellar Biz Event

By Ali Brown


Hosting a business event is like your very own film premiere or book launch -- an opportunity for greater exposure and a powerful way to engage new clients, leverage your brand, increase profits and generate some fantastic PR. While it can be an exhausting process, it's usually highly rewarding when planned and executed well. Read on for vital tips and essential information to set you firmly on the path toward event hosting success.

A lucrative event needs a clear vision behind it, so you must first decide on its objectives and goals. Ask yourself the following questions:
What outcome and tangible results do I want to see from this event? (i.e., increased sales, introduce a new product, raise awareness of business).
What change do I want to affect in my guests?
What do I want people to say after the event?


Once you know your purpose, you can then set about envisioning the event. Planning for it is crucial and should be started at least four to six months in advance. 


STEP 1: Map out your overall content, look and feel
Your content, of course, is of the most importance, but you must also spend time thinking about the look and feel of your event. I see many entrepreneurs overlook this critical part that influences how your attendees will feel, which is important for sales and action.
        Reverse-engineer your entire event around the end result you want to create. Start by writing a plan of what you want to offer and teach, and develop a general theme. Work out a comfortable schedule, and remember to allow enough space between sessions so participants can network and exchange opinions. (Have you ever attended a multi-day event where they barely give you any breaks and then keep you in the room until midnight each day? The hosts do that on purpose to create a controlling environment. It's an old school, fear-based model. And it's insulting to your audience not to give them ample time to eat, go to the bathroom, network, and sleep!).
        And no matter what the event or who is in the audience, include a host of ice-breakers and team-bonding exercises to get everyone electrified and energized. You'll be amazed at how quickly a room full of strangers will be chatting away like old friends and swapping ideas.
        Plan to decorate your location with banners and signage, and don't hold back on handouts or other materials. Offer gift bags and other professional items, and set up an attractive stall or store for your merchandise.

STEP 2: Choose the right venue The venue is more than just a roof over your guests -- it must also offer superlative facilities, an enjoyable atmosphere, and be easily accessible. Use our venue checklist to help you select the perfect setting:
- Venue size-- This is a delicate decision. You will want as many people to attend as possible, but if it is too large, and you don't get a full house, the atmosphere will flatline. Some events benefit from a more intimate setting, so it is important to ensure that the venue complements the occasion.
- Aesthetics-- Are you looking for a visualy stunning setting or a space that you can decorate yourself?
- Amenities-- Are they up to scratch and do they fulfill your needs? You need to check that the venue has:

• Adequate parking facilities
• Disabled access
• Enough chairs and tables
• Nearby restrooms
• Enough power outlets for electronic equipment
• No visual obstructions within the room
• No noise obstructions from adjacent rooms and halls

- Location-- While most people have a car, it is preferable to find somewhere that is easily accessible by all forms of public transport. If your clientele is national, being near a major airport is key. Host your event at a hotel, or make sure there are good hotels nearby, and negotiate preferred room rates for your attendees.
- Catering facilities-- Ensure that your guests will be fed and watered, or there are enough options for them to feed themselves. The food and drink must be excellent with more than enough to go around, though you don't want to give people too much, as they might doze off during your sessions. Using external caterers is an option.
- Is it within budget?-- You have found a terrific venue in a wonderful location with first class facilities, but can you afford it? Don't stretch your budget to the breaking point to acquire the perfect place. Some venues may offer discounts, and it may also be worth bargaining about the price. Consider additional costs, too. For example, will the venue's insurance cover your event or will you have to take out your own?
        Above all, it's about common sense. So visit the venue several times if necessary, and ask yourself if it is somewhere you'd like to spend several hours. If it doesn't feel right, move on to the next location on your list.

STEP 3: Set a fair price for the event
Consider the value you'll be delivering at your event, then do a little market research:
-- Look at what the competition is charging and how much you think participants are willing to pay.
-- If this is your first event, you may want to charge less to attract a crowd, but don't go too low as this will send out the wrong sort of message.
-- If the people are only selecting your event because of price, you are in trouble, as a competitor can always lower theirs.
-- Quality never goes out of fashion and is always worth it. You have devoted your energies to creating an amazing event that offers incredible benefits, so charge accordingly. The key is conveying the value in your marketing copy so your prospects see it as well worth the money.

STEP 4: Fill the room! 
Focus your marketing-- Direct your marketing message toward the event's unique selling points. It can be tempting to list every element and feature, and lose sight of the benefits. Attendees will want to know the event program, and mentioning a well-known key speaker will create a lot of attention. Remind people of the networking opportunities. Your marketing message should be bold, be memorable, and stand out.
Promote the event with multi-channel marketing-- Ideally you want to attract people to your event without spending a fortune on advertising, and one of the most effective ways of achieving this is to have every piece of online and offline promotional material pointing toward your event website.
Get commitment-- Establish a deadline for attendee registrations and offer discounts for people who register on or before the closing date. You can also offer a variety of gifts in exchange for early registrations, such as bonuses or gift certificates.
Create excitement-- Start telling people about your event as early as possible. Catch their attention and prepare some enticing materials and sneak previews to create excitement. Tailor your promotional efforts to reach people who are already interested in you and what you have to say. There is nothing worse than planning to host a magnificent event, only to have it ignored or have the wrong people turn up.
Develop a sense of urgency-- Send a reminder email to anyone who hasn't registered yet. "Only 10 spots left. Register today!" Remind them of just how they'll benefit from attending, the sort of information they will only receive by being at your event.
Encourage attendees to bring friends-- Everyone loves a bargain, so reward attendees who bring guests. For example, you could offer them a small discount.
        One of the crucial ways of getting the word out is to have others talk about it. Use regular emails and newsletters to generate buzz and encourage people to tell their friends and family -- it will save a lot on your marketing dollars.
         Take advantage of ALL the tools in your marketing toolkit. Don't just rely on email. Provide links to your event website on your Facebook, Twitter and other social media accounts. You can also send press releases and photographs to newspapers or trade publications and cross-promote on the websites of your sponsors. And don't forget about direct mail -- postcards are a great low-cost way to get the word out.

STEP 5: Assess your results
After the event, you should be able to measure the results to know whether you've achieved your goals as well as a good return on your investment. Events are all about forging long-term relationships with your clients, and by creating a memorable experience, you will motivate them to act.
        Many marketers don't make a ton of money on their first few events. Aim to at least break even, but keep working your numbers and improving each event until you turn your events into big paydays. Be the best you can be, and deliver what you promise -- you will create a spectacular occasion that everyone will remember for a long time to come.

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Entrepreneur mentor Ali Brown teaches women around the world how to start and grow a profitable business that makes a positive impact. Get her FREE CD "Top 10 Secrets for Entrepreneurial Women" at www.AliBrown.com.