In-person interaction is one of the most powerful and personal marketing tools you can utilize. That is why in-person events are still very much alive and going strong even in today’s digitally driven world.
If you’re looking for a way to really connect with your leads and generate more sales, an in-person event is a great option. But it takes a lot of work to host an event, and before you start that work you want to be sure you’re making the best decisions to maximize your effort.
Identify and Consider Your Audience
To truly maximize your efforts, you have to create an appealing event that your best leads will want to come to. The key? Carefully consider your audience when making decisions.
This is advice that is applicable to almost any and every business situation you can dream of. Whether you’re applying for a job, pitching to an investor, cold calling a prospect, or simply writing a page for your website, without a clearly defined audience you will never be able to effectively tailor your message in a way that appeal to whoever you are addressing.
This is especially true of in-person events where you are not only asking for a time commitment, but also their physical presence and attention.
But how do you get started?
First, identify the professional roles of who you want to be at your event. What are their titles and responsibilities? From narrowing down this information, you can really dig into what this particular person would think is important and create an event designed specifically for them.
Once you’ve identified your audience, it is time to make a lot of decisions about your event. Two key decisions are the topic and speaker, which are necessary factors for appealing to your audience:
When deciding on a topic, consider what would be of interest to those you wish to attend. What topic would really resonate with them? What information would they exchange an hour or so of their time for?
Keep in mind that if the topic isn’t interesting to your desired audience, they simply won’t come. So your topic is essential to getting your seats filled.
Here’s a few questions to ask yourself to get the topic ideas flowing:
- What is your most frequently asked question about your industry or business?
- What is your most popular piece of content (blog, ebook, etc.)?
- Does the topic provide a concrete takeaway for your audience, even if they don’t do business with you?
- How does the topic lead into what you are selling?
Once you have a couple of topics, ask yourself if you were your best lead, would you actually care about the topic? If the answer is no, keep brainstorming!
Once you’ve clearly identified your desired audience and the topic you want to focus on, finding the right speaker is essential. First, determine your budget for a speaker. This will be a practical deciding factor when it comes to who you get to speak at your event.
The next step is to consider other factors about the speaker:
- Qualifications to speak on the desired topic.
- Speaking ability and personality.
- Recognition as an industry leader.
- Compatibility with the audience.
You may discover that someone in your company is the best fit. But whatever you decide, remember to consider the speaker from your audience's perspective. You want to be sure he or she will speak to your audience in a way they can relate to.
Planning your event can seem like a lot of work, but by using your desired audience as a filter for your decision making, you can make well informed decisions and be sure to create an appealing event your audience actually wants to attend.