One of the most popular and successful ways to expand a brand is through event planning and staging activities. Well executed events can raise the brand or damage the brand. Event planning and execution are not happenstance occurrences.
A good and winning event takes attention to detail, a commitment by the company representatives and disciplined goal setting and achievement. Because poor event planning and execution can have a substantial downside, many businesses outsource the event planning to professional event planners and send their key employee representatives to business coaching programs to be equipped to achieve maximum results.
While some businesses are more suited for event marketing than others, every business has the potential to succeed at this strategy. From retail enterprises to manufacturers to construction, the business that can compete successfully in trade shows and conventions can compete successful in the field.
Look For Immediate and Future Relationships
One of the benefits of event marketing is that it can open doors to both immediate and future relationships. Interested parties will engage your booth or entry more than once during a show. This makes it critically important that all company representatives are on message and that the message is consistent. There are few things that can turn prospects away faster than series of mixed messages and uniformed, undisciplined presenters.
Marketing your event properly means promoting it locally, regionally, nationally and often internationally. News of the event should be included in every company communication from your Facebook page to your e-mail and written word messaging. Social media is an effective means to promote your event.
However, before you decide to launch or participate in an event, you must assess your internal and external capabilities to be successful. As you assess your potential, remember there can be a downside.
You are Only As Marketable As Your Reps
The greatest product or greatest service is only as marketable as the persons promoting and representing that product or service. If your assessment reveals weaknesses, do not give up on the project until you have considered business coaching programs that can overcome the flaws.
You should not proceed with your event plan until you have complete confidence in your event team and personnel. There are business coaching programs out there that specialize in this type training. Make sure you retain a training partner that has experience and who understands the type event you intend to stage. You have a lot to gain. Stage a professional, goal-oriented event.