Companies often seek to build awareness about years-in-business milestones, expansion and moves, and other newsworthy accolades via business events. These business-centric gatherings allow organizations to connect with clients, customers, prospects and other centers-of-influence for face-time; events are a nice change of pace from the world of e-mail communication and phone conferences that often dominate our time-stressed interactions.
Your Business Goals. Your Measure of Success.
The key to a successful event is to solidify your business goals right from the start. How will you measure the results and the return-on-investment of your company’s time, dollars and energy? For some businesses, the goal is to increaseawareness and be top-of-mind. For others, showing the breadth and depth of the operation or team is compelling. Sometimes, a business wants to tweak its image or introduce a new product or service line.
No matter the goal, a business event is all about business development. I always recommend less focus on pomp and circumstance, and more attention to goals and opportunities. Business events offer chances for cross-selling and expanding current relationships, securing work from prospects and referral sources, and good old-fashioned talk-time for client retention.
Keep It Simple.
When planning a business event, keep it simple and unpretentious. This is not your son’s bar mitzvah, your daughter’s sweet sixteen or your family reunion.