Events and the Marketing Plan
Wednesday, February 29, 2012
I know social media brings us into relationship with a vast universe of contacts that the walk-a-day life can never offer. We spend hours at our key boards making ‘friends’ and building connections. In today’s marketplace it is essential to develop a consistent on-line presence that builds and reinforces your brand. But, there is nothing like personal connections to solidify a contact’s impression of you as a leader in your profession offering quality products and services that they need.
In person events require a great deal of resources, not the least of which is time. For the solo-
entrepreneur there is no way to organize a quality event in a manner that truly compensates the time and efforts required to organize it. That being said, it is important to acknowledge the benefits face-to-face events offer your marketing plan:
- You may think that people are interested in your product or service, but it is really YOU that they are investing in. Believe it or not, there is something in the way you present yourself that attracts clients to you. When people buy your product or service what they are really saying is, ‘I see something in your presence that I am interesting in cultivating in myself.’ There is nothing like sharing time together, in person, to heighten this relationship and convert someone’s curiosity into their becoming a solid prospect, and converting prospects into clients.
- Events make you strengthen your skills and ability to present them with confidence. The time between announcing your event and executing it is one long exercise in refining your message and practicing its delivery. This is brand development in real-time.
- The value of friends, not the Facebook kind, but real people who have shared space and perhaps a hug with you are much more likely to interact with you on the various social media platforms. Each time I organize an event I gain new followers, and I see a marked increase in the amount of comments I receive on various posts from those who attended the event.
So, as you flesh out your marketing plan, make sure you consider the value of at least one public event each year. Here are some suggestions that I use and recommend to clients:
- Organize at least one fundraiser per year where participant come to learn from you for no cost, but they are asked to make a contribution to a charity of your choosing. For those of you in the Greater DC area, Kristen Dorsey of Divine Journeys is hosting this event for the benefit of a local charity.
- If you are releasing a new product line, consider organizing a launch party. This can be at your office, in your home, or at a local retail establishment/restaurant. Think of it as a Christening Party for your new baby!
- Always keep in mind the more high-end, conference-like event. You have interests and knowledge that other people need. Your extended network increases that knowledge at least a hundred fold. Organizing a conference that is either half-say, full day, or several days long allows your followers, customers, and clients to benefit from your professional network and its wisdom. You will most likely need an event organizer for this, but it is well worth exploring.
So, I am curious, have you sponsored an event recently? What was your experience?
Great tips! You are so right that people are really interested in you!
I love the analogy of the brand development in real-time!
True words spoken! so how does one monetize on social media relationships?
I enjoyed this article very much! I found it interesting and logical that it is a good idea to do at least one live event each year…most advertise ways to succeed and “never leave home” to do it but that seemed a bit short-sighted to me! Thanks for sharing your tips and insights!
Great post! I agree with Denny – I like to do at least one live event each year too. My live event will be this year in April in London. So I can’t wait
Thanks for sharing this article with us!
Wow, Lorrie, what a great idea! I had not thought of holding a live event and you are so right, it would be of great value! Thank you!
I always like the ideas for fundraising events. Thanks for the tips on developing meaningful relationships!
Thanks Lorrie. Great ideas! I am working towards doing a live event.
I have not sponsored any event recently but you have great ideas here! Thank you for sharing.
WOW! Lorrie! I never even considered sponsoring an event! You’ve made some great points in your article. Thanks so much for sharing. It is something that I will definitely consider doing in the near future!
I absolutely love this post, Lorrie! It was insightful and inspiring!! I cannot stress enough the value I personally have taken from this content. I was particularly fond of your suggestion to host a fundraising type event. As an artist, I typically donate artwork and services at least twice a year to charities related to the craft and hobby industry. I am definitely going to add such an event to my calendar this year. Thank you for sharing your knowledge!
To answer your question, I did hold an opening event when I opened my studio in 2010. Visitors came to see the new studio and made art projects. I also sold off much of my excess art supplies. It went really well…I should really do that again.
It is one of my goals to sponsor a live event. (I have attended many)I love meeting people and sharing ideas with them.
Great post!
This is a great idea and I had not even thought of doing this! Great Idea!
Excellent article Lorrie! I especially loved the idea of a fundraiser! That would be so cool, I need to look into that
Love this Lorrie! Especially the inter-relation between charity outreach and building genuine connections…not because they’ll ‘pay off’ one day but simply because as entrepreneurs and small businesses it is our calling to be involved in our communities. My involvement with a non-profit that is close to my heart balances my life and my spirit and I hope, gives them a helpful service too. Our first BIG event is coming up in October and it’ll be everything you talk about here. Thanks for helping me see the bigger picture around all our efforts.
As always, Lorrie, a great post and some fantastic ideas! Been thinking how I could reach out in my Cape Town community. I have a n idea I’ve been tossing about…maybe it is time to step out soon.
Lorrie,
Thank you for a fresh look at inviting people into new worlds of opportunity.
I LOVE face to face events! There’s just something about connecting with people that way! Thanks so much for sharing!
Great article Lorrie. I have partnered and done this in the past and with good success. Its a truly a great example of win – win – win. Thanks for sharing it!
Great tips! I’ve never organized an event before but I love to attend them. You always go away learning something new… Thanks for sharing your knowledge.
These are great tips and a really great point of view. You’ve given me something to think about… Thanks! The LEARNED Preneur @NormaDoiron.NET
Excellent point of view, Lorrie! Thanks for sharing your thoughts on this
I love how we can help nonprofits/charities benefit simply by initiating an event as you suggested…. Fund raising has always been a passion of mine, and I’m thrilled that I have found something that will allow me to help all kinds of nonprofits create residual income by sharing a great product/service…..Absolutely love it!
I’ve been thinking lately of organizing an in-person seminar in addition to my exploding online presence. Thank you for the great pointers, and a reminder of why it is vital to stay in connected with the “real’ people, not just the virtual ones!
I love my on-line friends! I do however need to see real people. As a solo-entrepreneur and working in an office by myself most days at the church I crave seeing people. Will have to add creating an event like this to my list of things I want to accomplish this year.
I love your idea of having them contribute to a charity. Contribution and giving in general does something amazing to the spirit.
Great post!
I have bought many times because of the person, not the product or service.
Your personal presence goes a long way in creating your business relationships.
Thanks for sharing
Love this post and all the ideas you suggested. As one who is in the process of developing an off-line event..I can honestly say its like birthing a child:) Thanks for sharing your wisdom:)
Live events are where it’s at – I completely agree! No matter how great the relationship is online, it just can’t ever replace person-to-person contact. I haven’t sponsored a live event yet, it’s on my wish list, but I do love attending them!
Hi Lorrie,
As President of Shepherdstown Street Fest I can attest to the benefit of charitable giving. We found that the sooner you name your recipients the easier it is to raise money. We have to generate all of our funds each year and 2011 cost us $20k to produce and we raised 30k, giving away $5k and holding back for start up expenses. Make sure what you’re offering is something people are interested in (great music/artists/food/speakers) and they will flock to your event.