How To Hold An Event That Will Generate Client Leads

How To Hold An Event That Will Generate Client Leads:from Business 2 Community by James Duval

Image by Victor 1558.

Event marketing is a brilliant tool for any business that is looking to generate new client leads – if your corporate event planning is extensive and the event is executed well, it can give you a room full of sales opportunities.
However, as event marketing is now such a widely used tool, there is intense competition between businesses for attendees. Even large, well known companies can no longer advertise a corporate event and just expect a good proportion of those invited to attend. Many potential clients are far too pushed for time to attend your marketing event, or simply have not been given enough reason to.
There are strategies you can use to make your event more successful at generating leads for you, however.
Network Before the Event
Generally, following a cold lead, for example, emailing or cold-calling with an invitation, will simply get you a one-way ticket to the Junk Mail folder, or a curt “We’re not interested, thank you.”
Fortunately, social media sites have given us a way around this. Sites such as Facebook, Twitter and Google Plus allow you to connect with your potential attendees before you send them your invitation – and if the business recognises your company name, and you on a personal level, they will be far more likely to respond positively.
This process may sound time consuming, but sometimes it can be as quick as Liking them on Facebook, following them on Twitter, and perhaps Tweeting or direct messaging them a few times with helpful tips, or interesting articles. Try not to overtly advertise your business, or send a generic message to everyone you are hoping will become clients – sending something such as “Hello. We are an Internet Marketing Company providing value for money SEO…” is spammy, and may well get you a black mark next to your company name.
Create a Reason to Attend
As there is so much competition for attendees of events and prospective clients, it is important that you provide a clear reason why the businesses you invite should attend your event over others in you sector.
It could be something as simple as highlighting your USP, providing an interesting statistic on your company’s achievements (for example – “All of our clients reported over 50% of their keywords placing on the first page of Google after 12 months”) or even something frivolous, like catering by a celebrity chef or the meeting room hire being in a desirable building.
Invite and Remind
Ensure the invitations are designed to represent your brand image, but sell your event over your company – be sure to include your “reason to attend”, and personalise the mail using the company name, or the business owner’s/CEO’s name. Provide multiple contact options, including email, phone and social media links – if you have be in contact over Twitter, they may know you better as your Twitter handle.
Send the invitations well in advance, and don’t be afraid to send the invitation multiple times, as often invitations can be overlooked or simply forgotten. If you’re in contact with the business over a social media site, don’t be afraid to drop them a friendly “I was just wondering if you received the invitation to my company’s event on the 29^th September?” message.
When they respond, send them a confirmation email, preferably within 6 hours, so they feel confident about their choice to attend. Sending reminder emails a week and 24 hours before can also help increase attendance rates with those that may have forgotten.
Know Your Audience
Make sure that all of your presentations and speeches on the day have been scripted, rehearsed and appear exceptionally professional on the day. Ensure that you know exactly who has RSVP’d, and your presentations have been formed around them.
You should cover all of your bases in your presentations – for example, even if just one of your attendees is a corporate landscaper and you have had success with a landscaper in the past, make sure it is mentioned. However, do not dwell for too long on examples, figures or services that may not be significant to your attendees.
Make the event interesting and relevant to those attending – not those who haven’t.
Live Up to Your Promises
Make sure that you live up to every promise made in your invitations and on any material the attendees may have read, including you website. If you have promised an in depth look at your USP, then make sure that this is what the event is centred on. Your event will not be successful if your attendees feel like they have been drawn there under false pretences, or they feel like you haven’t lived up to the amazing presentation you promised.
After your event is over, make sure all leads are followed up in the days after – even if the business wasn’t entirely hooked by your event, a rapid follow up may change their mind.