Hosting a live event is one of the most powerful marketing strategies in your arsenal. But what do you want to accomplish with your live event? Do you want to attract clients, increase profits or both? Before you forge ahead with hosting a live event, you need to have an event objective. Your event objective is your most desired outcome and should be quantifiable. In fact, in order to have an objective, you have to have a PLAN.
- Listed in Writing
Your objective should be possible. If you want to have an event for 1,000 people, but your own list has only 50 people, you are going to have a hard time getting 1,000 people at your event. Unless you have Oprah herself show up and spend tens of thousands on marketing, it is not likely to happen. It is much more likely to have an event for 50 with a mixture of new and existing clients.
Your objective should be listed in writing. Just like any goal, if it is not written down, it is just a wish. By going through the process of writing down your objective, it becomes clear. If it is just “understood”, you don’t really have anything concrete to work towards.
Your objective should be assessable, or measurable. If you can’t measure your objective, how do you know if you’ve achieved it? The easiest way to assess your objective’s success is to assign a numerical value to it. It is easy to measure if you have 50 new clients at your event, or if your event made $100,000. It is not enough to say that you want to make a profit with your event. After all, if you make $100 is your event still successful? Technically, it is profitable, but I doubt that it really met the expectations you had.
PLAN your objective to set yourself AND your event up for success with a good event strategy.