Small Business Saturday is November 25. Whether you’re planning an event for your promo company or you’re helping a client plan an event, this is an opportunity to get in front of your target audience, make new connections and get some exposure for the business.

With all the moving parts required, it’s important to approach any business event with thoughtful planning. Rieva Lesonsky, a small business and entrepreneurship thought leader, understands that hosting a business event might feel intimidating. However, you can follow a few tips to help your event go off without a hitch.

In this issue of PromoPro Daily, we outline a few of Lesonsky’s tips for making your next business event spectacular.

Know your goal. You should always know what you want to accomplish from any business event. Maybe you want to generate sales leads, build goodwill in your community or add prospects to a mailing list. Once you define your goals, Lesonsky says, you can select the best event to help you achieve those goals.

Choose the right venue. Maybe you could host an open house and or a half-day workshop at your promo company, Lesonsky says. Whether you host your event on-site or at a different location, always keep your target audience in mind.

Time it right. Timing can be an integral part of a business event’s success, Lesonsky says. Whether you plan it around a community event or simply what works best for you and your team, remember that the more time you have to prepare for the event, the more time you have to promote it.

Assign roles. Get together with your team and delegate different responsibilities. This ensures nothing slips through the cracks. For example, you could have someone set up a booth at a community event and another staff member coordinates the promos and refreshments.

Think through the details. Depending on the type of business event you’re hosting, you might need things like napkins, chairs or a PA system. Lesonsky also recommends workshopping things that could possibly go wrong. This can help you adapt quickly if you run into any hiccups.

Stay mindful of your budget. You can host an outstanding business event without blowing your budget. Try partnering with a complementary business or seeking an event sponsor to help cover costs.

Market your event well. This is where you can shine. From promo to social media campaigns to email outreach, make sure your target audience knows about your event and understands why they should attend.

Create promotions. The marketing isn’t over once your event is in full swing. You have an opportunity to build relationships and ideally convert attendees into clients. Promo can come into play in all kinds of ways, from promo gifts for contest winners to bags of branded merch as thank-you gifts.

Follow up. Lesonsky says the real work in planning a business event can be how you leverage it afterward. Make sure you thank those who attended. You could also ask them to provide their feedback so you can learn and improve your next event. 

From parties to launches, business events of all kinds help you build relationships. Consider the points above, add in some promo and you’re ready to kick off a fantastic event.

Compiled by Audrey Sellers

Source: Rieva Lesonsky is a small business and entrepreneurship thought leader, advocate and journalist.