Getting VIPs to the table

At lunch today, a friend asked how we can manage to get heavy hitters to our events. My true but incomplete answer is that I ask them. That sounds glib, but that is the biggest part -- I'm always surprised by what any of us can get when we ask for it.

Here are some thoughts about getting VIPs (or anyone, really) to your event:

• Ask.
• Don't just ask VIPs just because they seem important to you; ask the ones who make sense for your event. Will they get real value out of attending? Do they have something unique to offer?
• Follow the domino theory of events -- make a list of the VIPs you want, then do whatever it takes to knock one down/get the yes. Once one says yes, the next one is much easier.
• Build a track record and use it when the time comes. If people know your events are successful/fun/beneficial to people like them, they will be much more likely to come.
• Make your list of prospects as long as possible. Like most things, it is a numbers game. Pretty much no matter how important the people on your list are, if the list is long enough, odds are decent you can get one of them to say yes to you (then the second… then the third…)

There you go!

- sean

My professional crusade -- events as marketing

The relatively simple idea is this -- done right, events are an essential component of most business marketing programs.

"Events as marketing" should be considered in the same conversation with advertising, social networking, your Web site, media relations, and direct mail. Events can help you build your brand, add customers, and make more money.

For the most part, business people seem to get this when they sit down and think about it; but it is absolutely not top-of-mind yet.

Here are key qualities of "events as marketing" to consider:

1. Events put the people you want, where you want them, when you want them there.

2. Events provide up-close-and-personal interaction with customers and prospects.

3. The results of event marketing are measurable.

4. Done right, an event marketing program can take your investment and leverage the money of others to give you exponential value.

One of the issues that seems to hang people up is the sort of event they want to have. The problem is that they tend to start with this question in the wrong place. They start with themselves (what they do and sell) instead of with their target market (who their customers are and what benefits them).

Ask these questions:

1. Who is my target market? Get detailed about this -- think about age, demographics, interests, the various segments of your market. In the end, what you want to get to is groups of individuals who feel an affiliation with each other (athletes, moms, skate-board kids, active seniors, etc.).

2. What sort of events would benefit my target market (educationally, recreationally, in terms of entertainment, etc.)?

Asking those two questions should lead you to a long list of events that will provide incredible opportunities for you to connect and build relationships with your target markets.

A few examples from my clients:

Landscaping company doing a green business expo (have you read articles about how important it has become to people that their landscaping/lawn maintenance service providers support healthy living values?)

Pizza joint doing a social event for young moms (who is it that decides where the family eats?)

Pharmacy doing a health fair (yeah, this one is pretty obvious)

You get the picture.

"Events as marketing" is a powerful concept.

Go tell people.

Accessibility, when choosing a location

Talk to the managers of all facilities about their accessibility and make sure that checking this out is an important part of your first site visit. With ADA regulations, most facilities you talk to should be able to call themselves accessible, but you really want to check this out. Are the bathrooms truly accessible? Are the accessible bathrooms close to where you are going to be on the property? What are the accessible sleeping rooms like? Are there enough to meet your needs? If there is a stage of some sort in the room, is it accessibly for wheel chairs . If you find you need services related to disabilities (sign language specialists, for example) can the facility help you identify them?

Identifying sponsors for your event

When considering potential sponsors, what you need to look for are companies (and sometimes individuals) who have a demonstrated interest in the subject matter of your event and/or who want to reach your target audience.

Here are three quick examples:

Film Festival

Focus on companies who sell products or services to a consumer market, because consumers will be your primary target; sure, some of your attendees will be business owners or purchasing agents or whatever, but they won’t be in a “business frame of mind.” Sponsor examples might include a beverage distributor, a family law attorney, a realtor, a bank, and a satellite dish company.

Technology Trade Show

Focus on companies who sell products or services to a business market, because business owners, executives and employees will be your primary targets. Sponsor examples might include a bank, a CPA firm with an emphasis on businesses, an IT services provider, a payroll company, and an insurance company with an emphasis on business customers.

Women in Business Awards Ceremony

This could be a bit of a hybrid, because you’ll be focusing on women in a business frame of mind, but the marketing affect is a good bit stronger because most of the attendees will be women, a lot of them will have higher levels of income, and women who do not attend are still more likely to identify with supporters of a women-oriented event.

Once you’ve thought about the kind of event you are holding and have a general idea of the sort of sponsors who would make sense, the search process is really pretty simple. Your best prospects are going to fall into one of two groups – companies who have sponsored similar events in the past or companies with whom you have a personal connection.

Don’t make it complicated; just start making a list:

• Companies you know of who sponsor events (especially similar events)

• E-mail people you know and ask for their suggestions

• Search the Web for similar events and find out who sponsored them

o Events that have their own Web sites

o Organizations that host events

• Charity organizations

Event marketing secret -- get the kids and you get the parents

Your business doesn't really cater to kids?

Don't know why you might want to do an event that focuses on them?

Here's the universal truth -- get the kids and you get the parents. This is the discussion I've had many times with clients; and now it seems pretty obvious, doesn't it?

No matter what business you are in, if you create an event that attracts young children -- say, up to 10 or so -- then one or both of the parents will be right there with them.

One of my favorite examples is Healthy Families Fun Fair, an event we d0 for healthcare service and product providers (physicians, nutritionists, fitness centers, etc.). We provide a day-long, family-oriented event with lots of activities for kids. The marketing for the event describes a day filled with fun activities and lots of healthcare-related information and resources. For parents, it is something to do with the kids; for the companies who get involved, it provides access to the parents, particularly the moms who make most of the healthcare decisions.

Get the kids and you get the parents.