Mailed, paper invitations make a difference

Yes, we are in an electronic age.

Yes, e-mail is powerful.

Yes, social networking tactics are a must.

Yes, being as green as possible is important and valuable.

Still... nothing takes the place of paper invitations for an event.

I read somewhere that 65% of the people who make decisions about attending conferences and community events will do so through the mail. I don't have any idea if this is true and I don't remember where I saw it, but as someone who has planned hundreds of events, I can tell you that nothing replaces the power of direct mail invitations for most of the events with which you will be involved. This is not changing any time soon.

- Maybe you want to do fancy printed invitations (as you would for a wedding or birthday)

- Maybe you want to do a series of multi-colored, oversized post cards

- Maybe you want to do a combination

Whatever strategy you choose, paper invitations will make a difference. In almost every case, for business and community events, you will regret trying to go totally electronic. At the very least, you can be sure that attendance will be less if you eschew paper.

Sean Spence

Community Events

www.commevents.com

seanspence@earthlink.net

573-823-1308

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.

Creating your event's core messaging

You can make the process of creating your core messaging as simple or as complex s you want (based largely on the amount of time and help you have). Here is a seven-step process that works well, and you can alter it to accommodate your resources.

1. Make a list of all the reasons people should want to attend your event.

2. Do Internet research, reading about similar events.

3. Review the list and add to it or otherwise adjust it as you see fit.

4. Assemble a group of 2-5 other people and talk about the event and the list, adjusting it as the group sees fit.

5. Write a persuasive statement about the event.

6. Discuss the statement with people you trust and alter accordingly.

7. Use the statement as the foundation for all of your promotional messages, which can now be written and adapted as needed.

Seriously, the five most important things about marketing for your event

1. Stick close to your key messages

2. Repetition, repetition, repetition

3. Overlap your marketing tactics so that the target market hears your message from several sources

4. Keep it short

5. Personalize when you can

Do those five things and you will be way ahead of pretty much everyone else (and, yes, we will go into a lot more detail in the coming days/weeks/months).

Ask lots and lots of questions.

“If you want to come up with lots of ideas, ask lots of questions.”

Someone a lot smarter than I am said that. I’ll extend it though, and say, “If you are writing a plan and want to make sure you don’t forget something, ask lots of questions.”

I could easily write 100 questions to give you examples, but here are 23 – if you ask these questions at the beginning of the planning process and revisit them from time to time, you’ll generally come out way ahead:

1. What are my key objectives?

2. In what ways does this event need to support my business objectives?

3. Which individuals, businesses and organizations should be involved with this event?

4. How do we use this event to create new relationships and strengthen existing ones?

5. What are the possible locations?

6. What qualities do we need the location to have?

7. How many attendees do we need to be successful?

8. What is our budget?

9. Who do we need to make happy?

10. What could we do that would be special?

11. What are the things that could go wrong?

12. What do we need to accomplish with the agenda?

13. Who/what should we consider to be part of the agenda?

14. What have others done at similar events that we might want to emulate?

15. What have others done at similar events that we want to learn from/avoid?

16. What kind of food/drinks do we need?

17. What could we do that would be unusual?

18. What will people expect?

19. Where can we cut costs?

20. In what areas should we be sure not to skimp on cost?

21. How can we use technology to further our goals for this event?

22. What can we do to green this event?

23. What are the accessibility issues?

Know your key objectives and make them your guide.

For every event you ever do, there will be a handful of essential accomplishments that will determine its success (and fewer is always better). Take the time to think them through and write them down. It won’t always be possible to attach a numerical goal, but be as specific as possible; objectives with a numerical value feel more real to everyone involved.

Here are examples of key objectives:

· Get 250 people to attend.

· Attract three media outlets.

· Persuade 20 VIPs to attend (from a list of 50 that you have created).

· Provide a fun evening.

· Make 15 new contacts.

· Boost your reputation as a leader in the local auto industry.

For example, if you are planning a health fair, then your key objectives might be the following:

· Obtain 10 sponsors who provide at least $1000/each.

· Recruit 100 healthcare-related booths.

· Attract 500 people.

· Sell $2000 worth of healthcare supplies.

· Gather 30 new qualified sales leads.

Notice that the objectives reflect a mix of the sorts of results that any successful event would want (such as attendance) and others that are specifically related to your business goals (such as sales). If you don’t think this through, it will be easy to get caught up in the fun of an event and lose sight of its purpose.

Recruiting event staff

Either go to a temp agency or recruit the staff yourself. If you are doing it all on your own – and assuming you don’t have a list of regular staffers from which to draw – then the best approach is generally a “leave no stone unturned” strategy. The bottom line is that you want as many options as possible.

• Look to your personal networks

• High Schools

• Colleges and Universities

• Non-profit organizations

The key is to think about what sort of people you want to help you. There are a few qualities that are must-haves for everyone on your team who will be having any significant interaction with attendees:

• Reliable

• Personable

• Knows when to ask for help

Reading the newspaper for fun and profit

Maybe you think of reading the newspaper as a nice, relaxing way to end or start the day. I'm here to tell you that it is an activity that should be an integral part of any good event planner's daily work day. But don't just read the newspaper, realize that it is a daily treasure chest and mine every gold nugget you can.

Here are some of the key things you should be looking for (and adding to a database for future use):

• ads for businesses of all kinds -- if a business is advertising in the newspaper, then they have a marketing budget; if they have a marketing budget, then they are a prospective event sponsor
• ads for events -- larger ads for events (and some news articles) will list corporate sponsors, which should be considered prospects; some ads might even list individual donors, which should be inventoried for inclusion in future invitation lists
• ads and stories about other events that might conflict with something you are doing
• obituaries -- to help you update invitation lists and to let you know when people you know lose someone important in their lives
• community calendars -- for ideas and to identify potential conflicts with your events
• everything -- to trigger ideas for every aspect of what you do

Events are a powerful marketing tool

Better than any other marketing tool, events get the people you want, where you want them, when you want them there.

Too often, related to events, businesses start with the question, "Do I need to have an event?"

This is really the wrong question. The better approach is a series of questions -- when do I need people? Where do I need people? Which people?

For example, let's say you run a restaurant and Tuesday is your slowest night. My answer to that problem would be to have a Tuesday night event designed to attract whatever market most interests you. For example, you could create a "Mom's Night Out" -- a unique opportunity for moms to socialize and have a fun evening.

The concept works equally well for an appliance store, a pet shop, a bank, or anything else. As long as you have the room for people, you can create a reason for them to show up and have fun together (or learn something, or participate in an activity, or whatever). In some cases, you'll create an event that people will want to pay to attend; in others, you might want to make it a free event, but enlist other businesses as sponsors (if you can guarantee an audience that fits a desirable demographic, you can get sponsors to foot the bill).

Better than any other marketing tool, if you want people to show up somewhere, events are the way to go.

Sean Spence

Community Events

www.commevents.com

seanspence@earthlink.net

573-823-1308

Choosing a speaker: don't pull a "James Franco"

Did you see the Oscars Sunday night?

There is pretty universal agreement that James Franco was a about as bad a co-host as you could expect to see -- completely lacking in energy; bereft of wit; just all around bad. Even the phenomenal Anne Hathaway -- who was obviously doing everything she could to compensate for his inadequacies -- was dragged down by his poor performance.

For those of us who plan events, is there a lesson to be learned from this?

Yes. This problem almost certainly have been avoided and the fact that it was not was almost certainly the fault of the event organizers.

RULE -- Do not choose speakers you have not seen or for whom you do not have strong, public speaking-oriented references. James Franco is a remarkable actor, but this is radically different from being a fast-on-your-feet host of a live event. My guess is that he was chosen based on an assumption that his acting ability would translate into public speaking/hosting ability.

Bad idea.

Event organizers do this kind of thing ALL THE TIME. They see someone who is articulate and well spoken and assume she will be a great addition to the program. Sometimes this works. Often, it does not.

Choose your speakers carefully. Make sure that their experience and references are appropriate to your need. Base you decisions on assumptions at your own risk.

Sean Spence
Community Events
www.commevents.
seanspence@earthlink.net
573-823-1308

Details can add up to a special experience

Last night I attended one of the most entertaining parties I've been to in years -- the annual Mardi Gras Party thrown by friends Sarah Catlin-Dupuy and John Dupuy.

This year, they absolutely went all out. It started with the "Roaring 20's Speakeasy" theme that included a request to show up in costume (requested, not mandatory); it included a full casino, with several professionally dealt blackjack tables, roulette, and craps. Music was provided by a six-piece swing band.

All of that really was exceptionally cool and contributed mightily to a wonderful night, but they did a few things that did not cost a great deal, things which any of us could do, that added just the right touch.

Here are a few:

- a menu of mixed drinks that fit the occasion -- Hurricanes, The Bees Knees, The White Lady, and others

- plastic cigars and imitation cigarette holders that were just kind of cute and fun

- they provided all guests with a password that had to be given to the doorman to get into the party (straight out of "The Untouchables)

- the food -- jambalaya, crab cakes and boiled shrimp -- fit the theme and could fit most party budgets

The key -- whether talking about the expensive or inexpensive aspects of the party -- was that the party planners took the time to think about details that could be fun and memorable.

10 things to remember about event photos

1. If you are running the event, find someone else to take the pictures – you’ll always think you have more time for this kind of thing than you really do.

2. Crowd shots have limited value. You need a few, but people like to see faces.

3. Bring extra batteries, or film, or memory cards, or whatever it is you’ll need to keep the camera running.

4. The secret to taking great picture is taking lots of pictures.

5. Take lots of pictures of any kids who are present. They always make people feel good.

6. Don’t use pictures you would not want taken of you

7. Get people’s names.

8. Make a list of shots and/or people you know you want and then remember to take them.

9. Get action shots to go with the poses.

10. Share your photos – or why bother taking them? Put them on your Web site; share them over Facebook; send them to the local newspaper; and share them with your attendees.

Start by making a timeline

One of the first things I do when I start planning an event is create a quick timeline of key things that needs to happen to make the event successful -- starting with the day of the event and working my way backward.

Once that's done, everything else pretty much falls into place.

Here's an example of a preliminary timeline for an awards event:

Tuesday, May 18 Send a “save the date” notice

Tuesday, August 24 Launch Web site and Face book event page

Start accepting nominations

Tuesday, September 21 Deadline for nominations

Wednesday, September 22 Notify nominees

Tuesday, September 28 Send invitations

Tuesday, October 5 Final selections

Tuesday, October 26 Event?

This provided a foundation from which everything else could be created and discussed. As the event approached, we created a plan that included all of the necessary details -- budget, descriptions, assignments for event staff, etc. -- as well as a detailed budget.

A successful event provides multiple rewards

Reprinted from Columbia Business Times, 11/26/2010

By Sean Spence
Nov 26, 2010

When business owners list the tactics in their marketing arsenals, too few include event marketing.

Event marketing is a powerful tool, whether the businesses create their own events or participate in events hosted by others. Events provide a unique combination of advantages. They facilitate meaningful interactions with customers, prospects and referral sources; they can brand hosts as experts or market leaders; and they offer a chance to create community buzz.

Events also provide a mechanism for multiple businesses to pool resources and create something bigger than they would be willing to finance on their own.

An example of a successful cooperative event was the Healthy Families Fun Fair, hosted earlier this year by Nasopure and D&H Drugstore at the Stoney Creek Inn. The Fun Fair provided an interactive marketing tool for everyone involved; it made sales, generated leads, created relationships and built brand recognition. Even better, it was relatively easy on the marketing budgets because sponsors and other business participants pooled their money.

On a smaller scale, The Bank of Missouri is a great practitioner of event marketing. The bank executives are big believers in creating both personal relationships and a relationship with the community, and they regularly host small luncheons and larger receptions that bring people to their lobby in the Buttonwood Building. They find that as people get to know them better, they will be more likely to want to work with them. The latest Bank of Missouri reception welcomed Michael Brown, the new executive director of the Columbia Board of Realtors.

Certainly, every business is going to have different event marketing needs. Rather than try to use this article to convey “everything you need to know about event marketing,” let’s focus on a handful of questions and answers that establish a foundation for success.

What are our goals? Having a big party just for fun can be great, but it won’t pay the bills. You might want to generate quality leads; you might want to make sales; you might want to build relationships with key referral sources; or you might want to make a splash in the media. Think carefully about what you want to accomplish, write it down, and use that to guide your choices.

Who is our audience? Get as detailed as you can about this by starting with demographics and working your way to specific names, if possible. This will be the biggest factor in determining how you will communicate about your event.

What will make people want to attend our event? This could include such things as the promise of a few fun hours, the opportunity to learn something or the chance to hear an entertaining speaker. Build a reputation for creating worthwhile events, and you’ll find it much easier to attract your audience.

How are we going to communicate with our intended audience? For this question, refer back to the definition of your audience. Maybe you know exactly whom you want to invite and can do it with some combination of mailed and electronic invitations. Maybe you’ll need to employ some combination of mass media.

How will we use this event to create and deepen relationships? For every step of the process, you have an opportunity to increase your relationships with people: as you invite them to the event, when they attend and after they’ve returned home. Think about how you can use personalized communications, event activities and other mechanisms to create stronger connections with your audience.

How much money do we want to spend? When you are doing an event, it’s easy to let the budget get away from you. Think about every dime as you spend it, and you’ll feel much better about your efforts.

How are we going to evaluate our success? Look back at the goals you set for yourself, and honestly evaluate every aspect of your event. Make your evaluation numerical wherever possible. Events will often leave you feeling good when they are over; your ability to think objectively will make all the difference.

Ask yourself these questions, make sure you answer honestly and thoroughly, and you’ll be on your way to being a successful event marketer. v

Sean Spence, a regular contributor to CBT, owns Community Events and can be reached at seanspence@earthlink.net and www.commevents.com.

Sometimes imperfection can be kinda cool

Most of the time, when we are planning events, we spend a lot of time figuring out how to make everything perfect. Sometimes, though, the imperfections are what make an event memorable. Here's an example from an event Community Events is involved in called "Military Morning." One of our attendees, an 80+ year old World War II veteran, suggested that we should end the event with a rousing verse of "God Bless America" with him in the lead. I'd never heard him sing and had no idea how it would turn out. He certainly was not a professional and was not likely to meet the kind of standards I preferred for event entertainment. But that wasn't really the point, was it?

Have a listen...

Curtailing long speeches -- Stand up if you want someone to sit down

This may be the most important lesson you will ever learn about doing an event in which someone is addressing an audience -- getting them to stop talking.

Really, it is pretty simple, and is mostly about prep. You'll want to ask speakers to monitor their own time, but tell them that you (or someone) will be positioned directly in their line of sight and will stand, facing them, when it is time to wrap up immediately.

Provide this in writing, when you send them confirmation of the speaking engagement.

Include it in the reminder e-mail you send a few days before the event.

Make sure it is visible on the "insiders" agenda you hand them when they arrive at the event.

Remind them about this a few minutes before they go on stage.

Then do it.

Overkill? Not really. Some of the biggest complaints come when speakers go on too long. The worst case I have ever seen came with a panel discussion. When a television journalist had her turn, she literally went on for 20 minutes to answer the first question, half of the time allotted for the entire program. Obviously, no one had prepared for the (significant) possibility that a panelist would exceed her time. And what happens when we don't prepare?

One final thing to remember is to do this no matter what. A fairly curious phenomenon I have discovered is that when people say something such as, "Oh, I've never gone over time in my life, you absolutely will not have to stand up to get me to sit down," these are invariably the people who are the biggest problems. Every single time.

Stand up. That will be enough to get most people to sit down.