A robust events calendar is essential to an overall sales and marketing strategy. When done right, it can be hugely beneficial in building your customer base and your reputation in the industry. 

If your company is thinking about taking its first steps into the world of events, then there are a few things you need to remember in order to give yourself the best chance of running a successful one. 

Define What A Successful Event Looks Like To You

It doesn’t matter how many people attend your event, and how good the marketing looks, you need need to set out your targets in advance. What kind of ROI are you expecting? In the planning stage, outline how many leads or other measurable results you need for the event to be considered worthwhile. 

Use Event Planning Software

When you’re new to event planning, it can surprise you to know just how much needs to be considered. For example, a lot of due diligence needs to be done on the venue and equipment you’re using in your event. Simple events need only a general risk assessment. If you’re inviting people into your factory or manufacturing area, then make sure you’re up to date on safety requirements. You can get machinery risk assessments from ST&L if you need professional outside services. 

To keep track of everything, then event planning software is a good idea. With it, you can outline and track every aspect of your events, from planning, invitations, logistics and follow-up. 

Plan Your Follow-Up In Advance

One of the most vital parts of any event strategy is the follow-up. How and when you contact potential leads or partners is critical to converting them. If your typical sales cycle is particularly long, you don’t have time to waste. Map out your follow-up strategy and messaging ahead of the event. Make sure that all emails and marketing campaigns are ready to go. 

Train Your Events Team

The people attending the event on behalf of your company are one of the most important components of your event. Great marketing and impressive merch aren’t going to do much if the people there aren’t representing your brand in the way you would want. Ensure that all team members are briefed in full on key messaging, products and brand tone of voice. Provide additional training if necessary. 

Stand Out From Your Competitors

If you’re late to the events circuit in your industry, then you need to step it up when it comes to standing out from the crowd. Research your most successful competitors thoroughly and take inspiration from them. You should also look outside of your sector to see what other companies are doing to push the envelope in their events. 

Final Thoughts

It can be a huge step to take to start running events at a company that has never done them before. The key to successful events is planning and follow-up. These are as important as the event itself as they will ensure that you’re getting the very best ROI you can.