Why Having a Business Event Can Help Generate Leads for Your Business

Many businesses are beginning to understand the power hosting their own events; not only can they be used to create buzz around your business, but they can generate leads and encourage new customers and clients to come forward. However, for those without experience in event management, investing in an event can seem like a costly and risky thing to do. Below, we have rounded up some reasons why hosting a business event is a risk worth taking.

You can find new customers before the event even begins

By announcing an event and encouraging people to sign up to take part, you’ll find potential leads before the event has even begun. Over 58% of businesses don’t use social media to promote their events, to buck the trend and shout about yours to encourage people to attend.

You will gain genuine brand exposure                          

By hosting an event, you will be able to give your business exposure to potential customers and clients. Because your company’s name will be associated with the event, you can promote without overselling. Printing promotional materials like posters, placemats and backdrops is a great move, so your company logo will be featured in media coverage and photographs.

You can target an audience

When people attend events, they’re more than likely interested in what you have to say, which means you have a guaranteed audience right in front of you. By hosting an event tailored around your industry, you will be able to connect with potential customers easily.

Charging a fee for an event doesn’t have to be seen as a negative thing, either, as paid events often have an air of exclusivity and encourage a more dedicated following. If a guest is willing to pay to attend your event, then surely they will be willing to pay for your products or services, too?!

You will have better customer interaction

Event marketing is different from other forms of promotion because you’re meeting with your potential clients face-to-face and having a conversation, which is a far cry from a sales pitch over the phone. At a business event, you will be surrounded by potential customers, and you only have a small time to impress them, so pull out all the stops. If your event is customer-facing, then finding the right event staff is essential to convey a positive brand image, so work with an event staffing agency to find the ideal candidates.

You can use post-event material to attract leads

The average conference has a £4,500 marketing budget, so to make a return on investment (ROI), you need to focus on the post-event material to attract leads. As much as you’d like to convert every attendee to a customer within the two hours of your event, the likelihood is that some will need time to think, so follow up conversations, send promotional information and offer a personalised service to suit their needs. With the event fresh in their minds, people are more likely to have a positive image of your brand, so use it to your advantage while you can!