By Ryan Velez
Entrepreneurs often do a lot of firsts in hopes of getting their business to the next level. One great example is planning a business event. While this is a lot of hard work, the fact of the matter is that the work you are putting in needs to go to a certain purpose. Take the time to ask yourself: “Why do I want to have a live event and what is the end goal or purpose of my event?” Black Enterprise recently brought on Vicki Irvin, who has planned and ran the Extreme Women Entrepreneurs Event for seven years. Here are some of the tips she provided to Black Enterprise:
- Your event should support the purpose of your work or expertise, which often means bringing together like-minded people on the same mission looking for useful information.
- Know your ideal dream clients and target them in your marketing plan to fill the room. If there is a mismatch in any way, the event will not achieve its goal.
- Work with an event planner who is also an expert at venue/space negotiations. When you’re in the seminar business, getting your space as cost-effectively as possible is crucial to your bottom line.
- Identify all potential streams of income from the event because you can profit far beyond registration fees. There are product and service sales, as well as revenue shares with speakers who complement what you do while providing value for your attendees. Your stage is not a place to “test” out new speakers. To protect your brand, be sure to choose speakers who are proven professionals.
Of course, for a first-time event, one of the biggest challenges you may encounter is finding a way to fill the event itself. When putting together a marketing strategy, you need to give yourself months in advance to put things together. Starting small is okay, as it allows you to focus on quality over quantity. In addition, even the biggest events have to give away tickets sometimes. There are several marketing tactics you can employ. Some of Irvin’s favorites include Facebook advertising and live streaming about the event. Another potential strategy is holding webinars leading up to the event. This allows you to get people excited over what to expect and decide whether what you are offering is a fit.