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SMALL BUSINESS 101: Event planning
As a small business owner, restrictive budgets shouldn't stop you from hosting events. Events put a human face on your business and give your customers a chance to meet with you face to face. But, before you jump into signing those supplier contracts and sending out those invitations, take some time to consider the following: Know what you want to accomplish. Review your marketing plan. Decide what the main goal of your event is. Are you trying to: • Enhance other marketing. • Entice return business. • Generate new sales leads. • Increase brand recognition/awareness. • Reward employee success. Choose your event. Once you know what you want to accomplish, decide what kind of event you want to create. Ensure there's a demand for your event. Some event options to consider are: • Conferences • Trade shows • Workshops/seminars • Social event • Networking event Give yourself proper planning time. The larger the event, the more time you'll need to organize and plan. Figure out what you need. Once you know what you want to do and how much time you have to do it, it's time to work out what you'll need to get your event off the ground. Consider location; legal requirements such as permits and licenses; will you be catering the event; and what promotional materials will you need i.e., invitations, and flyers. Figure out what type of help you'll need. It's difficult to plan and coordinate an event without assistance. Decide ahead of time who's responsible for what and prepare a timeline and a checklist for when it needs to happen. Be creative. Create a sense of excitement around your event and make it interesting! Important considerations are: when will the event be held; will it be indoors or outside; will everyone be listening, learning and/or networking; and, will the dress code be casual or professional. Advertise. Advertise. Advertise. Spread the word. Build excitement by sending out attention grabbing: • Invitations • Flyers • Newsletters/e-newsletters • Postcards • In-store posters • E-mails As a small business owner, your choices will largely depend on how much money you have available and how much you want to spend. Stay focused, track what you do and what you spend. Make checklists so nothing gets forgotten or overlooked. And, once it's all over, spend time reviewing participant feedback, budgets and performance. Find out what worked for you and what didn't. -- -- -- -- The Canadian Federation of Independent Business is a non-partisan political action organization representing the interests of small- and medium-sized, Canadian-owned enterprises since 1971. Visit CFIB online (see link). Opinions are those of the author. WEB: CFIB |
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