Tag Archives: Events

National Speakers Conference in Dallas, Texas

As mentioned above, on my recent trip to Dallas, Texas, I met up with Steve Napolitano who is a great speaker, trainer and business coach working out of San Francisco.  In the many discussions that we had, there were a number of things that we talked about in terms of what we were seeing as challenges for our clients and how they were overcoming these.  Steve works with a lot of high-end, very successful corporate clients that spend a lot of their time travelling both nationally and internationally and can be very pushed for time.  One of the key techniques he uses to help these clients is to get them to get a very clear vision of exactly what a successful life for them would look like both professionally and personally.  He then tips the equation on its head and asks them to put into his diary all of the things that would be important to them.  They then diarise these first, and by doing this, making them put all of their business commitments and business environments into the time that is remaining.  Obviously this can be challenging at first in getting an idea of how to make this work, but one of the key things that he noticed that he did, was making his clients very disciplined around how much time they were going to allocate for work and what they were  going to achieve in that timeframe.  This concept has certainly been a challenge for me because I think a lot of the time we develop businesses where we will allocate as much time as we possibly can to create our success.  Imagine we could build that success but only in the time that we were able to allocate where all of the other lifestyle components were going to be just as important.   

This month, please consider having a look at your diary, having a look at the time you have allocated for your work commitments and challenge yourself that you can replace some of these with lifestyle or family opportunities and let’s see if we can condense and use the time that we have allocated for work far more efficiently and profitably.

Creating a Great Event

At this stage of the year, we are trucking along with school holidays now behind us.  I want you to have a think about creating a great event for your family and close friends.  As we are often busy in our active lives, we sometimes forget that the reason we do what we do is to create experiences and memories for the future.  I would really like you to consider stopping for just ½ hour and write down some ideas that would create a great family and friend’s event that you can look back on with pride.  It could be a pot luck dinner, a BBQ lunch at a local park, a fancy dress party, a family extended weekend to a quiet location  – just something simple to organise but will create great memories.   Imagine looking back at the event in 20 years’ time with some great photos and remembering the time you created this!!  Go on!  I think this is a great concept to think about at this time of the year.

Target Marketing and Creating Events

The first step in effective marketing is simply knowing who your target market is and understanding as much about them as you can. Are they male or female? What is their age range? What income bracket are they in? Where do they live? What work do they do? What do they have in common? What are their hobbies? What keeps them awake at night? The more you know about your target market the better result your marketing campaign will achieve. What you’re aiming for here is a general picture; of course, no two people will be the same.

One of the best ways to sell to your target market is through targeted events. The type of event will be determined by what you sell and what will interest your potential buyers. For example, seminars work well for the financial industry; showcase events for vehicle sales etc. You may be able to offer a double-whammy, for example adding a special opportunity to a networking event.

Once you have decided on the type of event, you need to get as many people along as possible to make it worthwhile. Your invitation needs to be interesting and engaging. If you’re inviting people by email, you’ll need to send repeat invitations and reminders. Automate this and link it up to a RSVP system so your manual work is kept to a minimum.

If you’re holding the event at an outside venue, make sure it’s easy to get to, include a map on the invitation and explain where to park.

Have a clear plan about how to welcome your prospects with a smile, a name tag and refreshments. At the end, give them a goodie bag to take home or, at the very least, professionally produced marketing material.

The event itself needs some pace. Don’t leave people sitting or standing around without something happening. Keep to time. Stick to the agenda. Avoid boring PowerPoint presentations. Offer prizes for mini competitions. Invite audience participation. Do everything you can think of to keep people entertained but send them away more informed about your business than when they arrived.

Next day, follow up. This is the most important aspect of the entire event. Send a warmly worded email thanking them for coming and offering your assistance should they need it. Repeat your offer, if you made one. Press your advantage – they made the effort to come to your event, so try taking the relationship to the next level. If they’re not yet buyers, offer something else – a regular update perhaps. You want their permission to stay in contact because while they may not be buyers yet, they may be in the future. As well, you don’t know who they may refer to you if you’ve done a good job.

The key to great events is detail. Write checklists, tick off every aspect and you’ll have a successful and memorable event.