Industry Word

Blogs.Industry Word


How to Market Your Business with an Event

Comment Count:

Comments welcome on this page. See Rules of Conduct.

How to Market Your Business with an Event

By Rieva Lesonsky, Guest Blogger
Published: November 5, 2013

The holiday season is almost here and no matter what type of business you have, hosting an event is a great way to market your business during this festive time. Events can work for retailers, restaurateurs, business-to-business companies and personal service providers. Since a good event takes time to pull off, the time to start planning is now. Here are some steps to hosting a successful event.

Decide what you want to accomplish. Every successful event starts with a clear goal. Are you hoping to get prospects’ contact information, sell a ton of product, or just say “thank you” to current customers? Your goal will shape the event. For instance, if you want to sell product, an in-store event makes sense; if you want to thank B2B customers, you might host a dinner at a local restaurant. 

Set a date. To maximize results, time your event right. Make sure it doesn’t conflict with other events or dates your customers are likely to be booked for. You can also capitalize on existing holidays by timing your event to coincide with them—for instance, a retailer could host a Small Business Saturday event to increase awareness of this national day for shopping at small, independent businesses.

Determine the nature of the event. Your date helps determine the scope of your event. For instance, if you want to do a Thanksgiving event (that’s in just a few weeks!) you’ll need to keep it on a smaller scale. If you’re doing a New Year’s celebration, you can make grander plans. As you envision your event, consider:

·         Where will the event take place (your business? Outdoors? A local restaurant? A hotel conference room?). Check into space availability and find out if any permits are needed.

·         How many people will attend? If it’s an invitation-only event such as a dinner or seminar, you’ll be able to get a head count by requesting RSVPs. If it’s a more free-form event such as an in-store author appearance, you’ll have to go with an educated guess.

·         What equipment and extras will you need? This could range from tables, chairs and microphones to pens and paper or refreshments.

·         What’s your budget? Add up costs as you plan and scale it back if needed. Consider bartering with local businesses for some of what you need or, if it makes sense with your event, seeking other businesses (complementary to yours) to serve as sponsors.

·         What staff will you need? Plan now to schedule workers for the event and make sure you have all hands on deck. It’s a good idea to have someone besides you in charge of the logistics so he or she can execute and keep track of all the moving parts.

Start promoting. Your event needs attendees, so develop a mini-marketing plan for how you’ll promote it. Use all your marketing and advertising outlets, including word-of-mouth, social media, print or online ads, flyers, store signage and more. Reach out to local reporters and bloggers asking them to attend and/or write about the event (ideally, both before and after). Send information to any local publications that post or print event listings. Let local business organizations, such as the chamber of commerce, know about it.

Be prepared. “Hope for the best, but plan for the worst” should be your mantra. A few weeks before the event, meet with your employees to run through what will happen and what might go wrong. No detail is too small to consider (just ask any speaker who’s had a presentation ruined by lack of an extension cord). Things like napkins, duct tape and extra pens can make or break your event.

Capture customer information—and keep in touch. If your event attracts new customers or prospects, gather their information and follow up with them later. You can request information when they RSVP, ask people to sign up on a clipboard to get on your mailing list, or do the “business cards in a fishbowl” thing. Follow up within a few weeks while the event is fresh in their minds to provide something of value such as a discount code, free consultation or useful information. 

After each event, review what went wrong (and right) so you can learn for next time. The more events you host, the easier it becomes and the more you’ll be able to use this valuable marketing tool.

About the Author:

Rieva Lesonsky
Rieva Lesonsky

Guest Blogger

Rieva Lesonsky is CEO and President of GrowBiz Media, a media company that helps entrepreneurs start and grow their businesses. Follow Rieva at and visit to sign up for her free TrendCast reports. She's been covering small business and entrepreneurial issues for more than 30 years, is the author of several books about entrepreneurship and was the editorial director of Entrepreneur magazine for over two decades


There are other good ways to make people actually come to the event. You can use companies who do Event Registration, they are experts at this because that's all they do. This allows you to focus solely on the event and not getting people in the door. Great article!
There are cases that organizing an event is too hard especially if the business is big. I also suggest to promote the event on social media too.
Thank you for sharing these tips. We recently expanded the geographical reach of our business and were thinking of ways to introduce our services to the community. This was very helpful.
That last line and step is the most important. Remember that any event is ultimately a marketing tool. Even when saying "thank you" to our community and customers, we're building trust for future participation and sales. At our first event, it was easy to just go along with the party and have a good time. But we looked back on that and saw a missed opportunity to follow-up.
Yes first we have to decide our clear goal than we should plan an event for the goal. This is the strategy of a business . Yes events are great for business marketing but events should be plan according to date e.g New Year, Christmas etc and according to goal of the business. an event is a great way to market your business during this festive time. 2.Every successful event starts with a clear goal.3.Determine the nature of the event. Your date helps determine the scope of your event.I toally agree with Rieva.

Leave a Comment

You must be logged in to leave comments. If you already have an account, Log In to leave your comment.

New users, Register for a new account and join the conversation today!