Holding an event is a great way to promote your business, says Scope Production’s creative director, Shaq Abboud.

Shaq gives readers his seven tips to help you position your business as professional and highly credible.

  1. Outline your intention

Before you commence your event planning, you should ask yourself what the purpose of your event is. Is it to convert leads? Is it to say thank you to loyal customers? Is it to network with other businesses in your industry? Is it to sell?

Whatever your intention is, make sure that it remains top-of-mind throughout your planning process

2. Hire a venue

The next step – before you do anything else is to book your venue. Your venue will depend on the purpose of your event. For example, if you are wanting to hold an intimate event where you invite 5-10 leads, you may only need to book out a small private room at a city hotel or restaurant. Alternatively, to accommodate a larger guest list you may need to hire a bigger event space with conference facilities and amenities.

Large event spaces can get booked out months in advance, so take that into consideration before deciding on a date.

3. Line up industry experts to speak

Having a guest speaker (or a few) at your event is great for adding some structure. If you have someone in mind (or maybe it’s one of your own team), you will need to plan ahead and give them plenty of notice to prepare a speech or presentation.

4. Spread the word

If you are throwing a corporate event, the likelihood is that you already have a guest list in mind. However, if your event is more casual (e.g. you are a fashion brand and you’re doing a flash sale at a warehouse) you will have to rely on word of mouth, social media advertising and printed marketing materials (banners and posters). Don’t start distributing flyers the day before the event. Instead, raise awareness and interest in the weeks leading up to the event.

5. Arrange catering

No event is a success without food and drink, especially if you want to impress. If you are unable to afford extensive catering services, check whether your venue hire offers a catering option, or perhaps work with independent food stalls to keep your guests fed and watered.

Whatever you decide, make sure you at least have water, tea, coffee and light canapes. And if the event is corporate, alcohol is appropriate.

6. Give out freebies

Don’t let your guests leave empty handed – gift them with something branded to solidify your message and leave a lasting impression. People love free things, so whether it’s a goodie bag filled with merchandise and sweet treats, or whether it’s just a branded pen, it will be a more positive experience for the guest.

7. Hold a Q&A

Having a Q&A segment at the tail end of your event is a great way to promote any new products/services/offerings your business has and to allow guests to connect with you. You should also allow time after the Q&A for your guests to engage in conversation.

By following these tips you will ensure that your event runs smoothly, that you can effectively showcase your new offerings, and that you build relationships with industry professionals and prospective clients.

About Shaq Abboud

Shaq Abboud is an experienced creative producer with a demonstrated history of working in the marketing and advertising industry. He is skilled in technical direction, directing, live events, product launches, conferences and TV commercials with more than 15 years of industry experience working to help global brands build creative and thought provoking productions.

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