Since 2015, TSRM Group has been helping small and midsize tech companies produce high-impact events that deliver real business results. If there’s one thing we’ve learned along the way, it’s that great events don’t happen by accident.
Here are eight tried-and-true tips to help you plan and execute a successful event:
1. Start with a clear audience profile.
Identify who you want in the room (or on the webinar) before you start picking venues or crafting content. Whether you’re targeting SMBs, enterprise IT, or channel partners, your event strategy should be built around their priorities, not yours.
2. Choose a format that fits the moment.
Webinars are cost-effective and relatively easy to produce, but in-person events offer unique opportunities to deepen relationships. Want to stand out? Host it at a memorable venue – think brewery, museum, or golf simulator – to increase attendance and post-event buzz.
3. Make your speakers matter.
The fastest way to kill future attendance – and your feedback scores – is a boring or self-serving presentation. Invest in content that informs and engages, and coach your presenters to deliver value, not just slides.
4. Build a solid list – and don’t wing it.
Leverage a mix of internal prospect data, external list rentals, and audience intelligence tools to build your attendee list. Titles matter. So does geography. So does recency. If you don’t have the right list, you won’t have the right audience.
5. Prioritize audience acquisition.
Even the best content won’t matter if no one shows up. A strong audience acquisition plan is essential for maximizing attendance and ROI.
Here’s how to build momentum:
- Set internal goals – Assign each salesperson a registration quota to encourage outreach and accountability.
- Leverage your sponsors – Ask OEM partners to promote the event to their own customers and prospects.
- Go multichannel – Use email, SMS, and LinkedIn InMail to reach potential attendees on their preferred platforms.
- Start early and follow through – Begin promotion at least four weeks out, and layer your messaging for maximum impact.
6. Stand out in the inbox.
Most of your invitees might be getting five to 10 vendor emails a day. Break through the clutter with a creative hook, a clear reason to attend, and a crisp call to action. TSRM Group can help automate and track it all – from invite to registration to follow-up.
7. Don’t skip the follow-up.
Following up with registered attendees is essential. Confirm attendance two to three days before your event, and expect that 50% of registrants won’t show unless you actively re-engage them. (We handle this for clients all the time, and the difference in turnout can be substantial.)
8. Keep the post-event buzz alive.
Send out “Thanks for Attending” and “Sorry We Missed You” emails right away – then follow up with calls. (TSRM has extensive experience in post-event follow-up telesales efforts.) Everyone who registered has now moved further down the sales funnel. Treat them like warmer leads and keep them in your nurture track.
Let’s make your next event your best one yet
Events are an investment of time, energy, and budget – and the right partner can help you make the most of all three. Whether you need complete turnkey event management or just support with promotion, registration management, and post-event follow-up, TSRM Group can handle any or all parts of your next event.
Not sure where to start? We’ll meet you where you are – and take it from there. Schedule a call with us today!