Events can be used to reward staff or develop relationships with existing and potential customers. When done right events can be a very powerful and a memorable marketing tool.

Marketingesp has extensive experience of organising events but we are not an event management company. We offer practical experience at ground level where we can provide as much support, advice and practical implementation as you need. If you don’t have the resource or expertise in-house to manage an event successfully, Marketingesp can do it for you.

Successful events take complete focus, clear objectives, careful planning and organisation, scrupulous attention to detail, precision execution, post-event evaluation and return on investment calculation. The rewards from a successful event can be very fruitful without the event itself costing a fortune.

As an overview of the different types of events, we have broken them down as follows:
Internal events – aimed at rewarding and motivating employees and stakeholders

Reasons for holding internal events:

Reward loyalty or performance
Increase productivity
Communicate business challenges
Achieve better understanding of customer relations

Benefits:

Provides the time to understand the business issues ○ Get feedback on aspects of the day-to-day business
Build relationships with colleagues
Breakdown department barriers
Communicate the bigger picture
Help gel together all cogs in the wheel

Types of internal event:

Team building events
Motivate through training events
Seasonal events – Christmas parties, summer fun days, kids to work days
Anniversary celebrations
Employee/stakeholder conference

External events – aimed at growing sales through existing and potential customers

Reasons for holding external events:

External events are specific to you and your business needs as opposed to an exhibition where you are one of many
Your audience is dedicated to hear/see/touch/experience your specific message without distraction

Benefits:

Revive lapsed customers
Reach new customers
Networking opportunities
Relationship building
Increase customer retention
Reward customer loyalty

Types of external event:

Conferences
Roadshows
Seminars
Workshops
Open Days
Product Launches
Hospitality Event

Events aimed at external audiences can be held at your own facility or showroom if you are targeting a more local audience or at external venues around the country to widen the appeal to a larger audience or geographic target.
To arrange a free, no-obligation meeting about your event requirements, contact Marketingesp on 05600 473060, email or send us an enquiry form.

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Top Ten Tips for successful events

1. Set your objectives and plan well in advance – planning can start anywhere between 3 and 18 months ahead

2. Set your event budget and don’t miss anything out – include a contingency

3. Book the venue and the speakers first – without these there is no event

4. Make sure the date doesn’t clash with other competitive or local events or with holiday periods

5. Prepare an event schedule including timings, deadlines, budgets, promotions, speaker presentations – everything that is involved in getting you in front of your target audience

6. Develop a promotional campaign that is consistent and which fits within your overall sales and marketing strategy

7. Make it easy for delegates to respond to book a place. Use email, direct mail, telephone, fax, and/or internet

8. Include project checks along the way so that you can map how you are doing against your plan. Try to pre-empt what could go wrong and plan for it.

9. Always use an event evaluation form to gather information from the audience on content, style, relevance, speaker quality, venue, catering, audio quality. You can use this information to drive the content of the next event

10. Name badges – treble check them – and then check them again

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