About the importance of events.
If you don’t think this is about you, just follow me for a moment.
Yesterday I happened to find the content I had written for a copywriting service to a customer in Australia. His company organises (FREE) dinners based on Italian cuisine to which he invites retired Italian-Australians, and then sell them (NOT FREE) medical devices whose aim is to provide relief against a series of aches and pains related to age.
Why am I talking about this?
Because for many activities, events are an important business vehicle.
Sometimes the event is even more effective than meeting you and the customer in person. In fact, the event also has a “community” effect. For example, these well-off lively elderlies were proud to meet their fellow countrymen. And being at such an event with more people unconsciously reinforces the perception of having made the right choice.
But it’s not just that.
The event is useful because it has a 1-to-many leverage effect.
The event is useful because participants can hear you and sell live, and vice versa.
The event is useful because it forces participants to act and bother to be present, which is something that creates more involvement.
An email, or a letter, they receive it. A post on Facebook, they find it in the middle of the photos of the cats published by some frigid ladies only passionate about such animals. But at the event participants must register. They must come.
It is no coincidence, therefore, that there are business models BASED ALMOST ENTIRELY on events. There are those who sell the participation to the event, and those who use the event as bait to then sell something else (like our Australian customer).
I’m not saying that you have to change your strategies.
But if today your business model does not provide for any kind of event, neither webinar, nor open house, nor fairs, nor new product launches, nor openings of new locations, nor dinners … nothing for customers, nothing for retailers, in short just zero …
…well, I suggest you think about what you could do from now on.
Because events help to create lead generation. And above all, they help you to sell more.
The question now is:
How can you organise a perfect event?
An event that many people attend, and that brings you lots of money?
I’m answering this question in the last number of the B2B Club Newsletter, which is finally in print; in a few days all members will receive it in their mailbox, NOT e-mail (by the way: I’m sorry for the delay on the schedule, between December and January we catch up and as soon as the new year starts the numbers will be delivered in the first half of each month).
Here’s the first page of the Newsletter as a trailer:
If you want to receive it too, you’re still in time.