How to Host an Event that Exceeds Expectations

Event marketing is one of the best ways to grow your customer base while creating engagement opportunities that build rapport as well as your brand's reputation in the industry. However, your event must be memorable if you want it to make an impact. Here are four great ways to host a memorable event that exceeds everyone's expectations.


1. Develop a Creative Theme

You will need to develop a creative, cohesive theme that builds a seamless brand experience. Your theme needs to be different than what everyone else is doing. You could use a current event to liven things up. Think about how Saturday Night Live uses satire to build their show and make it memorable to the point the media talks about it for a week after it has aired.

2. Create an Interactive Experience

It's not enough to just have a booth and hand out giveaways as people stop by. You need to create an experience that gets your visitors actively involved in the parts of your business you are trying to promote. Visitors need to be able to feel, touch, taste and enjoy the experience if you want them to remember it favorably. You could use games or a booth within a booth where you could serve refreshments and have your visitors sit down and use your products for a more hands-on experience. But whatever you do, it will have to be fun and memorable if you want to make a great impression.

3. Host a Workshop

Set aside some time at your event to host a workshop where you can either entertain or educate your visitors. Perhaps a popular band or comedian or you could have a DIY session and provide your visitors with a valuable giveaway. Something so valuable they can't believe you gave it away for free. This is a great way to make your event memorable. Then as your visitors use and love your giveaway, to the point they can't live without it, they will contact you to find out what else you might have that would be valuable to them as well. They already love your giveaway so you've built trust which makes it easier to sell them something else of a higher value.

4. Use Multiple Touch Points

People are busy so unless you use multiple touch points your event probably won't be successful or memorable. You should be using a mix of direct mail, email, social media and other types of paid promotions if you want to get people talking and excited about attending your event. Just make sure you are matching your promotions with the right segments of your audience. That might mean you need to have different types of promotions for each group such as one promo based on job titles, one for each industry and another for specific locations if you want them to be more relevant and impactful.