5. Manage the agenda. Managing the agenda has two major components:
- Managing the content of the event.
The goal of an event is usually to get the word out about your product or service.
But the goal of your attendees is to get the most information possible around a topic of interested to them. The hope is that your product and the topic are related.
That means that you must carefully manage the agenda and make sure that each item on the agenda addresses the overall goal of the event. The goals that you established in Step #1 are those that you want to keep foremost as you develop a list of presenters, panel members or keynote speakers.
- Managing the delivery of the content.
Event attendees in today’s world expect events to run like Japanese trains – on time. That means that appointing a timekeeper and/or an emcee for the event is important. This ensures that the attendees know what is happening and how long it will take for each speaker or activity.
6. Create a lasting impression.
Like the last sentence in a great speech, you want to ensure that you leave your attendees with a positive impression of your product, your service and the event they just attended.
Make sure that in the last few minutes of your event that you reiterate the reasons why your attendees came to this event and make sure you provide a call to action. All great salespeople know that you never leave a client without asking for the order. So, don’t forget to ASK.
7. Follow up aggressively.
You have probably just spent a few thousand dollars and countless manhours on an event to showcase your product or service.
You want to make sure that you follow up with each attendee and those that didn’t attend but registered. Your follow up with each is different, but both deserve your contact after the event.
This is the important time for you to determine if there is interest in your product or service and to determine if the attendee got the information they needed. This is an important part of the follow up that most event managers fail to solicit. Determining if the event provided the needed information helps you plan for the next event.
Events can be lucrative ways to get your product or service in front of the right buyers or users, but they require attention to detail and planning. And remember the worst thing that you can do when managing an event is to not give yourself or your teams enough time and support to do it right.
You may not get another chance to make a first impression with your potential client.