Using special events to promote your company, inspire your employees or network with your wider industry is a great way to generate new business, increase your exposure, train your staff and showcase what you have to offer. For companies of all shapes and sizes, hosting special events provides a tangible business benefit.
For companies of all shapes and sizes, hosting special events provides a tangible business benefit. Here, Ofer Yatziv of special events experts Better Venues shares some of his insights.
Why use special events for your business?
- Promote a product and gain publicity – launch new products, showcasing them to the world.
- Raise awareness about a charitable cause or community event.
- Make money – use special events to raise funds.
- Improve morale and well-being – special events can easily be team-building days and corporate away days, designed to improve your team’s well-being and morale.
5 ways special events can benefit your business
Special events help you stand out from the pack
Need to get the edge on your competition? Run a special event. The added glitz and glamour will elevate your event into a higher category – one that’s a little better than the standard, run-of-the-mill occasion. When promoting new products, you need to go all guns blazing if you’re to really stand out from the crowd and attract new customers.
Special events help you be distinctive
Special events are not off-the-peg events. If you work with a professional special event provider, they’ll plan and deliver an entirely bespoke plan for your event, whatever it may be: a training day, product launch, corporate away day, or something else entirely. In this way, special events are an important part of brand-building. They form a significant and crucial part of your marketing activity. Unique special events which communicate your brand in a compelling way enable you to effectively build trust and familiarity with your employees and customers.
Special events can generate press attention
Firms like Red Bull are masters when it comes to using special events to get their name in the press. Whizz-bang, edgy, and experiential marketing campaigns from some of the world’s biggest brands are practically a sure-fire way to generate and secure press coverage. Media attention gets your name about, ensuring people are aware of who you are and what your brand represents.
Special events can help you get better as a business
Special events take time, investment, planning and organisation – and a lot of it. Much more than a bog-standard event. This can be difficult to manage and hard to execute, but is guaranteed to pay off in the long run. Running special events also helps you get better at what you do. As a business, you learn to be agile and responsive, think creatively and keep the end goal firmly in sight.
Special events can strengthen your community
As well as promoting products and services, people attending your events can build relationships with each other, strengthening the wider community. So special events are not just about marketing new products. They’re also about forging deeper connections with your customers, clients, suppliers and people who live and work near your business. All of this, of course, will ultimately benefit your business, giving you a base of people to work with and a strong, growing presence in your community.
Special events require cash investment, planning, organisation and a lot of willpower and motivation. Your first special event may well be beset with problems. Large-scale events are rarely easy to pull off. But if you persevere, you’ll soon see the real business benefits of running flagship events: brand exposure, employee motivation, a great public profile and significant return on investment.