When is The Best Time to Hold a Small Business Event?
Holding a function or event about a particular topic can be a great way to attract potential customers and add value to existing ones. As well as providing an opportunity to engage, it gives you the chance to gauge your attendees reaction about the topic, which in turn can help shape your marketing and sales strategy.
When it comes organising a function, you’ll want to have all the details planned well beforehand, so people can get the most out of your presentation and have the topic garner the attention it deserves. You may have considered:
- – what you will talk about,
- – who you plan to invite,
- – how long it will run for and
- – what you hope to achieve.
But have you considered what time of day is best to hold the event?
The topic may be appealing but if it’s held at the wrong time of day, when people are at their least available or productive, it isn’t going to be the most efficient use of your time and energy. The topic, the time of day and venue need to be fit for the purpose and selected with the needs of the target market in mind.
A considerable amount of planning and resources goes into putting on an event so timing isn’t a factor that you should overlook. It can have a significant impact on the number of people who agree to attend and the success of your event overall. Defaulting to a breakfast or lunchtime slot without considering the needs of the target market in mind, could see your event under attended.
Choosing a day and time that work best depends on your target market and how they like to engage. If attending an event means putting extra stress onto an already busy time of the day, most people, especially parents, will avoid it.
Here are some examples of different scenarios:
- If your clientele are female entrepreneurs in the fitness industry who work with new mothers, a function would work best after 5pm. This is a time they are less likely to be working with clients.
- For an event targeting HR Directors of large businesses, who are often females with school aged children, consider holding a lunch function. They have to eat lunch anyway, so why not take the opportunity to combine lunch with networking or learning about issues that affect their area?
- For time poor women or dads responsible for young kids in the morning, breakfasts are often not a great option. For single parents, this time of day is even less appealing. Most parents have fixed commitments each weekday morning. Things like school drop offs, packing lunches and checking homework are already factored in.
- Mondays and Fridays are typically not great days to hold an event either in term of availability for people. That is unless it is related to their work and is a must attend event, then they’ll find a way to be there.
So how do you hold a successful marketing event?
- Before you lock in a time, get customer feedback – you could offer a few different timeslots and see which one polls best. Of course, filling in a poll is easy and making a booking is different so there is no guarantee of success but it’s a more informed start.
- Know your target market – for instance, if you’re targeting new parents then work out a time that isn’t going to place extra stress on them.
- Create a great event – one that will have people changing their diaries to attend – to do this, don’t just make it all about your product but tie it into a broader theme that is likely to strongly interest your target market.
Timing is an important factor that, if you get it right, can mean the successful outcome of a business function or event. So put the odds in your favour by being willing to take the time to find out what works best for your target market. This way you’re giving the event the best chance possible to succeed and making the most efficient use of your time and resources.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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