Let's face it; everything in business has something to do with relationships. So my question…
Creating an Event? Give Your Invitees What They Want
“Why aren’t people RSVPing to attend my event?”
It’s a question that I am asked quite a lot and you know what? It’s not just one simple answer; there are so many contributing factors that add up to people, not RSVPing.
In this article, I will talk you through a few of the key areas that you need to look out for:
1. HAVING A KILLER EVENT TOPIC
What do I mean by this? Imagine you have cut your finger and you need to put a band aid on it. A killer topic is appealing to someone’s pain point, so they say, “I have this problem, and I need to attend that event to find the solution to my problem.” Much like putting a band aid on a cut to fix the problem.
Just make sure your killer topic appeals to the people you want in the room.
2. SELECTING THE RIGHT TIME
First of all, look for a date that is going to work best for the people you want at your event. Make sure you consider those sneaky public holidays and school holidays that could pose problems for your target audience.
Secondly, what time of day is going to work best for your ideal guests? Do they prefer a morning, afternoon or evening event? Could you run your business information session in the morning and afternoon to find out which time best suits your target market? Do your competitors hold events, can you learn from what they are already doing?
3. SELECTING THE RIGHT VENUE
A lot of the time I see people select a venue they are familiar with. I also see many people select venues for their price and that could be the biggest mistake you make. To explain, have you ever looked at an event invitation and thought, “Oh this event seems interesting” then you keep reading and see the venue and think, “Hmm … Maybe this event isn’t that high calibre after all? I don’t think I’ll go.”
Think about the venue and what it actually says about your event and your brand. What is your venue selection saying about you? If you are not sure, ask a few people what their impression of a certain venue is.
4. YOUR EVENT LOCATION
Is your selected venue easy to get to? Look at where the majority of your guests live and or work and select a location and venue that is easy for them. Things like parking can be a big factor in people deciding whether to attend or not.
5. THE INVITATION
When we hold events, we are asking people to give up their time and money to attend.
Your potential guests will be asking, “Why should I attend?” “What am I going to learn?” Make sure your event invitation tells your potential guests what they will learn as a result of attending your event.
I also like to make sure my invitation specifies who should be in the room. Quite simply you can have two headings on your invitation that say:
- Why attend?
- Are you?
Then, under each heading list what people will learn as a result of attending your event and then list the types of people that should attend.
6. MENTAL CHECKLIST
Ideally you want your potential guests to be going through a mental checklist in their heads. So, when they receive your invitation they say, “That’s an enticing topic, I know what day of the week the event is and that suits me, that time works for me, I know where the venue is and they have explained there is on-site parking, this is who should attend and I definitely fit into those boxes and this is what I am going to learn as a result of attending. Sign me up!”
Take your guests through that mental checklist and provide them with all of the detail they will need to decide whether they are going to attend your event or not.
Events are one of the most powerful marketing tools we can use in small business. I suggest starting with smaller, low risk events and building from there.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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