How Entrepreneurs Can Leverage Events To Boost Business Success 

Hosting events can be a powerful strategy for business owners looking to boost customer engagement, sales, profits, and brand awareness. Events offer a unique opportunity to connect directly with your network and clients, build long-term relationships, and create buzz around your business.

However, planning and executing successful events takes thoughtful strategy and a willingness to play the long game. Sabrina Ramos, founder and CEO of Pop Spark Agency, an event marketing and creative agency, shares her wisdom on how business owners can leverage events to elevate their brands.

Events provide business owners with an opportunity to offer something unique and memorable. Ramos says it’s all about building long-term relationships and creating brand awareness. “There’s no guarantee on ROI when you’re putting on these kinds of events. It really is about the long-term. It is about the strategy of the connections you’re building,” she says. Events aren’t just about immediate sales; they are a chance to get your name out there and stay top of mind for customers.

Ramos suggests hosting at least two events per year for business owners who are still determining where to begin, depending on their industry. “If you’re very service-based, then you need to get in front of the people that you can meet so that you can have those one-on-one interactions and talk about your service a little bit more in-depth,” she notes. The approach may differ for product-based businesses, but events can still create opportunities for brand exposure.

Successful event marketing requires a multi-faceted approach. Ramos emphasizes the importance of leveraging social media, email newsletters, and word of mouth. “I reach out to individuals and ask them if they can invite people,” she shares. She also uses Discord groups to promote her events. Being part of a community helps Ramos understand the needs of potential attendees, making her invitations more targeted and effective.

It’s also essential to track the success of your marketing efforts. Ramos advises using specific links for different marketing channels to monitor which ones drive the most traction. “It’s always good to have a link specific to the channel that you’re using because now you can understand which one is getting the most traction,” she says.

Even platforms like Facebook are very community-oriented. In a recent interview discussion on Leveraging Social Media For Event Professionals, Amber Guttilla, the Head of Content at Photobooth Supply Co, says, “Don’t sleep on Facebook even though it’s one of the older [platforms]. People are still using Facebook groups all the time and finding great leads, vendors, and collaborators.”  

One of the most essential steps in event planning is setting a clear agenda. “Don’t just have an open, throw-everyone-into-the-wild kind of networking event,” Ramos warns. She recommends including experts or partnering with other businesses to tap into additional channels and audiences. Joint marketing and collaboration can create a more engaging and valuable experience for attendees. By focusing on a specific topic or goal, you attract people who are genuinely interested in your offering.

It’s also crucial to gather data at your events. Collect contact information and take notes on conversations, which will help you continue the relationship and understand consumer behaviors long after the event ends.

Event costs can add up quickly, so it’s vital to budget carefully. Ramos recommends researching similar events to help determine ticket prices. “You have to do your research and look at other similar events. See what they’re offering, see if you can get some sponsorships to help offset costs,” she advises. This helps ensure you’re offering value while managing your expenses.

Beyond the venue and talent, business owners need to account for many hidden costs. Ramos highlights the importance of considering online ads, ticketing platform fees, and even the time you and your team spend on the event. “Make a long, long list and make sure that you truly understand what it costs to put in this effort and put on this event,” she says.

While virtual events gained popularity during the pandemic, Ramos believes in-person events are still far more impactful. “Since the pandemic, I have seen the tides continue to move into in-person events because we’re still craving being human with one another, and the best way to do that is in person,” she explains. Virtual events still serve their purpose, particularly for niche seminars or hard-to-access speakers, but Ramos sees in-person interactions as crucial for building connections and trust.

Tamara Mendelsohn, CMO of Eventbrite, reminds us that one of the major benefits of virtual events is the opportunity to reach a wider audience than you otherwise could in person. When hosting a virtual event, it’s imperative to have a strategy that engages people and considers ways to ward off unwanted distractions. 

For business owners, hosting events can be a valuable way to build relationships and brand awareness. However, it’s crucial to recognize that immediate financial returns do not solely measure event success. “It is about building long term. So if you understand the power of human connection, then events are a no-brainer for your business,” says Ramos.

Ultimately, events are an investment in your business’s future. By thoughtfully planning, marketing, and executing events that align with your brand’s goals, you can create meaningful experiences that foster growth and deepen customer engagement.