Event Marketing: Build it...and they will come.

We are often asked, what makes a great event? Having worked on events as diverse as the Sydney 2000 Olympics, the Miss Universe Pageant, and multi-city technology roadshows, we have developed a good understanding of what makes and event successful. We are not just talking about what makes a party fun, but what makes an event part of your marketing success- helps with lead generation,and builds your brand. tomtom communication was pleased to share some of our insights with Smart Company, and share a few more here.

Running events are an integral part of the marketing mix- the inaugural IBM Global CMO Report, which was released last week, is one of the most comprehensive studies undertaken- 1700 Global CMO's from organisations of various sizes and industries contributed to th study. The survey found that events are still fundamental in helping build stronger relationships with customers.

To help you plan for your next event, we have compiled some of our top tips for running successful events for your business

1) Before you start planning, look at the results and ROI you want to achieve- don't run an event just because someone thinks you "should". Considering the ROI throughout the planning process will help guide the content and style of event.

2) Design an event people want to come to- create real value with your content-this isn't just about selling- it is an opportunity to engage and build stronger relationships with your customers. Do you have access to an incredible speaker? Is there training you can provide for free that your customers would otherwise have to pay for?. Do your printed materials provide insight and content and are not just sales tools.

3) Use free online tools to help run your event - there are lots of fantastic tools such as Eventbrite to help you manage invitations, attendance, waitlists and reminders. And Surveymonkey is a great way to get some feedback on the event - no more hard copy printed evalutation forms, and it provides immediate reports on the success of your event.

4) Use social media to promote your event- Linkedin, your company blog, twitter, Facebook page.

5) Consider your target market- do you want C level execs, those with purchasing power? Or is this a more detailed, technical event for influencers?

6) Make sure you get the basics right

Choose a venue that your customers can easily get to. Don't book a CBD venue if all your customers are in the outer suburbs or regional areas.
The venue should reflect the nature of the event- innovative, serious business. There are lots of great venues to consider if you think beyond traditional venues such as hotels and conference facilities.
Value your customer's time. Consider how long the event really needs to run for and whether it should be a breakfast briefing, lunch showing or afterwork drinks networking event.

If you need more help on developing your event strategy and managing your event - please call, email or tweet us!