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How to use events to grow your business

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Katie Underhill
Katie Underhill

Events can be a key part of a business's growth strategy by generating leads, cross-selling opportunities, building brand awareness and community, retaining customers, and educating the market. The Growth Hub in Gloucestershire chose to focus on events early on as networking events were found to be one of the most profitable promotional tactics nationally and locally. To create a high-return event, thorough planning is needed around event setup, marketing, pre-event organization, the experience itself, and follow-up. Measuring key metrics can help ensure events are effective in meeting business objectives.

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How to use events to grow your business Speaker: Katie Underhill @ciminfo_sw @katieunderhill / @thegrowthhubbiz #GrowGlos16
The Chartered Institute of Marketing Supporting the development of the marketing profession • Professional Marketing Qualifications • Marketing Expert • CIM Library • Practical Insights Webinars • Chartered CPD Programme • Mentoring • Sector Interest Groups • Learn Local Events
Brought to you by A bit about me ◼ Katie Underhill, Chartered Marketer ◼ Business Marketing Manager at The Growth Hub, since July 2014 ◼ University of Gloucestershire graduate A bit about the presentation ◼ A game of two halves – Hosting events for business growth – Attending events for business growth
Brought to you by A bit about The Growth Hub ◼ A partnership between the University of Gloucestershire and GFirst LEP ◼ Here to help businesses in Gloucestershire grow ◼ Originally thought the marketing strategy would major on digital – Quickly found events activity was the best route to market – We’ve welcomed more than 2,000 event visitors
Brought to you by Why The Growth Hub chose events early on ◼ The service was difficult to define so needed a person-to-person interaction ◼ The space was something to be seen – wow factor ◼ Unknown brand- needed a high return way of raising awareness – Facilitating environment (usefulness) bred positive feedback which raised awareness in the market
Brought to you by Types of events at The Growth Hub • Clinics/ drop-in sessions • Networking sessions • Masterclasses/ training • Information briefings/ awareness raising events • Working groups – coming together to co-create • Conferences • Open days • Also a venue for events for others
Brought to you by Independent evaluation “The Growth Hub has been used regularly as a venue for providing a wide range of business support events ranging from workshops and one to one advice clinics to seminars, conferences, and training courses. “It acts as a focal point that connects businesses with agencies, customers and other businesses”. Evaluation of the Gloucestershire Growth Hub: Phase 1 – Baseline 1st December 2015 BiGGAR Economics
Brought to you by The Growth Hub is a wonderful space to both work, network and meet clients. The promotion of training courses and events creates an environment where you are constantly challenged to continuously improve and motivational too by virtue of being surrounded by people who want to encourage you. - Clare Davidson, Thompson Marketing Fantastic facility - excellent staff - good level of knowledge and expertise of staff – Sandra Tanner, SDT Coaching and Consultancy Customer feedback from the early days
Brought to you by Why you should choose events for your business ◼ Can be a key part of your growth strategy ◼ Useful for: – Lead generation – Cross-selling/ up-selling – Brand awareness – Bringing audiences together/ building communities around your business/ products – Customer retention – Educating your market – Gathering feedback
Brought to you by Nationally and locally relevant ◼ Which promotional tactics are considered the most profitable? ◼ Nationally – 71% said face-to face networking – 66.7% said online marketing – 38.4% said events – this is 40% in Gloucestershire ◼ “British businesses were stepping up their event marketing budgets, with 34 per cent of SMEs revealing they planned to up their investment in that marketing channel in 2016” Source (Oct 2015)
Brought to you by How to create a high return on investment event ◼ Always start with…
Brought to you by How to create a high return on investment event: a checklist for success ◼ Event set-up: Gathering information in order to communicate ◼ Marketing set-up: Producing content for communications ◼ Marketing activity: Delivery of marketing comms to raise awareness and secure bookings ◼ Pre event set-up: Create an event organiser checklist ◼ On the day experience: Ensure greatness! Ensure consistency ◼ Post-event: Identify opportunities, learn, improve,
Brought to you by Events have to be part of an integrated marketing approach
Brought to you by Measuring event return on investment ◼ What gets measured gets done ◼ Your metrics depend on your objectives ◼ Quantitative ◼ Qualitative
Brought to you by Networking… What do you see?
Brought to you by Your best networking tip ◼ Why do you ‘do’ networking? – Your personal motivations – Your business motivations
Brought to you by Why face to face? “There isn't a single technology that will replace the power of in-person relationship building”. Source (Jan 2015)
Brought to you by Top tips – networking for business growth ◼ “Start with the end in mind. What do you want to get out of it? But don’t be too narrow minded, you could miss an ideal opportunity.” ◼ “Become known as a powerful resource for others. When you are known as a strong resource, people remember to turn to you for suggestions, ideas, names of other people, etc. This keeps you visible to them.” ◼ “Be genuine and don't always be promoting yourself! Listen – and ask thought provoking questions.”
Brought to you by Top tips – networking for business growth ◼ “Try lots of different types of networking events to see which suit you - not all are equal and you may feel more comfortable at some than others.” ◼ “Try to get hold of a delegate list before you go so you can search out people you can help.” ◼ “Be authentic. Live your personal brand so you are consistent and reliable.”
Brought to you by Top tips – networking for business growth ◼ “Have your 'elevator' pitch ready… and practice it in advance!” ◼ “Don't stick to the side of people you know already - you won't meet new people or get new business that way.” ◼ “Follow up a useful contact by connecting on LinkedIn with a personal message: – ‘Great to meet you at Growing Gloucestershire this week, perhaps we could meet for a coffee and you could tell me a little more about your offering. Which is better for you next week or the week after?’”
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How to use events to grow your business

  • 1. How to use events to grow your business Speaker: Katie Underhill @ciminfo_sw @katieunderhill / @thegrowthhubbiz #GrowGlos16
  • 2. The Chartered Institute of Marketing Supporting the development of the marketing profession • Professional Marketing Qualifications • Marketing Expert • CIM Library • Practical Insights Webinars • Chartered CPD Programme • Mentoring • Sector Interest Groups • Learn Local Events
  • 3. Brought to you by A bit about me ◼ Katie Underhill, Chartered Marketer ◼ Business Marketing Manager at The Growth Hub, since July 2014 ◼ University of Gloucestershire graduate A bit about the presentation ◼ A game of two halves – Hosting events for business growth – Attending events for business growth
  • 4. Brought to you by A bit about The Growth Hub ◼ A partnership between the University of Gloucestershire and GFirst LEP ◼ Here to help businesses in Gloucestershire grow ◼ Originally thought the marketing strategy would major on digital – Quickly found events activity was the best route to market – We’ve welcomed more than 2,000 event visitors
  • 5. Brought to you by Why The Growth Hub chose events early on ◼ The service was difficult to define so needed a person-to-person interaction ◼ The space was something to be seen – wow factor ◼ Unknown brand- needed a high return way of raising awareness – Facilitating environment (usefulness) bred positive feedback which raised awareness in the market
  • 6. Brought to you by Types of events at The Growth Hub • Clinics/ drop-in sessions • Networking sessions • Masterclasses/ training • Information briefings/ awareness raising events • Working groups – coming together to co-create • Conferences • Open days • Also a venue for events for others
  • 7. Brought to you by Independent evaluation “The Growth Hub has been used regularly as a venue for providing a wide range of business support events ranging from workshops and one to one advice clinics to seminars, conferences, and training courses. “It acts as a focal point that connects businesses with agencies, customers and other businesses”. Evaluation of the Gloucestershire Growth Hub: Phase 1 – Baseline 1st December 2015 BiGGAR Economics
  • 8. Brought to you by The Growth Hub is a wonderful space to both work, network and meet clients. The promotion of training courses and events creates an environment where you are constantly challenged to continuously improve and motivational too by virtue of being surrounded by people who want to encourage you. - Clare Davidson, Thompson Marketing Fantastic facility - excellent staff - good level of knowledge and expertise of staff – Sandra Tanner, SDT Coaching and Consultancy Customer feedback from the early days
  • 9. Brought to you by Why you should choose events for your business ◼ Can be a key part of your growth strategy ◼ Useful for: – Lead generation – Cross-selling/ up-selling – Brand awareness – Bringing audiences together/ building communities around your business/ products – Customer retention – Educating your market – Gathering feedback
  • 10. Brought to you by Nationally and locally relevant ◼ Which promotional tactics are considered the most profitable? ◼ Nationally – 71% said face-to face networking – 66.7% said online marketing – 38.4% said events – this is 40% in Gloucestershire ◼ “British businesses were stepping up their event marketing budgets, with 34 per cent of SMEs revealing they planned to up their investment in that marketing channel in 2016” Source (Oct 2015)
  • 11. Brought to you by How to create a high return on investment event ◼ Always start with…
  • 12. Brought to you by How to create a high return on investment event: a checklist for success ◼ Event set-up: Gathering information in order to communicate ◼ Marketing set-up: Producing content for communications ◼ Marketing activity: Delivery of marketing comms to raise awareness and secure bookings ◼ Pre event set-up: Create an event organiser checklist ◼ On the day experience: Ensure greatness! Ensure consistency ◼ Post-event: Identify opportunities, learn, improve,
  • 13. Brought to you by Events have to be part of an integrated marketing approach
  • 14. Brought to you by Measuring event return on investment ◼ What gets measured gets done ◼ Your metrics depend on your objectives ◼ Quantitative ◼ Qualitative
  • 15. Brought to you by Networking… What do you see?
  • 16. Brought to you by Your best networking tip ◼ Why do you ‘do’ networking? – Your personal motivations – Your business motivations
  • 17. Brought to you by Why face to face? “There isn't a single technology that will replace the power of in-person relationship building”. Source (Jan 2015)
  • 18. Brought to you by Top tips – networking for business growth ◼ “Start with the end in mind. What do you want to get out of it? But don’t be too narrow minded, you could miss an ideal opportunity.” ◼ “Become known as a powerful resource for others. When you are known as a strong resource, people remember to turn to you for suggestions, ideas, names of other people, etc. This keeps you visible to them.” ◼ “Be genuine and don't always be promoting yourself! Listen – and ask thought provoking questions.”
  • 19. Brought to you by Top tips – networking for business growth ◼ “Try lots of different types of networking events to see which suit you - not all are equal and you may feel more comfortable at some than others.” ◼ “Try to get hold of a delegate list before you go so you can search out people you can help.” ◼ “Be authentic. Live your personal brand so you are consistent and reliable.”
  • 20. Brought to you by Top tips – networking for business growth ◼ “Have your 'elevator' pitch ready… and practice it in advance!” ◼ “Don't stick to the side of people you know already - you won't meet new people or get new business that way.” ◼ “Follow up a useful contact by connecting on LinkedIn with a personal message: – ‘Great to meet you at Growing Gloucestershire this week, perhaps we could meet for a coffee and you could tell me a little more about your offering. Which is better for you next week or the week after?’”