𝗟𝗶𝘃𝗲 𝗘𝘃𝗲𝗻𝘁𝘀 𝗮𝗿𝗲 𝗥𝗲𝘁𝘂𝗿𝗻𝗶𝗻𝗴, 𝗜𝘀 𝗧𝗵𝗲𝗶𝗿 𝗥𝗢𝗜?

"Raise your hand if you’re ready to return to public events..."

In-person events will be happening again soon, if not by summer, then definitely by fall. Does attending makes business sense?

While some are educationally deficient, 𝗻𝗲𝘁𝘄𝗼𝗿𝗸𝗶𝗻𝗴 𝗰𝗮𝗻 𝗯𝗲 𝘁𝗵𝗲 𝗺𝗼𝘀𝘁 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁 𝗳𝗼𝗿𝗺 𝗼𝗳 𝘄𝗼𝗿𝗸𝗶𝗻𝗴. Here are some considerations:

𝘈𝘶𝘥𝘪𝘦𝘯𝘤𝘦. Make sure the expected demographics align with your ideal target and then ascertain the attendees for contacting.

𝘐𝘮𝘱𝘳𝘦𝘴𝘴𝘪𝘰𝘯. Create special collateral, unique URL, discount, and/or new app to better engage participants.

𝘛𝘪𝘮𝘪𝘯𝘨. Combine a major announcement (e.g. new offering or release) with the event for maximum effect.

𝘚𝘶𝘤𝘤𝘦𝘴𝘴. Establish clear targets (e.g. number of new contacts or reach a specific CEO) then measure results after to decide future events.

𝘍𝘰𝘭𝘭𝘰𝘸-𝘶𝘱. Design an ongoing campaign to further educate attendees on related topics.

Given the past year*, you may want to limit your presence at events and aim for fewer and more impactful ones.

If you join, rely on planning, metrics, and tenacity to optimize outstanding outcomes (and to justify being OOO).

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* I’m assuming conditions are safe later this year with the pandemic. Also, even if your business could benefit, employees should have discretion on whether to attend.

Photo by Brodie Vissers who can be found here: https://www.brodievissers.com/