Who doesn't love a good party? Okay, so even if all the basic ingredients are the same (invitations, entertainment, great food), maybe "event" would be the more professional term to use. Whatever you decide to call it, hosting an event can be an effective marketing tool for your business.

At Cre8tive Group we host an annual event for a very intentional and exclusive guest list of current and potential clients and our networking circle. From exposure to positioning, we use our event to achieve a number of results for our company's marketing needs.

1. Increased exposure

At the very least, simply hosting the event increases your brand awareness. Just by receiving an invitation, potential business partners are reminded of who you are.

However, there is much more you can do with marketing materials that grab attention and communicate your brand positioning than just sending out invitations in the mail. Print invitations, takeaway gifts, HTML email invitations, reminders, and follow-up touch points are just some of the materials needed for our event. We create a website dedicated to the event itself which includes general information—place, time, directions, parking, as well as a place to RSVP, bios on our guest speakers, and links to Cre8tive Group's website and a sign-up page for our newsletter.

Make sure your marketing materials are distinct, serve their purpose and communicate who you are.

2. Network

Networking is probably the most obvious reason for having an event. Not only is your whole team connecting with your audience face-to-face, you can use this opportunity to play matchmaker by connecting others in related fields or with similar interests.

3. Showcase your product/services

Seeing is believing. Depending on the event's theme, you may want to take this opportunity to showcase your work so that people can see your expertise rather than just hear you talk about it. This will give them a better understanding of the work that you do and the types of clients you serve.

4. Thought leadership

For our events, we bring in guest speakers that we feel our audience can learn from and be inspired by. People are more likely to come to your event if they know they will get something out of it besides just a drink and some fancy hors d'oeuvres. But the point is not just to get people in the door, but to showcase your thought leadership to the right crowd.

5. Communicate positioning in order to attract the right kind of business

What better time to let people know who you are and what you stand for then when you have their undivided attention? Without overshadowing your speaker's presentation, take this opportunity to tell your audience what sets you apart from the rest. Better yet, how does the theme of the evening tie-in with your organization's purpose and personality? This is not the same as "selling." People did not come to your event to be sold to. But once people know who you are, they will know if your services are a right fit for them or will be able to recommend you to those others.

For Cre8tive Group, our annual event is one of our top marketing initiatives and investments for the year. Because investment is high, the room for error is small. But we believe the opportunities and benefits we've outlined here are well worth the risk.

To achieve the above objectives through your event, you must be detailed, thorough and deliberate. For tips on event planning and execution, see my next article "How to get the most out of your event."

by Lauren Marshall

Lauren spent three years in marketing research before joining our team as a Project Manager. Drawing upon her marketing experience and excellent listening skills, Lauren is a proactive communicator who builds and maintains client relationships.