How To Host A Killer Business Event

A great way to gain new customers is to host an event for your business.

Professional development has exploded over the past few years into a billion dollar global industry. I challenge you to find a position that doesn’t require you to independently increase your skill set. The days of coasting through life upon the waters of ease are gone. Organizations are holding their staff to higher standards and looking for a return on their investment.

Chances are, with this paradigm shift in place you will end up either hosting or attending some sort of event. We call them by different names; workshop, presentation or conference. No matter the label, it is a gathering that can potentially change your perspective. As a coach and speaker I have attended and hosted my share of events. Along the way I have noticed what makes a powerful, life changing affair as well as what turns out to be a serious waste of time.

How to Host A Killer Business Event

If you are in a field where events are par for the course, I would love to share my personal insight on what we have done at my company, New Direction Coaching Associates, to have some of our most successful events. As the C.O.O. the task is usually mine to ensure our attendants leave inspired. Here are some of my trade secrets:

• It all starts with your guest list: The real secret to an awesome event is to create a ‘buzz’ of exclusivity. Where most make their first mistake is by inviting everyone they know on Facebook. Wrong! You have to strategize at the onset to discover who should, and should not be invited. If you plaster everyone’s wall with your event info, it loses its essence.

• The right venue and set up is critical: The plan is to promote an intimate event that allows your company to touch lives. To do this, your venue should be heavily considered. Size, location and accessibility must be at the top of your list. Also consider the general layout of the room. Creating a flow towards products and speakers is a must.

• Music sets the atmosphere: Think about this; when people are leaving your event, what mood do you want them in? Your background and main stage music will make it happen. I cannot believe how many skip this process. You can’t bring your boom box or iPod and expect to be taken seriously. Great events start with great sound and great music. Set the mood and the folks will get the message.

• Edify people and keep your staff upbeat: Your attendants hear everything. So a complaining staffer will certainly get their attention. Just as you use music to create a mood, remind your staff to adopt the ‘Disney’ principal of customer service. This means, we are all a part of the big production so we have to keep our game face on.

• Timing is everything: Start on time and end on time. This sends two vital messages to your attendants. First, it says we are professional and credible. Next it shows you have respect for their time. As people gather and appropriate music is playing (at an appropriate volume), there should be a build of anticipation for the main event. Nothing sends the wrong message like every session of a conference running off schedule because it started late.

Nothing can leave such an impression as a brief pause to learn and collaborate with others. Far too often we are forced to glean whatever we can and scrap the rest after attending professional development. So if you are thinking of hosting an event or have in the past, take these tips to heart. From a person who has crisscrossed the country and seen the inside of too many hotel conference rooms, details matter. Begin today a better planning process and look forward to a happier audience.

© 2013, Cherese L. Jackson. All rights reserved.