There is one primary rule to making your event a hit and that is to provide amazing service to every single one of your guests. Put away your preconceived notions about who – out of your guests – you think you want as a new client or customer, and treat everybody as though they are the most important customer you’ve ever had. Why? Because each and every one of your guests has the power to make or break your brand name. If you have even a couple of unsatisfied guests, they are more likely to jump online and voice their unhappiness than those who are happy with their treatment. So, keep your staff on their toes (in a nice way, of course) and ensure that every person has a smile on their face and that any issues are addressed immediately.
If you have a product for your guests to sample, provide them with the best. Don’t offer up your cheapest wares to try to save money. By showcasing your crème de la crème, you will make an excellent first impression to anyone who hasn’t tried your product yet, and this is exactly what you want. Before you know it, you’ll realise that your investment has paid off tenfold. Similarly, if you are offering a product for use or sample, don’t ever get pushy about displaying it. This is not the time for a hard sell. The idea is to interest them in your product or service by giving them an example of just how wonderful it is, then giving them motivation to come back later to purchase, as well as spread the word to their friends, family and colleagues.
While all of this is going on, you may forget to get out there and mingle yourself, but this is an important part of the process. You are the face of your business and people are so much more likely to purchase from – or recommend – a brand, if they have had a good experience with the people who are selling it. It’s also important to try to actually enjoy yourself, as your enthusiasm will be contagious and really, there’s nothing like a genuine smile to set people at ease and make them feel welcomed.
And finally don’t forget to follow up…
If you do not already have the contact details for all of your guests, it’s a good idea to have a sign-in book at the entrance of the venue to collect this information, for those willing to give it. That way, you can follow up after the event to make sure your guests enjoyed themselves, ask for feedback and generally re-engage them. Another idea is to have a newsletter signup form, so that people can opt in to receiving your business newsletter. Again, don’t be too pushy with this – make it completely optional and don’t overdo the follow up contact. Thank your guests (and staff or other stakeholders) for attending and invite them to contact you again.