Blog: What’s stopping you from running events?

Richard Wall
Revealed on: 14 March 2025

Palms up in the event you nonetheless have a lanyard from an occasion you went to greater than 12 months in the past?

Going to occasions is nice; decide up new concepts, community, let a brand new setting provide you with a burst of creativity. So, then why achieve this many people draw back from internet hosting occasions as a part of our technique?

The most typical objections we hear boil down to five key issues. So, right here’s our argument for why you need to make occasions a part of your technique: 

1. “It’s lots of effort for 1 day/occasion.”

Occasions are arduous work, there’s no getting away from it. You’ve bought to discover a venue that’s massive sufficient, straightforward to get to, inexpensive AND obtainable at a smart time. You want sufficient workers to current, host, and run every little thing behind the scenes. Then as soon as your final visitor departs that’s it?

Not in the event you make the good alternative and prolong the occasion past the day itself. Occasions are true content material machines. Take into consideration: 

• movies or snippets (key message of a speaker, or a pleasant one-liner)
• pictures (of the ambiance, the content material, the audio system or the venue) 
• infographics (of precious insights or from a speaker’s presentation)
• podcasts (of a panel dialogue or a particular keynote) 
• blogs (concerning the totally different break-outs or crucial outcomes)
• whitepaper (on the occasion theme or key outcomes) 
• e mail campaigns (with a win-action, hand-outs or different take-aways)

Storytelling is essential right here. What’s the story you need to inform the goal group? The sharper that is, the simpler it turns into to inform the story in every kind of the way and channels. And ask your audio system and attendees to do that too! This fashion your content material may have the widest doable attain. 

2. “Occasions don’t match into our technique.”

We should be cautious right here; entrepreneurs who elevate this objection fall into 1 of two distinct camps. Camp 1 have seemed rigorously at what it could take to make an occasion profitable, in contrast this in opposition to their funds and the way else they could make investments the cash, and made a deliberate choice, Camp 2 are deflecting from the truth that they haven’t finished this significant groundwork. Guess which camp is bigger?

It could appear apparent, however correct goal setting remains to be typically skipped or not carried out correctly. What do you need to obtain with the occasion? Do you need to create consciousness, generate leads or enhance the connection with current clients? Set clear goals and make them SMART, so to measure them later. Additionally ask the marketer (or different inner consumer) to be as particular as doable in figuring out the target. 

Whitepaper: The Spotler Methodology for Profitable Occasions

Need to learn extra about occasion goals and goal group evaluation?
On this white paper, we cowl the ten steps of the Spotler Occasion Blueprint Methodology:

3. “Who would we even invite?”

Personas and segmentation are hardly new ideas in advertising and marketing, however they typically exit of the window after we discuss occasions audiences. As an alternative, we’re so decided to “fill the room” that we’ll invite nearly anyone.

When you’ve set clear objectives for the occasion, you may determine what sort of folks you need to invite, and what standards you might want to use to seek out them in your viewers. In case your objective is to make an enormous splash about your new product, then a big quantity would be the objective. Nevertheless, in the event you’re specializing in a really specialist area of interest and going into deep element, getting the fitting 10 folks within the room would possibly characterize a roaring success.

A key step right here is to speak your technique internally. In case your CEO exhibits as much as that 10-person roundtable anticipating a stadium-sized crowd, say bye-bye to your funds subsequent yr!

4. “We get nothing again from our occasions”

Like every advertising and marketing exercise, occasions must ship ROI in some type. In case you aren’t positive the place to start out you can document:

• # registrations 
• % no-show
• workshop participation
• NPS (web promoter rating) 
• # contact requests at or instantly after the occasion 
• # new contacts inside the registrations
• attain of (paid) social posts concerning the occasion (consciousness)

A part of your starting stage must be how you’ll collect this information, each on the occasion and afterwards. A wise method is to construct content material into your follow-ups; you can embody an infographic of the important thing factors from the day within the e mail the place you ask for suggestions.

Need to see how this works in Spotler Events? Get a demo!

5. “There’s no room within the funds.”

Occasions aren’t low-cost. In some ways in which’s a part of the enchantment; investing the money and time exhibits that you’ve one thing essential to share.

All of the steps above feed into this vital level; you might want to concentrate on worth slightly than value. If an occasion helps you shut £7000 of recent enterprise within the brief time period, then spending £1000 looks as if a discount.

Don’t overlook concerning the lengthy tail of any content material you produce afterwards; a whitepaper on the subject you lined could effectively ship 1 or 2 heat leads a month for a yr or extra after the occasion.

You’ll be able to even prolong this to occasion manufacturing itself; if you wish to document the occasion, however the invoice for a videographer appears to steep, you can purchase an honest digital camera and use it again on the workplace to document product movies or podcasts.

Able to go reside?

The distinction between a profitable occasion and an costly day away from the workplace all come all the way down to your preparation. Get the above steps proper and also you’ll see the constructive affect prior to you would possibly suppose.

Spotler Occasions: occasion registration software program

Spotler Events is the instrument that handles the complexity of bookings, registration and follow-up multi functional place, so you may concentrate on the content material and the folks. Take a look with a demo today.