Doing a marketing event for your small business is one of best ways to find prospects and make them customers. These tips, prepared by Ron’s co-author Linda Allen, are from their new book, 409 Low Cost Events that will Produce New Clients for Your Small Business in Any Economy

Which style of event do you want?  Piggyback or Solo?

You can get your event marketing program started by becoming part of another organization’s event (piggybacking) or by doing an event of your own (going solo).  Piggybacking is a great way to start because it will let you get your feet wet without having to build an event from scratch.

In the long run, solo events give you more control over the venue, message, attendees, and time of your event.

Characteristics of a Good Small Business Marketing Event

Piggyback or solo, your marketing event should have these characteristics:

• Easy to understand

Good events are simple.  Their appeal is easy for the target audience to understand.  Can you explain who should be there and why in one sentence?

• Attracts people with a reason to buy what you sell

A personal trainer could create an event that involves a talk about good nutrition because the kind of person that topic attracts is interested in health and a logical candidate to become a client. Think about how you can make your event high interest to those who are ideal clients for you.

• Positions you as an expert in the mind of your prospect

An auto repair shop could make an event out an offer to do a 15 point safety inspection or an event that offers free diagnostics on a particular day. Being able to discuss the codes and what they mean in front of the owner makes you the expert.

• Stimulates conversations with prospects

Either of the two event examples above give people at the business ample opportunity to discuss the specifics of each prospect’s issues and offer solutions that could result in a sale.

• Captures leads that include email address

Whether you are entering lead information on an iPad or having attendees fill out a paper form, you need to have a simple system that captures lead information, including emails. Imagine how much more profitable your business would be right now if you could email everyone who has purchased from you with special offers and invitations? Make sure your event gets email addresses and opt in from attendees.

• Considers logistical issues

Where will your event be held? Is it easy for people to get there? Is there enough parking? Does the time fit the schedule of the people you want to attract? Do you have a plan for bad weather if your event is outdoors?

• Backed by PR and advertising plan

Have you considered how you are going to promote the event to existing and new customers? Have you created a plan to get the word out that makes use of the best media to carry your message?

Want to learn more about Event Marketing?   Want to learn about the simple tool that will help you pick the right events to attend? Hear Ron Sturgeon and Linda Allen speak at the URG conference on April 13.   They’re co-authors of 409 Low-Cost Events That Will Produce New Clients for Your Small Business in Any Economy.

Remember only you can make business great!

Ron Sturgeon, founder of Mr. Mission Possible small business consulting, combines over 35 years of entrepreneurship with an extensive resume in consulting, speaking, and business writing, with 3 books published and 2 more expected in 2012. Linda Allen is an insurance agent, working for one of the largest insurers in the US for the last 19 years.

A business owner since age 17, Ron sold his chain of salvage yards to Ford Motor Company in 1999, and his innovations in database-driven direct marketing have been profiled in Inc. Magazine. After the repurchase of Greenleaf Auto Recyclers from Ford and sale to Schnitzer Industries, Ron is now owner of the DFW Elite Auto suite of businesses and a successful real estate investor.

As a consultant and peer benchmarking leader, Ron shares his expertise in strategic planning, capitalization, compensation, growing market share, and more in his signature plain-spoken style, providing field-proven, high-profit best practices well ahead of the business news curve.

Ron is a web expert, but he is also an expert in helping all types of small businesses become more successful and more profitable. He has helped owners in industries from restaurants to law firms with a wide variety of business issues, including sales, promotion, production, financial measures, business strategy, and planning for startups. Whatever your unique challenges, Ron can help you.

To inquire about peer benchmarking, consultations, or keynote speaking, contact Ron by calling 817-834-3625, by emailing rons@MrMissionPossible.com, by mailing 5940 Eden, Haltom City, TX 76117, or online at Mr. Mission Possible.