This past month I launched a Virtual Earth Day Cleanup event with minimal input. I didn’t send out invites, I didn’t email anyone, I didn’t do much marketing of any kind. I ran a t-shirt giveaway online and posted 4 Reels and 1 static post to Instagram and Facebook.

So what were the results?

• Two New Client Meetings

• Fifteen New Followers on Instagram

  
  

Now these results may not be garnering national acclaim nor shocking the masses. But for a busy small business with a budget close to $0, these results are incredible. This event was something close to my heart—keeping my neighborhood clean and taking climate action. It was also a great opportunity to interact with current clients and stir interest with new people outside of my sphere of influence.

If these are the results of two hours of work and $75 for t-shirts, what results will you get from more time and a larger budget? This micro event was a wonderful experiment with minimal losses.

So how could you take this data and leverage it for your business?

1.      Nail Down an Event That Matters

Your event cannot be a carbon copy of someone else's ideas. It must originate in your values, in something that moves you. Do you love animals? Consider hosting an adoption event—perhaps a fun run with shelter dogs as running mates. Passionate about fitness? Host free yoga in the park. The options are endless, but they all begin with you.

2.      Sweeten the Pot

While the goal is not promoting your business, your business is the reason for the event in the first place. Collecting guest data, with wholehearted consent, can mean more successful leads generated. A giveaway, contest, free swag, games, and more—ensuring your guests enjoy the act of interacting with you and your business.

3.      Follow Up – Again and Again

Once the event is complete, following up with the people you have collected contact information from is essential. This may seem like the easiest step—but it can often slip through the cracks once the event has past. Adding your guests on your business social media, sending a follow up email, even calling when relevant is vital to the ultimate success not just of this event, but all future events as well. These guests can be repeat guests—and sometimes, it takes multiple attendances to earn their trust.

Running an event from start to finish requires focus, energy, and a solid grasp of your budget. Events themselves are a wonderful way to stay in front of past customers, build trust with potential customers, and generate content for your social media, which can in turn broaden the reach of your brand. If you need help planning or executing your event, please do not hesitate to reach out.