Manufacturers: What do you need for an event?

ll year is event season for manufacturers. Hiring events, tradeshows, open houses, and other events are an integral part of reaching your company’s goals; it’s just as integral to prepare for these events so you can get the most out of your investment.

How to Prepare for An Event

Set your goals.

Before diving into the logistics, define what you hope to achieve at your event. Are you aiming to generate leads, launch a new product, or build brand awareness at your tradeshow? Are you looking to fill multiple positions, target specific skill sets, or enhance your employer brand at your next hiring event? Or are you hoping to achieve a number of these goals at an Open House? Setting clear objectives guides your event strategy and helps measure its success.

Strategize and brainstorm with your team.

As you set goals and strategize, think about who your target audience is and how you can reach them specifically at your event. Ask yourself, “what are they going to be looking for? What can we do to get their attention? What can I do to help them take action at my event?” A more focused and targeted strategy can lead to stronger results.

Don’t be afraid to think outside the box when planning your event. A creative give-away, interactive experience, or over-the-top visuals can be the key to attracting attention and gathering a crowd.

For maximum success, create an event plan with manageable deadlines and team member assignments.

Coordinate with vendors to get professional-looking materials, videos, and other essentials.

Your booth, table, or presentation area is your stage, and it needs to stand out, garner attention, and house a unique, engaging experience. Invest in high-quality, visually appealing design that reflects your brand identity. This includes:

• Custom Graphics and Signage: High-resolution images, your logo, and a clear message should be prominently displayed.
• Interactive Elements: Touchscreens, product demos, or virtual reality experiences can engage attendees and make them want to act (e.g. reach out for more     information, apply for a position, engage further, etc.)
• Professional Print: Even in a digital world, printed materials are still an event go-to that delivers the information needed and points them to digital resources. If you don't have the capabilities to produce the items in-house, contact a marketing firm for professional design.
• Strong Videos: Videos are a great way to make a strong impression and draw attendees in to your space. This is not an area to skimp on; instead, contact a professional for video and graphics that look as premium as the service, product, and employee experience you’re ready to provide.
• Comfortable Space: Ensure there’s room for visitors to engage comfortably and that staff can work efficiently.

Train for the event.

An event is not the time to adlib. Instead, meet with your team to ensure that you deliver a cohesive message that engages and leaves a professional impression. Remember, your staff are your ambassadors. They should be knowledgeable about your products and company culture, skilled in engaging with visitors, and trained in lead collection and follow-up procedures.

Prepare your attendees for what’s to come with pre-event marketing.

An event may last a day or days, but your pre-event marketing should last much longer. (The length of pre-event marketing depends on the event.) Use pre-event marketing to build buzz and draw in your target audience:

• Email Campaigns: If the event is promotional, notify your existing customers and prospects about your booth and any special events or promotions. If the event is community-based, tap into your team and network to reach out to potential attendees.
• Social Media: Give your attendees a preview of what to expect. Share updates, behind-the-scenes content, and sneak peeks.
• Signs: For a community event, strategically place a sign to get maximum attention and traffic.
• Direct Invitations: Reach out to key contacts and invite them to visit.

Ensure you have all logistics covered.

If your event is not being hosted at your company, ensurethat your event materials and staff are where you need when you need it.

• Travel and Accommodation: Book these well in advance to avoid last-minute hassles.
• Shipping and Handling: Plan for the transportation of your booth and materials to and from the venue.
• On-Site Setup: Coordinate the setup process to ensure everything runs smoothly on the day of the event.

Prepare for your post-event follow-up plan.

Your event experience shouldn’t end when the doors close. If you want a seamless event experience for your event attendees, prepare and draft your follow-ups before the event so they look thought-out and cohesive. Follow-up is crucial to converting leads into customers or employees:

• Lead Management: Decide how you are going to organize and prioritize leads and candidates collected during the event.
• Thank You Emails: Develop a plan to send personalized thank you notes or follow-up information to prospects.
• Evaluation: Plan now to hold a follow-up with your team after the event to evaluate what went well and what could be improved for the future.

What is Needed for Every Event

Tradeshows

Tradeshows are a golden opportunity for manufacturers to showcase their products and services, connect with potential customers, and network with industry peers. However, to make the most of this opportunity, a well thought-out strategy and preparation are key.

While it is tempting to see tradeshows as a one-size-fits-all event, it is important to prepare for each tradeshow as its own occurrence with a unique audience with distinct needs. At the same time, you need to create an inclusive atmosphere that is safe, inviting for all attendees, and complies with show guidelines. In essence, you need to decide how you can meet those needs---and exceed expectations with exceptional experiences---which sets you apart from other exhibitors. Because each tradeshow is unique, this list of needs and ideas should not be seen as everything you need; it’s more a list to get you started with your planning:

·       Displays,

·       Videos (contact a professional for a professional-looking video),

·       Booths,

·       Furniture (for exhibitors and attendees, if attendees are invited into the booth),

·       Flooring (for a more comfortable experience, if size dictates),

·       Tables,

·       Table coverings,

·       Screens, tablets, hotspot (unless there is reliable wi-fi) and other technology,

·       Print materials (flyers, business cards-printed and electronic, etc.),

·       Website landing pages (for attendees to find more information and/or for special tradeshow offers),

·       Scanners (for scanning QR codes),

·       Items/exhibits for demos (if applicable),

·       Promotional giveaways

Hiring Events

Hiring events are a powerful way for your company to attract and recruit team members in a concentrated, efficient manner. Whether it's a career fair or specialized recruitment event, proper planning and execution are key to creating an inclusive, welcoming atmosphere, making a lasting impression and finding the right candidates. Here’s what companies need to ensure a successful hiring event:

·       Displays,

·       Videos,

·       Furniture (for exhibitors and attendees, if candidates are interviewed in the booth),  

·       Tables,

·       Table coverings,

·       Screens, tablets, hotspot (unless there is reliable wi-fi) and other technology (for bringing in candidates and making the application process easy),

·       Print materials (flyers, business cards-printed and electronic, etc.),

·       Website landing pages (for potential candidates to learn more about the company and apply),

·       Scanners (for scanning QR codes, if this is part of the hiring event),

·       Promotional giveaways

Open Houses

An open house is an excellent way to welcome the community and showcase facility improvements and company culture. It can also be used for recruiting, networking, raising funds for a cause, or for spurring interest in your industry. This type of event involves almost every member of your company because your facility needs to be presentable and staffed. All materials and videos need to be carefully designed and selected to be cohesive and branded (contact a professional videographer to get a professional video product). An Open House typically requires (but is not limited to):  

·       Displays,

·       Videos,

·       Furniture,

·       Tables,

·       Table coverings,

·       Screens, tablets, and other technology,

·       Print materials,

·       Website landing pages (for attendees to find more information),  

·       Items/exhibits for demos (if applicable),

·       Promotional giveaways

Conclusion

Follow-up and evaluation are the final steps of an event, and are both vital to the success of the event. Event planning and execution are an extensive process, but with many benefits that can help your company reach goals that benefit your business.