By Koketso Mamabolo
You want people to know your brand, to generate leads, showcase your expertise and form new partnerships and few things help marketing and sales like well-organised events. But events take time and resources, not to mention the capacity to reach the right audience. When you break it down, partnering with proven professionals is often the better option due for three broad reasons:
- Detail
- Reach
- ROI
1. Detail
The experience and knowledge it takes to put together an event is not something most businesses have in-house. By working with experts, you can focus on what you do best: running your business.
Professional event organisers are efficient and are able to make things happen from years of experience managing complex logistics. Everything from securing venues, liaising with suppliers, inviting guests on request, booking and briefing speakers with targeted, researched content, to marketing campaigns, press releases, session content, exhibition booths – all of that can be handled for you.
They also know how to deal with the things that can go wrong. Whether it be suppliers who fall through, technical issues with live sessions or last-minute changes, they’ve seen it all.
Beyond logistics, they understand audiences. A professional team can tailor everything to a particular audience, from the marketing approach, to the lineup of speakers, they know how to create an experience that is engaging and memorable.
2. Reach
Event experts know how to attract industry leaders from various sectors. They have access to networks, know the thought leaders and the decision-makers and how to get them, and you, in a room. The relationships event professionals have with the media, PR agencies and established digital channels mean you can reach a wider audience than if you do it on your own.
Your own brand benefits from being associated with another respected one. You also gain from associating with non-competitors who are leaders in their own markets.
The brand visibility that comes from an event partnership can lead to an uptick in sales. Before, during and after the event your business is on display, bringing in both old and new customers. You put a little in and you get a lot out of it. From media coverage, advertising opportunities and promotional collateral.
The organisers create content, attendees create content, speakers create content, everyone creates content. All that content is available for you to leverage. Your brand’s message will get across to many people across the world in various formats and platforms through marketing campaigns. By choosing a partnership you’re able to take a new direction with your own content as well.
3. Return on investment
When you partner with an event specialist you get the results without having to put in as much financially. It’s an opportunity for growth and experienced hands know how to stretch every rand and deliver a good return on investment.
Events can take months to organise and the costs can add up. From something as big as the venue or virtual conferencing platform, all the way to the “goodie” attendees get. All these costs will fall on you when you organise your own event.
The return on investment also comes with time saved. Event logistics can be a nightmare, marketing campaigns can be ineffective if you don’t reach the right people. You can focus on strategy, enjoy the event and reap the benefits.
Topco Media has solutions that can help you get a return on your investment, build relationships, reach a wider audience and generate more content. With our solutions you get the benefit of having your brand associated with an event that attracts top decision-makers from the public sector, private sector and everyone in between.
For enquiries on how you can partner with us on one of our B2B events, contact us to help your business reach its goals and further its reach: marketing@topco.co.za
