Hosting one or two annual, large events force you to put all of your eggs in one basket with thousands of attendees, dozens of sponsors, millions of dollars, and a dedicated internal task force. The sheer amount of effort that goes into pulling events like these off is immense, and it doesn’t always deliver the results you’re looking for, since large events with lots of competition for attention offer fewer opportunities for your team to get face-to-face with the right people and connect with them in a meaningful way.
Instead, an event marketing strategy that focuses on scale is more manageable and lets you work with a much leaner team and a more scalable budget. Local events accomplish just that. Think about how many people are involved in planning an annual summit, the travel required, and how far in advance the team works on action items. They’re likely thinking at least two years ahead, all the time. Now, think about the last time you partnered with your sales team to host a VIP dinner event. There was little to no team travel required, and you probably spent a month or less on the entire process of asset creation, promotion, and execution. And that’s not to mention you likely only had to loop in a few team members.
Local events are also primed for you to target promotional efforts to a finite list of prospects, partners, and customers. In addition to decreasing your unsubscribe rates from email invites, you can create content that is hyper-relevant to that audience, thus creating a more impactful event. Plus, this might even lead to a lower event drop-off rate when it comes to getting registrants to actually show up.
Quite possibly one of the best things about spending less money to host an event? Better ROI. Even if you only get one deal across the finish line as a result of the event, you’re likely coming out with a positive return. You also have more control over the experience a potential customer has at a small event because you can ensure one-on-one time.