Creating Impact That Drives Success
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Putting the Special in Special Events


We are in the midst of planning an annual event for a client that genuinely honors, supports and celebrates Veterans – and leads to sales. Like this one, events can be powerful marketing tools that touch your target audience in a very personal way, generate goodwill, and lead to sales. Just as easily, they can be time consuming, expensive ventures that lead to nothing.

Just like any marketing tool, before deciding to host an event you need to ask one simple question, and then ask it again and again:

  • Why?
  • Why are we hosting this event?
  • Why does it matter to our customers?
  • Why will our prospects care about this event?
  • Why will it make a positive impact on our business goals?
  • Why is it important to supporting our mission?

Only when you have the answers to these questions can you determine what the nature of the event will be – a gala, an opening, a ground-breaking, a VIP event, an open house, a seminar, a webinar, and so on.

Once the concept is developed, the next step is to create an effective marketing communications strategy around the event. This strategy should drive every facet of the event, from the location and logistics, to the guest list and program agenda, and amenities. Once complete, it’s simply (well, not so simply) a matter of creating a timeline and check list and putting in some long hours and hard work to be sure every facet of the event is well-planned and completed, and that every possible contingency is anticipated.

Our event planning checklist is an excellent starting point. To receive your complimentary copy, email us at

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