Event-led Growth 101: What Does It Do?

David Lang Mar 1, 2023
event-led growth

Event-led growth refers to the strategic use of events, such as conferences, trade shows, and product launches, to drive business growth. The goal is to use events as a channel to attract new customers, generate leads, and create brand awareness.


What is Event-led Growth? 

Event-led growth is like throwing a party to grow your business. You know, the kind of party where you invite your friends, your friends invite their friends, and before you know it, the whole neighborhood is there.

But instead of just throwing a party to have a good time, you're throwing a party to achieve specific business goals. Whether generating leads, building brand awareness, or increasing sales, the goal is to use the event to drive business growth.


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How does It Work? 

So, how does event-led growth work? Well, it's all about creating an event that resonates with your target audience. You want to create an experience that is so memorable, engaging, and valuable that attendees can't help but tell their friends and colleagues about it.

This means focusing on things like the venue, the agenda, and the promotion. You want to choose a venue that aligns with your brand's image and comfortably accommodates your attendees. You want to create an informative, engaging, and even fun agenda. And you want to promote your event in a way that grabs your target audience's attention and excites them to attend.

By doing all of this, you'll not only create a memorable event, but you'll also generate buzz and excitement around your brand. And when attendees leave your event feeling inspired and energized, they'll be more likely to become loyal customers and advocates for your business.

So, in a nutshell, event-led growth is about throwing an epic party for your target audience and using that party to drive business growth. Just don't forget the snacks and drinks!

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How to organize a successful event


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Benefits of Event-led Growth for Businesses

  1. Increased visibility:


    Events provide businesses with a platform to showcase their products and services to a large audience. This helps increase brand awareness and visibility, leading to new customers and opportunities.

  2. Networking:

    Events allow businesses to network with potential customers, partners, and suppliers. This can help to build relationships and create new business opportunities.

  3. Lead generation:

    Events are a great way to generate leads and create new sales opportunities. By showcasing products and services, businesses can attract new customers and generate leads that can be followed up on after the event.

  4. Market research:

    Events can also be used to conduct market research and gather feedback from customers and prospects. This can help businesses better understand their target market and make more informed product and service decisions.

Overall, event-led growth can be a powerful strategy for businesses looking to expand their customer base and increase revenue. By leveraging the power of events, businesses can create new opportunities for growth and build stronger relationships with their customers and partners.

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Business Strategy Creation

To create a successful business strategy using event-led growth, businesses should consider the following steps:


1. Set clear goals:


Businesses should define their objectives and goals before planning any event. This includes identifying the target audience, the desired outcomes of the event, and the key metrics for success. These goals should be specific, measurable, and achievable. 


2. Choose the right event:

Businesses can participate in many different types of events, such as trade shows, conferences, and product launches. Choosing a suitable event that aligns with your goals and target audience is essential.


3. Plan and promote the event:

Businesses should start planning and promoting it once the event has been chosen. This includes developing a marketing plan, creating promotional materials, and reaching potential attendees.


4. Execute the event:

Businesses should focus on engaging with attendees and creating a memorable experience during the event. This can include showcasing products and services, offering special promotions or discounts, and hosting educational sessions or workshops.


5. Follow up and measure success:

After the event, following up with attendees and measuring the event's success is essential. This includes analyzing the key metrics identified in step one, such as the number of leads generated or the revenue generated from the event.


 By following these steps, businesses can create a successful event-led growth strategy that drives business growth and creates new opportunities for success.

Read on: How should you make an engaging event? 

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Steps to Implement an Event-led Growth Strategy

Implementing an event-led growth strategy can be a thrilling experience for any business. Here are some steps to guide you on this exciting journey:


1. Define your goals:

Clarify the goals you wish to achieve through events. Identify how you want to impact your business and what you hope to accomplish.


2. Determine your target audience:

Understanding your audience's wants and needs is critical to creating an event that resonates with them. Determine the types of people you want to attend your event and what will appeal to them.


3. Choose the correct type of event:

With several events, pick one that aligns with your goals and will help you reach your target audience. Evaluate trade shows, conferences, seminars, and product launches and select the one that will deliver the best results.


4. Plan your event:

Create a blueprint focusing on the venue, speakers, agenda, and marketing strategy. Define the resources you need and consider what additional support may be necessary to achieve your desired outcome.


5. Promote your event:

Implement marketing strategies that showcase your event to your target audience, utilizing email marketing, social media, and advertising channels. Ensure that your message resonates with your audience and highlights the benefits of attending your event.


6. Host the event:

Bring your plan to life and create a memorable experience that exceeds your audience's expectations. Engage with attendees, offer value, and make it a delightful experience.


7. Follow up after the event:

After the event, connect with attendees and thank them for attending. Offer additional resources, such as whitepapers, e-books, or special offers. These connections can generate lasting relationships.


8. Evaluate your success:

Measure your success by tracking key metrics such as attendance, engagement, leads generated, and sales. These insights provide valuable feedback and enable you to refine your strategy and optimize future events.


By following these steps, you can execute a successful event-led growth strategy that generates lasting impact for your business. Don't hesitate to take the leap and embark on this incredible journey to reach your business goals.

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Event Planning Tips for Small Businesses

As a small business, hosting events can be an exciting way to connect with your audience and showcase your brand. Here are some event planning tips that can help you make the most out of your event:

1. Define your purpose:

Determine your goals and objectives before planning your event. What do you hope to achieve? Are you trying to build brand awareness, generate leads, or increase sales? Identifying your purpose will help guide your event planning efforts.

2. Set a budget:

Determine the amount of money you can allocate towards your event. Be mindful of costs and create a budget that ensures you don't overspend.


3. Select the right venue:

Consider the type of event you are hosting and the size of your audience. Choose a venue that comfortably accommodates your attendees and aligns with your brand's image.


4. Choose the right date and time:

Consider the date and time that will work best for your audience. Choose a day and time that won't clash with other events or holidays.


5. Create an engaging agenda:

Develop an engaging and informative agenda. Incorporate elements such as guest speakers, interactive sessions, or product demos. Ensure your attendees are left with a memorable experience.


6. Promote your event:

Use social media and email marketing to promote your event. Utilize creative visuals and catchy headlines that grab the attention of your target audience.


7. Partner with other businesses:

Partnering with other businesses can help to increase attendance and bring diversity to your event. Consider businesses that complement your industry.


8. Follow up with attendees:

After your event, follow up with attendees, thank them for attending, and offer additional resources. These follow-ups can help build lasting relationships.

Hosting events can be an effective way for small businesses to build brand awareness, connect with their audience, and generate leads. Use these tips to make your event successful, and don't forget to have fun!

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Event-led Growth Case Studies

Many businesses have successfully used event-led strategies to drive growth and achieve their goals. Here are some inspiring case studies that highlight the power of events in business growth:


1. HubSpot:

HubSpot is a leading inbound marketing and sales software provider that hosts several events each year, including INBOUND and HubSpot User Groups. These events help the company connect with its target audience, showcase its products and services, and generate leads. HubSpot's events have been a critical component of the company's growth, with INBOUND attracting over 26,000 attendees from 100 countries in 2019.


2. Salesforce:

Salesforce is a cloud-based software company that hosts several events, including Dreamforce and Trailhead. These events have helped the company connect with its target audience, showcase its products and services, and generate leads. In 2019, Dreamforce attracted over 170,000 attendees and generated over $250 million in economic impact for San Francisco.


3. Moz:

Moz is a software company that offers SEO and inbound marketing tools. The company hosts MozCon, an annual conference that attracts thousands of attendees. MozCon has helped the company connect with its target audience, showcase its products and services, and generate leads. The event has been a critical component of the company's growth, with MozCon selling out in 10 minutes in 2019.


4. Trello:

Trello is a web-based project management tool hosting Trello Day, an annual event that brings Trello users, partners, and employees together. Trello Day has helped the company connect with its target audience, showcase its products and services, and generate leads. The event has been critical to the company's growth, with Trello Day attracting over 1,000 attendees in 2019.


These case studies demonstrate the power of events in driving business growth. By using events to connect with their target audience, showcase their products and services, and generate leads, these companies have been able to achieve their business goals and drive growth.


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How to Get Started with Event-led Growth for Your Business

Are you ready to throw a party for your business? Great, let's get started with event-led growth!

First, you must decide what event you want to host. Do you want to host a conference, workshop, or even carnival? The sky's the limit! Just make sure the event aligns with your business goals and target audience.

Next, choose a venue that fits your event's vibe. If you're hosting a conference, you'll need a venue with lots of meeting space and AV equipment. If you're hosting a carnival, you'll need a big open field and cotton candy machines. You get the idea.

Once you've picked your venue, it's time to create an agenda that will keep your attendees engaged and excited. Make sure you have a mix of informative sessions, fun activities, and networking opportunities. And don't forget to throw in some surprises and swag to keep things interesting.

Now it's time to promote your event like crazy. Use social media, email, and any other channels to reach your target audience. Make sure your messaging is clear, concise, and compelling. And don't be afraid to get a little creative with your marketing. Maybe you can create a fun video or a catchy jingle to get people excited about your event.

Finally, on the event day, ensure everything runs smoothly. Have plenty of staff on hand to help with registration, directions, and any other issues that may arise. Make sure the food and drinks are plentiful and delicious. And most importantly, have fun!

Remember, event-led growth is about creating a memorable experience for your target audience. So, don't be afraid to get creative, have fun, and throw an epic party for your business!

event-led growth

Read on: How to plan an event? 

To Wrap Up...

It’s easy to see the positive potential for a business when leveraging event-led growth.  By giving customers the ultimate memorable experience, businesses can rapidly grow their reach and customer base cost-effectively.  Event-led growth is an ideal strategy for product launches, promotional activities, and more, as it drives customer engagement while optimizing customer spending. Taking the time to think through strategies associated with event-led growth could also be beneficial for businesses to create successful campaigns and stay ahead of competitors in their market. Ultimately, with proper planning and execution – the sky's the limit with how far your business can go!

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