It's amazing how few businesses recognise the value of a good event... How else can you get so many clients (and prospects) in one place at one time? It seems so simple, yet many businesses sadly don't see the value in holding an event, or (worse) they don't even consider holding an event in the first place.

So why do businesses hold events? The answer's much more straight-forward than you might expect - events are ultimately great marketing tools for businesses. They scream incredibly loud messages about the business (and its products), its personality and how much the clients and prospects mean to the business. So, staging an event (or a series of events) is a wise marketing strategy.

You don't need a good excuse to stage an event - any excuse is a good excuse! You could hold an end-of-year shin-dig for your clients, an event to announce a new business partnership, or you could hold an event to launch a new product (or to promote an existing one)... It really doesn't matter - it's simply sending a strong message about you and your business. Here are some other “event excuses”:

•    Business anniversaries
•    A new key business stakeholder (eg a new General Manager)
•    New advertising campaigns
•    Product birthdays
•    Business awards (staff, franchises, or clients)

Events don't necessarily need to cost the earth either. For starters, there's a plethora of venues out there ranging from small to large, many of them inexpensive. Then of course there are the more “unusual” venues - car parks, theatres, roof tops, and so-on (why not use your own workplace for a product launch?). To really spread the costs, why not share them with a business partner - you'd be surprised how willing they'd be if you share the leads with them too!

But, if you're still not convinced that the spend is worth it, consider the outcome - the leads you'll generate, the ongoing perception your clients' and prospects' will have of your business, the sense of importance your clients and prospects will have in being invited and attending the event. You'll find the outcome of most events will justify the initial spend - especially if you're careful in your planning and seek professional assistance to drive the project.

So, if you've ever wondered why businesses hold events, it's because events are a great marketing tool that connect you with all your clients and prospects at one time and in one place. If you don't currently have an excuse for an event, create one!