Firstly, everyone loves to attend a free event and secondly, feel special so that is exactly what your company should plan to give each of the guests attending. You have planned an event either to inform people about a product / services, or interest them in purchasing, donating, etc. So make sure the purpose of your event is clear to all staff involved, invitees and in any presentations / talks you give.

These events are effective as people are outside the work environment (therefore, more relaxed) as well as distracted from any marketing efforts from your competitors, you have their full attention. Use the time wisely.

This type of event is for a group of current and potential customers you know are in the same type of industry. People will mingle which also allows your current customers to tell your potential customers why your product/services is for them without it coming from your mouth. This event can be a cocktail event hosted at your offices or a pre-planned brunch at a local restaurant.

Let your current customers be your spokespeople.

And we are back to the new digital age. Online events, especially during the Covid-19 pandemic, have become the norm for many companies. Not only does this method save a lot of costs, it is also easier for people to join if they are not in the same city or even country as the event thus, a bigger turn out. Online events are usually recorded as well which allows people in different time zones to view them on their own schedule. However, the biggest downfall I suspect to come with online events is that many people feed off of face-to-face interaction, which builds trust, and their sales skills cannot be used appropriately online. It is almost as difficult to make an online sale as it is to convince someone to buy your product over email.