If it is appropriate, it would be a good idea to send an evaluation form to your vendors eliciting their opinions of event and be sure to include a “ways to improve” comment section.

Send thank you notes to your vendors, catering and sales professionals and any and all of those may have had a hand in ensuring success of project. Thank you notes go a long way especially when you find yourself in a jam at one time or another. If you have been doing this for any length of time, you have probably needed to find a last minute replacement for entertainment or photographer or a speaker. You know importance of appreciation.

Once event is over, while it is still fresh in minds of your client, ask for a testimonial or letter of referral. Happy clients are happy to oblige. However, they may be very busy and when too much time passes, they may forget. If you do not receive letter within a week or two after event, follow up. Graciously ask them if they would not mind you writing letter for them, and fax or e-mail it to them. Tell them you use these letters in your promotional kits and their testimonial would be greatly appreciated. Busy people are happy to accommodate your requests when you make it easier to do business with you.

© 2005 - Heidi Richards

Heidi Richards is the author of The PMS Principles, Powerful Marketing Strategies to Grow Your Business and 7 other books. She is also the Founder & CEO of the Women’s ECommerce Association, International www.WECAI.org (pronounced wee-kī) – an Internet organization that “Helps Women Do Business on the WEB.” Basic Membership is FREE. Ms. Richards can be reached at Heidi@speakingwithspirit.com or heidi@wecai.org.

· Create a publicity “stunt” to increase pre-exposure for event. When a women’s organization that I am involved in (American Busienss Women’s Association) wanted publicity for a regional conference we were hosting, we brainstormed ideas that would get media’s attention. We were hosting a cocktail reception, open to public night before conference was to start. The event had two goals to meet. One was to increase local awareness of organization. The other was to increase attendance. Our theme for event was Hot, Hot, Hot in South Florida . We invited South Florida Calendar Fire-Fighters to event to “mingle” with attendees and sell their calendars. The calendars were a fundraiser for Jackson Memorial Burn Center in Miami . So we created a “pre-event” to promote reception. We called Cooper City Fire Department (two of calendar guys worked there). We asked if we could take publicity pictures with Firefighters on their Fire Truck. They said “yes.” We asked a member who was a professional photographer to take pictures. The results were great! A full color photo on cover of Society page, prior to event and mentions in other local papers. We had a sell-out attendance. In fact, firefighters sold all calendars they had brought that they had to take orders to fulfill rest. And “pre-event” was FUN.

This may not work for every event. Especially if it is for member’s only. If your event is open to public, study trade papers to see what other organizations would be likely cross-promoters of your organization. If you have a healthy budget, purchasing mailing lists is an option to be considered. Keep looking for new lists. Chambers of Commerce have great lists that could include likely attendees. You can also promote event with broadcast faxes and e-mails. Be cautious when doing so. Unsolicited advertising is not only intrusive, it can give event a bad reputation and may even cost you money in fines, etc. I do send e-mails; however, it is to lists I have created through several associations I am involved in. If event is for a nonprofit or service organization, you can create your lists using volunteers. Check out high schools and colleges for students who need service hours. Offer them service hours in exchange for inputing information into your database.

Follow these guidelines and you’ll be amazed at results!

© 2005 - Heidi Richards