We can all agree that events are fun, but it can be so much more than that. It can be a strategic part of your growth strategy. How? Hosting events, whether they’re internal, external, physical or hybrid, puts you in a position where you own your brand narrative. As well as meeting  your audience face to face, and positioning your company in the minds of your target audience. This is only one of the reasons why events are a means to grow. 

Internal Events

Align your team 

Within a company the different functions work in different ways because they do completely different things. However, the main goal of everything anyone does, should be tied to the company’s overall goal. Everything should contribute to getting one step closer to the vision on which the company is built. 

Hosting internal events, such as a kick-off, seminar or workshop is an excellent way to gather your team, across functions, and talk about where your company is at, how you are doing, and where you are heading. Getting everyone aligned on what direction to pull is what ultimately will get you to your goal. Run through or revise your business strategy together with your team. Let them have a say. Ask them what they think. Not only will this align your team – it will also make them feel as important as they are. 

Fuel innovation and creativity 

Take your team out of their ‘silos’ with a workshop or breakout session where you pair up people from different functions – and do it in a location outside of your usual office space. This change of scenery and cross-functional-collaboration are effective ways to make your team think outside the box, and outside their function. Nudging their habits in this way opens up for new perspectives, discussions and solutions that can contribute to fast-tracking, disrupting or changing the ways in which you work and think as a team. It also contributes to a feeling of togetherness and team building as your team gets to know each other, their responsibilities and how it all fits together in the scheme of your overall business goals.

Nurture and listen to your employees 

Whether you like it or not, your company is nothing without you and your team. Your employees are, at the end of the day, your most valuable resource. Hosting internal events are a great way to both talk to, and listen to your team. How do they perceive the company they work for? Are they happy as your employee? Your team is also an invaluable source of data. They work tirelessly to make your vision a reality. By listening to them, you can access their thoughts and ideas that in turn can fuel your innovation and development game – all the while nurturing and building important relationships that help you retain talent. 

External Events 

Meet and engage with your core audience

As a company it should be in your interest to meet and engage with your potential customers and partners in a format where you’re not perceived as a salesperson, but rather a thought leader. Even though your end game might be to increase your market share, hosting an informative or social event addressing the wider scope of your business (or a topic close to your company’s heart) is a great way to build relationships and get to know your audience better. 

What your event is about will tell your audience what’s important to your company. In this day and age people tend to choose their brands based on their values, politics and ‘way of life’ rather than their product offering alone. Hosting an event is a great arena for you to showcase your brand, its values, and build the brand in a physical space, rather than competing for attention in the digital sphere.

Share value and create content

The contents of your event is what people come to see. The attendees are eager to learn, and in the right mindset to absorb your message. The contents of your event is also a great source for your company to create content for social media, blog, PR, and so on – without having to actually sell. If your topic is of interest to a broader audience, creating content to share in the digital space will help you showcase your brand’s personality and build the brand in an authentic way.

If you don’t – your competitors will

Staying on top of industry trends and educating your audience in a live event is an opportunity to position your company as a thought leader within your industry. Being a thought leader these days may very well be what tips the scale in your favor – and if you don’t keep up with your industry and stay relevant, chances are your competitors are ready to sweep in and steal your thunder.

Want to read more about strategic event hosting?

Check out our Radical Growth Playbook: ‘Events as a Tool for Business Growth’ for more tools and resources about event hosting.