Events are a critical part of chambers of commerce. If done well, they provide members with rich networking opportunities, spark local connections and foster community growth. Unfortunately, special events are often poorly attended, which can drain precious resources. Successful chamber of commerce events are much like other special events. They require equal parts planning and promotion. Follow these four steps to frame your next event for success.
1. Know your audience
When planning events, its important to understand your target audience. Who is it you most want to attend your event? Young professionals? Retail businesses? Large employer groups? Prospective members? Even the smallest chamber communities need to begin with a target audience. This does not preclude you from targeting several different audiences. For example, you may wish to attract merchants and large employers, skilled trades and the food and beverage industry. It is much easier to build an event that generates interest when you know who your target audience is.
2. Choose events based on demand
If your members frequently asked about how they can connect to more businesses, a network event is in your future. Are you hearing about common business problems in your community? Hire a speaker discuss the issues and brainstorm solutions to help your community combat the problems. For example, the Grand Rapids Area Chamber of Commerce hosted a Facing Racism program, partnering with the Institute for Healing Racism, to give their members and community an opportunity to partake in safe dialogue.
Once you get a feel for where your organization is being sought out to help, you can move forward confidently with planning events. Commonly, you will find businesses seek the following events: networking, how-to, entertainment, annual and local events.
3. Remember to weave in the chamber’s features and benefits
Chambers of commerce play an important role in the community, as they help to promote local business and economic investment. These critical themes should be apparent in every event. Events provide a great promotional platform from which to tout the value of membership. For example, networking events are more than social mixers. As the host, the chamber is fostering community strength by connecting local businesses.
4. Make the event convenient
When calendaring events, begin with your target audience. Be sure to cover the basics–when and where, and dwell on what’s in it for your members. What can they expect out of this event? Who should attend? What will they learn? Who will they meet?
Many chambers have noticed that members who have interest in networking have trouble making it to casual networking events during the work day. So, the Birmingham Bloomfield Chamber of Commerce created an early morning Coffee & Networking event to accommodate members. Members with busy schedules can still reap the benefits of the chamber’s great networking resources and make it into the office by 9 a.m.
Other tips and tricks to help make your event a success
- Allow members to register with or without the Chambers assistance.
- Send invitations using services such as Constant Contact or ChamberMaster to consolidate invites and include reminders and save the dates.
- Advertise your event everywhere possible, targeting publications where your target audience can be found, Including social media and your own website. Distribute a press release and place the event on print and online community calendars.
- Encourage people to bring a friend when possible.
- Personalize it, adding a note to the invitation.
