The Benefits of Hosting Customer Events with Special Guest Laura Clark

In this episode, Kristin brings on former colleague and fellow badass, Laura Clark, to talk about the importance of client events. Laura shares the benefits of hosting client facing events along with tips and tricks on how to plan all the details around a Client Advisory Board. Hear insights on how to grow relationships with your clients, get honest product/service feedback, and truly understand your clients real life experiences with your brand.TIME-STAMPED SHOW NOTES:[00:18] Today’s topic: how to host badass client events that help with product or service feedback and growing business relationships[01:15] Why are events important for a business?[02:29] The types of events you can host for clients and why[04:30] Why voice of the customer is important[06:07] Where do you start when planning a client event? How do you promote the event, invite people, or know which event type will perform best for your business goals?[10:30] How to break through the noise and get more RSVPs[13:17] How to work with sales and other internal stakeholders to build a target list for client events[16:58] What makes a client a “top user”?[17:52] How do you engage partners at events and why is that important? Is it a different format than a client event?[22:34] The importance of executives at meetings and events. How to engage c-levels at events and how executives can support events[23:55] Tracking and reporting ROI on events to C suite executives to justify your marketing and event spend and tie events back to closed/won business[25:22] Event touchpoints have a higher propensity to close. Where you invest budget and which channels are effective always matters when planning events[29:51] Why client touchpoints are important and what a business owner should do to be intentional with client events[30:30] How do you stay organized with everything from run of show, communications, agenda, transportation, food and beverage, venue, and more?[32:30] Keep it consistent with a campaign brief[34:00] The importance of working with an event professional. A good event manager will understand all of the potential failures and prepare against that. [36:33] Bad event example, including what can go wrong with poor planning - trouble at movie night. *Link to youtube video of dozens of air mattresses flying across event venue in Colorado :)[37:33] Working with an event professional with empathy. Empathy is important because of the ability to anticipate needs of other people at live events.[39:00] Knowing roles and goals and engaging event attendees - pre-event planning and training for your internal stakeholders[42:15] Top three things Laura has learned along the way including, “The goal is not perfectionism, it’s progress.”[45:32] What's the craziest thing that’s happened at an event of yours?[48:03] What advice would you give someone looking to scale their event marketing on a tight budget?[51:21] Lightning Round[53:44] Learn more about and connect with Laura Clark https://www.linkedin.com/in/laurahclark/[54:04] Thanks for listening! To stay updated with marketing trends, go to www.sourcemarketinggroup.com/blog for more information.LEAVE SOME FEEDBACK:What should we talk about next? Please let us know by emailing [email protected] you enjoy this episode? If so, please leave a short review.CONNECT:@marketlikeabadassContact us: [email protected] to our podcast on Apple or Spotify!