Use Chicago as your Client Appreciation Event...

This city has so much to offer and at this time of year albeit cold outside there is no shortage of things to do. All business men expect a trip to Morton's, Gibsons, Ruth Chris etc for a meeting. Or a pre-printed holiday card. The key to business is standing out, differentiating yourself from your competitors. Just think for a moment, how many holiday party invites have you gotten that result in an evening at a hotel? While yes this may be the best way to go for a large scale event what about your smaller ones?? The every day gestures you make for your clients. Have you even seen everything Chicago has to offer??

Next time instead of sending a bucket of Garrets popcorn how about sending tickets to:

"A Christmas Carol" at the Goodman Theater.
OR
Second Citys Exceedingly Dysfunctional Holiday Revue.

There are so many things I can't list them all, (plus Chicago Traveler already has a good start)

Don't forget to check out the city of Chicago Special Events. It's the best way to stay up to date on things going on in the city. They are most often free and a great way to entertain clients. Especially those coming from out of town.

- Chicago is great raw material, USE IT!

3 Online ROI Tips

Landing pages:

What does yours look like? It's your first impression and you want it to be a good one. So put some effort into it. The look and feel of it should be spectacular but so should the content. Make sure each page is directly addressing the people you are driving there. If your not getting the conversation rates you expected tweak it! Make small incremental changes till you get it right. Sitting on something that is not working and hoping that one day it will is just like sending $100 bills into the shredder.

Personalize your URL's:

First off it's easier for people to remember. It also adds as the human element to surfing the web. People will identify with the words much better than http://www.sheepskin.com/viewItem.asp?ItemID=SL000082&UnitCde=1&Desc=Ladies%20Olympia%20Fur%20Trimmed%20Boot&VendorDesc=&Search=N#.
(Although they are really cute boots ; )

Optimize your Pay Per Click Campaigns.

These can be very low-cost and effective if done correctly. Try running tests and more than one at a time before you launch to larger markets to make sure your are targeting people correctly. Here's an idea:
-run two ads at the same time, changing one item in your test ad to see how it affects your conversion rates. After you run the two ads for one or two weeks, take the better converting ad and make one minor tweak to it. Then run these two ads against each other to see which outperforms the other. Keep repeating the process to make your ads better and increase conversions.

ROI is your money maker, be purposeful with the way you use it. It may be the difference between a Hyundai and a Jag...

Attract Your Target Market...

Chances your name is not Michel Jordan, Brad Pitt or you plan on giving away free BMW’s to the first 100 guest. So why else would people come to see you?

Knowing your audience, and targeting the right individual is an essential part of hosting an event. Conducting online surveys can ensure that your speakers message gets to the core of your attendees, stirs excitement, and creates buzz about future events.

A host needs to understand what type of content attendees expect and demand in order to produce high quality events that leave an audience coming back for more. Not to forget creating the opportunity for your own ROI.

Find who it is that’s following you and how you can help them! Knowledge is power. Utilize this information to leverage yourself and create a successful event.

Ask a few demographic questions in addition to one or two psychographic or purchasing questions to help you accurately qualify real prospects. Using surveys before, during and after your next event can help maximize success.

To create your own customized online surveys go try Survey Monkey.

Productivly Share Your Expertise!!!!!!!

Have you ever looked at discussions on linken, twitter or other social media sites and noticed that the majority of them are not discussions but promotions of their own websites, blogs and services??

Industry discussion boards are for just that, discussions. If someone can not respond to what you've written then how is it starting a discussion? Promoting yourself is very important to your business but it should be done in the appropriate places. Community boards are a key element to expanding your business on a national or international scale. It can help build credibility and relationships that would otherwise not have been possible. YET shameless self promotion will not help to build those opportunities for you.

When engaging in these forms of media be sure to contribute what other people need, not what you have to sell. Answer a question, pose a question, give input and give back to the community. People will naturally come to you for your services if they like what you are saying and believe that you are helpful and trustworthy. This actually builds a better lead system for you. The potential clients are more qualified because they are aligned with your principals.

Don't ruin the discussion boards for all. If keep trying to sell on these forums the rest of us will stop looking at them, then the people who are actually looking for input and help will be missing out.

Get Yourself Press!!!

Wednesday night some of Chicago's elite event industry gurus gathered at one of Al Capone's famous old speakeasies; Room 21. The night featured food by Limelight Catering, Blue Plate and Food For Thought. The very fall appropriate pumpkin creme brulee in mini cappuccino cups was to die for.

The decor was swanky, dark and intimate in the main dining room but the surprise was the European garden patio. This luxurious 6,000 square foot space was the main attraction for the evening. Decor by Kehoe designs included over sized plush ottoman in chocolate brown. This can be great seating for a more intimate event as long as you don't mind slowly sinking into people sitting next to you.

The biggest highlight was the open fire pits provided by Kehoe. Between the heat lamps, tent and beautifully placed fire pits a person would never know they were standing outside for 3 hours in Chicago in November.

The event was a success, the decor was seasonally fitting, and Room 21 with the beautifully high lofted ceilings will make an ideal South Loop Venue. Yet the big kicker here is to remember your press! Google searches of Room 21 still say Restaurant Closed.

WATCH OUT--- When launching a product, opening a space, debuting ANYTHING new about your company be sure your press roll out comes before your event. That way the buzz you create is not confused with conflicting messages when a person does their due diligence and looks you up. Even if you hold a "soft" opening make sure you have press that alludes to "coming soon".

If you don't you run the risk of people being confused and not coming at all....

Do you Do Service?!?!?!?!

Most companies pride themselves on being the "expert" in their field. I as a consumer am willing to pay a higher price for your expertise. But does your knowledge include good service and more importantly patience?

Human beings as a species are quite curious. When spending hard earned money a person can be exceptionally curious about the details of the deal, what the product does, how long the warranty lasts and what outcome they can expect.

3 avenues you should BE SURE to use....

- Offer a live chat for online orders. It adds an extra step on your end but it takes the confusion away for a potential client who is not sure if they should order option 1 or option 2 and eventually end up ordering nothing because they do not want to take the time to call.

- Follow up with all inquires within 12 hrs. A 24 hr turnaround just isn't good enough anymore. With as fast as the world and internet are moving people do not want to wait around for you. Assume they sent the same question to at least 5 other people, so you better be the first to respond.

- Provide explanations in layman's terms. No one wants to look stupid so there is a good chance they wont tell you they don't understand. (They'll just go to someone else who speaks their language. )

Address all their needs, make them comfortable in working with you and you not only make a sale, but gain a sure fire referral source and GREAT word of mouth advertising.

LetterPress- so impressive!

Letterpress can be that final touch to an invitation, mailer, or announcement. The invite is the first impression people will have about your event and your company. It's always important to pay attention to the details for that added bit of pizzazz! Best to hit them from as many sensory points as possible. Make your invites look and FEEL amazing.

Two great resources: for those local Chicagoans try Chicago Letterpress
Quick turnaround time!

OR

Mercurio Brothers- they've been at it since 1946 and their pricing is quite reasonable!!

Free Help!!!

And that's what we call a volunteer. Volunteers can be very useful in creating the event of your dreams, making sure your attendees get from point a to point b and running to the store to get more ice. There are many times that I as a volunteer have been frustrated by lack of communication or direction when I've taken time out of my day to help out.

Here are a few tips to make sure you capitalize on having effective volunteers.

1. Be nice- they are not getting paid and they have little invested so appreciate them. (remember if they want to ruin your event from the inside they can ; )

2. Have a clear list of tasks and explanation of those tasks. (unless they work with you on a regular basis they might not know your standards and what you expect)


3. Ask them what they would like to do. Find out their strengths and utilize them that way. (don't take someone who is artistically challenged and ask them to help arrange the flowers)

4. Scope- fill them in on the entire project so they see how they fit in and why what they are doing is important.


5. Have a central unpacking area. That way people know where to get supplies and they are not asking you every five minutes where the easels are.



Organization is key! They will respect you, your event and your time if you have a little structure for them and respect theirs.

Slient Auction Season

Fall is historically a time to get back to business. Summer is over, kids are in school and meeting rooms are booked across the nation. This is high traffic time for conventions, conferences, trades shows and Silent Auctions! Many charities, non-profit organizations, and private companies use the silent auction as a way to give back when the weather is too cold to host an event outside.

There are lots of ways to get in good products for the auction that will bring in a high $$ profit. Asking clients, vendors, neighboring offices, and popular venues around town to partner and offer services is a good way of getting the community involved. By adding donations together and creating a "Package" (example: Theater Tickets and $150 gift card to close by restaurant) can boost your minimum bid prices.

Another big ticket item that brings in the cash is a singed autograph. These can sometimes be hard to find. A friend a the White Socks can most likely get you a signed ball but what about those celebrities not local to the Chicago area??

For a little help try out the autograph store. They send out all autographs, sans shipping on consignment and will take back anything that does not sell (once again shipping...not an issue).

With a wide variety of products you can get just about anything your heart desires. Guitars, photographs, collectibles. Just ask the American Diabetes Association. They sold "The Boss" for a whooping $2200!!!!

Weekend Convention Boredom

Weekend? You mean you want people to spend their Oh so precious weekends at a work convention? Even the most dedicated of attendees would rather sleep in, have lunch in their pajamas and dinner with friends than go to a weekend convention.

So spice it up! Making the weekend enjoyable is key to showing your gratitude for taking guest away from their treasured personal days. One way to do this, take the convention to the streets! After a full day of sitting in a banquet room listening to a key note speaker your attendees need fresh air.

Make your reception shorter and connect it with a local "Dine Around" in lieu of dinner. Most hotels have resources to help you coordinate payment and reservations. For large groups offer a number of different restaurants that really showcase the city. If you can rely on their expertise, do it, and save yourself time.

Review your organization's food and beverage history. This will give you an idea of what types of restaurants your attendees would like. Adjust your guarantees and orders to mirror your group's tastes and eating habits. If you don't collect historical data you should...
Click here to get you started.

This can also be a huge draw to your convention. People always get excited about food. Plan it well enough in advance and you can highlight the information in your programs and informational emails. Add links to the restaurant web pages and featured menu! (Usually a good idea to have a set menu with pre-negotiated price to provide seamless service. Although people do enjoy freedom of choice to order from a menu!)

Wet their appetites for a good meal, and draw them into your meeting that much more!!!

Website Woes

Now that everyone is on Facebook, Twitter, Linked In...there is more traffic directed to a companies web page. This is great news for some, and scary news for others. If you haven't put much though into your site you are getting beat out by the competition that has an attractive site 9 out of 10 times.

What does your website say???

Is your company: Fresh, Cutting Edge, Innovative
But your last blog post is June 2008 and the Font on your web page is Times New Roman, which by the way is not so new. You have no current references on your site and your staff pictures were taken at Olin Mills.

How about: You tout Experience, your history, All your past clients and press releases. Every employee in your firm, how many kids they have, where your mom’s cousin’s best friend did her PHD…

TOO MUCH INFORMATION! I’m board with you, just by looking at you. No way I want to call these people to talk.

OR maybe your: Efficient, the solution center, able to streamline business.
Yet your links don’t work. The copy on your web page is long and convoluted. I can’t pinpoint your product or service right away. And a prospective client has to fill out their life story on your contact page to get a quote or start business with you.

Be aware of what you’re putting out there. Your web presence is everything. Prospects will discredit you in the time it takes to scroll down your page if the look is not consistent with the message.

Determine your brand and then promote it. Word of mouth is the best marketing strategy. Be sure that yours is about how impressive the fluidity of your message and reliability your service is.

Fish For Fall!!!

(Fish Cakes with Apple Mint Yogurt Salsa)

I never pass up an opportunity to be inspired. Inspiration can come from any daily encounter. My inspiration this week comes from the seafood department at the new Whole Foods in Chicago. It is the chains largest store and the fish displays keep up with the theme of big! One of the most beautiful whole fish displays I’ve ever seen. From Ahi Tuna, to a half filleted sea bass their spread includes exotic fishes flown in daily that can be quite hard to find in the Chicago area. Not to mention the shrimp bar displaying 8 types of chilled and seasoned jumbo shrimp.

All the bright colors are eye catching and the variety is a huge plus. With Apples, Figs, and Butternut Squash also being in season just imagine what interesting menus can be created!

Fish is always a great event entrée alternative and with all the options at the new Whole Foods it seems like it’s time to freshen up those dusty old menus.

Labor Day Already???

With such a wet Chicago summer it's as if Labor Day snuck right up on us! This week of sunshine is really quite inspiring and with the long weekend weather outlook extremely promising, this holiday may turn out to be the most agreeable environment for fun.

The city of Chicago never does disappoint when it comes to activity and this holiday weekend is no exception. Check out this list of fun and exciting events all about town.

http://chicago.about.com/od/artsculture/a/LaborDayWeekend.htm

Necesary Evil

The phrase "social media" has successfully infiltrated our every day vocabulary. It's all the rage. Everyone is poking, de-friending, and suggesting people hourly.

I personally don't like all the social media. Facebook updates and twitter...same thing??? Linked in, Gather, MEETin.org, NetPary.... all for business professionals. Yet, with so many how do you know which ones will have the professionals you want to be "Networked/Linked/Meet and or Gathered" with?

Here's what I want to know. What's the line between business and professional?
For example:

I have a facebook page that I created while in college back when facebook was just for college students. Yet, now years later as a business owner I have clients who want to be my friend. Do I deny because there are aspects of my life that I want to keep private? Or does that make me seem cold... and shouldn't I be networking to promote my business???

So do I do what others have done? Take down all personal information/pictures/and de-friend all "questionable" contacts who may have been my friend back when I was 15 but now their anti-government rants or racy bar photos might make me look bad?

Is social media a strategy to promote business or a way to make sure all your "friends" get invited to your 21st birthday party? I guess it's up to you...

Beware: every news source, business book and marketing professor will tell you to get yourself out there, and it may very well be the new "it" business strategy. Just remember every fad fades away but your posts, comments and pictures will forever be archived for anyone to see no matter what, "fake name/block/or privacy" method you choose.

YOU CAN’T DO IT ALL.

Being a planner I came to grips with my God complex long ago. Although I tout myself on being a good cook, and crafty from time to time, I know I cannot build a table, weave fabric, prepare the meal, great all guests at the door and install the sound system for my one woman harmonica and juggling act. Pretty obvious that I need vendors or better yet let’s call them Experts to make my event go off without a hitch.

So why is it that most businesses still try to offer “solutions for all your needs”, “One Stop Shop” not only for their clients but for themselves as well? Where did this closed-door mentality that we don’t need anyone else come from?

--If you are a accountant- why would you spend hours trying to figure out HTML for dummies to write a web page?? Is this a good use of time and energy?

You make think this, "do it yourself" strategy is saving you money... It’s actually costing you valuable time that could be spent making money.

******Most importantly lets not forget the opportunity cost of a missed relationship. Working with a branding company, outsourcing website creation & monitoring, even hiring an answering service are all relationships that have more people saying your name.

The more alliances you make, the more people who know you. The more people who know you; the more people there are to refer you. It’s all a numbers game.

GO PLAY!!!!!!!

Running your own event makes you a target for distraction…

1. You are the host and the Queen worker bee.


Wearing these two hats at the same time may let you fall victim to being interrupted in the middle of an in-depth conversation about the fate of Pakistan’s Taliban chief, Baitullah Mehsud; just to be informed that the women’s toilet is overflowed and there are no more napkins for the hors’dourves. Puts a damper on the conversation…


2. You’re always watching the clock.


Your role morphs into timekeeper for the day. To have a smooth event each activity, speech, presentation, dance, and all food service must go off on time. You quickly become the food expediter in the kitchen, the band liaison telling them to cut the music and the one to make sure the video is cued and ready to go.


3. You wanted to sell a product


Yet all your energy is dedicated to the fact that the brochures are not on the right table, Potential clients are at the door but their names were left off the guest list and the bar has run out of mixers.


Conclusion:


You are literally working the room and have turned yourself into hired help. Instead of networking, selling or even enjoying your own event you are plagued by all the last minute changes and “creative solutions” that are part of every event no matter how well planned. Day of event execution is better left to the experts who anticipate the mishaps and are prepared to deal with the high-pressure, stressful situations.

So for your next event go hire a planner!

Then sit back, relax and enjoy the Strawberry & mint leaf canapé that wasn't on the menu but substituted last minute since the price of tuna skyrocketed the day before.