HOW I DID IT ... STEPHEN DONOVAN, FREQUENCY TELECOM
- Have you experienced no-shows?
Any time you run an event, one of your big worries is that you will spend a lot of money setting something up, but not know how many people will turn up. It can be particularly hard with business people to create a compelling reason for them to come to an event. It was an issue we considered when running a launch event for our new office in Yorkshire.
- What did you do?
We identified attendees we really wanted to attract and they received a personal invitation, hand-delivered by a member of our sales team. The content had to be structured so it was really attractive, and we chose a central location, as well as having excellent catering and being close to major transport hubs. We even ran prize draws at the event, which were included on the invitation. It was a combination of elements to draw people in.
- Was it successful?
We were targeting 250 people and got a good turnout, about 20 per cent more than we had anticipated. Telecoms is a very dynamic and aggressive market, so it is difficult to attract people.
Stephen Donovan is director of marketing at Frequency Telecom.