Events management jobs are increased due to the higher importance being put on promotion of offline businesses. Local business is becoming more and more focused on adding value and personal service. With the growth of the internet and ecommerce brick and mortar businesses need to offer something different. This is where fayres, meet-ups and conferences can have an impact. These multi vendor events give both the public and businesses a place to interact and experience commerce in a different way.There lies a real opportunity in organising these events for profit. This article will discuss how to set up your own local events business effectively.
Hiring a venue
The first step in the process is to set up and secure the booking of a venue. This does not need to be anything overly polished or expensive. Places like community centres, church halls and hotel conference rooms all work well.You should scope out the size of the venue and calculate the return you can make on the rental cost. Let’s take use the example of setting up an event for people to sell handmade crafts and goods. In this case you will need to allocate a dedicated space for each seller to promote their wares. Draw up a floor plan of how you can maximise the amount of vendors without compromising the customer’s experience. This way you will know in advance what the maximum profit you can make is if you sell all your spaces. The best way to compare venues is the ROI (return on investment) that you can make from the space available.
Setting out regulations for sellers
Your reputation as an events manager is on the line by the quality/calibre of sellers that turn up. Therefore you will want to set some guidelines. Make sure that you are charging a set price per stall measurement. I.e. a standard stall space is X by X metres, anyone going over that threshold will have to pay for a second allotment. This will stop your event looking patchy and curb greedy sellers trying to gain an unfair advantage.
Another consideration is to set out regulations for the sort of goods that can be sold. You need to make sure that nobody is selling anything that is illegal or infringes intellectual property rights (counterfeit goods). Not only will this bring down the brand image of the event; it could also land you in trouble as the organiser.
Getting sellers to sign up and attracting visitors
Without sellers or people to rent the space the event is a no-go. Therefore you need to advertise to the right people and get them to sign up in advance. There are multiple ways of doing this and you should try as many as you can.
Make a combination advert that promotes the event to both potential vendors and attendees. For example highlight:
“local craft fayre, St Mary’s community hall Nov 24th”.
Promotional content here and descriptions talking about all of the things that buyers will be able to purchase/experience at your event.
Sellers/vendors contact 01234 56789 to book a spot in advance.
You should try and get your promotional advert seen in as many places as possible. Try free local newpaper ad spots, gumtree, facebook, church notice boards, shop windows, staff rooms etc. You want to get your message out to as many people as possible. The objective is to start a snowball effect via word of mouth referrals.
Make sure that you take a deposit from sellers; 50% is the industry average. This will make sure they’re serious and are not wasting your time. Have a standard sign up form that you can post out to businesses and individuals interested in selling at your event.
These type of events work well all year round but are especially lucrative around Christmas time.