You’re a printer, not an event planner—but did you know that a successful client event can drive a lot of business your way, and deepen relationships with your customers? It’s true, and as someone who has been a part of many successful printer-hosted events over the years, I’m going to share the secrets of successful events, as well as some of the biggest pitfalls and mistakes that can trip up even the most well-intentioned host.

One of the most important elements of your event is finding a speaker and topic that will resonate with your audience. Jim Benedict, Marketing Director for GLS Precision Marketing in Brooklyn Park, Minn., shares this bit of advice: “Look for content that is relevant to your business, and important to your customers and prospects—make sure it’s not just about you. Hire powerful third-party speakers that can speak to your marketplace, and angle the content to how your capabilities can benefit the attendees.” Michael Marcian, CEO of Corporate Communications Group in Upper Marlboro, Md., agrees. “It's not about you nearly as much as it is about the attendees. Put them first and make decisions that are in their best interest when it comes to planning the event, and all else will follow with great success.”

Well-planned and promoted events have an identity—a brand that is pulled through all of the communications and into the graphics and other take-aways on the day of the event. Modern Litho in Jefferson City, Mo., hosts a “Modern Marketing” event series, and all of their topics are branded under this umbrella. GLS Precision Marketing creates a unique brand theme and design for every event, specific to the topic. If you do not have a strong in-house creative team that can produce the promotional materials for your event, be sure to hire someone to help with this. Your clients are creative, and design really matters.