Utilising Social Events for Small Business Growth

For small businesses in the UK, engaging with the local community through social events can be a game-changer. Whether you’re a brand new enterprise or an established local favourite, social events offer a unique way to strengthen your brand, connect with customers and boost business. Here’s how you can make the most of them.

The Benefits of Social Events

Social events provide a tangible way to engage with your community and create lasting impressions. The key benefits include:

• Building Relationships: Meeting customers face-to-face builds trust. A warm greeting or a friendly chat can turn a one-off buyer into a loyal advocate.

• Increasing Visibility: Events can amplify your brand presence. Hosting or participating in a well-publicised event ensures potential customers see your business.

• Boosting Sales: Social events can offer immediate opportunities for on-the-spot sales or bookings.

• Networking Opportunities: You can collaborate with other local businesses, forging partnerships that benefit both parties.

Types of Businesses that Benefit

While most types of small businesses can leverage social events, for some, the opportunities are obvious:

• Retailers: Shops specialising in unique products can showcase their wares at fairs or pop-ups, attracting customers who value originality and personal interaction.

• Hospitality Venues: Restaurants, cafes and pubs can benefit from seasonal events and food festivals. Sampling menus or exclusive offerings at these events helps reach a broader audience.

• Service Providers: Businesses like personal trainers, barbers and make-up artists can host workshops or demonstrations to showcase their skills.

• Creatives: Artists, actors and musicians can use these events to display their work and connect with their audience directly.

• Philanthropic Ventures: Socially conscious businesses can organise or participate in charity events to align with their values and encourage goodwill in the community.

• Education Providers: Tutors, language schools or skill-based trainers can host free introductory sessions or mini-classes to attract new clients.

Types of Events to Consider

Not all events are created equal, so choose those that align with your business goals and audience. Here are a few ideas to get your creative juices flowing:

• Markets and Fairs: Artisan businesses, such as candle makers and organic food producers, thrive at these events. For example, a jewellery designer showcasing handmade pieces at a community fair could directly interact with customers at these gatherings.

• Workshops and Classes: Businesses offering expertise or hands-on activities can shine here. A pilates class might organise a free session in a local park, or a bakery could host a bread-making workshop. These events attract those eager to learn while showcasing your business’s expertise.

• Pop-Up Shops: Ideal for online retailers or niche brands wanting to test new markets. For instance, a kitchenware brand could partner with a local cafe to set up a temporary shop, drawing in a shared audience.

• Seasonal Events: Perfect for festive or seasonal businesses. A garden centre might host a wreath-making class and Santa’s grotto in December, or a brewery could organise an outdoor beer festival and BBQ in the summer. These events capitalise on seasonal enthusiasm to draw in large crowds.

• Charity Events: Suitable for businesses aiming to align with community values. For example, a gym could host a sponsored fitness challenge in aid of a local not-for-profit, or a cafe might donate to a nearby food bank.

Real-Life Examples

MUNDIAL

MUNDIAL Magazine has hosted several social events named "Hotel MUNDIAL." These gatherings bring football fans together to celebrate international tournaments. For instance, during Euro 2024, MUNDIAL organised a week-long event in Haggerston, London, where attendees could watch matches, participate in open forums and play football-related games.

These events aim to create a communal atmosphere for fans to enjoy the sport together, reflecting their mission to remind people why they love football. The indirect impact is attracting new subscribers to the brand’s quarterly print magazine.

Hikerkind

Hikerkind is a women's outdoor clothing brand and community founded in 2021 by former stylists Allison Levy and Chelsea Rizzo. Based in Brooklyn, New York, the company specialises in premium hiking gear designed specifically for women, emphasising functionality, style and sustainability.

In addition to its clothing line, Hikerkind fosters a community through its Hike Club, organising female-led hikes and events to encourage exploration and connection in nature. The brand continues to expand its offerings and community initiatives, aiming to empower local women to explore the outdoors with confidence and style.

Little Tokyo Table Tennis

Little Tokyo Table Tennis (LTTT) is a community-focused ping pong club based in Los Angeles' Little Tokyo district. They host weekly sessions every Tuesday at a sports facility in the local area.

LTTT welcomes participants of all ages and skill levels, fostering an inclusive environment for beginners and seasoned players. Their mission is to build community through the enjoyment of table tennis. Despite focusing on sports and community, LTTT also operates a successful retail space that offers club merchandise.

Flock Together

Flock Together is a London-based birdwatching collective founded by Ollie Olanipekun and Nadeem Perera. Established to encourage Londoners from ethnic minorities to engage with nature, the group organises regular birdwatching walks and events.

Despite its focus on social events, Flock Together has secured several lucrative brand deals to promote inclusivity in outdoor activities. Notable partnerships include The North Face x Gucci, FILA, GORE-TEX and Mr. Porter.

Planning and Promotion

Once you’ve identified the type of event you want to host, careful planning is crucial:

1. Set Clear Goals: Know what you want to achieve—brand awareness, direct sales or new relationships.

2. Budget Wisely: Factor in costs for venue hire, materials and marketing.

3. Choose the Right Venue: Whether your event is held on your premises or at a hired venue, it should be accessible and suitable for its purpose.

4. Promote Widely: Use posters, social media and word-of-mouth to spread the word. Collaborating with nearby businesses can expand your reach.

5. Engage: Be approachable and actively engage with attendees. Collect contact details, if appropriate, to follow up after the event.

Making the Most of Your Event

The day of the event is your time to shine. Here are some tips to ensure success:

• Be Welcoming: Ensure everyone representing your business is friendly and approachable.

• Showcase Your Brand: Use branded banners, flyers and business cards to reinforce your identity.

• Offer Incentives: Discounts, giveaways or exclusive deals can attract attention and encourage purchases.

• Document the Event: Take photos or videos to share on your digital platforms later, creating further buzz.

Measuring Success

The work doesn’t end when your event wraps up. Post-event actions can cement your success:

• Reach Out: Send your thanks to attendees and share user-generated content from the event.

• Analyse Results: Reflect on what went well and identify areas for improvement. Did you achieve your goals? Track metrics such as sales, new leads or foot traffic.

• Maintain Connections: Keep in touch with contacts made during the event, whether customers or fellow entrepreneurs.

While this guide focuses on face-to-face interactions, don’t underestimate the power of digital communities to extend your reach further. Stay tuned for our upcoming guide on leveraging online spaces to complement your social event strategy.

Save on Energy Expenses

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Cut Costs on Broadband

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