Getting in front of new prospects is no easy task. Ben Harding, Managing Director Fresh Productions, suggests that in-person events are an untapped opportunity that more MSPs need to explore.
Winning new business is hard. Too often, marketing efforts go unnoticed, emails are left unread, and there are only so many times you can listen to the same voicemail before you realise you haven’t got the right number anyway. It’s exhausting. It’s time-consuming. And you don’t have the resources. And you’re not alone. You only need to surf Reddit for a few minutes to find MSPs in the same boat. Whether it's attracting clients, differentiating from competitors, or generating leads, marketing remains a significant pain point for MSPs.
So, what’s the solution? How are you supposed to win new business, get ahead of your competitors, and market your business without sounding like you are reading off a well-rehearsed sales script? It’s simple. You need to host events. And not just any events—they need to be in-person, completely client-centric, and showcase your business. That may sound daunting, completely out of your budget, or perhaps you’re simply not interested, but when you look at all the benefits one single event can offer, you might just change your mind.
Now, I could sit here and reel off all the benefits of hosting an event, but I think it’s fair to assume that would be both a waste of time and fairly patronising. You have been to enough events to know that networking is key, getting in front of clients and showing them your solutions in real time is hugely beneficial, and putting a credit behind the bar will entice anyone to listen to your sales pitch.
And it’s the same for your clients, right? Getting to be hands-on with tech, engaging in valuable conversations, and networking with their peers while having a pint in a good pub will help them make more informed decisions when it comes to investing in their tech stack.
So, with that in mind, why is there a gap in the market when it comes to MSP-hosted events? Surely if it was that easy, and the benefits were so obvious, event calendars would be full, and new prospects would be lining up outside your door.
But here’s the thing. Being an MSP is no easy feat. And hosting an event is a big challenge.
Limited budgets often exclude additional marketing initiatives, and stretched resources with a backlogged service desk make it hard to focus on a marketing strategy. Attracting the right audience and ensuring their attendance can seem like an overwhelming task; while managing invites and the registration process might require additional resources that you don’t have.
The good news is, I’m going to share how you can overcome these challenges in three simple ways and host a successful event.
Let’s look at budgets first. Running an event can be costly, but you don't have to cover it all yourself. Most MSP vendors offer Marketing Development Funds (MDF) that can be used for various event expenses like food, venue, and drinks. By utilising MDF, you can organise impactful events without breaking the bank. Plus, vendors often provide promotional support, attracting more attendees and boosting visibility.
Managing time and resources can be challenging, but partnering with a third-party event company can be incredibly beneficial. They handle all the logistics, giving you the time to focus on your everyday tasks. With their expertise and vendor relationships, they secure better rates and ensure everything runs smoothly, making the process more cost-effective.
Another strategy is to host your event alongside a larger conference or collaborate with peers for a multi-party event. Co-locating with a major conference helps share costs and resources, while multi-party events attract a broader audience and offer additional networking opportunities. These approaches reduce expenses and enhance the overall event experience, benefiting everyone involved.
These strategies worked extremely well for Start Tech, a well-established MSP managed by Ian Groves. Last year, Ian approached me to learn more about how Project MSP (Powered by Fresh Productions) could help him host a successful live event.
Working closely with Ian, we provided Start Tech with complete end-to-end event management, including full AV equipment, on-site event staff and videographers to capture moments for post-event marketing materials, and day-of coordination. We completely took the stress out of event planning, enabling Ian and his team to enjoy the day and network with the attendees. What’s more, Ian used his vendor MDF to help cover the cost of the event, so it was both a successful and cost-effective event for Start Tech.
Hosting events is a powerful strategy that will help you overcome your marketing challenges and connect you directly with your clients. By leveraging vendor funds and partnering with people like me at Project MSP, you can host impactful events without straining your resources.
No matter the size of your MSP, hosting events can significantly enhance your marketing efforts and help you win new clients. Perhaps now’s the time to embrace the opportunity and watch your business grow.
