This is our latest guest post from Melanie Woodward, the founder and director of www.eventplanningblueprint.com, a business dedicated to helping aspiring entrepreneurs start their own event planning business.   You can follow her @eventblueprint.

What kind of special event could help your business grow this year?

Do you need some help deciding? Let’s look at several kinds of business building events and the industries they suit best.

Events for Large Businesses

If you have the space to open your doors to a crowd, why not host a fundraiser at your location? Many types of businesses, from large law firms to auto dealerships, have benefited both their favourite charities and their bottom line by holding a fundraising event on-site.

Although you won’t be selling anything to clients during the event, the fact that your business will be directly associated with the good you’re doing will stay in potential customers’ minds.

Get in touch with the development director at your non-profit of choice and start brainstorming creative ways to use your space.

Tips: Don’t be afraid to charge a fee to attend! Any funds you can raise without directly asking for donations are a plus. Include in the invitation list the people or companies you’d like to do more business with.

Linking your business with a good cause benefits the community, as well as your public image. If you’re blessed with adequate space and staff to host a large event, why not make a fundraiser part of your annual marketing plan?

Events for Retail Locations

If you’re like most store owners, you’d like to increase the number of customers coming through your doors. One way to do that is by catering to a specific segment of your audience with an event. Some examples would be hosting a candy making day camp for kids at your confectionary shop, or throwing a late night spa party at your hair/beauty salon.

You can keep the guest list manageable by charging a fee to attend. Knowing the event isn’t open to everyone is, surprisingly, an incentive to attend.

Any business that offers a product or service at their location can put together a themed event, so choose a special group to pamper and open your doors! The focused exposure to what you have to offer can expand your prospects for future custom, and present your business as a leader in your industry.

Information Events for Just About Any Business

Did you know that, as a small business owner, you have something to share besides products or services? It’s information, and there are so many ways it can add value for your customers.

Could you teach someone how to pick a great cigar, which wines go best with seafood or what to eat on a raw diet? Could you help moms-to-be create a safe nursery? What about offering a drawing class in your art supply store?

Why not teach a small group of your café customers how to make your specialty soups? The truth is that they’ll keep coming back for your soup, because you’ve made a special connection by sharing your knowledge.

What I’m saying is that any type of business can host a seminar or class. Whether your business sells computers, cupcakes or children’s photo sessions, focus your efforts on sharing what your target audience wants to know. Limit the number of attendees if your space is small and consider making it a quarterly event.

More Ideas for Small Business Events

Here’s a question for you – what segment of your local population doesn’t normally shop in your store? Do you know why? Shift that trend by targeting that exact group with an event.

Your health food store might be popular with young professionals but you rarely see Baby Boomers in the aisles. Why not offer a seniors-only party with special discounts after normal business hours?

You sell a lot of children’s clothes in your consignment / thrift shop but the party dresses rarely move off the racks. Instead of simply having a sale, why not host a makeover night, complete with hair and makeup stylists from a local salon?

If your marketing efforts aren’t making inroads with a certain group, mix things up! Deliberately welcome them to your business by upping the ante at a special event.

You’ve probably already figured out that just about any business can host several types of events. It’s all a matter of scale. If your store is small, target a select group for an exclusive occasion. If you have loads of space, blow the doors out with a large-scale event meant to boost your image and spark new sales.

One more question to consider: what’s keeping you from hosting a special occasion at your business? Let us know what you’re planning, and what questions we can answer to get you started.