The Four Types of Events You Can Host for Your Business

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When I started my business, I didn't get much traction at all. In fact, the first 18 months of working for myself (and about 12 other people in day jobs) was excruciating.

In January 2015, I decided that I no longer wanted to feel lonely in the work I was doing, so I invited 10 other business owners over to my house to have a discussion about what it was like to start a business.

For me, that one small happy hour turned into 10 sold out live events  and a new women's leadership conference, not to mention countless new clients, prospective clients, and has helped me grow in my niche as an event planner x10.

Want my event planning checklist?

Drop your email below and I'll send you a copy of the most important items to use to do when you're planning your event.

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I'm so passionate about live events that I wanted to share a video today with you that I posted on my Facebook.

In this video, titled "The Four Types of Events You Can Host for Your Business", I'll walk through:

1) The four most common events that you can host

2) The risk level and the reward level for each

3) Some tips about how you can make each event worth it for your specific business.

The Four Types of Events

Networking Event

Networking events are easy to throw, low-cost, and the #1 goal with these events is to build relational capital. In terms of business or sales, they're often low reward (either a cold or cool audience, so not many bookings will come out of these events), but are a great place to start if you are trying to build an audience.

You can make these events worth it by asking for an email address when people sign up or when they arrive on-site, AND you can ask each registered person to please bring a friend. Bonus points if you create a networking event that is "Invite Only", which helps encourage people to sign up, as they feel a little more special by being a part of a select group.


Workshops are a little more complicated to throw, and are a little bit higher cost, though definitely don't need to be super expensive. The #1 goal with these events is to provide people a low cost or free method through which they can get to know your ideas and you can teach some of your methods to them, while also getting to know you as a coach/leader/instructor/facilitator/etc.

The way you can make a workshop worth it is by partnering with another organization that may have an audience but needs help to put out valuable content to their audience, or, you can have a really stellar offer post-workshop that you can offer to attendees in case they want to work more deeply with you after the event.


After being one of those people who has hosted a conference of 200+ people for herself AND for her clients, I can tell you that conferences are time-intensive, high-cost, but can have high reward for your business in the long term. Conferences usually have larger audiences, which means that you will have access to more people over the life of the pre-sale, marketing, execution, and post-event of the conference.

The way to make conferences worth it for you is to partner with talented businesses, individuals, team members, etc. The more people that you can pull in as a collaborator on a conference, the more you'll be seen as a leader, and the more people will share your message. Conferences are ALL about sharing, so if you're looking to host one, I'd consider deciding how you can partner on this event before you start planning the event itself.


Lastly, retreats are often more manageable to plan and sell, yet are high-cost and high-reward. With retreats, you're often paying for lodging or other amenities, which means they are often people who are already warm leads for your business.

In order to make a retreat worth it, you could charge more money as it is a premium offering or service related to your business, or you could treat this group of people as your prime, high-level clients, and offer them a very tailored package where you work with them 1:1 or in a small group setting.

Want my event planning checklist?

Drop your email below and I'll send you a copy of the most important items to use to do when you're planning your event.

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What type of event are you hoping to host?

Lauren Caselli