The goal of a promotion is to get your business noticed. Special events — including open houses, educational seminars, and sporting events — are effective ways to positively differentiate your business from the competition.

Corporate special events may conjure up visions of lavish, expensive extravaganzas. But with a little discipline and creativity, you can put together an impressive event without ending up in the poor house. Here are some tips to help you plan a successful, cost-effective event:

Set clear goals for the event. Are you looking to generate goodwill, or is the event tied to a strategic objective? Establish specific, quantifiable goals that can later be analyzed and used as a benchmark for future efforts.

Carefully define your target audience. Is your event aimed at your entire customer base or a specific customer segment? Will you include your business partners and employees? Clear answers to these questions will help you to prepare.