Ever since the first Wild West Show was staged to sell
"Doctor Winthrop's Miracle Elixir," businesspeople
have understood the value of promotional events. Even the most
obscure product or service takes on new cachet when accompanied by
a dash of showmanship. From "fun runs" to fashion shows,
contests to concerts, businesses have learned it pays to be
associated with special events. In fact, special events are one of
the fastest-growing areas of marketing today. And while large
corporations shell out billions each year to host events, small
companies, too, can use promotions to reach their market in a way
no conventional method could.
No matter how spectacular an event is, however, it can't
stand alone. You can use advertising or public relations without
doing a special event, but you need both advertising and public
relations to make your event work. How do you put together the
right mix to make your event successful? First, you must know what
you want to accomplish. The desired outcome of event marketing is
no different from that of any other marketing effort: You want to
draw attention to your product or service, create greater awareness
of it and increase sales.
Grand Openings
You're excited about opening your new business. Everyone
else will be, too . . . right? Wrong. You have to create the
excitement, and a knockout grand opening celebration is the way to
do it. From start to finish, your event has to scream
"We're here. We're open. We're ready to go.
We're better than, different from and more eager to serve you
than our competitors. We want to get to know you and have you do
business with us."
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A grand opening is one of the best reasons to stage a special
event. No one thinks twice about why you're blowing your own
horn. What you do want them to think about is what a great time
they had at your event.
That means no run-of-the-mill, garden-variety ribbon-cutting. Be
original. If you own an electronics store, open your doors via
remote control. If you're opening a yarn store, unravel a huge
knitted ribbon. If you sell sporting goods, reel in both ends of an
enormous bow until the ribbon is untied. Whatever your specialty,
do something unusual, entertaining and memorable.
Also give thought to what other activities go along with your
grand opening. Design a terrific invitation, do plenty of
publicizing, provide quality refreshments and entertainment, select
a giveaway that promotes your business (and draws people into the
store to get it), and incorporate some way of tracking who attended
your event (contest entry forms, coupons, free newsletter
subscriptions, birthday club sign-ups and so on).
Entertainment and Novelty Attractions
Time, space and popular appeal are three things to consider if
and when you host or sponsor a one-time special attraction. If
space permits and a beach motif fits your business, having a huge
sand castle built in your parking lot might draw attention and
business for the entire time it takes to construct it.
Just keep in mind that the novelties and entertainment
shouldn't last so long or be so distracting that no one finds
the time or inclination to do business with you. Think of these
events as the appetizer, with your product or service as the main
course.
Holidays and Seasons
Some of the most common and easily developed special events are
based on holidays or times of year. For example, during the
Christmas season, Santa's Workshop can be found in thousands of
communities, not just the North Pole. Or kick off the summer season
with a "Beach Boys" music marathon.
Again, when planning an event tied to a holiday or season, make
originality your motto. If the average December temperature in your
city is a balmy 76 degrees, then don't dredge up icicles and
fake snow for the store. Take a cue from your locale: Put antlers
on pink flamingos and dress Santa in shorts and sunglasses.
Celebrity Appearances
Working with celebrities is like buying a volatile stock-high
risk but high return. If you're willing to go out on a limb,
you may harvest the sweetest fruit. Many celebrities are affable,
cooperative and generous if they are treated professionally and
supplied with all the necessary details in advance.
The key to using a celebrity to promote your business is knowing
what kind of "personality" is appropriate for your
company and marketing goals. Think about whom you want to attract,
what kind of media coverage you want to generate, and what kind of
lasting impression you want to create.
Whether you are seeking soap stars, sports stars or movie stars,
it's usually best to contact their agents first. If you
don't know who a star's agent is, contact a talent agency
or the organization the celebrity works for.
Unless you know celebrities personally, you must consider the
arrangement a commercial venture for them. There are literally
hundreds of details to work out and opportunities at every turn for
something to go wrong unless you are experienced in dealing with
celebrities or have contacted a reputable talent or public
relations agency to help you.
Celebrities don't have to be nationally known names, either.
Think about local celebrities in your community who might be
willing to be part of your special event. A politician, well-known
businessperson or community leader can be an excellent addition to
your big day.
Co-Sponsoring
You can partner with complementary businesses to host an event,
or you can take part as a sponsor of an established charity or
public cause. Sporting events, fairs and festivals have proved to
be popular event choices with good track records for achieving
companies' marketing goals. Keep in mind not every event is
right for every business. As with any marketing strategy, your
event must be suited to your customers' needs.
Think about how your company can benefit an event. If you're
a florist, for instance, you could provide flowers for a wide range
of charity luncheons or galas. A health-food retailer could provide
free energy bars to participants in a local 10K race. Whatever you
do, be sure to promote it with press releases, a sign in your
window or a mention in the event's program.
Anniversary Celebrations
This is one special event most people can relate to. Staying in
business for a number of years is something to be proud of, so why
not share the achievement with others? Throw a party and invite
current, past and prospective customers to enjoy your anniversary,
too.
Games and Contests
From naming a mascot to guessing the number of jelly beans in a
jar, contests are a proven means of attracting attention. But they
pay off big only when they are properly promoted and ethically
managed. So be sure your prizes are first-rate and that you get the
word out in a timely and professional manner.
Let people know how and when they can participate. Think through
all the ramifications of judging, selecting and awarding a prize.
Check out the need for special permits or licenses well b1fore
staging any contest (it never hurts to get a legal opinion just to
be on the safe side). Above all, deliver on your promises.
From Start Your Own Business: The Only
Start-Up Book You'll Ever Need by Rieva Lesonsky and the
staff of Entrepreneur Magazine