Promotional Events – When Marketing Meets Planning

Photo courtesy J from UK on flickr

Whether launching an exciting new fragrance across the country, or a customer appreciation event at a local level, a promotional event is a great way to gain exposure while building relationships with your clients, both existing and new.

It’s still a difficult financial climate out there and everyone is competing for the same consumer dollars, which there are now substantially less of. Things are pretty competitive and everyone is looking for a different way to get the buyers attention and promotional events can be a great attention getter.

Promotional Events – Who’s Planning Them?

Pretty much anyone, company or individual, with something to sell, advertise or launch. It could be a major record label with a big name star launching a new album. But it can also be your local yoga studio holding a “Bend it for Breast Cancer” fund raiser. Either way the planning takes time, money and the flexibility of an Olympic gymnast!

Promotional Events – Why?

Generally promotional events create three different marketing opportunities … gain attention, increase awareness and maximize sales (or donations for a charity event). Occasionally, someone will sermonize and try to give a deeper or more altruistic reason. The truth is, business is business and everyone needs to make a living. So yes, they may “be driven, with a purpose of bringing…” art or literature or fabulous food to the masses. But they also want to make a buck doing it.

Promotional Events – How to Make it a Success

Regardless of size, a lot of planning goes into a success promotional event. It may be a little easier for a larger company due to an existing department or budget, allocated specifically for the event. But you can still accomplish everything the big guys are doing. You just need to be organized and creative to maximize the benefits.

You’re going to have to promote your event and there are a lot of effective, low cost ways of doing it. Utilize social media, but don’t depend 100% on it. Traditional media such as local TV stations and newspapers are a great way to reach your community. Remember, not everyone tweets! A well crafted press release can not only introduce you to the local media, but also be the first step in building a future relationship with them.

Last year a local bakery changed their format. And while they were doing okay, they were just squeaking by. They invited a local morning show, who shot several live segments. Throughout the morning the crowd in their shop continued to grow with repeat and first time visitors.

Now they got lucky. Most businesses or events don’t get that kind of free publicity. But they took their opportunity and really capitalized on it. They sent a press release to the community paper, which garnered them mentions prior to and following the event. They put up posters, sent out flyers and featured the upcoming shoot on both Facebook and their website.

That event is the gift that keeps on giving because their visibility, both locally and beyond, has increased and business has gone through the roof.