Secrets of promoting special events
The principal secret to promoting special events is this: you can't count on the media to do it for you. You can get media coverage of your event, no problem. But that coverage has its value on the day of the event, and you need people to have made up their minds before the day to show up. Sometimes we give emphasis to media coverage anyway, possibly because it looks good to have a picture in the paper; possibly because it's free.No, we have to reach out to our audience before the event happens or it's a flop. I believe we should get the media to cover our good stuff -- as entrepreneurs we can readily see the value of media participation in trade shows we're in -- they might draw others to contact us. But you see, our business goes on after the show ends. Our being there is merely participation; just a small part of a larger strategy. When we put the event on, that's different. Then we need to follow the advice of Eminem and do not miss our chance to blow.
So related notes follow:
- Flyers on the day of the event don't draw more people. They might help those already planning on coming to find their way.
- If one person is responsible for the promotion, there's a natural bottleneck, and that must be remedied.
- The promotion must follow a strategic plan that's been put in place months before the event, to avoid blockage at the bottleneck and excess work for everyone.
- Any method of promotion that we can afford must be considered, unless it's proven not to reach out to our target audience.
- We must have ideas in place to encourage people to plan early on attending.
Labels: rhetoric
posted by Ron @ 12:14 PM
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