Marketing & Event Resources recently provided marketing and publicity services for the grand opening of Shelter Interiors, a new interior design studio in Milford, CT on the Green. Many of the marketing activities that we implemented can be applied to any event and help turn it into a smart money-making promotion for your business.
Is there a way that your event can be tied in with a greater cause? Shelter Interiors hoped that their grand opening could help the local community in some way. We decided to conduct a blanket drive in conjunction with the event (which would be given to a Milford non-profit) and announced it in all the newspaper community calendars.
Traffic Generating Incentives
Coupons are always a smart marketing tool. Promote a product or service that prospects will respond to and make it time sensitive to encourage a speedy response! Shelter Interiors offered a 10% discount on all purchases for the entire month as part of their Grand Opening promotion.
Beginning a month prior to the event, send timely email, fliers and personal invitations and use social media (Facebook, LinkedIn, Twitter, etc.) to spread the word. Create a video for YouTube that acts as a teaser ad for the event. Don't forget to include your special offer or incentive.
For big events, think about media partnerships with local radio stations, TV stations, newspapers and cable companies. In exchange for exclusive rights to promote your event on site, you can try to obtain on air promotions or advertising at no cost to you.
Advertising and Public Relations
If your budget allows, advertise in your local daily and weekly newspaper and on the radio for one to two weeks leading up to your event. Write a great press announcement and get it out all the local trade and community outlets.
Team up with related businesses or neighboring businesses so that you all can contribute to and benefit from buzz of your event. Brainstorm who you can create reciprocal marketing partnerships with for the event and ongoing!