Special events are great for promoting a product or service and strengthening relationships with face-to-face interaction. Existing clients have the opportunity to engage with your business and get a deeper sense of your capabilities and personality.
Setting the date, scheduling staff and finalizing logistical details are important factors, but they don’t guarantee success. You need people to actually show up!
Worried about that? Maybe a little? Don’t be.
Businesses consistently generate higher response rates, greater interest and ultimately more business when they follow these five event best practices.
1. Give them a (good) reason to come.
People are busy, and when it comes to the holiday season, time is precious. Your event is probably competing with other engagements on their calendar. For this alone, your relationship with them often isn’t enough to get them to come: give them a reason why this event is worth their time. An informational session, free refreshments and even a chance to win something may pique interest. But, to drive action and convince someone to choose your event over something else, it usually takes an economic offer.
2. The more the merrier!
An event is the perfect time for happy clients to introduce their friends to your business. Encourage your guests to bring someone along, and maybe even offer financial incentives.
If you’re giving a discount on procedures or services booked during the event, consider an extra bonus for everyone who brings a friend. Plus, provide an incentive if their friends buy as well. Try a bigger discount or a gift card for every friend they bring who purchases a product or service.
3. Timing is everything
Events take a lot of planning but make sure you’re careful about how far in advance you start your promotional tactics. If you promote too early, people are likely to forget, and sending too many reminders could annoy your customers—you run the risk of them ignoring or deleting your communications.
Your best plan is to send a “save the date” reminder no more than three weeks before the event, then a reminder about 10 days before, and one more a day or two prior to the event. Plus, if you have a great incentive, you won’t need many reminders.
4. Keep your message simple
In your event promotions, clearly communicate the basics: purpose, time and date, location, and any other important information. The description should also include specific benefits, but keep it brief. People don’t have time or patience for long emails.
Remember: if you’re depending on email as your primary marketing vehicle, a provocative subject line is essential to get it opened. Try one like: 5 Reasons You Shouldn’t Miss This.
So, while videos and images describing the service or product your event is featuring can be compelling, make them available on a link to a landing page. Don’t clutter your email with these details.
5. Get Creative
Don’t rely on email alone to promote your event. Include the event details on your website and social media pages. For your best clients, a personal phone call can be very effective. Even partnering with a local non-profit or complementary business is a good idea. Above all, this collaboration provides an opportunity to attract more potential customers.
Remember, a great event needs great promotion and planning. Thoughtful event promotions are key to success.
