The launch of the Western Massachusetts Scenic Byways program drew lots of people and gave stakeholders an opportunity to share the exciting news. For those who did work on the project, it was a perfect moment to step back and acknowledge the many accomplishments. New Arts Collaborative created a comprehensive advertising campaign, brochure, a website (designed by Alex Turnwall of hifinit), even the lime green giveaway bags with one of the eight byway logos inscribed. Road signs and interpretive signs are still to come.
By Rae Francoeur
Instead of writing a news release about a new employee
or a new book you’ve just published, consider hosting a publicity event as a
way to broadcast your announcement. Just like some people look for a reason to
give a party, businesses and arts organizations and artists of all kinds should
look for ways to connect face to face with their communities and audiences,
cohorts and target markets.
A promotional event doesn’t have to be expensive
and it doesn’t have to take a lot of your time. The more often you do it, the easier
it gets.
Why offer events?
- Build a buzz: Event planning involves your staff, your family, your friends. They, in turn, are going to spread the word with a lot more velocity than you could all by yourself.
- Event Coverage: When you’ve got something going on, like a book reading or a wine and cheese meet-and-greet to introduce a new employee, you’ve got a good reason to invite the press. Having a reporter write up a local story is better than that press release you were going to send out.
- Get new customers in the door: Make it lively and they will come. If it’s fall and you’re announcing a new line of locally made hats and scarves, offer cider doughnuts and auction a hat and scarf. You’re guaranteed to draw in some new customers.
- Expand visibility: An event gives you license to put up fliers and posters in your community. On a broader scale, a business event is a good reason to approach business editors, cable stations and bloggers to ask them to feature your new product or interview your new marketing manager in a follow-up story.
- Promote good community relations: When you open your doors to your business neighbors, they are likely to remember your kindness. This is never a wasted effort.
- Foster familiarity: Whether it’s a new book or a new hair stylist, an introduction breaks the ice and creates opportunities for one-on-one conversations.
Pointers that work
- Keep it simple: Wine and cheese, or cookies and hot coffee are generous offerings for customers who are accustomed to no refreshments.
- Always add something special: Live music, a special guest to make introductions, a photographer or a giveaway will make your event memorable. Whatever special thing you add, make sure it has something to do with the reason for your event.
- Join forces: If you’re an artist and you’d like to offer a holiday promotion, ask others to join in and rent a space like a church basement or approach a local business like a bank or insurance company that might like to feature some local art.
- Be professional: Make sure any promotions for this event are done well and accurately.
- Personalize: Hand out nametags. If it’s an art event, hire a high school art student to write out each guest’s name with colored pens so they have a keepsake. And be sure to circulate and make introductions.
- Use social media and send invitations: Announce your event and extend invitations in as personal a way as you are able. Make follow-up phone calls to ensure you get a good crowd.
- Keep an events log in your computer: Don’t reinvent the wheel. Keep track of your guest list, quantities of refreshments, etc. Use this as your template for planning follow-up events.
- Collect email: Always put out a guestbook and ask people for their email addresses. These are potential new customers or clients.
- Take photographs: Send these photos to the local media to feature in their business sections. Post some of the best of the photos on your business blog or website to show that there’s always something interesting going on. Post them on Facebook and Tweet them, as well.
Contact New Arts Collaborative if you’d like an Events
Planner document to help you plan and followup with your events. Or if you’d
like help with event planning, please contact: Rae@NewArtsCollaborative.com.
