Put the Party in Your Business, Non-Profit or Agency Marketing Efforts



Put the Party in Your Business, Non-Profit or Agency Marketing Efforts

Written by Nancy Mayerson

The life of the party takes on new meaning when putting special events in your marketing mix. Events are a powerful way to reach your target audience by engaging them in a memorable way to create a personal relationship with you.

Grand opening receptions, anniversary celebrations, professional development seminars and charity event sponsorships are just a few examples of events that serve an important role in the marketing plan.

In addition to the opportunity to build a relationship with your targets, events provide multiple opportunities for reaching your audience with your message. Invitations, both printed and electronic, can be memorable and clever while carrying information about your event. Equally important, it should reflect your marketing messages in a manner appropriate for the occasion.

Depending upon your business and your marketing objectives, consider designing your event to be newsworthy so you can receive media coverage. Include a guest speaker or honoree, and host a meet-and-greet before or after the event for your VIPs to interact with you and the speaker or honoree. Shoot for pre-event publicity as well as news coverage of the event, which should lead to post-event news coverage too.

Some examples of how to make your event newsworthy includes featuring a high-profile speaker or honoree, launching a revolutionary new product or, if the event is more along the lines of an anniversary celebration, share a poignant story about the company’s humble beginnings, how it’s made a positive difference in the lives of long-time employees or highlight your history of community engagement and philanthropy.

If you are at a loss for event content and lack the staff or budget for proper planning and execution, consider sponsoring an event being held by a nonprofit organization. This can be an extremely effective marketing approach that allows you to use your marketing and advertising budget in a way that not only gets your message to your target audience, but helps build a better community and supports a worthwhile cause.

Many high-profile nonprofits hold high-visibility events for which they need sponsors. Find the cause that aligns with your company’s image and messaging, and that shares your target audience. Work closely with the organization on the event planning and scripting to create the visibility you need for your sponsorship.

Exposure on invitations, programs, banners and publicity materials plus a role during the event can provide the bang for your buck that you need. What’s more, you will be helping a cause that shares your corporate values and serves the greater good.

We are available to assist you in meeting your public relations goals.  For further information, contact us through Vision Economics at 805-987-7322, or contact Nancy Mayerson directly at 805-373-1100.

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