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3:23 AM   April 16, 2014
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Planning the Perfect Event

A special promotional event takes careful consideration and the right amount of planning. For a successful event, make sure you reach the right audience with the right marketing approach that fills your space on the big day.

Reach Out: Press releases, digital or otherwise still result in news stories among local media. A simply crafted: who, what, when, where, why and how special event promo piece doesn’t take long to craft and can translate into a packed house if it captures the attention of an editor. Start by passing out the release in flier form, to the customers you want to target. From there, cast a wider net with mailers to the local newspapers, radio stations and TV news outlets.

Tease the Event: Building buzz for a promotional event should start weeks, sometimes months, in advance of the planned event. One or two e-mail messages a week to invitees help keep them in a state of anticipation for the big day. Educational, entertaining information that hints at the extravaganza to come builds excitement.

Personalize Invites: Whenever possible, send personalized, hand-written invitations to any special event. This creative touch shows invitees you’re willing to go the extra mile to make the event special. Cookie-cutter invitations do little to convince media outlets to attend. An original invitation helps your event stand out among a sea of other events for which reporters are likely to receive invitations.

Start the Presses: Convincing a reporter to craft a story about your special event always gets additional mileage out of your efforts. By assembling a simple press kit that includes a copy of the press release, contact information for event staff and photos of you and your business, it helps busy members of the media to put together a brief piece about your event.

Craft a Contest: Customers love contests. Consider staging one in advance of your promotional event. By announcing the winner, later, at the event, you’ll bring dozens of hopeful winners in the door. Creating a high volume of people at any event helps raise visibility in the community and helps multiply marketing opportunities. <HOME>

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