Planning a major event can be time-consuming and tedious (we would know- we’ve planned close to a hundred of them!), but they also serve as great opportunities. Your opening is a pivotal moment for your business because it will serve as a ‘first-impression’ to members of your community. With so many pieces to the puzzle, it can become a bit overwhelming, making it easy to miss some key factors.Here are four tips to follow to make sure you don’t miss the mark on a successful business event:
While details of the opening or launch are important, the media attention you’re able to generate is too. Be sure to take advantage of this public relations opportunity to get your brand in the spotlight. You should be inviting key media influencers, but also pushing your story out into the world. The event is a story in itself, likely to be picked up by business journals and news stations alike.
At Richett Media, we make sure our clients have two stories to tell. The second being the story of the business, spreading the word of who they are, what they do, and who they impact. Take advantage of the great publicity your business by telling the community both of your stories.
Private or Public?
You’re going to have to decide whether to make your event private & VIP or more a public party. Don’t overlook the strategy behind this decision. Consider:
- Do you want to host an exclusive VIP preview event?
- Do you want to make it an open house and generate as many visitors and excitement as possible?
- How expensive will it be to host the party and a specific number of attendees?
- How much work will pulling off an invitation-only event take?
If you’re doing this all in-house, keep in mind, getting the right people at an event can take a lot of effort and time.
Once you’ve made this choice, you’ll have to build your plan around it. Whichever route you choose, it’ll be a chance to invite people to engage with your brand for the first time.
Open house parties are celebrations, but they’re also networking events. Make sure you’re inviting the impactful people in your community to give them a chance to get to know you and your business.
The point of a grand opening is to draw customers in and spread the word about your business. By creating an opening deal or promotion, you’re incentivizing people to come back even after the event has passed. Creating offers that will last for a month following your opening gives yourself time to reach more people. This works especially well for B2C businesses like retailers and restaurants. If you’re in the business of creating delicious, edible treats, you better bet people are expecting to sample! Heck, even if you’re not, don’t overlook the power of branding your event desserts!
But you can also consider other ways to engage with your community, even if you’re a B2B business. This can usually come in the form of community outreach and local partnerships. Which leads us to our final tactic…
Grand openings also serve as a chance to build quality community relationships. Amplify the success of your event and the impact of your business by partnering with a local school, business association, or nonprofit organization. There are many ways you can collaborate. Consider hosting a fundraiser, sponsor the cause, or make a donation. At HAPPY PR, we’ve become pros at printing those large, oversized checks. Nobody has ever not enjoyed receiving one of those!
Work with members of the organization to determine how you could best make an impact, and you’ll reach your community in more ways than one.
Ready to start generating publicity for your next big event? Tell us about your brand and let’s so how HAPPY can help.