Events: Putting on a jolly good show

There’s always an excuse for a party – whether it’s an exclusive preview event, a launch do or a festival, working with fellow businesses and the wider community. Anything that draws people in and increases footfall can only be good.

The planning of a successful event is a major organisational feat where the devil really is in the detail. Having researched a workable date which doesn’t clash with too many other events and decided on the theme and itinerary, the entertainment and catering needs to be booked in. The event may need its own sub-brand, logo and catchline. Other factors to consider include: guest lists, invite design (email or print), pre-event reminder email, gift bags and in-house photographer.

Any event carries PR potential and even a local shop launch should invite relevant local press and bloggers, trade titles or even national press (if relevant). The more unusual the store or venue opening, the more chance of it winning column inches or media coverage.

If it’s an event open to the public, advance coverage is ideal. It’s worth considering advertising, rather than just relying on PR which cannot be guaranteed. On top of that, own communication methods should be used: social media, instore magazine, blogs and email marketing. Media invites might be something a bit quirky or include some kind of trailer or free sample, as well as a well-written press release with hi-resolution imagery.

On the day – or night – it’s worth investing in having an in-house photographer present. These images can be sent to media, along with captions and a follow-up release, whether or not they attended the event in person. This material should also be used in all in-house publicity.

Call Gaynor at Ozone Creative on 0845 0945 138 or 07956 142214 or email to discuss help with putting on and promoting events.