Turn one-time events into multifaceted marketing opportunities for promotion, information sharing and brand building. Whether the occasion is an open house, annual meeting, seasonal celebration or community fundraiser, you can maximize the impact with pre- and post-event publicity that goes beyond details of the occasion itself.
In addition to promoting and conducting your particular program, develop follow-up reports on the results, announce the next event and other news, ask attendees for permission to send other information to them, provide souvenirs with your contact details — and gain longer-term visibility. Also, don’t just communicate via traditional print and broadcast channels. Use email and social media such as Facebook and Twitter, your own blog updated on a regular basis, and even skywriting if appropriate.
The sky is the limit for maximizing event opportunities. If your organization has a significant facility that the general public or some niche segment of the community would find interesting, consider hosting a function as straightforward as an open house or factory tour — with an extended twist for longer-term impact. For example, announce an annual scholarship program or launch a matching fundraising campaign for a local charity. Create an advisory group from among customers, suppliers and government officials. Or “adopt” a school or community program/service to be helpful and generate positive publicity.
Start planning now — the effort will pay dividends.
