Friday, March 4, 2016

Promoting with special events

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     Promotions can take many forms. Some work better than others. And what works for one business might not work at another. Or, what works this year might not work so well next year. 

     Special events seem to work every time they are tried. There is something about a special event that attracts more attention than run-of-the-mill promotional activities. 

     Example: Eric runs a popular restaurant. He has a clientele that regularly returns for lunch and dinner. He also has a very big parking lot, and it faces a main thoroughfare. To attract more attention, Eric decided to hold a special event. He made a few contacts and set a date for a hot air balloon launch late one afternoon. Eric posted announcements on Facebook and other social media, and the word went around as friends told other friends. On the day of the big event, and as the big balloon filled with air, the parking lot filled up--and so did the restaurant. It was the biggest day Eric had ever had. And he noticed that many new faces began showing up for dinners--they were all asking when the next balloon launch might take place.

     Some events can be one-time affairs. Others can develop into regular events that people can plan to attend. 

     Example: Mary operates a bar. She regularly promotes the place with big televisions playing, pool tables, poker games, and other activities to attract people. She decided to clear an area, install a dance floor, and bring in a band on weekends. It attracted lots of attention and new people. Today, Mary schedules bands ahead, announces on social media, and fills the bar on Friday and Saturday nights.

     Some events are entertainment. Others are educational.

     Example: John runs a garden center. He has greenhouses and displays of annuals, perennials, veggie starts, as well as the materials gardeners and landscapers need to construct pathways, fences, and even fish ponds. In the spring, John holds an all-day open house to show people how to lay pavers, brick and stone to do the things they want to do. The session attracts homeowners as well as landscapers. It's a special event that helps John spread the word in the community.

     Informational events can be held by any business. These attract people anxious to learn how to do things, what to expect when they come to your business, and enjoy a learning session with friends. 

     Promoting your business with special events is easy and can be very inexpensive--considering the free publicity you bring to your business.