Events are a great way to provide media with a first-hand experience with a brand. Events can take the form of product launches, new store openings or a rebrand.
It’s meant to educate and provide media with new information and story angles that they can easily package up for their audience.
Key things to keep in mind when planning an event:
- Set goals before the event, this will help manage expectations and provide a benchmark to measure against.
- Identify the key target audience for your launch. Is it traditional media, bloggers or influencers? Consider who the information is actually relevant to, so you’re not wasting anyone’s time.
- Location, location, location!– It needs to be accessible for media. As close to the downtown core as possible will help ensure a higher turnout and will also minimize drop off. If the location is outside of the core, make sure to provide taxi chits or car service.
- It’s all in the details – Personalized touches go a long way, whether it’s a monogrammed bottle of champagne or a gift bag with specific products matched to the individual’s personality/hobby, it goes a long way!
- Timing and length – A media audit is always a great way to ensure that there aren’t any conflicting events. Keep it short & sweet, especially when it comes to day time events.
- Follow-up and then follow-up some more. Securing RSVPs has become harder and harder as media are inundated with invitations. Don’t get discouraged (or take it personally) if you have to follow-up more than once, twice or even three times.
- Take note of learnings – Each event is an opportunity to learn something new, so it’s important to debrief post event to ensure all key learnings are captured and can be referenced and improved upon for future events.