In a world where social media, digital advertising, AI and the latest in tech gadgets seem to dominate the marketing landscape, sometimes it pays to just get back to the basics. Human interaction. Relationship building. Developing real connections that will benefit you in the long term. Especially if you extend a little warm hospitality.
If you have a customer-facing business, an approach we recommend you include in your marketing mix is a hosted event. Whilst we’re not suggesting you host an event just for the sake of it. If you have a very real reason to celebrate and promote, such as a new business launch, new festival or event or new product launch, then an event can be your very best friend when it comes to achieving very tangible and measurable marketing outcomes. Â
Why host an event? Because, when done right, it can achieve:
- Valuable relationships with social media influencers who will in turn share your stories with their followers. Â
- Positive unpaid media coverage.Â
- An ‘in’ with the local media – especially if you’ve never worked with them before – leading to long-lasting relationships. Â
- A quality introduction to the market by way of credible sources e.g. the local media. Â
- Consistency in the brand message – demonstrating that you practice what you preach. Â
Our tips for hosting the perfect media and influencer event:
- Lead, lead, lead – ensure you provide a generous lead time so that you can maximise attendance. There’s no point asking guests to come along with just a few days’ notice as you’re talking to busy people who receive many invitations. Â
- Attention to detail – from the event location to the food and beverages served, right down to the menus and invitations and initial contact, everything is a representation of your brand. Â
- Carefully consider your guest list – including a targeted mix of local media and social media who will be interested in your brand/product/event. Â
- Share the experience – tell the rest of your audience about your event via your own social media channels. Â
- Think beyond the media and influencers – who else can you build meaningful connections with at a hosted event? Think about your other stakeholders and other VIPs around town who are well-connected. Â
- Capture the moment – ensure you have a photographer at your event to preserve the memories. Have images available for any media who cannot attend the event, and so that you have your own photographs to share across your own channels. Â
- Give them something to remember you by – think about a gift bag or treat they can take away with them. Â
- Ensure you communicate everything that you would like your guests to share post-event – this could be via a written backgrounder, provision of social media tags and hashtags, and/or a media release. Â
- Follow up – don’t make your event a one-off. Follow up with everyone who attended and keep the conversations going beyond your event. Â
We recently assisted local Dickson culinary icon, Highroad, with the launch of their new nighttime dining experience and French-inspired winter menu. Threesides Marketing provided event support including a targeted media and influencers list, media alert, influencers invitation, media backgrounder, media release, photography pre- and during event, printed menus and table cards, hosting, emcee duties, follow up story pitching to secure media coverage, and a final report on event results. Â
The dinner event included a selection of local Canberra wines and cocktails on arrival, live music, introductions from the new restaurant managers and Chef, a sit-down dining experience featuring menu highlights and a take-home bag of goodies. 12 local influencers and their partners attended which resulted in the production and sharing of over 100 stories, five reels and several posts. Representatives from four of Canberra’s major media outlets were also in attendance which resulted in positive media coverage both online and in print. We hope that this will be the first of many successful events for Highroad. Â
If you’d like a hand with creating and managing your own media and influencer event, get in touch with us today.
Pictured: local influencer, @simplycheecky, at the Highroad event.