PLANNING A SUCCESSFUL PUBLICITY EVENT

A publicity event is a time-honored tactic to generate media and public interest in your company's product or message. Miss a key step in your planning, however, and it can also be a golden missed opportunity.

Take the following points into account when planning your event:

Devise a Plan
Know exactly what you're looking to accomplish, bearing in mind your company's overall branding and marketing strategies. This ensures a simple yet creative extension of your product or message best tailored to the audience you're looking to attract. Keep a timeline of goals and actions to accomplish up to-and beyond-the very day of the event.

Look Ahead
Research media calendars at least six months in advance as some longer-lead magazines require that much time for editorial content consideration. Events open to the public should target calendar listings, nonprofit newsletters, daybooks, etc. Research other events in the area that may draw the media and public's attention away from yours.

Venue Selection
Pick a venue that suits the event, and keep expected attendance in mind–you don't want a room suitable for 250 guests if you're only expecting 30.

Secure Attendance
Consider sending a "Save the Date" three months prior, and the actual invitation (printed makes the most impact) at least six weeks in advance. Follow up with a phone call the week your invitations hit, and show invitees how either they or their audience will benefit from attending. For press unable to attend, follow up with a media kit and information outlining what they missed.

Refreshing Refreshments
Keep all refreshments neat and simple. Room temperature dishes work great, as do buffets. Allow guests to mingle and eat for a few minutes before starting the program.

Send them Home Happy
Free samples, small gifts that coincide with the theme of the event, and a solid media kit are great ways to show your gratitude and help ensure coverage.

Maximize the value of a well-executed publicity event by taking good notes, adding all vendors and partners to your Rolodex, and debriefing the next day. Use what you've learned to make your next event all the more successful, with greater word-of-mouth and media coverage.

WEBINARS AS A MARKETING TOOL

Branded conferences and seminars have always provided a great opportunity for marketing as they shine a spotlight on your organization's experts and connect them with a well-screened audience. However, as business has evolved into the global marketplace, travel demands have grown and logistical strain has developed. In addition to local and national engagements, companies must now add cities across the world to stay competitive. As expenses increase, it's important for business to look for efficiencies that will allow them to get the same results while reducing overall cost.

Online seminars or "Webinars" have become a powerful tool that enables speakers to connect directly to audiences all over the world, without ever leaving the office. And with recent advancements in technology, they are no longer the static, dry events they once were. Today's Webinar can incorporate such features as:

• Live video feeds
• Desktop and application sharing
• Interactive polls and surveys
• Real time "Q & A"

Likewise, the content opportunities for Webinars are virtually limitless:

• Global press conferences
• Educational seminars
• New product/service announcements and demonstrations
• Presentations

Aside from the benefits for your organization, your audience benefits as well as they are able to attend (with a "guaranteed front row seat") and participate from the comfort of their home or office.

Webinars are an invaluable tool for delivering your message on a global scale. They bring an appeal to your event that was formerly reserved for in-person presentations only—all at a fraction of the cost not only to your business, but also to your audience.

Best regards,

Peter Rush, Chairman & CEO

Visit Our Web site: www.kellencommunications.com 

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