Making an event of it…

This week we celebrate New Years Eve. For me, this is one of the top holidays of the year simply because it’s something most of us can agree on celebrating. The images of it are iconic. The ball dropping on an overcrowded Times Square, fireworks dotting the sky one time zone at a time, corks popping off of Champaign bottles, and of course, the always idyllic kiss at midnight. This year I’ll be throwing a bit of a holiday bash of my own. New Years Eve is a world wide event (yes, even in China they recognize the changing of the western calendar year despite the fact that Chinese New Year is usually months away).
It got me thinking on the larger idea of events, and the power of proper promotional events. I’ve spoken many times in this blog how placing yourself online is simply not enough, but in the modern age it is admittedly difficult to properly engage your consumer through traditional advertising on a participatory level they’re likely to expect. Promotional events then seem to begin to fit a strange niche in that they’re somewhat more interactive, customizable, and memorable if planned correctly.
My brother and I happened upon a slightly related subject later in the week when we were discussing how there might be a better way to promote the restaurant he works at. The place is an iconic Colorado pizza chain, with its most popular location being along I-70 on the way into ski country. We discussed how the limited traditional advertising was failing them, and how their attempts to dive into the online market through social networks and paid advertising just weren’t working (who wants to be facebook friends with a pizza joint?). We started inventing different events they could create in order to promote the restaurant. Whether it was sponsoring unique ski events, running larger cross-promotion with area ski slopes, or perhaps hosting a competitive eating contest based on their famous 12 pound pizza pie, it became easy to see how using events allowed them to get in the face of their consumer, and if done correctly, into their wallets.
To me, the rules of inventing the event were simple.
First, (and this is always top priority) the event must fit your brand. If you’re a pizza restaurant, don’t host a chili cook-off. If you offer something called "Mountain pies", you might want to place yourself on or near a mountain, or at least try and make a reference to them.
Second, be where your customer wants to be. The more effort the consumer has to put into getting to your event, the more the expectations will rise.
Third, do something different. The more innovative the idea, the more likely it will live on in the customer’s memory. A great example is the new spot for Carnival Cruise Lines and their world’s largest piñata event.


Fourth, plan thoroughly. As the people in the above mentioned Carnival spot found, things like a large turnout can derail some of your cooler plans. Have emergency alternates prepared.
Fifth, do something that can be recorded. Just because no one is coming to your website yet doesn’t mean you shouldn’t always be arming yourself with things to post there.
And finally, offer a takeaway. People remember things better when it’s living in their coat pocket, and obviously, that takeaway should be driving to some other method they can contact you, and continue the relationship.
So, the next time you’re thinking about ways to reach your consumer, why not make an event of it?