Related Articles
With the weather warming up and summer just getting started, people are eager to spend more time outdoors and attend various summer events and activities. But concerts and festivals aren’t the only events on the agenda — plenty of businesses host events in the summer, or year-round, to help promote their goods or services and to connect with their customers in fun, unique ways.
However, with so many other events taking place, it can be difficult for businesses to ensure theirs will be guaranteed a spot on customers’ calendars. Thankfully, the business leaders of Rolling Stone Culture Council have a few suggestions for how to resolve this dilemma. Below, they discuss seven actions businesses can take to ensure their event is not only well-attended but thoroughly enjoyed by all.
Start With Time-Limited Marketing
Engage in relevant, time-limited marketing — and start early. My PR firm encourages our clients to create content and post pieces relevant to the season, but it’s critical to begin crafting and posting them at least a couple of weeks in advance. We typically see a substantial response for blogs and press releases that are crafted with a specific holiday or season in mind. – Evan Nison, NisonCo
Ask Yourself if You Would Go, Then Adjust From There
Conduct a thought experiment by reversing roles and asking yourself, “If someone else was pitching this event to me, would I want to go?” Then, explore your answer of why (or why not). It turns out that the same questions that applied when we were kids still matter: “Will my friends be there? Will there be good snacks? Does this sound like a fun time?” Adjust your event planning as needed. – Jed Brewer, Good Loud Media
Prioritize Community Engagement
To ensure your event stands out, prioritize community engagement. Partner with local organizations, seek recognized and established sponsors, leverage social media to spread the word and offer unique experiences. Engaging the community fosters connections, boosts brand visibility and creates a buzz that draws people in. – Sonia Singh, Center of Inner Transformations
The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives. Do I qualify?
Create Curated, Outside-the-Box Experiences
Create thoughtful, outside-the-box experiences within your event, curating the entire itinerary to your target audience’s preferences. At our annual cannabis industry event, the TeeHC Open, we incorporate outdoor activities, brand activations, interactive games and more to build a non-traditional event that invites people to engage authentically as humans rather than strictly their job titles. – Dan Serard, Cannabis Creative Group
Send Out Exclusive Invitations
Create a sense of urgency by sending an exclusive invitation to your mailing list, encouraging them to bring along their friends and family. Choose an appropriately sized venue that feels comfortable but does not get overcrowded. This will create an intimate atmosphere that your superfans will love, allowing them to share your brand with their communities. – Michael Klein, cannabisMD
Engage With Excited Customers on Social Media
Build social media buzz by engaging with like-minded customers who share their excitement for and intentions to attend your event. This strategy leverages personal endorsements, as potential attendees are more influenced by the positive experiences of their friends and families. Such genuine, personal recommendations serve as powerful, trust-enhancing testimonials, making the event irresistible. – Matthew Miller, Orlando Informer
Leverage Local Celebrities and Influencers
To make their events “must-attend,” businesses should leverage social media influencers and local celebrities for promotion. This strategy taps into the influencers’ followers and the local community, creating buzz and anticipation. It’s effective because it provides authentic endorsements, broadening reach and attracting diverse audiences eager to join in on the experience. – Stephen Nalley, Black Briar Advisors
