How to Plan a Promotional Event

Nov 9, 2016
2 min read

Planning a promotional event can be a challenge. There are so many elements that go into an event, which people do not see very often; such as the meetings, the phone calls and the organization that it entails. Events take months to plan and if it is successful that is just a bonus.

A promotional event is something that is primarily planned to launch a new product, increase organizational visibility, make friends and raise money for charitable cause. Events like these usually include the category of an event sponsor in which a corporation becomes a sponsor of a major event such as the Olympics. Such sponsorships are a strategic decision made by the corporations based on multiple factors.

Some of the factors that need to be thought of are, does the event reach the target audience? Are the event organizers experienced and professional? Or is the event reflecting the company’s values or mission statement? These are just a few things that need to be thought of when planning an event.

One essential skill for organizing an event would have to be creativity. Many events have media attention and attendance so if forces the planners to become “unique” and “different” to create buzz and interest.

To increase attendance at an event it is always helpful to try and bring in a television or film personnel, government officials or health care experts. This of course all depends on the type of promotional event you are planning. The only downside to having a “personality” show up is the cost.

It is not cheap to have Oprah make an appearance to your event. You need to make sure in planning that you budget wisely and know what you’re getting yourself into. Oprah can easily be one of the more expensive personalities. It might differ if you were to invite a young child star from say, ‘Disney Channel’.

Just do not invite the celebrity to stand there and look pretty. Use them to your advantage. Think about what you want them to do or to mention. What is the goal by inviting this person? What is the maximum you are willing to spend on this person? Do you have the budget to fly them out plus one of their staff members? Think about all of these questions and find out the answers before making any phone calls.

There will always be bumps in everything you do. Just be prepared that as much as you try to make it perfect there will be hiccups. BUT! If you stick to some of these aspects it will help your event go more smoothly.