Getting the Word Out

Make it a Can’t-Miss

Reputation goes a long way in the event world. If you gain a reputation for delivering the goods, your marketing job will be much easier.

In 2006, Event Lab put on a spectacular corporate gala at International Market Square. A Las Vegas-style showgirl soared on a swing three stories above the par-tiers below. Milteer says it got a lot of attention for the hosts—and for her company.

“As far as I know, no one has ever gotten on television and said ‘Be sure to buy a ticket for Saturday night’s event because Event Lab did the decor,’” she says. “Instead, we hope [a really spectacular party] helps inspire people to reach in their pockets and spend money for the charity. And we believe they remember it the next year and don’t want to miss it.”

You can also make an event unmissable by promising big announcements: strategy changes in the organization, product introductions, or the winners of honors and awards. Or you can hire speakers or teachers whose presence will attract attendees.

“In the past, we have featured a keynote speaker, which can be a draw for attendance,” Sahli says. “But since we are holding so many events early in 2007, we will be focusing on specialized training sessions and recognition events this year.”

Don’t forget about the power of bribery. One powerful tactic is to solicit product donations from sponsors and raffle or auction off the items. You can also give the items away as door prizes. Whichever way you do it, build up anticipation in your marketing materials.

“Over the years we’ve offered many popular giveaways, including Tastefully Simple products, amenities, travel cards, and conference-registration discounts,” Sahli says. “We’re also currently contacting the hotel sites and asking for donations such as restaurant certificates, hotel stays, etc. Since we’ve received a positive response, we may pursue these avenues in the future.”