So you’ve organised your event. You’ve negotiated with suppliers, located a venue, decided on the event’s theme, contacted the caterers, and put together your guest list. Everything is basically ready to go. Now it’s time to turn and focus on the more intangible aspects of hosting a successful event in your industry or for your brand: creating buzz.
For most organisers of events, the impact and value of their time and efforts can be measured by the impact of the event, who is talking about it, which websites and publications report on it. A fair amount of legwork needs to go into laying the foundations for this to happen. Which is where our helpful guide comes in, because sometimes, creating buzz can be a test of your mettle.
Get In Touch With The Press
This is your first port of call, particularly if you want your industry and others to know what you’re up to and the direction your brand/company is headed. It might seem old-school, but drafting a press release and sending it to journalists in the area is a surefire way to get eyes on your prize. Make sure your release is concise, not too long, and clearly communicates the motive behind your event, what you’re trying to accomplish, as well as all the details — time, place, location, etc.
When you’re sending your press releases out, however, do your research. It won’t get you anywhere, if you’re hosting a tech product launch, to contact the crime reporters in the area. Make sure you’re getting in touch with the right people, who have the audience you’re looking for.
Don’t Discount Social Media
It must get incredibly tiresome to see the same advice about social media coming from all directions, but in this case, it’s that way because it’s tried and trusted advice. Social media is one of the quickest ways to generate interest around your event. Even something as simple as creating a hashtag can help broaden the scope of your reach, and doing a fully-fledged campaign only amplifies that.
Another good idea for social media is to invite influencers to your event. These are people with large followings, who generate buzz all on their own, and can be incredibly advantageous to your efforts. But like with the journalists, make sure you’re contacting the right people, who are knowledgeable about your industry and won’t stick out like a sore thumb. Unless that’s your MO, in which case, invite the beauty blogger to your branding and networking event — it works, sort of. Just make sure everyone knows your angle and what you’re up to.
Give Some Sneak Peeks
There’s something truly addictive about behind the scenes, real-life moments. One way to generate buzz around your event in the days leading up to it, is to let people have a little look into what goes into setting up something like this. It helps arouse curiosity, and there are so many ways to give insight — whether that be through little videos, Instagram stories, pre-event interviews and brand pushes. These also help maintain interest, as they tend to be a bit more compelling than a couple of tweets or some posters.
Online Works With Offline
The growing tendency these days is so marketing for events solely online. And while we all have a phone in our pocket, it isn’t quite time to dismiss offline possibilities and opportunities yet. There’s something quite charming about seeing an online campaign manifesting in real time, so if there are creative, innovative ways to get the public involved both on- and offline, they should not be overlooked.
If It’s Awesome, Buzz Will Come
At the end of the day, it’s still about how good your event was. There are countless examples of events with amazing marketing and activation and hype, all of which were not realised come event day. You don’t want to fall into that category, so above all, ensure your event is awesome. If it is, everyone who is there will create the buzz for you, and help make your event memorable and buzz-worthy long after it’s over.