Open Air Business August/September 2017

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EVENTS PARTNERSHIPS It is likely that you won’t be running your event completely alone. You may have guest speakers or entertainment playing at the event. You may be hiring equipment from external businesses or working with other organisations on content. This gives you a great avenue for promotion if you simply ask them to help spread the word about your event, whether that help is via a blog on their website or flyers in their shop. You can also seek sponsorship, which will not only help lower the overall cost but will mean another organisation will be proactively promoting your event. Sponsorship gives you the opportunity to get it in front of a whole new audience and is mutually beneficial for you and the sponsor PUBLIC RELATIONS To really spread the message of your event, you might want to consider creating a press release to send out to relevant publications and newspapers in your local area. When sending your press release to newspapers, try to have a newsworthy spin to encourage them to publish a story. Many online news sites, especially local news sites, will have a section on their website where you can upload an event to their events calendar. This is free to do in most cases, and if you invest a small amount of time doing this you will be able to get your event out there to people within the relevant geographical areas. ABOUT THE AUTHOR Established in 1996, Event Insurance Services is a specialised intermediary offering competitive event insurance. Its policies provide affordable, reliable insurance, tailored to fit the scale and style of the occasion – from school fêtes and small ceremonies to high profile weddings and events. Event insurance is the safety net for anyone organising an event. It can cover a policy holder against public liability, employer’s liability, damage to event equipment, cancellation of events (including cancellations due to adverse weather conditions) and much more. As well as the support of 2,500 insurance brokers throughout Great Britain, Northern Ireland and the Channel Islands, Event Insurance Services also has a valued network of more than 1,000 UK venues, outlets and support services in the wedding and event industry. 01425 470360 / www.events-insurance.co.uk TO DO LIST ■ Decide on your promotion budget ■ Audience research – where/ how can you target them? ■ Create your promotion plan (a Gantt Chart will help you to stay on track) ■ Get any physical promotional branded materials printed/created ■ Organise your partnerships/sponsorship and supply them with promotional materials ■ Book any printed advertising ■ Create your ‘event page’ on your website and publish it ■ Write and schedule blogs surrounding your event ■ Send out your first email invitation to your guest list – include links to your website event page ■ Announce the details of your event on your social media channels ■ Create a social media schedule so you are sending out updates and relevant information on your event often ■ Set up and schedule paid social advertising ■ If you are using flyers/ posters send these out to consenting businesses ■ Prepare and send out your press release to relevant publications ■ Send out reminder emails to your guest list Next up, we’ll look at marketing that can be done during an event. You are going to be busy, so the more preparation you can do beforehand the better – watch out for Part 2 of our Event Marketing Toolkit in the next issue!
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