PR Advice for Professionals

Create Events to Promote Your Business

by Gloria

When it comes to creating events to promote your business, think creatively and have some fun with it. A full-service real estate asset management company and MMI client once held an open house with a 1950s theme, so we decided to find “Elvis” and “Marilyn Monroe” for the event. Finding Elvis was easier than finding Marilyn, but we finally came up with a solution. One of our very own MMI account executives agreed to appear live and in person as Marilyn.

It took her a while to find the absolutely perfect dress – you know the one – a white halter-top with a skirt suitable enough to billow over a subway grate. The dress sparked a big discussion about whether our account executive had sufficient cleavage to appear as Marilyn. When all the women in the office began discussing cleavage, one of our male account executives turned white and left the room. In his absence, we came up with a solution (a very, very padded bra).

The bigger problem was that our Marilyn needed a platinum blonde wig. We purchased one, but it looked like a big dead white rat on her head, so we took it to our hair salon client to see what he could do with the wig. Luckily, he performed some magic on that wig.

The Open House was a smash. All the invited elected officials came – the mayor, the city council and several senators. Our client’s remodeled, landmark 1955 building was crowded with people enjoying delicious hors d’oeuvres and wine, listening to fabulous fifties music and admiring the expert restoration.

With her champagne blonde wig and sexy dress, our account executive was the belle of the ball as Marilyn Monroe, and people stood in line to have their picture taken with her and Elvis. The only unhappy person that night was Elvis, who was disappointed that he didn’t get to sing.

How do you create an event as successful as this one? It takes imagination and planning. If you don’t have someone on staff to handle event planning, you may want to hire an outside firm. Seek the support of an event management firm that possesses not just the creativity but the budgeting and execution skills to oversee a premier event. Some of the details that need careful management include:

• menu and theme selection
• graphics, signage and decorations
• R.S.V.P. duties and providing head counts to the caterer and liquor sponsor
• setup of tables, chairs, and other rentals
• selection of florals, linens and tabletop décor
• management of audio-visual needs
• musical entertainment

Consider holding an event – say, a wine tasting – to benefit your favorite charity, such as the Leukemia and Lymphoma Society. To obtain sponsors, feature wine from your favorite dealer and delectable morsels from your favorite caterer. Charge attendees a fee, with a portion of the proceeds going to the charity, and pay the wine dealer and the caterer. Feature a cancer survivor as guest speaker, and you have the makings of an event worthy of media attention.

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