Ah COVID. Although it still rears its ugly head from time to time, we think we speak on behalf of everyone when we say, YAY for events being back on! How good is it to be able to stand in a room full of people chatting away IRL? That’s something we’ll never take for granted again!
There’s no doubt lockdown has changed the game in so many ways - and when it comes to PR, events are a huge part of what we do. Whilst we’ve successfully managed to navigate our way around it (hello, Creative Mailer!), for some of our clients, events are a key component to their overall campaign objectives.
Wondering what you can do to ensure a successful PR event in a time where people are still getting used to leaving the house & stepping away from Zoom? Read on for our top 5 tips for hosting a killer event that will get people talking & tagging, post-lockdown & beyond:
1. Who, what, where, when
It’s the same deal with real estate - location is everything! The space in which an event is held could very well be the make or break for guests. Is it a new opening that’s been on their hit list? Is the space aesthetically pleasing? Is it easy to get to? If not, is transport being organised? These are all things that need to be considered when choosing a venue. Further to this, is the time suitable for guests? Who are the guests? Do they have the flexibility to attend at any time of the day? Once this is established, choose a date with no other major conflicting events to ensure the best possible turnout! On that note, prepare for last minute drop-offs (positive RAT, anyone?) so the bigger the guest list, the better.
2. Have a drawcard
Having a special element that’ll entice people to come is pivotal to any good PR event. Whether it be a spokesperson or unique, interactive experience, the goal is to create a WOW factor that is likely to get people talking & wanting to share on socials. What is the "Instagrammable" moment? (Because, let's face it - if it's not on Instagram did it even happen?!). This could be the space itself, a cooking demo, a workout class or post sweat-sesh smoothie using the hero product.
When thinking about what this drawcard might be, consider what it is you’re trying to achieve for the brand or product. For example, if it’s a new product launch event, you’re going to want to create awareness, so engaging in a highly sought-after personality to host and help tell the story could be the way to go.
3. Provide a goodie bag
Who doesn’t love a goodie bag?! Having something for guests to take home is a nice way to say thank you for coming and also keeps the brand top of mind well after the event has ended. When compiling goodie bags, think practicality. Are guests going to enjoy using the product/brand or is it going to end up sitting at the bottom of the drawer? Is it something they’re going to want to snap and share about on their socials? Attention to detail goes a long way and we love making sure goodie bags look the goods!
4. Will there be food?
The answer is YES! Always! We don’t mean to brag, but here at Straight Up PR, we pride ourselves on creating epic food spreads that demand some serious attention. Not only do they have the ability to transform any space, they are a great way to welcome people into the event (is there anything better than being greeted with a delicious smorgasbord upon arrival?). It also ensures people leave feeling satisfied.
5. Be flexible
Remember what we were saying earlier about allowing for drop-offs? For the guests that aren’t able to make it to an event, offer ways in which they can still feel like they’re getting an experience. This could be in the form of sending them out a product to try (or taste), organising a one-on-one session if the event was held at a gym or studio or encouraging them to bring a plus one if that’s what going to get them there.
Have a product or brand that you’re looking to take to the next level? Get in touch today with Hannah@StraightUpPR.com.au. We can’t wait to chat!