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Planning the perfect promotional event

Promotional events are an excellent way for businesses to advertise new products and services in a way that attendees will remember. Not only will this make sure that they themselves remember what it is that you are promoting, they are more likely to tell their friends about the event and therefore the product that it is promoting.

If you are tasked with planning such an event you should relish it as an opportunity to demonstrate your capabilities as a businessperson and your knack for marketing. That isn’t to say that you won’t feel the weight of the responsibility that has been placed on your shoulders.

You will have the best chance of success if you plan as much as you can beforehand and give careful thought to what you are trying to achieve and how to achieve it. What follows is a brief guide to help you plan the very best promotional event you are capable of.

Define your goals

Before you can work out the best way to achieve your goals you need to define exactly what they are. Of course, the specifics of your plan will depend on the brief you have been given to work with. It is always a good idea to sit down with your manager, and anyone else relevant to the event, and get their input on what it is you want to achieve and how to achieve it.

Establish your budget

Before you begin any detailed planning, it is important to know what restrictions you are working with, the most important of these will be the budget. The budget available to you will affect what venues are within your reach and what you can provide there. You don’t want to blow your budget on securing a venue and find yourself unable to secure any entertainment or catering.

Identify your audience

The demographics of your audience will be a central consideration when it comes to choosing what kind of catering and entertainment to look for. If your company has any data available on previous events then take a look at these in order to establish what strategies worked and what didn’t.

The nature of your audience, in particular the way that they use technology, will have an impact on the best way to promote your event. For younger demographics who are more likely to use social media and the internet you should use these channels in order to make them aware of your event. Conversely, the older generation still prefer more traditional methods of consuming media and so online adverts will only have a limited effect on attendance.

If your event is aimed at a very specific demographic then you might want to consider theming proceedings in some way, this can be a very effective way of increasing the rate of attendance. Check here for some event theme ideas.

Promotional events are an excellent opportunity to not only drum up new business for your company, but also to demonstrate your aptitude for marketing and organizing events. This can lead to your managers approaching you in the future for similar opportunities and they will look great on your CV.

20 Oct 2017 14:39


About Boris Dzhingarov

Boris Dzhingarov graduated UNWE with a major in marketing. He is the CEO of ESBO ltd brand mentioning agency. He writes for several online sites such as,,, Boris is the founder of and