Media events are crucial factors in gaining brand recognition. Our team understands that when the press is there, the pressure is ON. From product launches to exclusive editor previews, we know how to help brands put the “wow” in “wow factor.” When you’re throwing a press event, you should take several factors into consideration and acknowledge that even the tiniest of details will make a difference! We gathered up some of our top tips and tricks to planning a successful press event.

1. Set Goals for your Event

Setting goals for your event will help you assess whether or not your event was successful. If you’re looking to increase brand recognition, make sure your goals align with achieving that very objective. If this is the case, perhaps your goal will be to have 100 people ‘share’ a photo on social media with your brand’s name and handle. If your goal is to introduce a product to new editors, your goal can be to have 75 new editors attend the event. No goal is too big or too small.

Ask Specific Questions and Create a Goal List

As you begin to plan your event, start asking yourself questions – and write down the answers! The first question you should ask yourself is this: “Why am I holding this event?” Be specific in your answer The more you can tease apart the purpose of your event, the more clear your event’s message will be. Additional questions to ask:

-Who are you targeting?

-What kind of publications are you targeting?

-What types of press pieces do you expect to come of this?

-Will you create a special hashtag for your event to help keep track of social traffic?

-Who/how many people would you like to post about your event?

Clearly spelling out your goals will help you achieve them.

2. Create a Theme

Having an event theme can be crucial in keeping an event cohesive and pointed. A theme will help you to tie together different aspects of an event and to unify the event’s message.

Use Color to Create a Theme

If you want to associate a specific color to your brand or product, a monochromatic color theme in your brand or product’s color can work wonderfully. A monochromatic color theme will help engrain your brand or product into your attendees’ minds through color association.

Utilize a Holiday or Season to Generate a Theme

Invite your guests on a journey by taking them out of the current reality. Themes surrounding your brand or product will help to generate brand understanding and will make it easier for guests to digest the event and the night’s message. For example, if you’re launching a new sunscreen, consider theming your event around the beach and ocean. If your brand is targeted at women, consider a lavish spa or R&R night. Incorporating themed activations into your event will also help to make it memorable!

3. Curate Your Guest List Strategically

Do your research. Figure out who your target audience is and what publications they follow. These publications are the ones to put on your guest list! With social media at an all-time high, digital influencers (i.e. Youtubers and Instagram influencers) are also great assets in getting your product or brand in front of the right audience. Don’t be afraid to mix editors, clients, and influencers together. Just remember your goals, and plan accordingly!

4. Venue and Location Matter

Location. Location. Location! Choosing your target audience plays a big role in choosing your location. Figure out the types of media you want to attend your event, and do some research on where their home offices are. Many media publications are based in New York City, Los Angeles, or Chicago. Also, consider your event’s theme when choosing a venue. You wouldn’t want to have an intimate tiki party in a grand ballroom!

5. Make It Social

Engage with your guests. The promotion of your product and brand does not begin and end at the event. Ideally, you’ll want your event to live in the minds (and in the social feeds!) of all your guests following your event.

Create a Hashtag

We’ve learned that creating a hashtag for your event helps promote your brand and keep track of the social media traffic you have received from a specific event. We suggest using a hashtag that is easy to remember but not overly common. A common, regularly used hashtag will make it hard to find your social mentions following your event.

Optimize Décor

Use decor as a way to engage with your guests! Think of ways that will make your party “Instagram Worthy.” Use bold style when it comes to décor and create an experiential event. Utilize over-the-top photo moments and installations to capture your guests’ attention and to keep them engaged. Some of our favorite installation ideas include a floral (or non-floral) wall or arch. Hanging floral garland also works as a beautifully elegant backdrop for pictures and will enhance a space’s ambiance.

Whether you’re launching a new product or simply looking to increase your brand’s awareness, hosting a press event is one reliable way to engage the public and elevate your brand. By setting goals and generating a memorable theme, you can captivate your audience and really make an impact. If you’re looking to host a press preview and would like expert design guidance, reach out to us! We look forward to working with you on your next event.

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