Eventdinnerpeople.jpgWith Fall comes events: conferences, special dinners, anniversaries which means the opportunity to say ?thank you? to your customers. Plus this gives personality to your brand and business. Having digital tools to promote and enhance the offline experience ensures that you’ll have a successful event. Further there are some simple ways to make your event flow smoothly for your audience.

Recently, I created marketing strategies for several businesses as they celebrated their anniversaries here in Marin County. This meant coming up with a strategic plan including a promotion timeline to maximize reach and efficiency. The plan included event production, PR and partnership outreach, email marketing and social media.

One event I put together was for a local cafe-Taste Kittastelogo.jpgchen and Table based in Fairfax.

Using Eventbrite?I set up the event so that guests EventGatoratwork.jpgwere able to purchase tickets. ?Included was FAQ and an?email to attendees that was scheduled to arrive in their inbox 48 hours prior to the event.

With the Eventbrite iPhone app- Neon, I was able to review my guest list, check guests in as they arrived and avoided using a printed paper list. I was able to sell a ticket to a walk-up guest with the app as well -?So green!

This Pop-Up Dinner was well-received by the community. It was a family-style southern-inspired meal with a menu by a great local chef- Chef Gator Thompson who typically cooks at Fenix in San Rafael.?

PR partnerships were integral in promoting the business and the events occurring. Working with other like-minded businesses, using relationships with the press and understanding how their target market makes decisions was key as these businesses didn’t have many metrics to show for their previous event work. Partnering with Fenix to promote the event via email and Facebook was a sure win. Plus, the Marin Independent Journal wrote a story about the anniversary festivities.

Part of the strategy was social media organic and paid promotion. Using Facebook ads was the best tool as the cafe has quite a local following. The most amount of tickets were sold when the Facebook boosted post campaign was underway.

The final element was email blasts. Two were sent using the Square register system. One could track the repeat business from the emails sent out.

The takeaway at the end of the night were printed coupons for the guests to take home which are redeemed for 10% off their pie orders for the upcoming holidays. The owners have mentioned that a couple have been redeemed this week as well as some guest from the dinner coming in for lunch. More awareness means repeat ?business – this is great!

The end result is that Taste Kitchen & Table has a new set of eyes on them and some new ambassadors. A total of 21 people came to the dinner. Folks that didn’t come to the dinner are now aware of Taste?s dinner program, and will now stay in touch with the business as things progress.

For more on event marketing, check out 10 Tips for Event Smarketing by Hubspot and Eventbrite.