AnnaBarrPR
  • Home
  • Services
  • Clients
  • Testimonials
  • About Us
  • Blog
  • Contact Us

To Event or Not To Event? How to make it Work

27/10/2014

0 Comments

 
We recently ran a media event for beauty journalists, bloggers and digital sites, in order to launch a new product to the Australian beauty market. Here is a list of findings that might surprise you.

  • Media are more time-poor than ever, more than often working on 2 or more titles or working an extra job on the side

  • Venue is key. It needs to be central but can’t please all, as most work from home these days.

  • Offer multiple hooks to entice your guests. These can include entertainment, goodies bags or an original experience. A new product is not enough to get them there!

  • Timing is really tricky. Most journalists do not like early starts, so breakfasts can be hit and miss. Lunch is positively old school - gone are the days for these girls to have the luxury of a few hours off, in the middle of a day. So cocktails or late afternoon tea seems to be the go. Remember though, you are intruding on their “private” time, so be modest with your demands.

  • Dropouts. Factor in about a 10% drop out rate on the day, and a few cancellations before that. If an editor gets a better offer she will take it.

  • Even if you manage to book a seemingly free date, beware of last minute events that seem to spring up from nowhere. Sydney has often anywhere between 5 and 10 media events going on each night, depending on time of the year.

  • Keep the message short and clear. Do not bore guests with lengthy PowerPoint – oh-so-nineties – presentations. They will only take home 1 or 2 messages from your talk anyway.

On a last note, it might be worth considering other options for new product introductions. The less time-consuming, more original and memorable a launch is, the better. Effective PR and publicity is gaining maximum coverage while keeping the investment as low as possible. Remember to weigh up the possible ROI and study alternatives, before locking into what can be an expensive exercise.

0 Comments



Leave a Reply.

    Author

    With over 20 years experience Anna has worked with a wide variety of clients; from small start-up businesses, in mass market and luxury, through to well-known household, consumer names. 

    Archives

    March 2018
    December 2017
    February 2017
    August 2016
    May 2016
    April 2015
    February 2015
    November 2014
    October 2014
    September 2014
    August 2014
    July 2014
    June 2014
    May 2014
    March 2014

    Categories

    All
    Beautyeditors
    Beautyindustry
    Bespoke
    Branding
    Brand Partnerships
    Christmas
    Consultant
    Content Marketing
    Gift Giving
    Marketing
    Media
    Media Pitch
    Media Release
    PR
    Press Release
    Sara Leonardi-McGrath
    Self Branding
    Social Media
    Sponsorship
    Target Market
    White Moet
    Writing

    RSS Feed

    Picture
Powered by Create your own unique website with customizable templates.