How to throw a seriously awesome promotional event

Organising a stand-out promotional event is a great way to build buzz around your company or product. From pop-up shops to product launches, a unique event will fuel interest and help spread your message. After all, marketing through events – like expos, live demos and VIP nights – gives you the chance to really connect with your customers, potentially boosting sales. Not sure where to start? These tips and tricks from our event experts make a great jumping-off point.

Set realistic, clearly defined goals up front

A solid marketing plan will help you clarify and work towards your event goals. Before you begin writing your plan, think carefully about your target audience as well as what kind of impression you want to make. This is the first step to creating a promotional event that engages attendees in exciting new ways.

One Belgravia can be hired for conferences, product launches and private parties.
Book a venue that makes a great first impression

Choose a clever theme and get creative

A cohesive look and feel will help deliver a seamless brand experience. Get together with your team for a brainstorming session so you can come up with potential ideas. Remember to think about all the details that will set you event apart, from colour schemes and decorations to promotional materials and competitions. Your goal should be to develop a concept that sparks interest and gets people excited about attending.

15 Bateman Street is a blank canvas space that can be hired for promotional events.
A beautifully styled space will make your event pop!

Plan your event like a pro

Poor planning can break your event, so pay attention to the nitty-gritty details. It’s a good idea to determine the number of attendees, the location, and the exact time and day of your event early on, so you can prepare a detailed schedule with deadlines. Take care to hire the right venue, and be sure to plan a site visit, so you can do a mental walk-through of your event from start to finish. Communicating regularly with your chosen suppliers will keep them on schedule and ensure everything runs smoothly on the day.

Previous big-name events held at the Crystal include the Guardian’s Sustainable Business Awards, the Pre-G8 Innovation Conference and the Ecosummit.
Some venues have a dedicated event management team to help you coordinate all the logistics

Get the promotion right

When planning your promotional event, make sure to leverage your social media networks. Creating a one-of-a-kind hashtag as well as event pages on Facebook, LinkedIn or Google Plus are great places to start. In the lead up to your event, you can encourage word-of-mouth marketing by starting a conversation with your online followers or by reaching out to industry influencers on Twitter and Facebook.

Icetank in Covent Garden can be hire for product launches, press days and other promotional events.
Ensuring your hashtag is visible, like this one on the floor at Icetank, will encourage your guests to use it

Stand out from the crowd

Make sure to think about ways you can maximise valuable social buzz on the day of your event – holding a scavenger hunt or photo caption contest with exclusive giveaways (like free tickets or VIP experiences) are both popular ideas. Digital swag bags containing online gift vouchers or special offers are also a fantastic way to generate brand love and get your product out there. Prioritise the things that will make your event stand out – after all, it won’t have a truly lasting impact unless it’s memorable in some way.

Saatchi Gallery at the Duke of York's HQ on King's Road is one of London's best promotional event venues.
Little things, like these gift bags at a Saatchi Gallery fashion show, can make an event go the extra mile