Series: After Coups, Part 5

Stay relevant, stay visible, by doing events marketing.

Sponsoring or attending events goes hand in hand with the other non-coupon elements of building your business. You get a chance to be the Mayor of Mayberry (shake hands, kiss babies), they give you a platform to distribute promotional items, and you can finely target your audience while supporting your community at the same time.

Events become your media strategy, your message presented face to face in an interactive manner, building relationships. They're the holy grail.

There are two different types of events, internal and external. Below are some ideas for making them great. Depending on whether you're QSR, fast-casual, or casual, you should schedule no less than three events per month, preferably closer to six or seven.

(Quick Note: I didn't include fine dining because, well, these ideas do not generally match up with the brands of fine dining. HOWEVER, you can definitely tailor events to a fine dining brand. The process and strategy are the same, the tactics and audiences are very different.)

Internal Event Ideas:
- Fundraising night for an elementary school, church, Boy/Girl Scout troop
- Car washes (if you have a free standing building)
- Talent showcase (get band members to perform out front one Saturday)
- Charity fundraisers: wine tastings and food pairings to theme nights
- Toys for Tots drop off
- Business association / networking group meetings (mornings, even if you aren't open for breakfast)

External Event Ideas:
- Sample on site
- Sell on site (won't make much, but good exposure)
- Sell / share profits with an organization (such as at a HS football game, split proceeds with boosters)
- Sponsor the event (signage and other presence)
- Crash the event (show up to a city-wide festival or parade with Frisbees, coupons, t-shirts, and hats)
- Participate (provide drinks for a 5k race)
- Support (provide breakfast for the Chamber meeting one month, for Real Estate agents the next)

Events can be spontaneous or take planning, be involved or off the cuff. In any case, they provide a face to face medium and a chance for you to shake hands and kiss babies. Choose your audiences well, plan your calendar in advance, and make this a strong part of your marketing plan - you'll see results quickly.