Should Your Small Business Create an Annual Event, Just for the Publicity?

by Gail Oliver, Marketing Consultant

Every year Victoria’s Secret, the lingerie store, creates a “Fantasy Bra”. This is a bra that they unveil at the end of their annual fashion show, and it is typically jewel encrusted and worth millions of dollars. The bra isn’t for sale, merely a publicity opportunity that they started in 2001 …. and it does get lots of press from television, print and online media. #VSFantasyBra even started trending on social media simply when they announced which model would be wearing the bra. That is how popular it has become.

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Next week Pantone will announce their color of the year. This isn’t a haphazard pick, but based on extensive interviews with fashion designers worldwide about which colors they plan to use in upcoming seasons, as well as sales of certain color swatches. Pantone’s announcement, which first started in 1999, has become an annual event that captivates not only the fashion press, but also the mainstream media.

So, would your small business benefit from an annual event, merely for the publicity it would generate? The key is to think of what it is you sell or offer, and how you can “own” it (so to speak) for an annual event. It can be in conjunction with a holiday or just the start of end of the year.

Here are Some Publicity Ideas to Consider:

  • A bar that annually runs a contest to choose its “Locally Brewed Beer for 2015”
  • A dental office that makes its yearly list of “Top 10 Celebrity Smiles”
  • A photography studio that sponsors the announcement of the first baby born in the new year with a free birth photo
  • A hair salon that chooses their “Hair Style of the Year”

Whatever event you decide to go for, simply pitch the story idea to your local press who is always looking for that fun, common interest story to write about. It may take a few years before the momentum for your event really takes off, but once it does you can leverage that local exposure into national exposure for your business.

Hope you liked today’s post! …. ’til next time, Gail 

GB OliverNeed Help Getting the Word Out About Your Small Business?

If your small business needs help, please see my Marketing Services page for a list of affordable options, and be sure to check out my Ebook shop.

© 2012-2014 Gail Oliver. All rights reserved.