Plan an event to market your strengths; follow these steps to hosting events that will both delight old customers and win over new clients

Art Business News, April, 2003 by Lynn Fey

Hosting an event can be a great marketing investment with long-term return for art and frame show owners. Event marketing can include meet the artist functions, educational seminars, grand openings, anniversary celebrations, art exhibits or charity fundraisers. One key to effective event marketing is selecting a topic your audience will find of interest.

For example, if you want to attract homeowners who are interested in home decorating, you might bring in an interior designer to speak on "20 Easy Ways to Update Your Home." Of course, custom framing would be one of the featured ways with your showroom of visuals for reference. On the other hand, if you wish to attract more of an art collector crowd, an evening-with-an-artist event would be a better choice or maybe a seminar on "The Art of Collecting" or "Different Strokes for Different Folks" (covering different art styles and framing options) The goal is a soft sell. There are several important steps to planning an event, including:

Know Your Budget

Before getting carried away planning your event, create a budget and determine your break-even point. Depending on your topic, event marketing may or may not show immediate results, so factor in short-term and long-term returns.

Set a Date and Time

The next step is selecting a date and time. It's best to select a date a few months in advance. Hosting an event is your opportunity to make a personal connection with your target audience. Proper attention to detail increases your chances of leaving a wonderful impression that turns prospects into customers and keeps them coming back for more. When will your audience be most likely to attend? Will an evening or a morning be best? Weekend or weekday? Will your event be held over several days or just a few hours?

Choose an Invitation

Selecting an invitation sets the stage for your event long before your first guest arrives. With the plethora of paper and invitation styles today, it's easy to create a mood for your event. The Internet and paper specialty stores are great places to start for ideas. Most provide printing services, or you can print invitations from your own computer, depending on the quantity.

Whether your event is formal or casual, funky or conservative, use the elements of style you use daily in your business to design your invitation. When selecting paper, examine its color, weight, design and texture--all will help create the stage for your event.

One part of the invitation that is often overlooked is the font selection. The most common mistake is selecting fonts that don't match the overall invitation style. Also, don't use too many fonts on an invitation--a little goes a long way.

Consider whether you want or need an RSVP on your invitation. Having an RSVP does not always elicit a response, but it does improve your odds. If you do use one, word the RSVP so only those planning to attend need reply.

Next, you have to decide how to address the invitations--by hand or by computer-generated labels? Both make a statement about your event. If the quantity is manageable, have someone address the envelopes for you. More than anything else, hand addressing insures the invitation will be opened. If you choose pre-printed labels, select an easy-to-read script font.

What stamp will you choose? Your stamp choice sends a message as well. And on the subject of postage, be sure to take a sample of your invitation to the post office to verify the amount required.

Think realistically about the number of attendees. Will it be a "drop by" event or an event with a set start and end time? Will seating be required? In the beginning, your response rate may be difficult to judge; however, after a couple of events, you will have a clearer picture of what to expect.

What to Serve?

I believe that food is as good for the soul as it is for the success of your event. Food is a great icebreaker and a way for people to socialize and become comfortable. The more comfortable you make your guests feel, the more likely they are to linger at your event and to attend a future one.

Cost is always a consideration when selecting food, but with a little creativity you can create a memorable culinary treat without breaking the bank. Select items that are easy to handle, serve and replenish. Just as with the invitation, use the food table as an opportunity to showcase your eye for color and design. Use framed mirrors where appropriate to enhance the display of food or floral arrangements and to provide one more opportunity to show your work up close. Reduce the overall event cost by co-hosting with a restaurant or wine store.

Keeping plates, napkins and linens neutral in color will create an upscale look. If you are hosting an evening event, consider serving wine. Ask your local wine store for recommendations. Good wines can be found in a variety of price ranges.

More Than an Event, This is Business

Host the event in your store, if space permits. Be sure your window merchandising is updated and in-store displays are fresh and showcase a variety of styles. Have your corner sample wall straight and counter area free of clutter. Let your merchandising sell for you. Never forget that the main goal of your event is to become a more profitable business.