How to Plan a Promotion Event

Promotion events give you an opportunity to spotlight your product or business.
Promotion events give you an opportunity to spotlight your product or business. (Image: ad about event image by Indigo Fish from

No matter what you are promoting, every event needs careful planning for success. Promotion events act as a form of advertising for people, products or causes and when done properly can result in increased sales or positive exposure. Businesses might use promotional events as a way to set themselves apart from the competition or highlight a new or promising product or service. While there are businesses that specialize in planning these sorts of events, they can be arranged by the person or organization that is doing the promoting.

Things You'll Need

  • Funding
  • Event time-line
  • Venue
  • Advertising

Consider what you are promoting when creating a vision for your event. What you are promoting will determine what path your event will take and who your target audience is. Take into account whether your event is centered around a person such as a speaker or writer, or whether you are promoting a physical item such as toys, clothing or art. Take your cue from your subject and create an atmosphere that is fun and interactive or seated and formal.

Evaluate the cost of the event and consider funding options if needed. Make a list of items that you will need for your event, including the venue, and assign each item a monetary value. Create a budget and determine whether you will need to acquire additional funding for your event. Consider approaching local companies with sponsorship opportunities or advertising offers. If you are promoting a product, sales from that product may also help to cover some of the costs involved. Other options are to take out a small loan or an advance from a credit card.

Create a time-line and plan your event. Outline what you need to do in order to properly prepare for the event and set a time and date for each item to be accomplished. If you are working with a staff or a partner, delegate responsibility for efficiency.

Find a location to hold the event and set a date. Create a list of potential event locations, and consider factors such as the item or person that you are promoting, number of attendees and whether you plan to hold it indoors or outdoors. Contact each location on your list to inquire about rates and availability. In addition, ask what you will be expected to pay for a deposit and what the cancellation and refund policies are. Set a date and time that will allow for a suitable amount of attendees and reserve your venue.

Secure the resources needed for the event. Rent plenty of tables and chairs even if you plan an active event. Decide whether you will offer food, and speak with a caterer or obtain a sponsor who will donate food for the event. Drinks, decorations, music and a sound system are crucial when planning a promotional event.

Advertise your event. There are several advertising avenues that can be used to get the word out about your event. Go to Internet event-listing websites and enter your event name, type, date, venue and time. Create mailers and fliers that can be given to customers, fans, media outlets or other interested parties. Ask friends and family to help out by spreading the word.

Tips & Warnings

  • Take into consideration the time of year and potential weather-related problems when planning your event outdoors.
  • Improper planning of a promotional event could have a negative effect on your business, reputation or product.

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