| Ever wonder why Hollywood stages so many gala | | | | guests. (You will want to submit the photos to |
| opening nights before a new movie release? The | | | | the newspapers, and display them on your |
| answer is simple - money! The hype creates a | | | | website.) If you do not have a theme for the |
| "buzz" about the new release which motivates the | | | | evening, create one to fit the occasion. You want |
| fans to rush to the theatre to see the movie. In | | | | to stage a gala event! Do not forget that |
| other words, the movie moguls want to sell their | | | | Hollywood creates an extravaganza to promote a |
| product! It works for Hollywood and it can work | | | | new movie. Duplicate that! |
| for your business also. If you have never held a | | | | Step Six |
| gala event or staged a marketing event in your | | | | Plan the menu. It does not have to be formal, but |
| business, you can follow ten simple steps and | | | | it is another way to say thank you to the invitees |
| create a stir in your business community and | | | | and will impress your guests. You can rent wine |
| "wow" the crowd. | | | | glasses and plates, borrow coffee urns, or buy |
| Decide on the purpose of the staged event and | | | | paper plates and napkins. Most local grocery |
| plan around that "goal." Whether you want to | | | | stores offer cheese and fruit platters for a |
| publicize a new product; increase sales; or create | | | | reasonable price. Do not forget bottled water. |
| visibility and credibility for your business, you | | | | Consider asking a friend (with bar tending |
| follow the same ten steps. | | | | experience) to tend bar. |
| Step One | | | | Step Seven |
| Decide on a location best suited for the event. | | | | Attention to small details can make the evening |
| Most times the best location will be your place of | | | | stand out. Employ a greeter at the door - |
| business, but other locales could work also. If you | | | | welcome all guests. Make it a point to personally |
| are sponsoring a street festival, the obvious | | | | talk to all of your guests. Hand out "gifts" to all |
| location for your gala event (or sneak preview) | | | | guests - make it fit the business and the reason |
| might be in the street (outside your actual | | | | or purpose of the evening! (Call your suppliers and |
| business.) If your business is on-line or e-based, | | | | inform them of the gala event and request |
| you might consider partnering with an affiliate or | | | | "donations". You would be surprised at some of |
| "like-minded" business associate. You can even | | | | the "complimentary product" the company will |
| rent a conference room at the public library or | | | | send you.) If you do not want to give a gift or a |
| the local college at a minimal cost. Just ensure that | | | | coupon package, consider flowers or candy or |
| the locale "fits" the theme of the event. | | | | fudge. We once gave each guest a free tee-shirt |
| Step Two | | | | which promoted an upcoming jazz festival when |
| Decide on the invitation list. You should include | | | | we co-hosted a sneak preview of the festival. |
| preferred customers, pertinent suppliers, business | | | | We decorated the store with musical notes and |
| associates, the local chamber of commerce, | | | | hung photos of jazz players and instruments. The |
| family and friends. (It's a nice way to thank | | | | main event - a trio took centre stage in the store! |
| family, and besides, they will ensure that you | | | | Set up a table by the entrance. On the table, |
| have a receptive audience.) | | | | place flowers or a balloon bouquet, name tags for |
| Step Three | | | | guests, the media packages, and a display of the |
| Invite the media. Ensure you spell their names and | | | | "gifts" for your guests. |
| titles correctly. The day before the event, call | | | | Plan parking arrangements for the evening - ask |
| each of the media to inquire if they received their | | | | neighbouring businesses if your guests can park in |
| invitations. Inform them that you have prepared | | | | their parking lots and post signage. Consider a |
| media packages for each of them. | | | | parking attendant for the evening. |
| Step Four | | | | Introduce and thank your staff and the |
| Create a media package. (Folder with pertinent | | | | entertainment at some point of the evening - |
| information about the "purpose of the event." | | | | keep it short and succinct, but reiterate the |
| Also include contact names, telephone numbers, | | | | purpose of the event. |
| fax numbers, and email addresses of your | | | | Step Eight |
| business; background and history of your | | | | After the event, follow-up with thank you notes |
| business; and include photos and stories about the | | | | to special guests, the entertainment, the staff and |
| event. If you are hosting any entertainment, | | | | hosts, and anyone else who might have donated |
| include the name of the band and its bio.) Put a lot | | | | time or a gift to the event. |
| of time and effort into the media package as | | | | Step Nine |
| your goal is to pique the media's interest and | | | | Send out press releases with a fun or candid |
| generate some publicity. Remember that you | | | | photo to any of the media no-shows. |
| want the publicity, but the media wants a story | | | | Submit a photo and "short summary of the |
| of interest - something unique! If you do your | | | | event" to the newspaper "thanking your guests" - |
| homework, the media will thank you for a | | | | this will probably cost you the price of an ad, but |
| thoughtful and informative package. | | | | worth the expense! |
| Send press releases to the media a few days | | | | Step Ten |
| before the event. It might seem like "over-kill" but | | | | Keep invitation list and notes about the evening: |
| you are trying to ensure that the media attends | | | | the menus, the suggestions from guests, etc., in a |
| the event - getting publicity for the event is | | | | file - because you will want to stage another |
| imperative! | | | | event soon. |
| Step Five | | | | Once you have staged a successful sneak |
| Plan the entertainment around the purpose of the | | | | preview or gala evening or even a "meet and |
| event. If you are introducing a new line or new | | | | greet," you can understand why Hollywood does |
| product to your business, then create a setting or | | | | it so often - it works! You can create a buzz in |
| centerpiece the product! Let it take front stage | | | | the business community and generate an |
| and "wow" the crowd. Hire a trio to play | | | | excitement, too. Your guests will be impressed, |
| instrumental music in the background. Ask your | | | | your staff will love it, and you will gain respect |
| photographer friend to attend and take photos of | | | | and credibility from your customers. |