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Four Steps to Standing Room Only
Lessons from Gables Residential and Bikram Yoga
In this edition of CultureBuzz, we take a look at planning picture perfect events that accomplish business objectives while maintaining a creative edge.
As anyone who has ever been responsible for planning an event well knows, luring a crowd, let alone pulling off a packed house, can be a daunting task. Attracting attendees requires the perfect mix of marketing, logistics and luck.
Gables Residential, a national luxury, mixed-use retail and residential developer, recently partnered with one of its tenants in Austin, Texas to drive awareness and increase traffic from potential residents to its newly opened Gables Pressler property.
Located on the first floor of the development, Bikram Yoga (a studio devoted to teaching a specialized set of yoga postures in rooms heated to 110 degrees!) was ready to announce its grand opening and bring future yogis to the party.
Gables took the opportunity to help Bikram Yoga advertise the grand opening bash via their respective websites, mailing lists and through a strategically placed ad in Tribeza, a local e-newsletter catering to young, hip professionals with plenty of disposable income.
The wise marketers at Gables Pressler and Bikram Yoga boosted the party’s buzz factor by announcing that not only would partygoers enjoy drinks and hors d’oeuvres from local hot spots, but the first 100 guests would receive killer swag bags!
The event kicked off at 6 p.m. By 5:50 p.m. the line was already out the door, and by 6:30 p.m. both businesses were at capacity.
The first 100 attendees were thrilled with their swag bags, which included donated gift certificates from local boutiques, makeup samples, informational brochures and various branded giveaways. The swag was packaged in a recycled cotton tote featuring the Bikram Yoga logo.
During the event, Bikram representatives walked potential customers through the studio, handing out rate cards and signing up students on the spot for future classes. Gables representatives conducted tours of the property and handed out floor plans and contact information to interested parties.
In an effort to support each other, Gables gave all tour participants branded yoga mats and pedometers, while Bikram included information about Gables Pressler in its swag bags. The creative partnership (and effective use of swag) brought extra business to both companies and boosted awareness among members of their target market.
Four Steps to Standing Room Only
- Know your objective.
Parties are great, but make sure you can associate your soiree with a clear business goal. Making decisions will be easier when you have an objective to measure everything against.
- Know your team.
Whether you’re partnering with another business or planning the event within your company or department, focus on assigning tasks based on individual or departmental strengths (but let everyone contribute ideas across the board).
- Know your guests.
This one is big. Your audience should determine your messaging, the tone of the event, maybe even the food you choose. If you’re inviting an external audience, your demographic will also determine where you advertise your event.
- Know your swag.
Giveaways (also known as swag, tchotchkes, etc.) are a bigger draw for some audiences than for others. But well chosen, relevant gifts that show off your brand are always well-received. It might be that extra special touch that sets the event apart. Need help figuring out what would be perfect for your audience? Contact us here for some expert advice.
Stay tuned! Our next CultureBuzz will spotlight how Great American Financial Resources reduced its health insurance costs by introducing a wellness program that its employees can’t stop talking about.
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