Public relations, the way we do it here at NATA PR, means creating events for product launches, new collections, and more. You might wonder when an event is necessary and whether it’s worth the time and money invested. 
Well, a public relations agency can help you see things more clearly. Since I took my first steps in marketing, I've been very keyed in to allocating budgets to get people talking about something new. And yes, sometimes you’ll get identical results without an event, in terms of media coverage or influencer mentions.
If someone’s trying to sell you on an event at all costs, ask your agency to propose an event-free strategy and see what they come up with.
It’s hardly news that convincing journalists and influencers to attend a product launch can be tough. The brands who have the resources will try to outdo each other, offering press trips to idyllic locales. But what if you’re a local brand with, shall we say, limited resources?
You’ll have to be creative and come up with an event that will provide, say, new content that adds on to what the journalists and influencers are saying.
We were asked to come up with an event for the launch of skin care products for post-menopausal women.
Of course, beauty reporters are interested in the topic—they want to share the new products and trends with readers and subscribers—but why should they bother to attend when they can receive the new products and information from the comfort of home?
Here again, the NATA PR Six-Step Model is so useful to us, and Step 1 answers the question: Why should they bother to attend?
Here are some answers that spurred us to propose a custom event for our client:
Journalists want to meet expertsJournalists/influencers love discovering new thingsJournalists/influencers are looking for original new content
Our ideas:
After custom skin care, women in menopause or post-menopause are looking for makeup solutions, and often have to update their wardrobe.
So, we designed a three-part event:
A skin care expert came to talk to us about mature skin, what’s in the new products and how effective they are.A celebrity makeup artist who works with mature women came to talk to us about makeup tips.And a fashion designer talked to us about mature women, who are the focus of their clothing designs.
The designer agreed to let us host the journalists in their store, which we set up for the event. Working together with the cosmetics brand, a portion of the cost of the clothing was covered by the beauty brand, and the journalists could choose a blouse and a pair of pants in their size.
This event, which was carried off with the most limited of budgets, was a real success.
So yes, events have their purpose, but be sure you’re clear on your objectives and priorities before you embark on the adventure, because the cost could rival a wedding. So you can imagine the astronomical sums that some brands invest in these events.
INSTAGRAM
https://www.instagram.com/nata_pr_school/
FAITES PARLER DE VOUS GRATUITEMENT
https://prschool.natapr.com/evergreen_fr
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com