Hosting an open house event at your print shop is a great way to showcase your capabilities to your prospects and re-engage your current customers. That’s the great part about open houses: They can reignite cold sales funnels and accelerate new and current opportunities.
The not-so-great parts of hosting an open house are that the process can take a lot of your team’s time and resources to plan and execute. Compounding that risk with the anxiety of “what if no one comes?” can cause the print shop’s owner to just cancel the idea of hosting an open house altogether.
But it doesn’t have to be difficult, risky, or inefficient. Some basic digital marketing tactics can be deployed to help make your event a success. With some planning and preparation, digital marketing can help you attract more attendees, increase engagement, and create a buzz that will leave a lasting impression on your guests. Here are a few methods:
- Use Social Media Marketing:
Whether your company has a following on LinkedIn, Facebook, or another platform, social media is an obvious tactic for reaching those who know, like, and trust you. Maybe you don’t want to publish the logistics details, but you can still promote the general message that you are hosting an event. State that the open house is invitation-only, but that interested followers can contact their sales rep for more information. At the very least, the very fact that you are hosting an open house shows the market that you have something worthwhile to promote and share. It demonstrates confidence, initiative, and leadership. Tell that story to the world.
Once your date and event details are confirmed, start a series of engaging posts that highlight what your open house event will offer. If your event is more than invitation-only and you want new strangers to come, consider tactics like running contests or offering giveaways. Encourage your followers to share your event news on their feeds to increase its visibility. Reward them with a kind thank you or with something more, if you like.
- Make Personal Connections With Email Marketing:
Unlike social media, which provides less control over who sees your message, email marketing is more direct, private, and personal. Use your current and accurate opt-in email list to personally invite people to your upcoming event. Segment your list into your existing and prospective customers so you can personalize your invitations. Outline the benefits of attending the open house, special offers, and educational sessions. Give them all the information they need to decide to attend – and then follow up with more details on logistics, agenda, and what to expect. Consider emails that contain video teasers and behind-the-scenes sneak peeks of your event’s preparations.
- Write Blog Posts and Web Content With SEO Intent:
Write and publish a blog post on your website that covers the event’s highlights and the benefits customers can gain from attending. Share behind-the-scenes preparations and teasers to generate excitement. Collaborate with local community influencers or guest speakers attending your event to co-write guest blog posts, thereby increasing their reach.
When writing this content for your event, incorporate a keyword strategy to help with SEO. Identify relevant keywords related to your event, business, and industry. Use these keywords strategically in your website content, blog posts, and social media updates. This optimization will improve your search engine ranking and help potential attendees find your event more easily.
Create and publish a dedicated landing page for your open house, which can be made visible to the public or only to your invitees. This page should include all essential details such as date, time, location, and agenda. Use captivating visuals, compelling copy, and a clear call to action to encourage visitors to RSVP or sign up for the event.
- Leverage the Power of Social Proof:
Share testimonials, success stories, or photos from previous events. Positive experiences from past attendees can motivate potential customers to attend.
By incorporating these digital marketing strategies, you can maximize the success of your print shop’s event and ensure a larger, more engaged audience. Remember to track your efforts using analytics to assess the effectiveness of your marketing campaigns, identify areas for improvement, and refine your strategy for future events. Happy promoting – and have a successful open house!
On another note: Would you like a free digital marketing assessment of your printing business and an analysis of your closest competitors? Send me an email at davidmurphy@nventmarketing.com and I’ll be happy to show you how your brand sizes up to your competition!
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Read David’s post from last month: https://printmediacentr.com/should-you-email-people-who-didnt-ask-you-to/
Read more from David here.
David Murphy is the founder and CEO of Nvent Marketing, a marketing agency specializing in digital marketing for the print industry. David has 30+ years of experience in the graphics and document print production industry. He has served as a board member and advisor to print organizations and associations including Sustainable Green Printing Partnership (SGP), Print Industries of America (PIA), Association for Print Technologies (APTECH), and Electronic Document Scholarship Foundation (EDSF). David was also awarded the Idealliance Soderstrom Society Award for Print Industry Leadership. David can be reached at dm@nventmarketing.com.
