What do you do if your promotion isn’t working? Perhaps you thought you had a great idea to bring a lot of people into your
business, but all you can hear is an echo instead. Maybe you sent out press releases saying what a big event this is would be, and it’s a slow news day so the media shows up—but no one else is there.
When you invite the media to an event you’re having at your store or office, be sure that there are enough people there when the media arrives. Invite friends, relatives, neighbors, sports teams, and anyone who will attend. Serve refreshments to make people more comfortable so they’ll stay for a while. Tell people about the food and/or drinks in advance; everyone likes a free meal.
If your business is nearly empty, the media will assume you’re not successful and will report that or not even cover the event at all. But by all means, don’t cancel the event after you advertised and alerted the media. Go on as planned for the people who do show up, and learn from the experience for the next time. Experience is a great teacher, and you’re sure to learn what will work and what won’t. So have your promotional event, but plan for any outcome in advance—especially if it’s the first time you’re having such an event.