Pre-Event Copy to Attract Customers
To promote events to attract, engage and convert attendees and buyers with content that is branded to meet expectations but generates excitement, highlighting what a unique and special experience the client would have to behold.
Please find a few examples of copy in this direction, below.
Invitation Copy
CLIENT: Tiffany & Co., a luxury jeweler.
CHALLENGE: To secure attendance for a private annual holiday event with the introduction of the Fall high jewelry collection. It was a challenge to differentiate this event each year with returning audiences to build loyalty. Not only is it critical to seem different, but also to reassure targeted guests with the branded treatment they come to expect.
SOLUTION: The invitation — the first point of contact in the event attendee journey — featured copy true to brand voice as elegant, effortless and concise, adding extra panache specific to the theme. Generating excitement and promising a unique experience was key. The “Rhythm of the Night” header and “exotic” wording I used weren’t part of the brand’s regular “go-to” descriptors but worked in line with the Latin theme, alluding to a new kind of experience.
Press Release
CLIENT: Executive Health Exams (EHE), a leader in the field of preventative medicine by providing private health care. This was a client at a New York boutique agency I worked at.
CHALLENGE: To drive desired clientele that would be attracted to high-end services to see the brand’s luxury setting and learn about its optimal health care offerings. Maye Musk event surrounding her skin care book
SOLUTION: Promoted a partnership between EHE and Maye Musk, a former model and noted nutritional dietician with a panel discussion between the two brands. The impetus to drive audiences to the event was Musk’s book, “The Benefits of Healthy Living on Your Skin.”
I wrote a press release to announce this opportunity to media to feature in local outlets. I emphasized the credibility of the author, in both health and beauty, and the subject matter to appeal to those who want to look and feel younger, better and healthier. Tone is focused on being knowledgeable with elevated information to attract more high-net-worth audiences.
This promotion also publicized EHE’s weekly seminars to hopefully gain a regular audience to.
Pre-Event: Social Media
CLIENT: Moonstone Skin & Body Care, local esthetician’s skincare spa in the Bay Area.
CHALLENGE: To remind community followers of a special event opportunity surrounding the business’ 14th Anniversary.
SOLUTION: Created a social media post with photos demonstrating what the event experience would feature and the milestone behind it. Caption was playful but meaningful, emphasizing community and thanking clients for their loyalty.
Call-to-action is to RSVP and attend the upcoming special moment.
RESULTS: Facebook post increased reach by 195% and engagement by 182%, while Instagram’s reach rose by 34%. Approximately 30 guests stopped by, 30% above expectations for this intimate event, with half taking advantage of services.