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What Are the Components of Effective In-Store Event Promotion?

What Are the Components of Effective In-Store Event Promotion?

In-store events, such as author signings, trunk shows, and parties, are one of the most powerful promotional tools retailers and small business owners have available to them. But what happens if you throw a party and nobody comes? You never have to find out the answer to that question if you promote your event effectively ahead of time.

There are several components to effective event promotion. Beginning with online efforts, you want to make sure you feature the event on your website. Use copy and images to create a sense of excitement, and get people eager about attending your event. RSVP forms are a great tool to give business owners insight about what type of crowd to expect.

Next, use social media to promote your in-store event. There are a number of tools you can use, including customizing your cover photos, posts to your page, and display advertising. You’ll want to think through strategies to encourage your customers to spread the word about your event, such as a contest offering VIP treatment at the event to the winner.

Then it’s time to think through how you’re going to reinforce this online efforts offline. In-store signage, employee recommendations, print, television and radio advertising, and even billboards can all have a role to play. There’s also a PR component to effective event promotion. Local media will often be happy to cover a creative event, especially if there’s a benefit to a community agency or group.

If in-store events are part of your promotional plan for this holiday season, you’ll want to know about these special savings on event promotion. Maximize the return you’re getting from the time, energy and effort that goes into creating a great in-store event. Great promotion boosts attendance, and increased attendance means more sales. It’s that simple!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office