Marketing and Promotion on a shoe-string budget

How can you create a successful event with very little budget?
I recently attended a fundraising event in my small hometown in central Saskatchewan. For a once thriving community that supported the local farming and ranching families has been reduced to only about 100 residents. The grain elevators are gone, the skating rink has disappeared and the school I once attended is now the community grocery store. But one thing that has not changed is the small town spirit of "community".

While I have always stayed in contact with my family and friends in this small community, I witnessed an event that would make Marketing, Promotions and Public Relations specialists proud. The success of this event was not the result of a major advertising campaign. Not at all. In fact this sold-out event was the result of 10% advertising and 90% old-school social marketing; the telephone.

What I have failed to mention so far is the fact that in this quiet town of approximately 100 residents, many were engaged by the fundraising initiative and picked up the phone to tell their friends and family. Many of those contacted also talked with other friends and spread the word to a more far reaching group of engaged family and friends. After the home cooked meal, the speaches, video presentations and music, more than 200 people attended this small town fundraiser - a sell-out event. Money raised will be provided to purchase a piano and other musical instruments for the residents of a local Seniors Lodge.

Why was this a success? Good old fashioned two-way communication...the telephone.

When planning your next event or promotion, take a page from my friends back home:
-the event must have a worthy cause,
-the event must have a solid base of supporters who believe in the event,
-the event can be 'advertised' through conversation and networking,
-follow up with guests prior to the event to remind them the importance of their attendance,
-do not give up the cause.


In memory of my Uncle, Don Lynch.
"Any day that you don't laugh is a wasted day."