Launching an open house at your print shop offers a powerful way to display your offerings to potential clients and reconnect with existing customers. One of the key advantages of open houses is their ability to rekindle dormant sales leads and propel fresh as well as existing opportunities.

The less exciting part of organizing an open house is that it can consume a significant amount of your team’s time and resources for planning and execution. Adding to this burden is the fear of “what if no one shows up?”, which may lead the print shop’s owner to abandon the notion of hosting an open house completely.

However, it doesn’t need to be strenuous, or inefficient. Employing basic digital marketing techniques can aid in making your event successful. With some foresight and groundwork, digital marketing can assist in drawing more visitors, amplifying engagement, and generating a buzz that will leave a lasting impact on your guests. Here are a few strategies:

Harness Social Media Marketing: Regardless of the platform where your company has a following, be it LinkedIn, Facebook, or others, social media is a clear strategy for reaching out to those who are familiar with and trust your brand. Even if you prefer not to disclose the logistical details, you can still advertise the overall message of your event.

Mention that the open house is by invitation only but interested followers can get in touch with their sales rep for further information. At the very least, the mere announcement of an open house demonstrates that you have something valuable to advertise and communicate. This shows determination, proactivity, and leadership. Share this narrative globally. As soon as your date and event details are finalized, initiate a sequence of engaging posts showcasing what your open house will provide.

If your event is open to more than just invited guests and you want to attract new faces, consider running competitions or providing giveaways. Encourage your followers to spread your event news on their feeds to enhance its visibility. Acknowledge them with a warm thank you or with additional incentives if you prefer.

Cultivate Personal Relationships with Email Marketing: Unlike social media, where control over the visibility of your message is reduced, email marketing is more direct, confidential, and personal. Use your up-to-date and consented email list to extend personal invitations for your upcoming event. Divide your list into existing and potential clients to customize your invitations.

Highlight the benefits of attending the open house, exclusive offers, and informative sessions. Provide them with all the details they require to make a decision to attend – then follow up with more specifics on logistics, agenda, and what to anticipate. Emails incorporating video teasers and sneak peeks of your event’s preparations can be especially enticing.

Write Blog Posts and Web Content with SEO Focus: Create a blog post on your website discussing the event’s main attractions and the advantages customers can reap from attending. Share behind-the-scenes preparations and teasers to build anticipation. Partner with local community influencers or guest speakers participating in your event to co-author guest blog posts, thereby broadening their reach.

When crafting this content for your event, integrate a keyword strategy to assist with SEO. Identify relevant keywords pertaining to your event, business, and industry. Strategically use these keywords in your website content, blog posts, and social media updates. This enhancement will elevate your search engine ranking and help potential attendees discover your event more readily.

Design and publish a unique landing page for your open house, which can be made visible to the public or only to your invitees. This page should feature all crucial details like date, time, venue, and agenda. Employ captivating visuals, persuasive copy, and a clear call to action to inspire visitors to RSVP or sign up for the event.

Tap into the Influence of Social Proof: Showcase testimonials, success stories, or photographs from previous events. Positive experiences from past participants can persuade potential customers to attend. By integrating these digital marketing tactics, you can amplify the success of your print shop’s event and ensure a larger, more engaged audience. Be sure to monitor your efforts using analytics to evaluate the effectiveness of your marketing campaigns, identify areas for improvement, and refine your approach for upcoming events. Happy marketing – and have a prosperous 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!

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.