How to Plan a Media-Worthy Ribbon Cutting
A grand opening isn’t just an event – it’s a marketing tool. Timeless traditions include giant scissors, red ribbon, and a guest list full of photographers and journalists.
In order to receive the best coverage of your ribbon cutting, and ultimately the best ROI, you’ll need the media’s help. Despite what it seems like, giant scissors don’t make the media just appear. Planning the event to be media-worthy is one part, getting them there is another.
A Strong Invitation
Like any good marketing campaign, start with the end result and work backwards. Where would you like to see a photo of your event? What priority publics are you trying to reach? Consider which publications would provide you with the most effective coverage. Also consider which publications are likely to cover new business development (grand openings, grand re-openings, expansions), such as business or association journals.
Media outlets are receiving hundreds of requests, invitations, and pitches daily. Aside from the fact that traditional press releases are on their death bed, the lack of personalization won’t get your media-worthy event the attention it needs. To make the invite meaningful and distinctive, use personalized media invitations or make individual phone calls. This method might not be efficient for an entire list, but is good for reporters who specifically cover your industry.
A Wow Factor
A grand opening symbolizes new and exciting things to come. However, attending a ribbon cutting isn’t exactly new or exciting to a journalist. Breaking that mold won’t seem easy, but it’s possible. (Trust us, we’ve done it). You got them on board with a strategic invitation, now make them glad they didn’t miss it.
Incorporating creative elements is not only a good way to brand, but also to create photo opportunities. Photographers, editors, and readers will all appreciate a break from the giant-scissors-in-mid-cut pose. With that being said, the perfect shot doesn’t just happen. Plan in advance who needs to be in it, what it needs to look like, and where exactly it will take place.
Whether it’s a logo that needs to be visible, or board members that need to stand in the front row, plan a shot that will get everything you’re looking for. Even if it means taking multiple photos.
There are plenty of ways to take ribbon cutting traditions and add a brand-oriented spin. Print a logo on your scissors or ribbon. Or better yet, ditch the scissors and use a company product to break through the ribbon. Incorporate whatever your ideal creative element is, and let the photographers do the rest.
The Follow Up
Arguably the most important part of planning an event is measuring its success. Take note of the attendance of the media outlets you invited. Have a designated media check-in so you can keep track of specific names and titles, as they might vary slightly from specific people who you invited. This gives a better idea of who to follow up with, as well as which publications to monitor for mentions.
For the ones who didn’t attend, send out a detailed recap of the ribbon cutting along with photos. For those who did, sending out personalized thank you notes will also help to foster those relationships for your events in the future.
