Is Your Business Forgettable? Here’s How to Change That
Have you ever walked past a restaurant, salon, or shop that looked great—but never felt the urge to go inside?
Now, think of the brands that people line up for, the ones customers can’t stop talking about. What’s the difference?
It’s not just the product or service. It’s the experience.
Too many small businesses focus only on selling. They wait for customers to show up. But what if, instead of waiting, you created an event so exciting that customers couldn’t ignore you?
That’s exactly how one of the biggest brands in the world became unstoppable.
What Apple Knew That Most Businesses Ignore
For years, companies announced new products with press releases and ads. It worked—sort of. Customers bought the products, but there was no excitement, no anticipation.
Then, Apple changed the game.
Steve Jobs didn’t just launch products—he turned them into events.
Instead of sending out a press release, Apple created spectacular keynotes. Every product reveal was a performance, with sleek presentations, dramatic surprises, and a feeling of exclusivity.
The result?
- People lined up for hours, eager to be the first to experience what Apple had to offer.
- Media outlets covered every detail, creating free publicity.
- Customers didn’t just buy products—they felt like part of the Apple community.
Apple’s secret weapon wasn’t just their technology—it was their ability to make every launch an event people wanted to be part of.
Now, you might be thinking: That’s Apple. They have billion-dollar budgets. How does this apply to me?
Let’s talk about Bisi, a small business owner who hasn’t applied this principle yet—but should.
How Bisi Can Use Events to Attract Customers
Bisi runs a restaurant with great food and loyal customers. But she has a problem: her business isn’t growing fast enough.
Her regulars love her dishes, but new customers? They come in randomly.
Her restaurant isn’t a destination.
She needs to stop waiting for customers and start creating moments they can’t ignore.
So, here’s what I’d advise Bisi—and you—to do:
Step 1: Build Anticipation with a Teaser Campaign
Apple doesn’t just drop a new iPhone. They build hype for weeks.
Bisi should do the same. If she’s launching a new seasonal menu, she could:
✅ Share behind-the-scenes footage of her chefs experimenting with flavors.
✅ Post cryptic hints about a “mystery dish” on Instagram.
✅ Announce a limited-seating tasting event and make it seem exclusive.
By the time the event happens, people won’t just want to attend—they’ll feel like they have to.
Step 2: Make the Event Exclusive
People value what they can’t easily get.
Instead of making the event open to everyone, Bisi should:
🔥 Reserve seats for VIP customers and food critics.
🔥 Offer entry to those who share her posts or refer friends.
🔥 Partner with a local wine shop for an exclusive pairing session.
This creates urgency and demand, making the event more desirable.
Step 3: Turn the Event into an Experience
A meal is just food. An event is entertainment.
Bisi should make her tasting night an experience:
🎤 A live cooking demo where she shares the inspiration behind her dishes.
📖 A short storytelling session about the origins of her ingredients.
🍷 A wine expert explaining the perfect pairings.
People don’t just want to consume—they want to engage.
Step 4: Let Customers Market for You
When Apple hosts events, the internet explodes with reactions, tweets, and videos.
Bisi should encourage her guests to do the same:
📸 Set up a stunning photo corner with a neon restaurant logo.
📱 Introduce a custom hashtag for social media shares.
🎁 Offer a prize for the best Instagram post of the night.
When guests post their experiences, their followers—potential customers—see it too.
Step 5: Keep the Momentum Going
A great event doesn’t end when guests leave.
Bisi should:
✅ Follow up with a thank-you email and a special discount for attendees.
✅ Post highlights from the event on social media.
✅ Ask for feedback to refine her menu before officially launching it.
This keeps her restaurant top of mind and encourages repeat visits.
What If You Don’t Have the Budget? Collaborate!
If you’re thinking, “I can’t do this alone,” you don’t have to.
Collaborating with complementary businesses can make hosting an event easier and more cost-effective.
Who Can You Partner With?
Here are some ideas based on your industry:
🔹 A salon teams up with a makeup artist for a VIP beauty experience.
🔹 A bakery partners with a coffee shop for a tasting event.
🔹 A fitness coach collaborates with a nutritionist for a wellness workshop.
🔹 A photographer partners with a fashion boutique for a brand shoot event.
How to Make It Work
1️⃣ Pick a business that targets the same audience but isn’t a competitor.
2️⃣ Split costs on marketing, venue, and event production.
3️⃣ Promote each other’s businesses before, during, and after the event.
4️⃣ Create a joint giveaway or special offer for attendees.
With the right partnership, even the smallest business can host a buzz-worthy event.
Now It’s Your Turn: Plan Your First Event
Hosting events isn’t just for big brands. It’s for any business that wants to:
✅ Attract new customers
✅ Increase brand awareness
✅ Create loyal fans who spread the word
So, here’s your challenge:
🔹 What’s one event you can create to bring more people to your business?
🔹 Who’s a complementary business you could partner with?
Take action today. Start small if you need to. But start.
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