The holiday season is full of chances to bring people together. Holiday markets, pop-ups, open houses, and events with other local businesses all give people a reason to show up in person.
A lot of work goes into those moments, from the planning and setup to the hours on your feet. But the marketing around them often ends up as one quick post the day of, or nothing at all. Once the day is over, so is the event, and everyone who wasn't there never knew what they missed.
It’s Deeper Than The Moment
Events show your community in action. People get to see who shows up, how everyone interacts and what it feels like to be part of what you've built. That's hard to show in any other way, and it's one of the strongest reasons for someone new to want to be part of it next time.
When you treat an event as part of your marketing, it can keep working for weeks after the day is over.
How to make an event work for your marketing in the best way — because yes, it’s part of your marketing.
Decide who's capturing it. If you're hosting, your attention belongs with your guests. Bring in someone whose only job that day is capturing it, whether that's a photographer or videographer, someone on your team or a friend you trust.
Plan what you want captured. Before the day, go over a simple shot list together, covering the space, the people, the interactions and the details that matter to you. That way they know what to look for, and you don't have to think about it while you're hosting.
During: show who's there. The guests talking, their reactions and the small moments between the main ones are what help people picture themselves in the room next time.
After: Keep it going. Share what happened and who showed up, thank the people who came and show everyone else what they missed. Send photos to the people in them so they can share them too. Collaborate on IG, Tag them, and ask them to share in the stories!
Stretch it out. One event can carry your marketing for weeks: a recap, spotlights on the people who came, behind-the-scenes moments and the conversations that stood out. Loop a simple video clip and add text about how it feels to attend. Each one reminds people what it feels like to be part of your community.
Collaborations: connect your communities. When you partner with another business, share each other's photos and moments afterward, collaborate on IG, and tag them everywhere so your people meet theirs and theirs meet yours.
Give it a message
Photos and video show what happened, but your words are what help people connect to it. When you share an event, go beyond "Thanks to everyone who came!" and tell people why it mattered.
Share why you hosted it and who it was for. Talk about what the day says about your business and the community you're building, whether that's bringing neighbors together, supporting other local businesses or giving your customers a place to meet each other.
Then speak to two groups at once: the people who were there, so they feel seen and remembered, and the people who weren't, so they understand what they're welcome to be part of next time. When your message connects back to what you value, the event becomes proof of what your business stands for.
Think about the next event you're hosting or showing up to this season. What do you want people who weren't there to feel when they see it?
Share it in the comments if you'd like. I'd love to hear it.
If you missed it, you can catch up on my last post here.
