Promotion Picture: Maximizing Online Marketing for Brick-and-Mortar Events

Business invitations these days come in many forms—including direct mailings, emails, flyers, and cheerful phone calls. But if your followings on social media sites are robust, promoting your store’s next event online may be the easiest way to round up a crowd. Here are five no-fail tips for going social:  Mix It Up Resist the urge to create a one-size-fits-all invite for all your social platforms; your followings are probably demographically different on every channel. “There are Facebook people, and there are Instagram people—it’s different eyeballs,” explains retailer Soraya Cayen, who hosts glittering and well-attended trunk shows at her store, Cayen Collection, in Carmel, Calif. And make sure your posts are varied. Andrew Schloss, director of brand and partner at New York City showroom Reinstein/Ross Goldsmiths, likes to educate his clients in social invites:

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