Hosting events outside of your cultural norm can be difficult. If you do it wrong, people will drag you through social media and scream about cultural appropriation. But as the world becomes evermore multi-cultural, hosting cultural events is a great way to get your business name into new communities and expand your own horizons.
So how do you host these events? Here are my tips.
Find a cultural expert
Find someone in the cultural community that you are wanting to host and bring them in as a co-host or sponsor. Run your ideas and planning strategy by them. Ask them for food and decoration recommendations. And listen to them. They are your life line, don’t throw it away.
Be Genuine
People see right through a marketing or sales gimmick. Do not throw these events just to get some quick sales. You need to be ready to start and create lasting relationships with the people you are inviting. This is a long term play, not a short term gain.
Share the Experience
Do not invite just one subset of people. Include your entire customer list if possible in these events. Help promote the community you are trying to reach to your current customers. Ask your expert to provide some educational materials or speakers for those who do not know what the Holiday is all about.
These events are a great way to expand your network and your brands reach but they need to be done correctly. Do not pander, do not host these events just to make a quick buck. Host these events to learn and build lasting relationships for your business.
Questions to Ask of your Cultural Expert
- What dates should we plan around or avoid?
- What colors should be used and avoided in the invite and decorations?
- What images should be used in the printed materials?
- What kind of decorations should we have?
- Who should we use for catering?
- Should we make this family friendly or a business mixer?
- Who else should we partner with?