I read an article recently by Alexandra Samuel about how Facebook events are the best way to advertise rather than groups of pages. Here’s why:
An invitation to an event seems friendlier than suggesting a page to become a fan of. Also, people are more likely to look at event rather than a fan page when first introduced to it.
An event is more likely to get in a news feed rather than something like a fan page, which means more advertisement.
Events are great for things like contests or promotions.
You should always start small when inviting people to an event however. If the response is positive, invite more people.
I definitely agree that Facebook events are the way to go when advertising something like a service or product….not just something that a person can physically attend. Events are received much more positively by most Facebook users rather than fan pages and you are likely to get a better response.