So you have gotten your marketing plan all drawn up for the next year, and you are pleased to note that there is a strong focus on your social media and online channels. You would also have integrated your advertisement campaigns with your PR plan.
Before being so pleased with yourself – wait! Have you also ensured that you have a comprehensive events plan incorporated into your marketing plan and budget as well?
If your answer is no, you need to read this and re-look your plan ASAP! Cos the face-to-face interaction afforded by an event is rather an inimitable experience that every business will be sure to benefit from. Here’s why!
1. Give your customers a unique and valuable brand experience
Events are the best way to bring across the nuances of your brand’s personality and let everyone know what your business is about! From the theme to the colour scheme to the feel of the event, you can make it fully experiential for your customers that they couldn’t otherwise experience by browsing your website.
Also think about how your customers can benefit from attending your event rather than just how it will translate into sales. For example, you can organise a talk by an expert and let your customers attend this as part of the event. Or give out free samples of your product with no obligation to purchase. Customers can smell sincerity from a mile away and it translates into a better relationship in the long run.
2. Build that relationship
There is no replacement for human interaction when it comes to relationship building, and events are the best way to do this. Start on the right foot, with emphasis on goodwill and value for your customers. Your event is a great place to do this, as you can take both verbal and non-verbal cues from your attendees and adjust the nuances of your messaging accordingly. You can also respond immediately to feedback, letting your customers feel heard and valued, furthering the relationship.
Always remember to ensure cohesiveness between your online and offline persona, though! Consistency is key in forming a strong relationship.
3. Generate leads
One of the best things about holding an event is the new leads it inevitably brings. New leads are the lifeblood of any business. While many leads are now generated through online channels, you should not neglect offline lead generation as well. Getting your attendees to leave their name and contact for registration of your event adds valuable information to your database. Interacting with your customers during the event also gives you a chance to collect important data about preferences and habits, which you can use to fine-tune your strategy.
We truly believe in the human touch, and this extends to our relationship with you too! We’d love to create value for you by working with you to creating real value for YOUR customers at your next event. Call us for a non-obligatory discussion and let’s see if we can work together to realise your relationship goals!