A common misconception in the small business world is the notion that only large brands and companies can benefit from live marketing events. Furthermore, most companies are hesitant to be able to afford to organize or participate in events, as the common belief considers advertising events to be expensive and time-consuming. Fortunately, any business owner or manager can implement the following strategies to expand knowledge, improve customer relationships, drive sales, and maximize media exposure.
Host a customer appreciation event
Whether you have a small fashion boutique, an upscale restaurant, an upscale lounge, or a thousand-room hotel property … you undoubtedly have loyal customers. Maybe they frequent your place so often that you know them by their first name, or maybe you recognize them from a couple of visits throughout the year. Either way, they represent their biggest fans, the most capable connectors, and willing word-of-mouth promoters. Host a fun appreciation event with light meals and drinks, specials, contests, giveaways, and feedback opportunities.
It doesn’t have to cost an arm and a leg. Just tap on your preferred vendor list and ask them to participate and support your event (they in turn get brand and product exposure). That is why the saying goes “I scratch your back, you scratch mine”. A little appreciation goes a long way.
Build buzz with a product launch or promotional event.
Are there any new products that other local places don’t offer? Are you bringing a new spa line that will surprise your customers? Perhaps your property is offering a special summer rate at your hotel? In any case, you must make your promotions known effectively. Sure you can advertise, but advertisements can be a bit pricey. Why not host an advertising-oriented event to maximize media coverage and exposure to your clients?
My advice? Be creative, but keep it simple. A friend of mine created a very successful spa and salon happy hour that included mini spa and salon treatments at a reduced price. Of course, there were specials, food bites, and cocktail tastings that made the guests feel welcome and well … warm and fuzzy. The warm, fuzzy feel leads to impressive ROI and valuable customer feedback. Did the ending work out? An increase in sales, exposure, measurable analysis, and coverage by major media in local lifestyle publications, television commercials, and radio mentions.
Implement a calendar of events
Event calendars are great ways to drive traffic to your website and keep your brand fresh in the minds of customers. If you host an ongoing happy hour special, exclusive shows, live entertainment, or book signing, you must have a method for delivering the information to your customers. Many website plugins are available for free and can be easily integrated into your company website or blog. Post all relevant information, including date, time, cost (if applicable), RSVP instructions, and a contact number or email for questions. Your company’s event calendar serves as a promotional basis and can be easily linked to additional promotional channels, such as social media.
If you have a computer and a heartbeat, you’ve no doubt heard the term social media. My recommendation is to use it and use it frequently. Social media promotes highly personalized referrals and recommendations through viral media at a mind-blowing rate. “Monkeys see, cute friends usually do”, as I like to say. Chances are, if one or two friends attend your marketing events and have a great experience, they will tell your entire social network about it. Bingo! Welcome to the influential world of social media.
Link your event calendar to your blog, microsite, Facebook fan page, Flikr account, etc. (The list goes on and on). These days, social media is growing rapidly and can provide a valuable boost for word of mouth campaigns.
Measure the results
Live events bring you face-to-face with your customers, providing an opportunity for interaction, sampling, feedback, and data collection. Be sure to collect contact information, including name, email, and phone number. Ask attendees their opinion on new products, current products and special promotions. Many guests are eager to provide feedback, but collect it professionally and organize it after the event for use in future outreach campaigns. Many companies have incentivized survey participants with gifts or promotions to further improve the feedback process.
As you collect contact details from attendees, be sure to ask their permission, especially if you plan to send campaigns via email, mobile, or direct mail. This will ensure that you have created a subscription database, leading to fewer returns and unsubscribes, while ensuring that you have obeyed spam laws. Lastly, have fun! Marketing events are creative, social, and engaging. When planning, put yourself in the shoes of your customers. What would you want and expect from your favorite businesses?