Are you considering hosting a customer event? Not sure of the potential benefits or reasonable motive for organizing an event campaign. Often when we ask people why they host customer events is “to sell stuff” and while from a very base perspective that may be true, there a number of other more nuanced motives that can help you decide whether a customer event is the right strategy for you. Here are five considerations that may help you decide whether event marketing is right for you.
- Do you have an event idea that will be a memorable or educational experience? Keeping your customer’s interest and needs in mind organize an event that will be informative or provide a solution not necessarily tied to your products or services. Putting their interests first will position you positively in their minds, building the customer relationship and, hopefully, their loyalty.
- In the past have you relied entirely on one or two forms of marketing campaigns? Whether they are successful or not a little change in your marketing formula can jumpstart your customer’s engagement and lure new customers. Events are a dynamic way to present information and build your audience’s familiarity with the people in your company.
- Is your sales team tiring of the usual routine? Giving your sales team the project of organizing and executing an event can help them gain a new perspective on their customers and the sales process. New opportunities can blossom from employing a new approach.
- Are demonstrations or examples a central part of your business? If you plan an event that incorporates a demonstration or samples in a unique way benefits will be more memorable and, in some cases, unanticipated opportunities might arise. Additionally, with more people watching a demo or receiving samples a customer may be more likely to be influenced by their peers. Events can be a more direct and influential sales strategy.
- Do you ever see your customers face to face? For a lot of people a little face time can do wonders in building their comfort with a company’s products or services. Often, that comfort will lead to sales and, if the relationship is maintained, a long term loyal relationship.
Of course, there are more factors you will need to consider once you’ve decided an event is something your company could benefit from like budget, theme, delivery etc. Hopefully this list will get your thinking about the possibility of event marketing.