Society & Culture & Entertainment Writing

Advice On How To Make The Most Of Exceptional Events As A Promotion Opportunity

The purpose of mailing out an advertising or direct mailing campaign is to get to as many prospective clients as possible. In contrast, employing special events as a marketing and advertising tool precisely targets a small circle of key clients. As such, these events can leave a long-term impression on your main customer's minds. This sales training post reviews the principles on producing the most of special events.

Holding a special function can help an organization to:

Look after important clients individually,build up a personal and close relationship with the customers and make you stand out from the key competitors.

The following special functions should be considered as suitable for using as advertising and marketing instruments:

Starting up a new company is the most frequent reason for hosting a special function. It's usual to invite along VIPs including politicians, representatives from financial associations and high-ranking managers from potential client organizations to these openings.

A brand new product or service launch. Use the event to emphasise the presentation of your new products. Do not forget to inform the media.

Opening up a whole new workplace or workshop in an existing company.

Celebrating a significant business anniversary, such as 25th, 50th or 100th anniversary.

Celebrating the accomplishment a certain target or award, for instance your 10,000th customer, 50 million turnover, ISO award, and so on.

The success of your special occasion as a marketing and advertising tool is determined by several factors:

1. Your clients need to enjoy themselves. You must make sure that you present appropriate foods, drink, & music. Provide the proper atmosphere & ensure all employees dress properly. As an example, if you are celebrating your organizations 50th anniversary, for example, you might arrange for your employees to dress up in the style of 50 years ago & play tunes from that time.

2. Your client should feel that they're important. Post out individual invites, greet your visitors personally when they arrive by name, be certain you introduce them to other clients, and make sure that all your employees mingle with the guests. You might also give your visitors a small appropriate present as a momento of the special event.

3. Tailor your special event & personalise it to suit your own company. Every single business has its own unique feel, which should be reflected in the feel of the special event.

When hosting a special event there are primarily 6 options:

Hold a special exhibition: This event focuses on your products and services. Pick someplace to host your exhibition which is near to your customers. You might, for example, rent out a room or exhibition hall within a prestigious location. Before the exhibition it is important to provide some basic sales training to all non-sales employees who will probably be working at your exhibition.

Hold an open evening. This is, potentially, the simplest way to hold a special event. Invites are sent out to everyone to come & take a look at your organization alongside the VIP visitors. You will need to think carefully about the best way to organise tours & displays. And be sure that you provide some suitable refreshments.

Hold a celebration. Obviously, you may only do this if there's something specific to celebrate. This can be, for example, a company anniversary. The traditional approach is to have a morning reception (11 oclock) with speeches, prizes & possibly lunch.

Organise an excursion: Invite selected employees & clients to take part in a corporate trip. By doing this you're going to realize 2 aims: your clients are integrated into the organization and your employees get to know your customers and their wishes better.

Hold a party. As with a company trip, a party can present the opportunity for your employees & your customers to come together in an informal environment. You will wish to offer some sort of entertainment & good food & drink.

Run a seminar or workshop. This form of special event was initially utilized by the financial services sector. The seminar is utilised as a method to give out information about certain services & gain new clients. You'll need to give a focus to the event such as new technologies, a brand new product use or new research, etc.

In conclusion, special events are just one of many ways companies can build relations with critical clients. The sales force is needless to say central to this and this makes key account management such an important subject area, one often covered in depth on sales training courses.

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