Relationship marketing through events has moved right on up the marketing food chain. Striving for competitive advantage, marketers seek new ways to reach their audience in relevant, memorable environments. A strategic approach to your event calendar can enhance your future revenues.
Client retention
- Acquiring a new customer can cost five times more than retaining those you’ve got.
- The average company loses 10% of its client base each year.
- By just increasing your customer retention by 2% has the same effect as cutting costs by 10%.
Building Brands
- Branding is repeatedly banging people over the head with your key messages and values. You want to associate your brand with key emotive reactions like trust, quality and value. Events are an outstanding opportunity to unleash the power of your brand and make a personal connection with your business audience.
- Customers that understand, interact with and are engaged by your brand are more likely to believe it, buy it and promote it to their peers.
- Face to face events allow your brand to get up close and personal with your customers and staff. Networking at events allows your prospects to rub shoulders with your clients. Allow your existing clients to champion your products and services for you!
Relationship Success
- Events provide the perfect opportunity to showcase your creativity, your professionalism and your organisational brand values.
- It is critical to establish and build on solid multiple relationships across your customer base, especially within each company. High staff turnover can be a bitter sweet experience. A customer leaving their place of work is your next entrée to a new client. But, your brand still needs to be front of mind within each company.
- Success is all about relationships and true relationships are made face to face.
- Don’t forget networking. Your clients want to network as much as you. In fact, it is often sited as one of the most compelling reasons to turn up.
- Ensure that your target group is finely tuned so your audience can see the benefits of attending.
Knowledge is Key
- Content in king not only in the digital world but in any event forum. Your guests are provided the opportunity to learn about your brand, your product and your services. It gives you the opportunity to learn about how your customers really feel about you and your organisation. This knowledge can be vital for your future.
Staff Motivation
- Be careful not to ignore staff. Staff engagement is critical to your brand.
- To engage, educate and motivate your staff in the unique culture of your organisation is paramount to a strong business success strategy, as it’s your people that drive your performance and deliver your profit.