It's All About Experience
Using Events to Grow Your Business
By Coleen Sterns
There's no question that custom installation is rapidly expanding. And as quickly as new home technology emerges, evolutions are occurring in the way firms carve out a competitive edge for building a greater profit margin. In order to stay ahead in the rapidly changing custom installation landscape, a company must extend the value of its service, providing customers with the extras that other firms don't offer.
Special events are one of the most efficient and effective ways to position your company as the expert firm that's keyed in to the true wants and needs of its clients, and goes the extra step to meet them. The type and size of an event you can organize is virtually unlimited, restricted only by your imagination. It can be a casual gathering of clients and friends at home, or a group of hundreds at a convention center. No matter the size and scope, producing an event is about creating an experience that opens previously untapped opportunities for business.
There is an event that fits every goal and budget; it's only a matter of determining whom you're trying to reach, how to reach them, and how much you're willing to budget. It's critical to have a fairly set idea about these things early, because it will make clear which options are within reach and worth exploring during the planning stages.
Whom you target depends on the types of jobs you handle and the demographics of your area. Are you interested in targeting end users, builders, architects, interior designers or other dealers and installers? Each group has its own interests to consider before you start vying for attention.
Another element that plays a role is your company's identity. Is your target likely to be receptive to your image and message? Answering such questions will help you determine whom to target and how to reach them.