Strength in Numbers
You know me. I love a good party and I admit it! And as one who aspires to hosting memorable parties, this is one of my favorite issues because it offers so many inspiring event marketing ideas. We are big on entertaining our customers, the readers and advertisers of CustomRetailer—whether it be at our EXC!TE Awards party at CEDIA, partnering with CEA in the Specialty Dealer Days at CES this January or bringing our industry together for another rockin’ time at Digital Downtown this June (www.digitaldowntown-nyc.com). Our core business goals as a media partner are met time and time again by sharing a good time with you. That also includes the exchange of good stories and good gossip that don’t always come from our serious business meetings.
There is strength in numbers, and gathering your customers and their friends and neighbors for any event—from the casual barbecue to an elegant black-tie affair—is a powerful business strategy. Now you may be thinking, “Sure, when times are good, that’s a great plan of action.”
Not so! To truly shine with your customers, you have to be there in the tough times as well. I can’t think of anything more measurable than the results of a well-thought-out event. The obvious numbers are from actual sales. But think about these metrics too:
• How many current customers attended (and what is their net sales value to your company to date)?
• Ask your sales associates to estimate future sales/add-on products/services from current customers from their conversations at the event.
• How many new neighbors/friends attended (these are qualified prospects)?
•What intrigued those current/new prospect clients at the events (value of products demonstrated)?
• How can you partner with another local business (automobile showroom, jewelry store, etc.) to build your database?
Get it? We have to stick together through thick and thin. And what better way to reach out to your customers then to roll out the red carpet and offer them an opportunity to come on over and bring a friend for a memorable event?