Sales & Marketing

How to increase your customer base with event marketing

Carly Hacon | 17 August 2018 | 6 years ago

Hosting an event? Great! But will you let this golden marketing opportunity slip through your fingers? Will you realise its full potential to swell your customer base?

Not sure how? Take a look at how to do it.

Using banner printing, posters and other offline marketing alongside online marketing tools, you have reached and engaged with a huge audience. They have bought tickets or signed up for your event and it is in full swing.

Filled to bursting, you enjoy a fantastic event.

But then what? When do those punters and event attendees hear from you again? What tools and processes did you employ to harness their interest whilst at your event?

The truth is, many, many brands miss the opportunities to leverage as much as they can from event marketing and the ready audience that they have in front of them.

Maybe it is a mixture of being too polite to bother people further, to not strategizing their approach to not realising that they could swell their customer base.

Take heart, because here are five superb ideas for using event marketing to add even more customers to your business.

FACT did you know, 5% increase in customer retention can lead to a 75% increase in customer value?

  1. Sign up! Sign up!
Signing up to receive special offers or your monthly e-newsletter (or postal option) is one way of gathering the lead details of customers who may be interested in making further purchases.

Of course, there are some caveats to this. Make sure you are on the right side of GDPR when trading with EU nationals and citizens.

And newsletter content and special offers need to be worthy of their time. A mere 5% is not going to cut it and a drab, poorly designed newsletter is a turn off too.

  1. Canvas opinions
Listening is a skill. And listening to customers is a skill that many brands are yet to learn, hence tone-deaf advertising campaigns that hit all the wrong notes.

Social media managers talk of ‘social listening, the skill of understanding in which direction their customer opinions are swaying, what fires them up and dampens them down.

People are expressing their opinions more, including their disappointment when their favourite brands get them wrong.

Alongside social listening, you have the ability to directly canvass what your customers and potential customers are thinking.

Using event marketing to gather opinions, measure customer satisfaction and to generally gather what people are thinking is one way of strengthening and adding to your customer base.

Serious about measuring customer satisfaction? Find out why a strategy can be important?(and how to do it)

  1. Strengthen your customer service
When things go wrong, how well do you handle it? When things go right, what do you do with the information?

How do you treat and talk to customers?

They are all big questions and as part of your event marketing, you will be advising and persuading people to contact you.

And you need to be prepared for this engagement, giving each and every person the full-on customer service that you want your brand to be famous for.

Great customer service can lead to more sales and a larger customer base.

  1. Update your website (and keep doing it)
Customers and potential customers like to see a vibrant website; in fact, it is one aspect of being able to assess whether your company is a trustworthy one or not.

In essence, this is similar to the ethos behind the first point of getting people to sign up for a newsletter etc. the content needs to be fresh.

  1. Offline and online marketing tools work?
It is also not a case of choosing one over the other. Both have their place and both reach different sections of your audience.

And by using different marketing tools and reaching different people you will swell your fans and followers as well as your customer base because you have different modes of communication and engagement.

In Summary

The idea behind marketing and promotional activities is to make people aware of who you are, what you do and so on.

Event marketing is the focused attempt to attract people to an event, whether that is a one-day event or an online activity.

It could be centred around a flash sale, for example, or a trade show or community event that attracts people from a cross-section of society.

Leverage the ready audience in front of you by finding out more about them, engaging with them and you may well find that this approach swells customer numbers.

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