Go Beyond the SaleOne of the most important things to remember about a successful marketing event is that you need to give people an experience that is truly worth leaving their homes for. Getting a person to open up your direct mail material is one thing - after all, you've sent it directly to them and they don't even have to get in the car in order to open it. Getting them to come to your physical location, possibly for the first time, is something else entirely.
Consider a marketing event that a bookstore might have. Instead of just holding a blowout sale (as a customer can typically find similar prices online if they look hard enough), a bookstore might hold a signing with a famous author. Suddenly, you've given those people a reason to actually come into the store, especially if the author isn't one who makes local appearances very often.
Once all of these people are in your store, then you can hit them with sales and other promotions in an attempt to increase revenue. Simply offering discounted prices should never be the most enticing thing about the event that you're throwing, as most people won't find it a good enough reason to attend in the first place.
Set a GoalAnother one of the biggest things to remember when creating a successful marketing event is what it is that you're trying to accomplish in the first place. Are you looking for a way to increase existing customer satisfaction and give back by way of a memorable experience? Or are you looking for a way to reach an entirely new market? The goal that you set at the outset will dictate every choice that you make thereafter.
Give Yourself a Way to Capture Contact InformationAs with all marketing techniques, one of the major goals of a marketing event is to capture leads. After all, even if you're just looking for a fun and exciting way to give back to your existing customer base, the chances are high that one or two of them might bring some friends along with them.
To truly take advantage of a marketing event, make sure that you're giving yourself a built-in opportunity to capture contact information in the most efficient way possible. Even if it's something as simple as giving people a chance to win fun door prizes if they fill out a contact information survey, you'll need something to use when the event is over to keep in touch with all of the new people that you've attracted.
These are just a few of the tips that you can use to create a memorable and successful marketing event for your business that people won't want to miss. If you continue to hold these events on a regular basis, you will have a great chance of reaching people who you may not have otherwise been able to get to without them.
To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing needs through print communications please visit www.printingartspress.com.