While many marketers look forward to events as a phenomenal way to connect directly with your customers on a face to face basis, others have grown wary of the lugubrious and intensive process required to plan, execute, and recover from a major event. Marketers can confront many of their events’ biggest challenges and ensure that it remains a win-win scenario for all involved but it takes planning and sensitivity to your participants needs… on both sides of the booth.
Why fly halfway across the country when you can group videoconference?
The famous United Airlines commercial says it all
“We used to do business with a handshake, face to face, now it’s a phone call and a fax. Get back to you later, with another fax.”
Then the owner hands out airline tickets to each of his reps and tells them to go out there and go see their clients in the flesh. All you need to do in order to update this commercial is to replace fax with your choice of online communications medium and you’ll see how it is still amply applicable today. Technology is amazingly efficient, cost-effective, and empowers marketers like nothing ever before it, but there is still no substitute for direct physical presence for the creation and maintenance of a business relationship.
You cannot distill human communication to 140 sterile characters
The key to a successful event in all considerations is to ensure that your participation is strictly devised to bring the maximum value to everyone involved on both sides of the business equation. Your employees need to understand that the event is an advantageous experience which will allow them to gain a greater insight into the lifeblood of any business: Its customers. At the same time the customers must be presented with a perfectly professional, competent, authoritative, courteous, and impeccable interaction with your brand which will satisfy their needs and justify their loyalty. By keeping your focus on this aspect you will make your next event a success rather than a hassle.
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