One of the most effective ways of building customer loyalty is to invite them to an event.
Our objective here is to give them stories to tell to their peers, that put them in a favourable light, as a result of their relationship with your brand.
Events are effective at achieving this because "Being There" is more credible than hearsay.
We have already looked at The Guild of Fine Food in our registration case study. However they also fit well here in that they run lots of events.
We have written bespoke tools for the Guild that allow their Exhibitors to book stands online and take payments for those bookings. Whilst the Guild like to maintain personal contact with their exhibitors and will always call to discuss requirements, the online booking service has acted as a call to action, as exhibitors see stands disappearing fast, they are encouraged to book early.
On this site you can register for an event as an exhibitor, see the layout of the Exhibition Hall, compare prices, select a location and book that location online.
Click the Admin button – this shows you a cut down admin suite. The admin suite allows you to edit pages (but they quite deliberately don’t save), and you can book a stand. To book the stand click it, fill in a company, e-mail and password and save. Once you’ve done that that exhibitor can login and update their web profile.
This video by Harley Davidson's marketing director, is very informative. He says that events are a cornerstone of their relationship with their customers. So much so that the customers now organise the events. HD just facilitate and support that process. Did you know that all those Hell's Angels riding around on their "HOGS" are even supporting the brand in the name of their bikes, because HOG is an invention of the HD marketing department and stands for Harley Owners Group.
His comments on Social Media are also interesting. He basically says that good marketing and customer relationship management are not effected by Social Media, the proof being that they existed before social media. However Social Media does speed up the communications process, so it is quite important to have the basics right. Good news travels fast, bad news much faster.
Spend 10 minutes to listen to the video, It is well worth a listen.