Marketing Events – Introduction

For some products and services where deep relationships with the customers are worthwhile and meaningful, special events involving existing and prospective customers are an effective way to interact with them. Some events also help launching a new brand, creating an excitement around the brand and increase the customers’ engagement with the brand. Using events as a part of your marketing tool can help you build or maintain meaningful customer relationships. Events allow the companies to strengthen bonds between the customers and the brand. Even though events are an expensive and difficult-to-execute tool, if done well, they can be the biggest promotional tool for the brand. Here are some examples:

• Some companies launch new brands at some hotels or banquet halls inviting customers, dealers, distributors etc.
• New products are launched at special events within a trade show etc. (e.g. a new car model launch at an auto show).
• Some upcoming Movie or TV shows have some customer engagement activities at some public places like malls etc.
• When companies are coming out with an IPO, they hold road shows at multiple cities, inviting finance brokers, agents and other influencers who can help them in the IPO subscription.
• Real estate developers hold special launch events for their new projects inviting prospective buyers.
• Companies offering products like holiday timeshare, which require detailed explanation, invite prospective customers for an exclusive chat and demonstrations.
• Some new brand activations are held at some theaters, malls etc. where customers can see, feel, taste or use the product samples. This helps in generating awareness and excitement around the brand.
• Some companies have special celebration events during festivals or special days like New Year night etc. to engage with their customers.

(Expert advice to GROW your business wherever you are, whenever you want.

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