Continue Customer Engagement Post a Promotional Event

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“Customer engagement means managing both ‘perception’ and ‘performance’. A promotional event offers an unparalleled opportunity to boost customer engagement and to promote brand loyalty. At events, brands enjoy the chance to upsell to customers by introducing them to products and services that they may not know about,” – Forbes.com

The unrelenting pace of modern commerce makes it necessary for businesses to organise brand promotional events. These commercial congregations are used to attract publicity and to broadcast promotional messages to market stakeholders. However, brands and businesses must continue customer engagement after the events have concluded in a bid to extract the maximum possible mileage. Post-event communication helps to boost brand loyalty and to create a sustained dialogue with all constituents. In the following paragraphs, we will examine some of the techniques that enable modern businesses to continue customer engagement in the aftermath of a promotional event.

Commercial organizations should encourage event attendees to share their feedback after attending a brand promotional event. This can be achieved through brief interactions with event attendees and sharing a special email address to which attendees can direct event feedback. The use of such techniques enabled a brand to expand its mindshare among customers and other attendees. Feedback from attendees enables brands to develop better promotions in the future and to pitch innovative techniques in subsequent promotions. Further, these devices help to build and continue customer engagement in the interests of brand promotion.

Video footage represents a premier vehicle for sharing the events that unfold at a promotional event. Such footage can be streamed live on websites, event micro sites, and designated social media handles for the benefit of remote attendees and online audiences. Brands can also use such footage to develop unique video products that can deepen customer engagement in subsequent times. These products can also form part of future brand promotional campaigns designed to develop brand image and to boost brand equity. Further, such videos can help brands to continue customer engagement in subsequent times of the calendar year.

Post event engagement can prove to be a challenge to modern marketers. However, brands can create post-event engagement strategies that promote customer education and customer networking. Guests and attendees can be polled through exit surveys for information regarding the clarity of various speakers, the quality of refreshments served at the event venue, the utility of the individual workshops, etc. The information can help brands to continue customer engagement after the promotional event. In addition, brands should promote networking opportunities for all attendees with a view to amplify the ROI on such events. Networking enables attendees to create their own groups and share information on email and social media. Further, brands can hand out ‘thank you’ mementos to attendees and post the highlights of the event in various online destinations. These techniques help brands to continue customer engagement after the conclusion of the event.

Social media conversations should be ignited immediately after a brand concludes a promotional event. This is a significant approach to continue customer engagement because it enables brand managers to sample the flavour of attendees’ reactions. Customers can be encouraged to share event photographs and video snippets appended to a specific ‘hashtag’ in a bid to build momentum for post-event engagement. In a similar vein, we note that many brands opt to develop event-specific apps in order to inform and educate those attending a promotional event. These brands can seek customer feedback on the utility and overall performance of these apps. The feedback can help brands to refine these apps for future events.

Online blogs and video blogs offer brands opportunity to sustain the momentum and excitement generated at promotional events. A montage of testimonials and event highlights can be posted on the blogs. Similarly, brands can offer exclusive commercial deals only to customers and other attendees that graced a promotional event. In addition, the features on these blogs can promote a deeper and more incisive focus on the products that were promoted at these events. We note that the posting of such content enables a brand to continue customer engagement and promote brand recall weeks after the said event has concluded. Further, these activities encourage customers to engage with the brand at multiple levels leading to positive commercial outcomes for said brand.

Event websites can be a useful tool to continue customer engagement in the afterglow of a successful promotional event. Brands and businesses can boost the validity and utility of an event website by posting content and a resource library at said website. Presentation content, videos, podcasts, poll results, articles, and e-books represent online content that can enrich customer engagement and deepen interest in said online resources. Speakers that attracted a lot of audience acclaim should gain a special space in the form of videos posted in the event website. We note that these devices help to expand mind share of the brand and should help the sponsor to attract new customers, expand the customer base, and to court returning customers.

A special ‘thank you’ message from the founder and CEO of the sponsor can make a positive impression on customers. The brief video message can be sent via email to event attendees in a bid to create a special impression and to encourage customers to visit future promotional events. This message can help to build brand loyalty for a business and amplify the ROI for a promotional event. We note that this gesture can help brands to continue customer engagement after a promotional event has concluded.

Participation from event attendees and customers can help to perpetuate excitement around a marketing event. Organizers can seek inputs from attendees in terms of preferred event speakers, the future venues of promotional events, the choice of food and beverages, and the overall flavour of future events. These questions enable customers to be part of a community that can be encouraged by a brand or a business. These devices are also useful in enabling a brand to continue customer engagement after an event. In addition, an on-going conversation with event attendees can help to build momentum around future marketing events.

In the preceding paragraphs, we have explored some of the techniques that help brands to sustain and deepen customer engagement in the aftermath of a promotional marketing event. Brands and businesses must realise that customer engagement is key to modern commerce. Therefore, they must exert themselves to boost customer loyalty and to deepen customer engagement using all the devices at their disposal. In addition, brands must explore the objectives of a promotional event before the fact. This will enable them to create projections and to appraise the success quotient of a marketing event. Further, professional event managers and industry speakers can be contracted to make these events a success. Brand managers must also work to enhance the success of an event by innovating in terms of the technology used to promote a product or a service. Innovation usually attracts customer attention of outsize proportions. However, that said, marketing events must be devoid of cheap gimmicks because these can erode the value of a brand and lower its perception in customers’ estimation. In addition, we note that brands and businesses must collaborate with event promoters to apply best practices and the learning from previous events. These actions should elevate a brand promotional event and significantly boost customer engagement.

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