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5
STEPS TO A WINNING RETAIL MARKETING CAMPAIGN
STEP 4: HOST AN EVENT
1. CAPTURE GUEST INFORMATION AT THE EVENT
It's finally the big night of Julia's wine tasting event.
She greets her guests and introduces the evening's
itinerary. In her hand is a simple clipboard with paper and
a pen. It's an "organic" look befitting a wine tasting
event, Dan King says. And it's a prime opportunity to
collect details about her customers' likes and dislikes, he
adds.
2. PROMOTE PARTNER BUSINESSES
Julia invited businesses that complement her own to
participate in the wine tasting. It's a win-win situation
for everyone involved: Julia receives free donations from
her partner businesses, and the partner businesses get free
advertising.
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3. OFFER GUESTS A REASON TO COME BACK
"Give customers a reason to visit," King says.
"That's what advertising is all about."
Julia could provide her special guests several
reasons to visit her store again soon:
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Offer customers a coupon only good for 15 to 30
days, like the example to the right, so they have a
reason to return within a certain period of time. |
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Promote a training class that will be hosted at the
store in the next month. |
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Invite customers and their friends to future special
events. |
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Introduction
Step 1: Gather
customer information
Step 2: Target the "right" customers
Step 3: Create effective communication
Step 4: Host an event
Step 5: Follow up with guests |
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