5 STEPS TO A WINNING RETAIL MARKETING CAMPAIGN

STEP 5: FOLLOW UP WITH GUESTS

1. FOLLOW POST-EVENT- ETIQUETTE
By the time the wine tasting event is over, Julia has collected a great deal of information from her customers that she didn't previously have.

How does she thank her customers for attending the event? She can do so in a newsletter and e-mail messages. Those who attended can get event-specific coupons to the next wine tasting event, and they will be encouraged to invite their friends, too, Dan King said.

2. DISTRIBUTE AN EVENT SURVEY
Julia's customers could complete a survey before leaving the wine tasting or fill it out and mail it back to the store at their convenience They would also be asked for permission to use their quotes in an upcoming newsletter.

Julia could use the following questions for her survey:
 

	What was your favorite aspect of our event?
	Do you have any suggestions on what you'd like to see next time?
	What did you learn about wines that you didn't know before?
	Would you be interested in attending another wine tasting event? What evening works best for you?

3. SPECIAL FOLLOW-UP DATA-BY PROFITABILITY
For the big-time buyers at your event, treat them with special care. For example, Julia could host another event—just for them.

RETAIL MARKETING QUESTIONS?
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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