How do you get the most out of a marketing event? Extend it. If we treat the event as the middle, instead of as the finale, we find new opportunities to reach prospects.
In this episode, we′ll talk about specific ways to extend the reach of events through technology and word of mouth.
For one Nashville-based healthcare company, Advent coordinated a casino-style event benefiting charities. The client was in Las Vegas attending a trade show and wanted an extra opportunity for face-to-face interaction with targeted high-level executives. We provided them with a direct mail concept intended to entice high-level executives to come to the event for some relaxation and fun. They were assembled and sent to a hand-picked list.
The event provided hours of entertainment for the company’s clients as well as benefited many aid organizations. Many invitees came to try their hand at gambling for their favorite charity. Several bannerstands reinforcing the company’s key messages were placed throughout the event, and tables were decorated with cards and chips in keeping with the theme of the evening. Each guest used play money that was converted to chips for the Craps, Blackjack, and Roulette tables. Their winnings were tallied by company employees and were updated on monitors throughout the evening. A small jazz ensemble provided other entertainment and attendees were invited to enjoy a buffet and bar. Winners were announced at the close of the evening along with a decision to make a contribution to each of the noble causes. The event was enjoyed by all present and in turn raised brand recognition, awareness and loyalty.
People don’t deny the old saying “You never get a second chance to make a first impression”, but have you thought about it in relation to your lobby? If not, allow us to give you some questions to ponder in order to decide if a lobby makeover is the right approach for you and your company. The most basic rule of thumb is to consider the people who enter your facility – your prospective and existing customers, vendors and employees – and ask yourself the following questions:
1. Do customers and prospects visit your facility? If so, what is their first impression when they enter? Can you say with confidence that your space communicates to them who you are and what you do?
2. Is differentiating yourself from competitors critical for success? Strong branding and displaying key messages help to separate you from your competitors. Give them an easy way to remember what you do and why you do it better than the competition.
3. Do you need to clearly communicate your mission, vision and values? This is critical for both your clients and employees. Clients will be able to immediately recognize areas where you can meet their needs. Daily exposure to these messages helps equip employees in their roles within the company.
4. Do you need your employees to be ambassadors of your firm’s key message? Reinforcing key messages will help employees focus on these when communicating with outside contacts.
5. Does rapid growth challenge your ability to communicate your identity to new customers, employees and vendors? Your office space can help keep employees and visitors up-to-date on new projects, publicity, and capabilities.
By asking yourself these 5 questions, you can quickly tell if your office space is a candidate for a lobby makeover. For more information about lobby makeovers, visit our dedicated website www.lobbymakeover.com. For help with these questions or any others you may have, please contact us at email@example.com or 615-742-3355.
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