Many companies strive to get more audiences
for their products and services. Learn how to use a promotional event to create
business opportunities on the spot and afterwards.
Brother Love DIY this marketing and sales
function lasted for three days in a famous shopping mall. I will use this event
as a case study to illustrate how careful design can maximize the business
opportunities in a limited time and space. All photos were taken by the author.
Sugarcoated theme
Don't hard sell. Pick a theme that is
related to your product and is appealing to the public. Brothers used arts and
crafts, and DIY as the theme. This attracted media counting
the event as a cultural activity and so, the organizer enjoyed free promotion,
for example, event details appeared in the newspaper weekend recommendation
column.
Good location
A small area in a famous shopping mall that
has high visiting frequency is good enough to hold a promotional event. Book
the site in the midst of the mall, at the ground floor, with all four sides
accessible. The busy sight can attract the curious guests at all floors to
squeeze in and learn more.
Adopt square or rectangular shape layout
and fit various activities into blocks. The longer boundary, in comparison to
the circular layout, maximizes the first-sight exposure. The block-setting
creates a rich impression that favors longer attention lifespan and data
absorption from the guests.
Attractive Display
Arrange a corner to have a splendid
display. The organizer used big bears in a home-like setting to generate a
lovely and warm feeling. The display soothed the resistance to the business
elements involved.
The displayed items should have some
relations with the products, be eye-catching and appealing enough to lure
visitors take photos and spend time within the promotional area. Careful use of
the size and color of the displayed items and layout can enrich the small area
and generate a favorable impression.
Appealing varieties
Brothers didn't display its sewing machines
solely, but arranged joint cooperation with other non-competitive parties to
offer a wide variety of DIY products to arouse interests. This could avoid
being too hard sell and visitors won't get bored quickly.
Competition
Companies should encourage interactions
with all visitors to leave a positive impact. One strategy is to arrange a
competition that allows easy participation and information collection such as
name and email address.
Brothers invited visitors to be the judge
and voted for the most likable DIY clothes. Filled in a simple form,
participants gave their vote and got a chance in the lucky draw.
Gifts
Everyone welcomes freebies. To be selective
and justify the cost, Brother set a criterion: only visitors who gave the
company a “Like” in Facebook could receive the bag of gifts. Response was good.
There was a laptop computer open to public for this purpose. Many people were
eager to meet the requirement and used their cell phones to do so. A large audience
base was built in Facebook within a short period to facilitate future
promotions.
Workshop
Using the DIY theme, Brothers arranged two
workshops in the middle: one was about using the company's product to make a
bag; the other one was about making a map-pattern pendant. The activities made
the event livelier and promoted DIY concept that might boost the sales of
Brother's sewing machine.
Demonstrations and sales
Show to visitors how powerful your product
is. Brothers received orders and payment from anyone who was interested in
having a DIY bag with the desired words on it. The orders kept the machine
running, a perfect demo that created business and income as well.
There was another counter allowing
customers to decorate the DIY bags by stamping. This free value-added
service didn't cost Brothers too much, but it made use of customer's creativity
to highlight the potential of the DIY items and the process was appealing to
other visitors.
Pack your promotional event with an
appealing theme, careful layout, interesting combinations, and a lot of fun
activities that provoke taking actions, from the visitors in particular, and
therefore, everyone who enters your area will feel ease and spellbound. The
reception of your marketing message, sales generation and future promotions
will be much easier.
Other business related articles you may be
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