Now that you know your Vision, your Ideal Client, how to Build Authentic Relationships, create Strategic Referral Partnerships and Client Referral Strategies, you can effectively and easily create a promotional event.
As you may recall, I mentioned in last month’s article that there are several marketing strategies to fundamentally build a business. The strategies are simple but not always easy, however if they are coupled with vision, vigor and a little tenacity, both business and life might be enjoyed with ease and results produced with velocity.
Remember as these strategies unfold in your reading each month, I never said it would be easy, however I am saying, it “can” be done with ease AND velocity with the right energy going in the right direction.
And you must keep in mind that you will have to address what I call the “human condition.”
The thing that will come between you and luck is the “human condition”; your self imposed barriers, road blocks, and what you think you already know. Be aware of the barriers and road blocks as you read these.
Yes, I’m repeating this each mo intentionally. Why? The two most prominent reasons are: to shift how you think in a way that builds your muscles to understand the fundamentals of marketing AND to address the human condition that could stop you from implementing the strategies and creating extreme success.
Keep in mind that Vision must be first…. Another critical part of effective marketing is “Promotional Events”.
A promotional event is quite simply an event that promotes your goods or services.
The event might be used to generate revenue however mainly it will only generate a nominal amount of revenue. This type of event itself is designed for promotion and sales rather than increasing bottom line. The purpose is to generate revenue as a result of the event rather than because of the event. Or said another way, simply generate sales at the promotional event.
The event can vary. It could be a workshop that you provide for your clients and likely clients which educates them in an area of your expertise. It could be an open house. It could be a party of some sort. The event is simply one which provides value to your clients and/or offers an experience of you, your product and services and your company.
The charge, if any, for the event will be nominal. What I call a no-brainer charge, a charge most will clearly pay to get access to your information.
I’m sure you’ve all received an invitation to a workshop or class at no cost, have not you? That most likely was a promotional event. There’s no reason you couldn’t do the same thing.
A few things to keep in mind:
The event must add value to others. The event should be at no cost or very little cost to the attendee. The event must be easy to attend/signup/register for or come to.
The event might be as small or as large in attendees as you are comfortable with hosting. Be sure to make it large enough that it is worth it to you and your business. You can analyze your close ratio and look at your projections of sales to determine how may attendees you need to produce a desired result. If you have not done this pre – homework, you may have to test a few events to see what’s right for your bottom line.
The possibilities are endless of what you can do, however with promotional events frequency is key. The frequency of your event will create a greater result in your bottom line. If you think of a good commercial, don’t you see it more than once, twice, and three times even? Why should your business be any different? Your business and offering should be promoted as often as possible. Consistency and frequency are key!
To bring an abundance of attendees to your promotional event, advertise it surely, but more importantly, simply use the strategies you’ve learned so far in your reading. Firstly, know your ideal client, tap into your authentic relationships, your strategic partnerships and existing clients so they can assist you in this effort.
I will not go into all of the past strategies here, because you can read them again, but I can tell you a little about the benefit of having strategic partners when creating a promotional event.
Your strategic partners will gladly invite their clients to your event because it provides value and serves them to do so. Your event should be valuable to their existing clients. You might recall from your reading about strategic partners that they serve your client, therefore your event will provide value for them. If you’ve done your homework properly, the strategic partner will gladly invite their existing clients and likely clients for the sheer benefit it is to him/her and him/her business.
The strategic partners will attend your event because you and your other strategic partners will invite their likely client to be there.
Everyone meets new likely clients! It’s a win/win for all parties involved.
Strategically, you are creating a collaborative effort. Strategic partnerships are greatly beneficial when creating a promotional event. The collaborative effort creates astonishing results.
Remember many things must be win/win for all parties involved.
The attendees receive value The strategic partners meet new likely clients Your relationships expand The attendee’s relationships expand and so does their client base if they are in business. Your clients feel appreciated Your client base expands You and your strategic partners create a collaborative effort.
Critical points of this article!
Know your vision
Know your ideal client
Tap into your authentic relationships
Tap into your strategic partnerships
Tap into your existing client base.
Create a promotional event.
Advertise and Promote your event
Create a collaborative effort and win/win for everyone
Remember, you also must “implement” the strategies channeling the right energy in the right direction to have them be most effective and reflect luck in your business.
Remember, you don’t have to be in business alone or struggle to make it successful.