How to Create a Personal Experience between the Consumer and your Product
When asked what increases trust when purchasing a product, eighty one percent of consumers stated that it is the personal experience they have had with the product. With such an overwhelming number, companies can’t ignore the opportunity to re-evaluate tradition marketing strategies, and switch to increasingly popular guerilla marketing campaigns. This is precisely where event management and staffing companies come in, and the results are significant. Below are five ways that BPI Brand Marketing Solutions, Inc., an events management company, create customer trust through giving consumers a personal experience with the product.
1. Take the show on the road. Road-shows are a great way to reach consumers on an efficient grassroots level. Vendors set up in different stores, such as Costco, and educate consumers about the product. In this interaction, consumers are given a free sample of the product or service, but just as importantly they are getting a personal connection with the product. This not only leads to customers buying the product, but there is a significantly better chance of the customer becoming a lifelong client.
2. Introduce products with street sampling. Another effective way to initiate a personal experience between a consumer and product is through street sampling. Products and services are introduced to the public by the promotional staff, who are armed with knowledge and enthusiasm for the product. This form of guerilla marketing targets consumers on a one-on-one basis, as opposed to the mass public.
3. Create a Personal Connection with Concert Sampling. One place that ensures a large crowd is a concert. This particular interaction has a positive association: receiving something free such as a bag of chips that was launched off a stage is a great first experience with the product. Event management companies see concerts as a great place to connect with a large group of people who are passionate about something, and that something could be your product.
4. Give the consumer incentive to come back. After a successful first interaction, companies want to ensure that the customer will become a loyal one. Some ways to promote this are with coupons, special offers and other incentives. If the customer is continuously given a reason to keep coming back, they will.
5. Stay in touch with the consumer. Once the relationship with the consumer has been established, it is crucial to maintain it to ensure its longevity. It would take 39 uncommitted customers to replace the lost lifetime value of one loyal customer, so you want to hold on to them. The way to stay in touch with the consumer is to get a consumer data report, which is provided by BPI Brand Marketing Solutions, Inc. after each event. This allows companies to carry the message forward about their product, and continue the trust that has been created. It only takes one personal experience with a product to create a lifelong customer, so don’t underestimate the power of effective event management.