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Are we listening to our customers?

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In an industry embroiled in acute competition, profits and losses, event marketers have to stay on top of all new marketing strategies. We’ve seen and experienced the shift from the traditional marketing skills to the new gorilla techniques. Why? Because we want to deliver the best and get the best return out of it. However, the rat race does not merely end on being in the run. It’s about acing the race.

Understand your potential customers. Keep in view the culture, heritage and habits of your target market. What are they interested in? Rather than applying the same formula, come up with something innovative that appeals to the aesthetics of your customer. Thanks to the internet, you don’t have to travel around the world for this. All you have to do is utilize the power of social media to your advantage. Post articles, interact with the natives of the places. Have a one-on-one interaction with them. Websites such as Sosauce will give you an insight to learning the culture and heritage of the places you aim to execute your event.

Empower your customers, don’t force them. Use straightforward words in your advertisements - intricate vocabulary would never impress your target market. Your language should be conversational and engaging. Viral marketing and word of mouth will help you a lot in influencing your customers by empowering them. Empower people to say their say – to share their ideas – the have a positive impact on your events - to be part of your promotional campaigns.

Use endorsements by influential people, particularly the ones that have a good reputation amongst your “target market”. Through these endorsements you will be able to play on the psyche of your customer. It would get them involved. It would make your event sound more like an experience; an experience of a lifetime.

Make sure your website delivers what the customers want. Irrelevant content can “shoo” away your customer. I would re-iterate the point I made earlier on, that understand your customer. Don’t bore your customer with what does not concern him. Provide some thing unique for him. Exclusivity and surprise would boost up your target market’s volume. In today’s world – you don’t even need a website to launch an event; you can build event pages and link them up with other social networking sites.

Stay pragmatic – listen to feedback. Don’t get carried away with the idea of being innovation to the point that you start earning negative publicity. Also never make the mistake of ignoring the feedback you are getting. What your customers say is always of pivotal importance. Use tools like Google Alerts to stay updated with regards to the feedback you are getting.

Remember, you have to be the one above; you have to stay at the forefront of the event marketing curve. So don’t hesitate to take up challenges.

Some additional words of the wise - read Seth’s thoughts on listening.

Simon U Ford (SUF.EDBD)

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  • Seth Godin makes a very valid point that often we only listen to the "loud" customers and they are not necessarily the voice of the truly valuable customers.
  • This is even more important for startups early in the development process. A social media listening strategy not only allows them to develop a product customers want but also create more effective messaging with a voice that resonates with customer concerns and fulfills customer needs. Check out my post on some of these ideas http://bit.ly/8Pg2D
  • So true, getting positivity amongst your customers can be as basic as understanding their needs. It means you find your customers alot easier and you can tune into your client base directly. This can be over done like you say, but can be done right.
  • jendara
    I agree that empowering your customers and listening to their feedback is important. It makes your customers feel that they are a part of something other than a customer/business relationship. A new dynamic is created when customers feel that their voice is actually being heard, which can lead to loyalty and customers advocating your business and products.
  • Social media sites have made it very easy to listen to our customers and yet, the majority is not. Therein, obviously, you can find your opportunity. If you listen to your customers and the conversations they are having you should have no problem giving them what they want.

    You can even go one step further and engage in the conversation. This way you can ask questions and find out in even more detail what it is they are looking for. As is suggested in this article, listen to the customers from all kinds of different backgrounds and you will be able to deliver better quality than your competition.
  • halicea99
    Yes get your customers involved and they will have a sense of ownership, and keeping them involved through the whole process, I like that! not to many people out there are doing this, we need to cater more to our customers needs, relationship building is key.
  • bobbicknell
    Listening to the customers is so key to staying in business! Posting articles, giving your customer value and keeping you in front of them and finding out what they want is so key to a business and a community.

    Google alerts is a great tool to stay with your market and your customers if used right. Staying alert and listening in several places with all the social media tools allows an event planner to stay on top of feedback from his customers. Endorsements or testimonials are so powerful when used in social media. Thanks for great article!
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