Tweet

Effective Use of Corporate Events and Public Relations

Written by: Nick

Article Overview: Whatever you are promoting, you need to explain to your audiences on an emotional level. This article explains the how-to.

Effective Use of Corporate Events and Public Relations

Proper public relations and corporate events are more often about making an emotional appeal to your customers rather than addressing product features and benefits.

In many situations, audiences are unable to imagine the advantage of product features and benefits. For example, if your company wants to promote a 2.0 bluetooth headset supports A2DP, salesmen may mention the product features to your customers. However, they may be unable to understand the terminology or visualize the benefits salesmen mentioned. On the contrary, if you organize an art show and use the art show to demonstrate the product features and benefits. Customers can “see” the benefits as well as enjoy an art show. Indeed, memory about your product and the benefits can be more long term.

Whatever you are promoting, you need to explain to your audiences on an emotional level how it benefits them or others they care about. Every good product, every good service is, at its heart, a means by which to help people live, work, or play better.
It is also true for brand building.

Experiential Marketing uses brand relevant experiences to appeal to both the rational and emotional buying triggers of the intended audience. Sometimes, it is also termed as customer experience marketing because the idea is to communicate the essence of the Brand through a personalized experience.

Experiential marketing deals with customer experiences and is quite different from traditional forms of marketing, which focus on functional features and benefits of products. Consumers’ decisions are much more influenced by emotionally generated feelings than by their rationally derived thought.

According to Luminous, the idea of experiential marketing reflects a right brain bias because it is about fulfilling consumers’ aspirations to experience comfortable and pleasure feelings and helps consumers’ to feel the benefits through interactive experiences, and creates an emotional desire to purchase.

Let me give you an example of experiential marketing:

Cathay Pacific organizes an 60th Anniversary Gala Celebration. Instead of inviting 3000 VIPs to attend a dull celebration ceremony, they invite the VIPs to attend a theatre show with more than 100 performers and 300 crew and staff. The events enable VIPs to further understand their company and let them understand how much they care of their VIPs by inviting them to attend such a grand celebration without the need to hard sell any messages.

If you are not a big company, does it mean that you cannot make use of the concept? No!! You may use your website to host online events, too. For example, online competition games, live online video show, and etc. It really depends on your creativity and whether your event can deliver the proper messages to participants.

Related Articles
  A PR CONCEPT BORN OUT OF THE RECESSION!
  Public Relations is More Than Just News Releases
  Is Your PR Firm Right For You?
  Public Relations Is Not Just For PR Pros
  Advertising and Public Relations

Article Tags: aspirations, audiences, bias, bluetooth headset, consumers, contrary, customer experience, customer experiences, emotional appeal, emotional level, experiential marketing, feelings, functional features, interactive experiences, pleasure, product features, public relations, relevant experiences, right brain, salesmen



Related Forum Posts
New Small Business Topic - Hello everyone, I'm on the lookout for new topics to add to my site. We just launched a Franchising section and are planning Human Resources section. Do you have any thoughts for a new section? Here's a list of what we currently have: Angel Investors Branding Bank Loans Business Coaching Business Plan Franchises (New) Insurance Legal Marketing Public Relations Sales Small Biz Loans Venture Capital
Find Me Customers and Get 25% of New Client's Bill - I run Egg Marketing & Public Relations, a marketing and public relations firm. I am looking to grow my business through a viral affiliate marketing campaign, and I need your help. If you know someone (or can find someone) who needs marketing assistance for their business, I'd love to take them on as a client. My firm can: *create marketing plans and strategy *write web and marketing copy *write and distribute press releases *create enewsletter and email campaigns For every new client you bring me, I will give you 25% of their billable hours. For example, my average monthly consultation fee is $1000. That's $250 per month for the life of the client relationship just for a referral! I can provide you information and resources to help you. If you're interested, contact me at smpayton@eggmarketingpr.com and let me know where you're based and how you would go about spreading the word to get new clients for Egg.
Corporate Resource Speakers in Australia - Where can we find one of the best Corporate Resource Speakers in Australia?
Re: Biz Plan Competition - i just wanted to say that posting Small Business Events on CanadaOne is a great resource. Thanks Julie!
Seeking advice on working procedure of Convenience Store Fra - I have some queries about the working of the franchises. How does the relationship between the Store Owner, Suppliers and Corporate works exactly? How does the store owners get reimbursed when they sell commodities like coke in fewer prices than others?


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

3 Health Insurance Misconceptions

What is Discretionary Cash Flow

Halloween Howl Seven by Author Paige Agnew

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.