Effective Use of Corporate Events and Public Relations
Effective Use of Corporate Events and Public Relations
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.
Effective Use of Corporate Events and Public Relations - To learn more about this author, visit Nick 's Website.
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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.
Effective Use of Corporate Events and Public Relations - To learn more about this author, visit Nick 's Website.
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Very descriptive and appealling as well as informitive.
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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