TALKING POINTS
Six tips for max event impact
By Anne Brillet, director, Unearth Marketing F
rom the slopes of Whistler during Crankworks, to local grassroots race events and major UK cycle shows, we have organised and attended our fair share of events during our time in the cycling industry – here are our tips to ensure your event participation is worthwhile.
1. Identify the benefits When preparing for or deciding to attend an event, there are four simple questions that you should be asking yourself: Is the activity going to make me money? Is the event going to bring customers to my store? Is my presence going to create a social media buzz? Is the event going to increase my database or social media following?
2. Sign a clear agreement Attending an event with no real plan isn’t strategic for your business. Once you have a clear vision on how you would like to activate the event, discuss all the elements with the organisers and agree on a simple but achievable plan (all in writing).
3. Create the right first impression Your setup on the day is key to giving off the right vibe – lots of the attendees will be coming across your brand for the first time. Ensure that branding and images are up to date, displaying your current logos as well as inspiring, relevant images. If you can retail from the event, make sure your card machine will have signal (yes, we speak from experience here)!
4. Assemble the right team Ensure that your team is motivated and keen to be there. Help this along by allowing for regular breaks and time to explore the event as a punter, make it clear that the event is important and should be treated like a work day. Set rules with the team: Interacting and engaging with passers-
by, no sitting down on stools on their phone, no disappearing for hours because they found a friend… (again, experience). Pick the most outgoing of your team members to secure success.
5. Engage the public Creating a display of beautiful product is essential, but unless you’re showing off a headline-worthy pre-production concept the chances are you’ll need something else too. Put in some effort, as anything that appears an afterthought won’t do your brand image any favours. Consider your four questions again. Why not try unique giveaways, spin the wheel, beer fridge or coffee machine.
6. Follow through on your leads Once the event is over, checking in with your audience needs to take priority. Ensure that you email all your captured contacts with a ‘thanks for popping by’, a reminder of your store’s location and an enticing offer. Use your social media channels to showcase your pictures from the event and share professional photos from the race organisers. n
www.bikebiz.com
January 2022 | 37
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