EXPERIENCE MARKETING
High impact, low budget, experiences worth remembering
Small Business Experience Marketing shows how to prepare, partner, promote and produce an event in small businesses. This how-to guidebook shows you how to create the experiences your customer wants and maybe more importantly teaches you ways to invite connections through promotions. It’s a sure-fire way to engage them in ways that provide lasting memories and meaningful community connections for you and your customers.
Now more than ever, people are hungry for opportunities to connect with others. It is what makes us human. We naturally collaborate, even share a little bit of ourselves, when enjoying one another's company. By partnering with others we improve our chances of success and share the risks of misadventure. We are also more likely to succeed when we carefully set goals, plan, then measure results.
This book is your guide to achieve success in event marketing. It explains how to build those collaborative partnerships. It details the process of planning Experience Marketing event promotions and shows you how to quantify your results in order to increase your skill and success over time. It will empower you to move forward with confidence to plan an Experience Marketing collaborative event that works for your budget, fits within your time constraints and your lifestyle.
Determining the kinds of experiences your customers are drawn to.
Evaluating what you might be doing wrong now.
Setting accurate projections based on clear evaluations.
Planning for specific outcomes.
Create memories using enhanced sensory focus.
Collaborating and sharing ideas that turn into opportunities.
Expanding your client base, reaching new people and increasing existing loyalty.
Excitement - One of the most infectious emotions and easy to stimulate once you concentrate on your target market’s interests. Excitement is the first experience you want to give customers, long before they step inside your door. Communicate the excitement that you feel when brainstorming ideas. Some of your best, most genuinely enthusiastic ideas for announcements will come in the first stages of planning. That excited energy is real, and customers will feel it. Create immersive sensual experiences to connect more deeply to your existing customer base.
If you aren’t using events as a community-building opportunity, you’re doing extra work and reaping only short-term rewards. This is why it’s worth your while to consider bringing on partners to help you plan, market or produce a kick-ass Experience Marketing event. Partnering is one of the secrets of Experience Marketing success. By engaging with your community, asking for help, creating partnerships and relying on the support of other participants, you will start to develop the long-term relationships critical to the success of your business. You already have de facto business relationships with your suppliers, professional service people, employees, even customers. Recruiting and refining these connections will expand your opportunity for profitability, and more importantly, help you feel successful in business. You will start to know where to turn when issues arise, and you’ll have more choices of people to turn to for advice and support.
“ I wish I’d have had this book when I first opened my business. It contains a treasure of both practical tools for planning events and for growing a long term client base. “Experience Marketing” should be required reading for anyone opening a small business. But even as a seasoned restaurateur and venue owner who has hosted thousands of events over the past 20 years... I found this book gave me new insight into how to better plan, market and execute both large and small events more effectively. It’s a book I will keep on hand as a resource for all my event planning staff.”
“Experience Marketing is as natural as breathing to main street businesses. Adding the focus of using events to form a community that supports one another, is brilliant!”