Business to Consumer
B2C is about the company’s relationship with one of its most important target groups: the end customer. If you’ve done your homework and you have your employees onboard and customers who like what you do, it’s time to show the consumers that you can be trusted. Time to invite customers to a meeting with the brand and to look them in the eye and give them a feel for the products that you sell!
Think both vertically and horizontally.
What do you want to say, to whom, and what kind of feel do you want the brand to communicate? Draw up a plan in which you look at communication channels and target groups to create a meeting that is as effective and memorable as possible.
Keep an eye on your consumers.
Or perhaps more relevantly: keep an eye on your brand. How healthy is it? What sort of tone does it strike? Do you and your target group have the same view of your brand? One thing we know for sure: consumers are getting increasingly changeable and harder to catch. There are those who say that the product is becoming a by-product, and that increasingly it’s the brand that you have to sell. Give some thought to what your consumer looks like, or wants to look like, and meet him/her with the same feel.
Work with all senses.
Around 70% of all decisions are made on the basis of emotions. This is also true of purchasing decisions and how you perceive a product or a brand. Communication aimed at the consumer should therefore satisfy as many senses as possible. Sensory marketing and meeting communication are the perfect combination.
Start from within.
Credibility when meeting your target group comes from within. All staff, hired or your own employees, must be fully familiar with what you’re selling and the feel you want to impart around your brand. If you’re going to change the consumer’s attitude, all of your employees must first of all understand where you’re heading and act accordingly. If you want to communicate externally – start by communicating the same thing internally.
Just as in all other communication, you should engage with your target group over a long time. So don’t view the event as a one-off measure, but draw up a long-term plan in which you meet your target group in a way that provides maximum commercial benefit.
Things to consider when holding your event:
WHAT DOES THE SETTING LOOK LIKE?
What will the target group’s state of mind be when you meet them? Happy holiday mood? Lunchtime stress? Hungry for information?
WHERE WILL EVERYONE FIT IN?
Display signs so that they’re visible, even if a lot of people are moving about.
Adapt to the environment. If you’re outside, bear in mind that it might start to rain, be windy or become very hot.
Produce branding material that you can use over and over again. And make sure that it’s easy to unpack/pack away and transport.