For franchisees at the coal-face of business, every public meeting is an opportunity to form a new relationship and make a new customer. So maximizing visibility at these public events is essential for franchisees. Luckily, a leading e-mail marketing expert has outlined some steps that every franchisee can take to get more people to your events.
Kevin O’Brien of Constant Contacts, an email marketing firm, has written a thorough article for Franchising Times that outlines the many different cost-efficient steps that franchisees and entrepreneurs should take in managing event marketing. Event marketing isn't the most pressing concern for some franchisees, but one can never have too many customers. As Kevin writes, “there are a number of affordable, Web-based tools available to help bring the event marketing effort together in a single browser window. These tools allow event home pages to be built, invitations to be sent, registrations to be collected and tracked, and payments to be processed. All of this cuts down on the time needed to produce a successful event and helps with logistical and other planning efforts.”
Kevin outlines the following nine steps for launching your marketing event.
- Mark the calendar
- Send an invitation.
- Create word-of-mouth marketing
- Get an RSVP and/or payment.
- Create an event homepage.
- Send reminders.
- Post-event communications.
- Seek feedback.
- Follow-up with unhappy attendees
While some franchisees benefit from the advertising budget of a much larger franchise operation, other franchisees are under constant pressure to reach new customers and clients. Kevin’s tips will come in handy when you hold that next marketing event for your own business.