Events are an effective method for sales promotion of products and services.
However, don't you have many worries, such as "Will I be able to attract customers?" "How should I come up with ideas?" or "Can an interesting idea actually be managed?"
This time, we will explain the key points of event planning that lead to results, as well as keys to success from attracting customers to human resource management. If you are struggling with events, please use this as a reference.
The benefit of an event is that, in addition to short-term sales and securing contracts, it allows you to deepen the understanding of products or services through direct interaction with customers, resolve misunderstandings, and receive reactions.
Events come in various forms, ranging widely from world expos, exhibitions, festivals, and sports events to sales events at storefronts. Regardless of size, the common denominator is that it is a method of gathering many people at once to achieve significant results in a short period.
In this article, we will focus on sales events at storefronts and commercial facilities, and explain the key points.
Initially, I wrote that events are a method to achieve results and performance in a short period, but on the other hand, there are disadvantages such as time-consuming preparation and costs.
Therefore, goal setting and preparation/operation conscious of achieving those goals are important for event implementation.
Also, even if an event succeeds, if it becomes stagnant, results will drop, so you must always discover and improve issues, and add new ideas.
To gather many people and connect it to results, pre-event preparation is more important than anything.
Broadly speaking, there are four:
① Consideration of customer attraction methods and attracting customers
② Preparation and production of tools, etc.
③ Location selection and site survey
④ Securing and training personnel
There are four main steps.
I will introduce them in order.
Because the event depends on the customers, "customer attraction" becomes one of the most important issues in planning an event.
For customer attraction ideas to break the monotony, for example, there are the following:
① Celebrities
Using famous talents, entertainers, or comedians in your event will significantly increase attention and customer traffic.
Regarding the cost you might be worried about, beginner comedians can sometimes be used at a relatively low cost.
For younger audiences, hiring influencers is also frequently done.
② Demonstrators
Demonstrators familiar from TV are professionals in customer service and speaking, so they are not only good at attracting customers but also at skillfully conveying the benefits of products and services.
③ Nostalgic games
Air lottery machines or Gachapon are staples of events, and while standard, a Jumbo Gachapon that stands out from afar can completely change the event landscape.
Also, festival-like attractions have high customer-drawing power across generations.
④ Digital games
Recently, digital roulette or crane games are also being used as customer attraction tools.
The good thing about digital games is that you can incorporate surveys in advance and collect customer information.
Also, being able to manage and aggregate data on attributes, hobbies, and preferences obtained from surveys in an instant is a benefit.
⑤ Mascots
Mascots loved by children are a deeply rooted customer attraction idea.
You can operate fun events, such as photo sessions with mascots of characters or animals.
⑥ Event attraction tools
In event attraction, you must first be noticeable, and make it clear what you are doing.
In a situation where it is unclear whether an event is being held or not, you cannot expect many customers.
From panels, gates, and banners to digital signage recently, you should always prepare items that are visually striking.
Besides this kind of buzz, novelties to catch customers and staff costumes are also places to show your ideas. Also, if there are shortages of materials necessary for the event, such as chairs, tables for customer service, and other supplies, it will hinder smooth operation. Remember to make a list and package them in advance.
Location selection is a major element of event attraction.
Basically, you will choose a location that matches your target.
Commercial facilities such as shopping malls are effective for attracting families and catching customers.
For promotion aimed at expanding awareness by reaching as many targets as possible, or for new product announcements, event spaces in train stations are suitable.
Once you have decided on an event venue that matches your target, do a location scout as a pre-check of the location.
In the location scout, in addition to checking basic venue information, space for implementation, customer demographics, and times when people are numerous or few, collect information such as what other events are happening on the same day.
Since there are often rules regarding facility entry and setup, be sure to check them.
Attracting customers to the event and securing staff to explain products and services are important factors.
In addition to securing excellent personnel, thoroughly train them on the necessary content in advance.
It is important that they not only understand the features of the recommended products and services but also thoroughly learn the sales talk, such as calling out to customers and guiding them to service.
What you should not forget is thoroughness in manners and compliance.
If complaints come from customers or the facility, it becomes a major problem that will cause you to lose trust, and you will not be able to sell anything at all.
Strive to share this thoroughly through training and other means.
Since events also cost money, you must always be conscious of achieving your sales or contract goals.
When holding an event, you need to check progress hourly, deploy more staff during busy times, and actively call out to customers during slow times, constantly thinking about how to respond.
Also, decide on basic matters such as staff actions and call-out methods in advance.
By setting the basics instead of doing everything on the fly, ensure that your staff can move easily.
When the event is over, extract the results and issues.
By grasping and verifying the reasons why it went well or why it didn't, you can devise future measures.
Even if you get good results once, don't let your guard down.
Always think of new ideas to prevent stagnation.
Let's review the points introduced so far.
In either case, the preparation stage before the event is important.
You may have endless worries about whether you can operate well on the day of the event, but it is no exaggeration to say that the success of the event depends on pre-event preparation. While proceeding with preparations with leeway, consult with a partner company that knows various event know-how, and build a path to success.
At BEEATS, as event planning tailored to your target, we propose everything from setting the event location to customer attraction ideas.
We have a track record of securing a large number of personnel for nationwide scale events, including negotiating with venues and hiring a wide range of talent such as MCs, comedians, and demonstrators.
[Reasons why BEEATS is chosen]
One-stop solution for customer attraction, tools, and personnel
We provide everything necessary for the event and propose optimal plans, contributing to labor and cost reduction.
Extensive track record at mass retailers with rich know-how
We have a track record at mass retailers nationwide, and you can start effective event operations while adhering to house rules.
Speedy nationwide response with a rich network
We have a rich alliance of over 50 temporary staffing agencies, enabling speedy assignment of optimal personnel nationwide.
Analyzing results and market conditions to update
We analyze success factors and issues based on numerical values. We are constantly updating staff quality and catch attractions.
If you have any worries about event operation, please feel free to contact us.
▶Click here for inquiries regarding events and promotions!
Q1. What are the benefits of holding a sales event?
A1. The benefits of holding an event include the potential for significant results, such as short-term sales and contract acquisitions. Furthermore, because you can interact directly with customers, it enables communication that is difficult to achieve online, such as deepening their understanding of products or services and receiving direct reactions.
Q2. What is necessary for pre-event preparation to make a sales event successful?
A2. There are 4 major steps required for pre-event preparation. The first is consideration of customer attraction methods and attracting customers, the second is the preparation and production of event tools, the third is location selection and site survey matching the target, and the fourth is securing and training excellent personnel. It is no exaggeration to say that the success of an event depends on pre-event preparation.
Q3. What are some ideas for increasing customer attraction at an event?
A3. As customer attraction ideas to break the monotony, 6 methods are effective, such as hiring celebrities or influencers, utilizing professional demonstrators, introducing nostalgic games like Jumbo Gachapon or digital games equipped with survey functions, holding photo sessions with mascots, and setting up visually noticeable attraction tools.
Q4. What are the points for selecting an event venue?
A4. It is important to choose a location that matches the target. For example, commercial facilities are suitable for families, and event spaces in train stations are suitable for expanding awareness. Once the location is decided, be sure to perform a site survey (location scout) to check the size of the space, customer demographics, flow of people, and the facility's entry methods and setup rules in advance.
