Customer events strengthen relationships
We just finished a large, private customer event at our North American headquarters, and I am reminded just how valuable these activities are in our marketing program. Very detailed presentations, technical demonstrations and significant one-to-one contact with our subject matter experts provide a brand immersion experience that is hard to beat. We also used academic and supplier experts who helped to independently validate our processes and technologies, creating a strong and lasting impression on the participants.
Deeper, stronger relationships were established between the prospects and sales personnel. This is certainly one tactical area where the sales and marketing groups seem to be able to cooperate and collaborate well together. The entire organization gets excited about these events and provides the support needed to put on a great show.
By providing specific new research, practical information and real examples to illustrate our new concepts, we were able to put together a very informative and worthwhile event for our visitors. The benefits are sometimes immediate, with new opportunity creation, but the impressions can most certainly be lasting.