How To Make Sales
With Special Events
By Michael Lemm FreedomFire Communications
Written by: Michael Lemm
Here's another real
world example of how some folks market their business AND
Our area has an event called a "Homearama" annually every fall. For this
event select builders in the area construct a number of houses at a
pre-determined site (usually a new or nearly new development) for the
purpose of "showing" new construction methods, designs, landscaping,
interior decorating, trends, floor plans, gadgets, etc. They also
showcase the homes for sale and also the area the homes are built in.
There are about 5 cities which alternate hosting this event.
The Homearama is a huge event that all the surrounding communities look
forward to every year.....and draws 1,000's of visitors over about a 1
week time period. This is a great opportunity to "reach" the public with
a targeted campaign if you plan well. just imagine the networking
For example I've seen the following:
1. The entrance to the area where the home tours start goes through a
long series of "tents" lined with booths populated by various companies
and products. You HAVE to walk through this area to get to the
homes....and again when you leave. Can you say captive audience?
I've seen a couple groups set up booths in this area offering their
products or services (signs, banners, brochures, business cards, etc.).
They also have a raffle or contest where some lucky visitor can win free
products or services. The typical fill out an entry form with contact
info & drop it in a box....with the drawing held the last day (not
required to be present).
What's this do?
First it gains visibilty....community branding. A few sales directly and
lots of interested folks picking up "information" and/or samples. And of
course lots of coversations to follow-up on.
Second, the contest/raffle creates a list of po tential contacts for
follow-up via the entry forms (name, address, phone number, email).
Note: for this to be successful you'd need to have a dedicated team of
local distributors willing to man the booth and talk with folks during
the events open hours. Also they should have a clear plan for following
up with any contacts made.
2. Some folks have even been able to have their products displayed in
the homes themselves. For example how about Mia Bella candles
attractively shown in the Master bedroom, bathroom, kitchen, or formal
dining room? How about Noni on the kitchen counter.... or Trivita B's on
the bathroom vanity....or CogniFast on the computer screen....or, well
you get the idea.
Also, not just the products/services are shown. You also display a
business card rack so interested vistors can "find out more".
3. Here's on e that's not so obvious....relationshipping with other
vendors, real estate agents, concessionaires, and builders who
participate in the event. Your potential contacts aren't limited just to
the "visiting" public. Network with the event organizers & participants
There's a lot of possibilities with an event like this. In my area it's
called Homearama. In other areas it's Showcase of Homes or something
I suggest you look into it and see if you can take advantage of the
Michael is the owner of FreedomFire
Communications.... providing a variety of voice, data, and internet
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