An Introduction to Event Based Marketing
Pizza Hut came up with a brilliant idea. During the Super Bowl, every time a person checked into Foursquare mentioning “Super Bowl”, he would get a badge. Now this badge gave him a coupon that would give him $5 for every $10 spent! The customer was thrilled and Pizza Hut made a killing!
Event-based marketing is not just about a sporting event or holidays and tailoring offers around that. It starts with the many events in a person’s life – this event could be anything that presents an opportunity for interaction. These interactions could be anything – it could be a call or letter from a customer about a product or service – could be a complaint or a request for some information. It could be a customer’s change of address, birthdays, anniversaries, births, children reaching college age, home purchases, or any other personal event. It could be just a visit to a web page, the click of the mouse on a particular item, or a keyword search! The opportunities are endless. In other words, any change from the normal is seen as a potential opportunity. Anything a customer does, initiates communication from the marketer – making this a pull rather than a push.
Event based marketing is a highly personalised way to offer new products or services to individual customers on any channel at the moment it is most relevant to him or her. It can enhance the relationship a company has with each of its customers. It needs advanced technology and carefully crafted marketing plans to create a customer communication framework that can handle the complexity of marketing to millions of individuals across multiple channels, ensuring effective, automated dialogue that is relevant, timely, and produces value.
There are many advantages that Event based marketing brings –
- It lets the marketer meet each individual customer at the point of his or her need
- It is possible to turn customer monologues into value-producing dialogues and rapidly improve return on customer relationships.
- It is a great way to improve brand recognition, deliver value and drive profits quickly.
It uses customer behaviour and events to find opportunities for marketing and profit making. The highly personalized Event-based marketing bases marketing strategies directly off of events in a customer’s life and can help form personal relationships with your customers. It is all about marketing to an individual at a time that matters most to him. And that is when marketing is most effective!: