An event is valuable for business in two cases. First, when it involves a lot of people, which your company considers to be your prospective clients. And secondly, if an event repeats over a period of time. Such occasions as New Year, Christmas, the beginning of the school year, the beginning of summer, etc. are suitable for this purpose. Most companies that produce products and services use them to attract the public. During the holiday periods buyers are emotionally ready for noisy performances, sales, numerous special propositions and other things businesses can come up with. But there is also a downside: every business exploits holidays, including competitors. Therefore, mass events may not have the element of surprise. What can your company do to wow clients? We have the answer – to create events.
Use Your Creativity to Make Profit
It is not that hard to come up with a holiday that no one has ever celebrated. The same applies to unusual services and various events that attract attention. You may use cultural aspects, religion, fantasy, exoticism, everything that the audience can show interest to. Just find a way to utilize such an occasion to benefit your business. A vivid example of this approach is the Chinese New Year in French supermarkets Carrefour.
Owners of this trade network successfully exploit the exoticism of the East. The brightest event that take place in shopping centers of this brand is the Chinese New Year. Since 1996, the first ten days of February are dedicated to the East, especially to its products, food, and souvenirs. The benefit of this event is a tangible increase in demand for goods produced in China, Korea and Japan. As the result, emigrants from these countries come to the supermarkets of this chain more. Thus, these buyers start preferring large trading centers to small shops that they have visited before.
For the Chinese New Year, prices in Carrefour are lower, and people are happy to buy a lot of products for a family holiday. Inspired by the success of the Eastern New Year, the owners of these supermarkets also suggested events to engage the attention of Europeans. They decided to create events that introduces the international idea more widely. The supermarkets hold the Festival of the Mediterranean at the end of spring. At this festival fresh products from Greece, Italy, and other Mediterranean are widely offered to the public. The bran’s owners selected the end of spring on purpose. Many French go on vacation to Mediterranean countries in May and summer. They like to try in advance some specific food of these countries. As a result, customers spend their money more willingly.
How Companies Can Create Events
The same principle uses McDonald’s when they create events for attracting more visitors to their restaurants. For example, during Halloween holiday McDonald’s, along with the hamburgers, offers “pumpkin heads”, masks, depicting all evil spirits, and recommendations for organizing a coven. Days of saints, birthdays of famous personalities, celebrations of sports events – everything goes into action for the sake of attracting more customers.
The trading group Kraft-Jacob-Suchard invented Grandmother’s Day, and for a long time celebrated it successfully with the visitors of its stores. Then the company created a network of cafes with the same name. The French Association of Fresh Vegetables and Fruit Suppliers, united with the producers of sweets, came up with the “Week of Fine Taste”. The company that produces corn flakes Kellog’s, invented the International Day of healthy breakfast.
In other words, the situation when a company can create events for own benefits has become widespread. Over time, consumers can get used to an abundance of holidays. As a result, their respond to the offered events gets weaker. But businesses come up with more and more events, demonstrations, trade shows. If the idea that formed the basis of the holiday is unique and creative, visitors will respond to it even better than expected. As an example, one Japanese perfumery company put a small play in the sales hall of its shop, using perfume bottles as decorations. After that, the demand for perfume in an unusual container increased instantly: the buyers wanted to decorate their rooms with such attractive bottles. At the same time, the smell of perfume did not matter – the idea of decorating was contagious enough.