events drive your business
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Events Drive Your Business
Xiaoge(Jamanda) ChenSocial Media and Marketing Communication
Final PresentationMSPC-3050
Introduction of The Perfect Truffle
The Perfect Truffle is a hand-crafted chocolates store located in Maryland.
A political Truffle campaign of The Perfect Truffle
The chef Randy designed a kind of presidential truffle in the process of presidential election.
The chocolate with a donkey shell represented Democratic, while the elephant represented Republican.
A political Truffle campaign of The Perfect Truffle
Social media they used to introduce the products:
VOA News
Online News
Official Website
A political Truffle campaign of The Perfect Truffle
Social media they used to introduce the products: Online News——GazzeteNet ， Maryland Community News Online
A political Truffle campaign of The Perfect Truffle
Social media they used to introduce the products: Online News——Times News
A political Truffle campaign of The Perfect Truffle
Social media they used to introduce the products: Official Webpage
Everyone came to the store and bought the chocolate could vote for parties. Every single purchases counted. The numbers of vote were constantly changing. Each Tuesday through election day, updates would be posted on the store's website.
A political Truffle campaign of The Perfect Truffle
Social media they used to introduce the products: Facebook
A political Truffle campaign of The Perfect Truffle
Social media they used to introduce the products:
They posted every updates of vote on Facebook, from the first week to the end. Besides, they also posted every news and stories related to political truffle to motivate people's interest to the chocolate and the results of this "chocolate vote".
A political Truffle campaign of The Perfect Truffle
Social media they used to introduce the products: Twitter
Randy Olmstead did the same thing on Twitter, posted updates and events happened related to his store and his political chocolate, nothing special.
What behinds the chocolate?
How can events drive Business?
Events bring people particular needing goods, services and entertainments.
Events motivate people to participate into in or involve in it.
Events drive business to create special approaches to solidify its old customers.
Events provides business with opportunities to access new customers.
What do you need to consider?
Your target market: Spend time identifying who will be interested in the event. Will the crowd mainly be local residents, international visitors or members of in interest group? This information will help you plan a marketing and promotional strategy for businesses.
What do you need to consider?
Social media use: Spend time build up conversation related to the event with your customers by using proper method, including Facebook, Twitter and so on. You need to listening to your customers, finding out what these people want from the event in terms of goods and services. And talk to them, responding their feedbacks,supporting their needs and energizing your customers in the end.
What do you need to consider?
Offers to encourage people to purchase your products: There is competition between two customers. Eg. political chocolate/collect a series of gift by purchasing
What do you need to consider?
Ways to show your business supports the event: big events always become the central focus on people's daily life so that they would rather to pay attention to anything related to that. You need to make sure your business relatively and help people feel better about the events.
For example, before the arrive of Hurricane Sandy, supermarket should close later than usual to make sure people have enough time to get water and food.
What do you need to consider?
What's more, to achieve your sales, you need to consider:
Sales Quality: don't think that people will only focus on the part of products which is related to the event and ignore the quality of the product itself. you should make sure the quality as better as you can.
Sales quantity: depending on the range of your target audience, you can decide how many products you produce. It's probably that people will lose interest in the products when the event end. Therefore, you need to calculate the quantity of your products carefully.
Selling price: depending on your target market, you need to make sure most of that group members are able to afford your products. At the same time, the price should match the level of the integrity of your business.
How to get your new customers come back?
Nov.7th Dec.5th
Provide your customers with good products and services.
Share experiences and feelings about the event, building up harmonious relationship.
Make your business like a place people will want to visit in the future, warm, funny, or helpful.
Bring them additional surprises or gifts which is a mini package of your other products.
Focus on their problems and concerns, and solve them.
Conclusion
In conclusion, events can be made good use to approach customers. Most of big events happened are predictable, such as presidential election, the attack of Hurricane Sandy, or Black Friday on Thanksgiving. You are able to create products or services to face those events, which will help you solidify the trust with your old customers, and also help you access to new customers, as long as you provide goods and services they really want.
References
Social media uses ：http://www.theperfecttruffle.com/http://www.gazette.net/article/20120911/NEWS/709119965/1123/
frederick-candy-shop-to-count-truffle-sales-to-predict-presidential&template=gazette
http://times-news.com/local/x403304012/Frederick-chocolatier-making-voting-sweet-with-truffles
http://www.voanews.com/content/maryland-shop-cooks-up-chocolate-vote/1529725.html
http://twitter.com/perfecttruffleStatistic sources ：http://socialmention.com/search?q=the+perfect+truffle&t=all&btnG=SearchOther bibliography ： Making Dollars & Sense out of Community events, An initiative of Lake Macquarie City Council and the NSW Department of State and Regional Department