The Challenge
A large dealer was opening 2 new locations and Mcomm Group was hired to handle the promotion of the event. The objective was to engage the target audience and drive foot traffic to the new location by ensuring that potential customers were aware of the event and motivated to attend. The specific challenges were:
- Creating consistent marketing materials across all platforms and mediums.
- Designing and producing engaging event decor that aligned with the brand identity.
- Driving customer attendance through effective communication and outreach.
Strategy
Mcomm Group implemented a multi-channel approach to address these challenges, focusing on cohesive messaging, event promotion, and customer engagement.
- Consistent Marketing Materials
To ensure consistency and alignment with the dealer’s branding, Mcomm Group designed the following marketing materials:- Printed Flyers and Brochures: Distributed both at the dealer’s existing locations and through local partners (e.g., cafes, gyms, and community centers) to raise awareness.
- Email Campaigns: A series of personalized email invitations were sent out to a targeted list of customers from the dealer’s database, with clear calls-to-action to RSVP for the event.
- Social Media Graphics: Custom-designed banners and posts for platforms like Facebook, Instagram, and Twitter, highlighting key event details (date, location, exclusive deals).
- Website Updates: A dedicated event page on the dealer’s website with detailed information, countdown to the event, and an option for visitors to RSVP or sign up for event-related promotions.
- Mailed Invitations: A select group of high-value customers and VIP clients received beautifully designed physical invitations via mail. These exclusive invitations included event details, personalized messages, and a special RSVP option, adding a personal touch and increasing the likelihood of attendance from top-tier customers.
- Event Decor and Branding
To create a welcoming atmosphere and ensure the event was memorable, Mcomm Group took the following steps:- Outdoor Signage and Banners: Strategically placed banners and signs in the surrounding area to guide customers to the new location and build excitement.
- Interactive Displays: Customized interactive displays where attendees could experience the dealer’s products or services firsthand, allowing for deeper customer engagement.
- Design and Branding:
Swag bags were branded with the event logo and sponsors, ensuring they served as walking advertisements long after the event ended. The design and selection of items reflected our brand values and were targeted to the interests of the attendees.
- Customer Engagement and Outreach
To drive attendance, Mcomm Group utilized both traditional and digital marketing strategies:- Phone Calls & Personal Invitations: Mcomm Group lead development representatives personally reached out to high-value clients and top prospects to invite them to the event, offering special deals for attendees.
- Local Partnerships: Collaborated with nearby businesses to cross-promote the event, offering joint promotions or giveaways to attract more people in the area.
- Live Streaming on Social Platforms: To extend the event’s reach beyond those who could physically attend, Mcomm Group organized live streaming of key moments (such as the ribbon-cutting ceremony, product demonstrations, and customer testimonials) on platforms like Facebook, Instagram, and YouTube. This allowed customers who were unable to attend in person to participate virtually and stay connected to the event, further building excitement and engagement with the brand.
- Post-Event Follow-Up
To ensure long-term customer relationships and gather feedback, Mcomm Group executed a robust post-event follow-up strategy:- Thank You Emails: Sent immediately after the event to express appreciation and offer a follow-up discount for attendees who did not purchase.
- Post-Event Social Media Posts: Shared photos and videos from the event on social media, thanking attendees and showcasing the event’s success.
The Results
- High Event Turnout: Over 200 customers attended the grand opening event.
- Increased Customer Engagement: The email and SMS campaigns resulted in a 30% higher open rate compared to previous campaigns, with significant RSVPs coming directly from those messages.
- Strong Brand Recognition: The cohesive event decor and branding provided a lasting impression, reinforcing the brand’s presence in the community.
Conclusion
Mcomm Group successfully managed the grand opening event for the large dealer by creating a strong, consistent marketing strategy that utilized both digital and physical channels. The event was not only successful in attracting a large crowd but also contributed to long-term customer engagement and sales growth. The client praised Mcomm Group for their seamless execution of both the event promotion and the event itself.
