Using Events to Increase Subscription Sales
Putting a face to a brand shows consumers that the brand cares about getting to know its subscribers on a personal level, not just through a screen. And when executed correctly, an experiential campaign leaves a potential subscriber with a positive, impactful, emotional experience that resonates with him/her when it comes time to make a purchase. An event engagement may not always instantly result in a lead or a new subscriber, but the power of a memorable engagement should help with the conversion later down the road.
Events are the perfect platform for tests and surveys. What better way to gain honest, valuable feedback from consumers than in a face-to-face environment. Surveys can help identify target customers, pinpoint pros and cons on new subscription offers or products, and provide information on subscription competitors. to maximize participation, companies can incentivize attendees with the chance to win a prize for completing the survey, or distribute a free branded promotional product to each participant.
Let's face it, the internet is filled with ads. Consumers are left frustrated and brands are faced with the challenge of creating compelling digital marketing tactics that generate results. Experiential marketing is a great supplement to these digital marketing efforts. Plus, it often puts subscription brands above competitors who may not be utilizing the events channel, which is often a misunderstood or overlooked channel.
Executing powerful, compelling engagements organically attracts leads and can provide companies with positive ROI. It could be argued that leads generated via events are stronger than those collected from digital campaigns. Why? Because the element of human interaction will most likely have a stronger impact on consumers' buying decisions. To continue the customer relationship, brands can market to these newly acquired leads after the event has ended with the goal of eventually converting each lead into a subscriber.
It's a common misperception that event activations only impact those attending the event. Companies often conduct onsite activities that require social sharing. It's an easy way to multiply engagement impressions, gain new subscribers, and increase ROI. Popular promotions include photo booths, tweet to win sweepstakes, and follow to win sweepstakes. The more creative the promotion, the more excited attendees are to participate.
It's not easy to find outlets through which companies can conduct direct sales. Most subscription-based companies rely on the web or brick and mortar. Exhibiting at events that are highly-trafficked and targeted to their customers IS A perfect way for brands to increase subscription sales. Promoting a "special event offer" incentivizes customers to purchase a subscription onsite. Special promotions that work well include distributing a giveaway with each subscription, offering a substantial discount (25-50% off), or utilizing the classic "BOGO" offer. The best part about experiential campaigns is that brands can make revisions to their plans "on the go" until a successful sales strategy is realized.
Need help selling subscriptions? On The Avenue Marketing creates face-to-face event sales programs that can help drive your subscription sales. Contact us today for a free consultation. We'd love to hear from you!
Alycia is a marketing strategist who has been connecting people to products through events for more than a decade. As Vice President, Marketing of OTA, she draws on her experience to create customized event marketing programs for her clients. She's developed a deep understanding of how to create authentic, engaging promotions that organically attract consumers to brands. In her free time, this Boston native enjoys creating craft cocktails, soaking up the summer sun, and obsessing over her tiny Chihuahuas, Taco and Tuesday.