February 26, 2015

How to Create Loyalty Amongst Your Attendees

Loyalty schemes are running rampant. It feels like in every shop you walk into, they’re selling their ‘fantastic’ loyalty schemes. It can be difficult to build loyalty within any customer base, especially with events. There are ways to build value to your next event and build loyalty with your attendees. Here are a few:

Surprise Surprise
We all love a good surprise, and this goes without saying in loyalty. At your next event, put yourself in the shoes of the attendee and ask yourself ‘how can I top this?’ Results could be a champagne reception or a celebrity/industry influencer as a speaker. Depending on what your event is, you could make it jazzy by adding confetti or holographic designs.

Feedback is crucial for any business product or service. It allows you to keep your finger on the pulse of the most important people for your event, the attendees.

It can be tough getting attendees to fill out surveys, everyone has a schedule and wouldn’t want to be bothered, however, providing an incentive such as a voucher code for a discount, a free drink, or even something as small as a glow-in-the-dark pen might be the nudge they needed to fill in the survey.
It’s a great indicator as to what your target market like and dislike and it’s valuable information you should keep in mind for the next time round.

Going the Extra Mile
For festival organisers, a nice way of celebrating the kick off could be by holding a party a week prior to the festival. The party should be for a smaller number of people in comparison to the festival. It’s a great way to make your supporters feel acknowledged and give them a taste of what’s to come. It also creates enthusiasm in the host town and builds brand awareness.

Engage Your Audience
A way to build loyalty could be through experiential activities. There are many different ways in which you could engage with visitors. Depending on what the event is, activities could include free jean designs, a free clinic, a massage service and even a face painting service. Alternatively, if your event has sponsors, it’s worthwhile creating a combined experience.

For more information on the importance of sponsorship at your next event, click here

An online competition with free tickets to your event is a trick of the trade which again entices customers. A nice additional touch to that could be to call the winner of the competition personally.

With so many events taking place, loyalty is more important than ever. There are many ways your event can gain loyalty. Your audience is the lifeblood of your event, ensure you go above and beyond to make them feel special. Your attendees will remember it. Just make sure you build loyalty rather than destroy it, as Starbucks bitterly found out: http://www.forbes.com/sites/rogerdooley/2013/07/23/starbucks-gold/

Raj Jilka