How To Run A Succesful Sales Event?- A Complete Guide With Case Study

Revathy Nair Revathy Nair
May 31, 2022 9 min read
How To Run A Succesful Sales Event?- A Complete Guide With Case Study

It's difficult to dismiss the value of sales events, no matter what sector you're in or what niche you're in. Knowing how to manage a sales event benefits businesses in various ways, including brand expansion, increased consumer numbers, and more sales.

Running a successful sales event, on the other hand, isn't as easy as putting on a discount and calling it a day. There are numerous ways to execute a successful sales eventβ€”and even more ways to fail.

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Things to Remember Before You Market Your Sales Event
How to Run a Succesful Sales Event?
Comparative Study of a Sales Event Case Study

Things to Remember Before You Market Your Sales Event

Not every sale necessitates the addition of frills. You don't need an international holiday as a reason to provide customers discounts, gifts, or other tempting incentives. Consider the tactics we mentioned with the year's greatest sales and ask yourself, "Why to limit these to a one-time thing?"

You can take elements of sales and promotions and apply them to your daily operations.

You can't just give discounts every day, of course. Not sales-worthy ones, at least, because discounts have benefits and drawbacks. However, there are several big-event strategies worth adopting on a more regular basis.

As you create your event marketing approach, keep the following three points in mind:

Hooks: Your hook must attract your audience's attention. A good hook should be short, captivating, and emotional.

Using a Catchy Title as a Hook
Use a Catchy Title as a Hook

Offers: Once you've sparked a customer's attention, make an attractive offer that sets you apart from the competition. If your offer is identical to that of five other dealerships in the region, there's little reason for a buyer to choose your event.

Unbelievable offers
Unbelievable offers

Call to Action: Finally, a clear call to action should always be included via direct mail or a Google ad. What happens next? It shouldn't just be about showing up to your event. Set up a landing page for them to sign up for a free, guaranteed appointment at your event. Add a QR code to the mailer to request a rapid RSVP. Make sure the action is simple to comprehend and execute.

How to Run a Succesful Sales Event?

Step 1: Begin Spreading The Word

Whether or not a store runs a promotion, getting the word out is crucial to growing sales. One of the most effective ways is to become more active on social media. It allows you to maintain constant contact with your audience and customers. You can use it to distribute information, advertise items, or build your brand.

Naturally, it includes tools that some clients may find indispensable. For instance, live chat can be used to answer client questions.

Getting prominent people engaged on a large scale is another wonderful method to generate buzz. Working with influencers is one of the most current techniques brands have used. This isn't just about models posting photos from their vacations; every business has its own set of speciality influencers.

Simply use networks like LinkedIn to seek your niche or sector. See who's generating a lot of talks or who's establishing themselves as a well-known and trustworthy voice. Then simply contact them to see if they want to collaborate.

Try to use what major brands do with sales for your marketing efforts. Take, for example, Prime Day. Amazon didn't need to run discounts because it was far before Prime Day. However, their promotion of Prime Day helped make it an event that customers worldwide anticipate.

Amazon Prime Day Sale
Amazon Prime Day Sale

Step 2: More Than Just Your Sales Team Should Be Prepared

You'll put a lot of emphasis on your sales team when preparing an end-of-year sales event. You'll want to make sure that everyone on your sales staff is ready to go, from training on how to work the floor on the day of the event to presenting a choice of offers and bargains to clinch a sale.

Unfortunately, this is frequently where the team's planning ends. To put on an event that will truly inspire long-term loyalty, you'll need every single team member to be ready to provide the best possible customer service.

Your service department is a wonderful place to start. While an end-of-year sales event may primarily focus on clearing out goods, it is also an excellent time to promote your service centre. Make additional promotional offers to your service personnel, and encourage clients to schedule future services on the day of the event.

Step 3: Highlight Your Brand

Some companies become famous for their sales, but you don't have to follow in their footsteps. Begin to appreciate what makes your brand unique. Although a sale or campaign may pique your interest in spreading the news about your company, you may maintain your enthusiasm long after the offer has gone.

You can see what your clients are interested in through sales. Discounts and free gifts are nice, but despite the sales components, you'll be able to tell what's selling and what isn't. You won't just send one email advertising a discount. Therefore the marketing you utilize during the promotions should reflect that.

Check out what your customers are talking about, whether it's after your huge sale or one from the competition. Take all you can from these sales and use it for your brand outside of savings.

For example, you started using a colourful colour palette and GIF animated features in your marketing campaigns to promote a sales event. Throughout your four email campaigns, you stayed on this topic. You may have noticed that employing interactive components like vibrant CTAs generates a lot more interaction and a higher CTR than typical.

This type of interaction allows you to adjust, change, or double down on your brand. Regardless of discounts or promotions, your brand might be your most powerful instrument.

Step 4: Organize A Memorable Event

The industry standard is to host an end-of-year sales event. But it doesn't mean your event has to be identical to last year's or to those of your competitors.

Concentrate on how you can make your event stand out. Because you know your consumers and neighbourhood best, this won't look the same for every dealership.

Don't know where to begin? Use these suggestions as a jumping-off point for brainstorming with your team on what will make your event memorable:

  • Join forces with a local charity. For example, you may hold an adoption event and collect funds for the local Humane Society.
  • Local food trucks should be invited.
  • Contact a local driving school to host a young driver safety course.

The possibilities are infinite. The idea is to arrange an event that is more than just a sales event. You want to establish your dealership in the community and develop long-term client loyalty.

Step 5: Planning Techniques That Work

Even with the best promotions, time can pass by too rapidly at times. Don't lose heart if the rug is pulled from under your feet and you miss a nice window for a sales event; instead, appreciate solid planning.

Create content or social media calendar, even if it seems like extra work on the pile. This will make future promotion initiatives much easier to implement.

Social Media Calendar
Social Media Calendar

They can assist you in avoiding being taken off guard by structuring your efforts before they even start. It's also worth remembering that promotions and sales events may always be rehashed unless they're highly time-sensitive.

Step 6: Customer Interaction

Above all else, the most important lesson to learn from any promotion is how to interact with your customers. This includes clear messaging and excellent customer service and knowing what your customers appreciate and respond to.

Observing what your consumers like about your big sales can provide essential insight into how to run your company daily.

For example, a campaign may offer free delivery during a huge sale, and customers respond positively. Previously, clients who placed large orders were not eligible for free shipping.

A store's sales could skyrocket during a free delivery campaign. This suggests that providing free shipping on large transactions could help prevent concerns such as cart abandonment.

Other large sales, of course, can teach us the same things. Examine what prior Black Friday sales or Prime Day sales did successfully from customers' perspectives.

Consider what else you can get from them outside deals and discounts that your clients would desire, need, and enjoy.

Step 7: Pre-event Marketing

These are what stores refer to as 'open secrets' promotions. The 'hush, wink wink' type will be shared with store subscribers and marketing receivers.

They frequently present themselves as the wise choice. They're the sale before the sale,' following the adage that "the early bird gets the worm."

Naturally, there are plenty of worms in the ground before, during, and after these promotionsβ€”a fact that the proverbial birds are well aware of.

They do, however, evoke a sensation of anticipation. During sales-heavy seasons like the holidays, they give shoppers the feeling of grabbing up a terrific deal and striking the ground running.

They do, however, evoke a sensation of anticipation. During sales-heavy seasons like the holidays, they give shoppers the feeling of grabbing up a terrific deal and striking the ground running.

Using clever segmentation and targeting your VIP clients is a terrific method to create and cater to this excitement. You can demonstrate to them that you believe they are entitled to see your big sale first.

This is normally a terrific way to start a sale off right, but it's even better when you give them an incentive to participate.

Step 8: Discount Levels

Discounting is an art, and it requires judicious use of a discount pricing approach. This is especially true when employing tiered discounts.

The cliche "you can never have too much of a good thing" holds with tiered discounts. Tiered discounts can make the savings so good that some things are almost free by delivering larger discounts to larger amounts of purchased products.

For example, a retailer may offer an additional 10% off each product purchased. After purchasing 11, the first product's full price is reduced with this reduction in mind.

Customers may see it as free while paying a high price to get there. Tiered discounts encourage customers to buy more and spend more by emphasizing the concept of 'purchasing more saves more.' Merchants should, of course, experiment with their tiered discounts.

Small reductions after large orders may not be enough to entice customers. Customers are more likely to place large orders when large discounts are offered.

On the other hand, some stores and items operate better with this than others.

Comparative Study of a Sales Event Case Study

Challenge

Every strategy counts in the competitive market for data storage solutions. The field marketing team at this organisation intended to start Q1 with a novel push to fill their sales force's pipeline from coast to coast.

The Idea

Kapow worked with Nike to produce 35 unique running shoe events for customers and prospects in major cities across the United States and Canada 10 days before the New Year. The hook aimed to appeal to the New Year's Resolution mindset by encouraging prospects to "start the year off well." In less than a month, Kapow completed all of the events.

The Event

The event was made possible thanks to Kapow's collaborations with national retailers like Nike and Road Runner. The data storage company was able to focus on the advertising, driving event attendance, and connecting with their guests by having a single point of contact to handle estimates, availability, and other logistical issues.

Participants were given a gift card to spend on a pair of running shoes. The shoes, Christmas party food, and New Year's resolutions all served as excellent icebreakers for guests and hosts alike.

The Results

Despite the short notice, the Multi-Event event proved to be one of the most well-attended and well-received events in the company's history.

Conclusion

Organizing a successful sales event is not a cakewalk. It takes a lot of planning, arrangements, smart decisions, and careful observation of your client base. But it is also an excellent way of marketing and garnering more loyal customers under your belt. Keep the above tips in mind, and your next sales event is sure to be successful.

FAQs

What is the best way to earn more sales in an event?

Organize the event such that it becomes memorable, market your event on social media, be unique, and research before hosting the event.

How do I prepare for a sales event?

Plan the event in advance, Take inspiration from big companies, prepare your sales team, and do a test run before the actual event.

What is a sales event?

A sales event is an event where companies sell their products at lower prices than usual.

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