The Strategic Marketing of Using Events to Improve Customer Loyalty

The Strategic Marketing of Using Events to Improve Customer Loyalty

“When I first traveled to Singapore I spent most of my night outs feasting on hawker foods and sipping gin-based cocktail called Singapore Sling. It’s one cooler that has captured my discriminating taste. My future travels would definitely lead back to the Lion City. “

How are these hawker centres able to build customer loyalty from chanced customers like tourists? Does the testimony connote Customer Loyalty at all?

Customer Loyalty may be simply perceived as when customers choose to buy your product or take advantage of your service over the others. Hence, achieving it requires a full strategic process and management efforts. Let’s start the discussion by defining customer loyalty and learn some insights from the experts:

What is Customer Loyalty? simply defines customer loyalty as when people consistently purchase the same products or services or come to shop from the same store over a period of time. True. When customers gain positive buying experience from your store or with your brand they’ll definitely find their way back to you and eventually become your business’ regular customers.

Related: The Three-Step Guide to Better Customer Retention in Singapore

How about businesses staged in events or trade fairs or street kiosks? How will they be able to build or improve customer loyalty from a temporary marketing stint that stands for just a day or two? Where and how would your customers find you after the event or how would you reach out to them after bidding goodbye from a quick conversation or product demonstration in a trade fair?

Here’s the 3 Ways to Follow Up Your Event Attendees for Greater Top of Mind Awareness

Whether you are welcoming a customer from a brick-and-mortar store, chatting with them to answer their queries via social media platforms or meeting them in your big, colorful kiosk in an event, is an opportune time to build and improve customer loyalty. Take some tips below: suggests to make a connection by talking to your customers.

Ask them questions, answer their queries and show some product demonstration to give them a brighter idea of how your product or service works. Human interaction is the most effective customer service experience over other channels like social media and emails. Start with greeting your customers at your most pleasant “Hi” or “Hello” and end with the most sincere “Goodbye” and “Thank you”. Take advantage of the moment when you have the customer in front of you for which the chance to be able to gain their trust is high. 

Related: Tips when Representing your Company on Business Events tells to take content relevance into account.


Buyers nowadays rely not only on how the product works but also delve on its effects, inception, market feedback and competency. You cannot explain all these important information in a 5-10 minute chat with a customer in an exhibit booth so instead lead them into a website or hand them some brochures as references. Remember, they came to the event with varied reasons like to just check out what’s new, curious how the event runs or maybe just dropped in by chance. You can’t hold them up in a conversation for a long time so hand them some take home information about your offers to show that you are dead serious of how your product may be beneficial to them. Follow these steps and find sales leads in the business events that you intend to join whether you’re the host or the attendee. emphasizes on measuring and managing customer satisfaction.

customer satisfaction

Rolling out the best sales and marketing strategies can assure of you of acquiring new customers but retaining the old ones require more efforts of continuous nurturing.

Related: How to Make Current Customers in Singapore Renew Their Contract with Your Company

Customer loyalty isn’t instantly built at first time encounter in your exhibition booth but takes a process and series of interaction between you and your customers long after the event. Take necessary steps and tactics to measure how happy your customers were after their first use of the product, solicit feedback and hear their suggestions and extend an extra mile of service to make them feel extra valued.

Regardless how and where you encounter a customer, in a fine restaurant, hawker centre or in an IT event, take advantage of the opportune time to build and improve customer loyalty by making a personal connection through sensible conversation, educating your customers with knowledge and substantial information of who you are and how your business can be beneficial to them and becoming aware of your customers’ thoughts and needs through measurable results. Thus, you’ll be surprised to know that your loyal customers be the ones promoting your product on your behalf.

Would you care for a glass of the Raffles Singapore Sling tonight?


The Best Event Marketing Game Plan to Present to your Boss

The Best Event Marketing Game Plan to Present to your Boss

Need help in your event marketing campaign?

Contact us or Dial +65 3159 0902



Check out these successful event marketing campaigns:

Callbox’s Three-Step Tactic To Success for Marketing Consulting Specialist

Callbox Data Profiling A Major Coup for Exhibition Leader

Giant Software Company Finds Callbox at the End of Quest for Sustainable Marketing Solution

Your Key to Success: Look for Sales Leads in Business Events

Your Key to Success: Look for Sales Leads in Business Events

Are you looking for ways to generate more sales leads for your business?

Many business owners believe that social media can generate enough leads for their company. However, research shows that using different social media platforms alone is not enough in generating qualified leads.

In modern sales and marketing, multi-channel approach, a combination of social media, email,seo, telemarketing and business events or webinars, is considered the most effective way to generate and nurture quality sales leads.

I’m sure you’ve already read articles about multi-channel marketing, if not yet this would be a good reference for you.. In this article, I will discuss on how to increase your sales leads by utilizing business events.

Whether you’re the host or simply an attendee, business events and webinars work well for most business owners when looking for sales leads. Trade shows, conferences and industry events can be considered as one of the best lead generation medium as you’ll get to meet different people  including business owners, influential people within your industry and possible prospects. Business events have many benefits for your growing business.

As a host


Webinars, training events, trade shows and conferences can give people a chance to interact with your business and learn more about your products and services. It might start a potential sale that can lead to conversion. It can create a buzz especially when launching a new product or service.

Other benefits include, increase in business referrals which means:.

  • You’ll have more warm prospects
  • Conversion is faster with referrals because trust is built already established by the referrer
  • Assuming you provide good product and services, you’ll surely get more referrals out of these referrals

Related: The Best Event Marketing Game Plan to Present to your Boss

As an attendee

Attendees of business events are targeted which means attending an event creates brand awareness and delivering the right message to the right people. You get to meet people and build relationship with people who works with the same industry.

Other benefits of attending a business event are the following:

  • Keeps you updated on what’s new within your industry by gathering information about current and future trends
  • Be able to connect with other business owners and influencers within your target market
  • Find motivation and inspiration from speakers
  • Be able to socialize with people within your industry

Other important benefits of business events in generating and nurturing sales leads include:

  • Reaching to different prospects during the event
  • Being known within your industry
  • Leveraging brand awareness for your business and be able to present your expertise to show the world
  • Stimulating a buying atmosphere
  • Creating opportunities for you and your partners
  • Get and share marketing ideas with other business owners within your industry
  • Opening the door to nurture sales leads. 

Here are  3 Ways to Follow Up Your Event Attendees for Greater Top of Mind Awareness


Read our latest update on Singapore Events Telemarketing Blog

Need help in your event marketing campaign?  Contact us or dial +65 3159 0902




The Best Event Marketing Game Plan to Present to your Boss

The Best Event Marketing Game Plan to Present to your Boss- (1)

Every marketer must build good relationship and earn the trust of their prospective buyers or customers. Events such as conferences, webinars and seminar or in-person events play an important role to help boost your marketing campaign. Also, it is a great way to market your business to potential customers.

Most of the consumers nowadays want more than just  sales pitch.  They  are wiser and are more keen to evaluate the product or service  first before making a decision to purchase. Attending marketing events provide opportunities for them to interact with different brands and vendors  to get firsthand information that’ll help them choose what products or service works for them.

This year, your company is planning to host a marketing event and you are the assigned Event Manager/ Chairman. I’ve outlined the steps that will help you create  the best marketing plan for your event.

#1: Set Goals and Objectives

Establish  your  goal and your objective. Ask yourself these two questions to help you create your goals and objectives.

1.) What’s your purpose of organizing this event?

2.) What do you want to achieve after this event?


  • To meet with potential clients and promote new product or service
  • To build connections with other business owners within our industry and gain new learnings

Related: Tips when Representing your Company on Business Events

#2: Set a date

When setting up the date for new events, give at least 6 months to plan, depending on the nature of the event. Also, be sure to consider the following:

  • Be aware of religious holidays.
  • Consider the season. Few people will attend during rainy days.
  • Coordinate with the chosen participants such as; speakers, presenters, VIP guests, etc. when it comes to their availability.

Take note of other events within your industry.

Related: The Timeless Email Marketing Tips in Promoting Industry Events in Singapore

#3: Organize Your Core Team and Create a Master Plan For Every Assigned Committee

Identify all the personnel involved to handle all the details and take note of their responsibilities. Assign 1 key Event Manager or chairman as well as individual chairperson for sub-committees such as:

  • Venue management
    • Contracts, permits, insurance, etc
    • Catering (if necessary)
  • Speakers
    • Identify who are your speakers
    • Confirm their availability
  • Entertainment/ Activities during the event
  • Publicity/ Promotion
  • Sponsors and Partnership
  • Registration
    • Online or on-site sign up
    • Payment and tracking, if it’s a paid event, etc

Related: The Handy Checklist to a Successful Trade Show Appearance

#4: Get Organized

Of course, you want your event to become successful which means, you need to come up with a theme and a name to get attention, especially in social media. Here’s what you can do with your team.

  • Brainstorm names: When you are brainstorming for the event name, think about the following:
    • how is your event different from other events in your industry?
    • what message are you planning to convey through this event?
  • Create a Tagline: Create a tagline. More of a branding slogan that describes your event.
  • Design a Logo: Have a logo to represent your event. It can also be an effective branding tool. If you want, you can create souvenir items for attendees (such as; T-shirts, mugs, bags, etc.)

Related: Calling Attendees before your Event in Singapore. What’s the Advantage?

Planning for an event in Singapore? Learn more about Callbox Singapore Multi-Channel Event Marketing Process.

#5: Analyze and Review  Previous Events (if this is not the first time that you’ve hosted an event)

  • Who are your past attendee and why did they attend
  • How past attendees heard about the event
  • RSVP’s vs tickets sold
  • Social media interactions

Related: 5 Most Effective Ways to Use Social Media Marketing to Promote Your Event

#6: Build Marketing Plan

Create a strong marketing plan consists of:

  • Competitive analysis
    • Demographics
    • Projected number of attendees.
  • Budget and other constraints
  • Overall Event Timeline
    • Meet with catering partners
    • Cut off date for selling the tickets
    • When to inform the speakers
    • Final list of speakers
  • Specific marketing tactics – These includes actions that you will take to achieve your goals, such as a social media contest, press releases, etc.
  • Prepare a (SWOT) analysis, Strengths, Weakness, Opportunities and Threats to your event (such as weather, other competing events that weekend, etc.)

#7: Identify your budget

Based on 2012 IDC Tech Marketing Benchmarks Study, ⅕ of the marketing budget is allocated for event marketing.

Event Marketing leaves a brand-focused and a lasting impression to people who are gathered together during the event. Impress your boss/client by creating an event marketing game plan using these tips when you plan for the next event for your company.


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