Events: is the celebration worth the candle?

Today, in the battle for customer retention and increased sales, brands do not like weddings. Closed presentations, fashion shows, “for their own” sales, concerts with the participation of stars, tea parties, during which guests are offered cookies in the form of a new shoe collection, as Jimmy Choo did - the imagination of marketers and advertisers knows no bounds. But do such events work?

“The effectiveness of events depends on the segment to which a particular brand belongs,” said Dmitry Politov, market analyst at Tommy Hilfiger Group. The higher the segment, the higher the outcome of the events. For example, private shows with the ability to buy something exclusively from a limited range really motivate the audience of a luxury boutique. But in the middle and lower segment, events that are untied from the outlet do not work. The mass buyer is not sufficiently loyal to brands and perceives BTL events rather as just entertainment. At the same time, large-scale events targeted at a wide range of consumers are too expensive for brands. But shopping malls do this very well. ”

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Analpa Corporation, which manages the brands of the mass market segment - Keddo, Betsy, Crosby, quite often acts as a partner in large events, such as, for example, the street art festival, supported by the Keddo brand, but does not conduct events of this magnitude on its own. “BTL promotions are needed to stimulate the purchasing power of customers,” says Anastasia Murzina, spokeswoman for Analpa. - Of course, this is an effective working tool to help maintain consumer interest in the products we offer. We regularly hold promotions and competitions in support of seasonal sales, to the opening of stores, holidays. One of the most effective ways to keep customers ’attention to the brand is to create loyalty programs that include discounts and bonuses for regular customers, as well as nice souvenirs and gifts.”