Business events are at their most powerful when they are part of an integrated go-to-market strategy. Integration sounds logical, but how do you actually pull it off?

First, you have to have control—or at least influence—over all the elements of the marketing mix. That's a given. Then, you must decide on which strategic planning approaches make the most sense for your company.

Marketers must build events using one of six strategic foundations:

  1. Customer lifecycle
  2. Customer-value segmentation
  3. Product lifecycle
  4. The customer's buying process
  5. Quarterly (or periodic) sales objectives
  6. Target audience

The remainder of this article suggests when and how you might use each of these six strategies when planning business events.

1. Business Event Planning Based on the Customer Lifecycle

A company's relationship with a customer or set of customers goes through a natural series of stages known as the customer lifecycle. At each stage, the needs of the customer are different, so the strategies the marketer applies to meet those needs must be different, too.

Ultimately, in lifecycle marketing, the marketer's objective is to move every customer along the continuum toward the "core," where the customer is a loyal, frequent, and satisfied buyer. Once the customer is there, the company's strategy converts to defection prevention and customer-value optimization.

Business event marketing can be applied neatly to support company objectives at each stage of the customer lifecycle. Consider Table 1, which outlines in a typical series of lifecycle stages the marketing strategies that might be associated with each stage, and the business event levers that can best serve those marketing objectives. (Keep in mind that this is a simplified view, intended to illustrate the thought process that goes into applying events to the customer lifecycle.)

Table 1: Marketing Strategies for a Typical Customer Lifecycle Stage

Lifecycle Stage Marketer's Objective Best Business Event Applications
Prospect Evaluate potential and stimulate trial or purchase Tradeshow
Trial user or first-time buyer Ensure satisfaction and stimulate repeat purchase Road show
Repeat buyer Ensure satisfaction and stimulate multi-product purchase User group
Core customer Keep them happy and buying; solicit referrals Client conference
Defector Solve problems and win back Entertainment event

Do not take this chart as a turnkey formula for making lifecycle marketing decisions. Business event types can be applied to a variety of objectives—that is one of their key advantages. Tradeshows, for example, are equally effective tools for communicating with current customers as for finding new prospects. And client conferences can help you persuade qualified prospects to join the customer fold.

2. Business Event Planning Around Customer Value

Companies that segment customers by value, or potential value, are looking to optimize the return on the customer asset. They seek to enhance the value of each account, either by improving sales and margins or by reducing the cost to serve, or a combination.

To this end, each account's potential is assessed, and differentiated strategies are put in place. On a tactical level, this means that different customers will receive different treatment. For example, a high-value account might be covered by a face-to-face sales team, while a low-value account would be directed to purchase through the Internet. Or, a set of new products might be developed to offer into particular accounts to capture a larger share of their spending in the category.

Business events can be applied similarly to the objective of customer-value maximization and differentiated treatment. The strategy might be applied on an account-by-account basis, or, for example, within an account by treating key decision makers differently from purchasing officials or junior staff, or client conferences may be limited to senior executives in large accounts.

User group meetings may be organized along with a special concurrent VIP conference. At tradeshows, marketers will set up invitation-only dinners for key clients and prospects. The possibilities are endless. However you decide to apply your business event options, customer-value considerations can provide a helpful strategic base for your thinking.

3. Business Event Planning Driven by Product Lifecycle

Marketers have long viewed business events as a natural fit with the product lifecycle as it moves from introduction to growth, maturity and decline. For example, a new product may be scheduled for launch at a major industry tradeshow where plenty of press representatives are in attendance. Road shows lend themselves well to a more thorough introduction to the features and benefits of a new product. User groups are ideal for managing customer usage and satisfaction with more mature products that are already in wide use in the marketplace.

Since business events are an efficient form of face-to-face marketing, they can be applied effectively at various stages of the product lifecycle, with the possible exception of the stage of decline.

While most marketers consider tradeshows to be best applied at the product introduction stage, the Center for Exhibition Industry Research in Chicago conducted a study reporting that exhibiting has value through the stage of maturity.

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ABOUT THE AUTHOR

image of Ruth P. Stevens

Ruth P. Stevens consults on customer acquisition and retention; teaches marketing at business schools; and contributes to AdAge, Biznology, and Target Marketing Magazine. Crain's BtoB named her one of the Most Influential People in Business Marketing.