Question

Topic: Advertising/PR

Need Ideas For An Appropriate Summer Event!

Posted by Anonymous on 3/7/2012 at 2:03 PM ET 250 Points
I'd like to throw a summer BBQ for our customers to attend. Here's the problem... All of my customers compete with each other. My company engineers and manufactures electronic controls for the oil & gas industry. It is a very niche area of the industry, and there is some pretty fierce competition.

Since we have a rather small group of customers with whom we have direct contact, and they are spread out all over my province and the neighbouring province, I have considered having them extend the invite to their customers to ensure we have reasonable attendees.

Once again, the issue here is that they likely wont want to have their customers around other companies who could potentially steal their business.

I am certainly open to any other ideas as to how I can throw a customer appreciation event of some sort without stepping on anyone's toes or doing each customer's event separately.

Anyone have any thoughts or ideas to offer? Thanks in advance!!

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RESPONSES

  • Posted by Peter (henna gaijin) on 3/7/2012 at 2:23 PM Member
    I am not sure inviting the customer's customers is a good idea. Might be better to do some sort of event (dinner, happy hour, etc.) at some time when most of your customers are in the same area (like if you have industry conventions and the like).
  • Posted by Gail@PUBLISIDE on 3/7/2012 at 5:59 PM Member
    I would forgo the barbecue and do something else to show appreciation for your clients. There's no sense in ruffling feathers unnecessarily by mingling local competitors in one place. It's one thing if you know that they, for the most part, get along. It doesn't seem like you believe that, though.
  • Posted by Jay Hamilton-Roth on 3/7/2012 at 6:24 PM Accepted
    If you want to underscore the competition, then hold an Olympics-type event, where the companies can compete against each other (perhaps with unusual activities, such as tiddlywinks, etc.). Or, give everyone something to focus on (such as helping to construct a Habitat for Humanity home or another give-back in your community). But ultimately it's about your goal for the event - are you trying to sell them something or a straight "thank you"?
  • Posted by CarolBlaha on 3/8/2012 at 12:58 AM Accepted
    They won't invite their customers. Sure, they are a tight knit group and they know who is servicing who's customer. But you are creating a warm fuzzy event where I could (as a competitor) meet, establish rapport and be warm and fuzzy with a client I'm trying to win over.

    Other companies I have worked with have handled this in this way. Co-sponsor barbeques at the individual clients offices or other venue. You are then partnering with the client to extend an event to their customers. They can invite potential clients and you will be a resource for them to build their business.

    As far as an event with your customers only, since you are unsure of getting enough attendees, consider hosting it with another event, such as a break out event at a well attended trade show or other industry event.
  • Posted on 3/8/2012 at 11:07 AM Author
    Thanks everyone for your reponses. I like the idea of co-hosting events. We would likely only be able to do that with our larger customers unfortunately... But perhaps I could do something a little different for the smaller ones. I will continue to brainstorm... I really appreciate all of your suggestions, thank you! It's tough being a one-person marketing department!! :) I can see this forum being a very valuable tool for me.


  • Posted on 3/8/2012 at 12:19 PM Member
    If BBQ is the way you want to go - build upon a family event....something like "let your family meet our family"...this can either be spouse only or with children - invite should reflect this. In a world where family time is very precious to most business owners. Good luck.
  • Posted by mholdener on 3/9/2012 at 11:55 AM Accepted
    I agree that you probably won't get a lot of customers' customers at a BBQ. However, if you staged a competitive event, such as Jay's Olympics-themed idea (timely given the Summer Games in London), or a more traditional golf outing, your customers may be more apt to invite their own customers to attend. Of course, the Habitat for Humanity idea proposed by Jay could achieve the same end while benefiting the community.

    I like the competition theme because you mention that natural rivalries already exist. In addition to earning bragging rights, your customers would have a chance to cement relationships with their customers.
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