How Xerox Produces Such Effective Client Events

Corporate client events such as a product / brand launch, a client appreciation party or a thought leadership seminar were rated by Ottawa Marketing Executives as the most successful marketing initiatives in our January 2016 Survey. The challenge, however, is keeping these popular events fresh and effective so they continue to help you outpace the competition.

During my time with Xerox’s marketing team, I had the great fortune of working with some very talented people. Led by Xerox’s “Events Guru” Jim Bryant, the team produced remarkable results when holding client events across Canada. These lead-generating and brand-enhancing events often did not require a large budget but did have a few common elements that can help enhance the success of events for organizations of all budget sizes.

• Select an Interesting and Relevant Location

Often the location can be a significant draw in and of itself, helping attract the right people and increasing attendance. Xerox held many events in museums, which provide the added benefit of promoting great discussions while entertaining clients in and around unique conversation pieces. One such hidden gem is Ottawa’s own Canada Aviation and Space Museum. Use the on-site theatre and break out rooms for your presentation and then escort your guests to a cocktail party in amongst the collection of world-renowned aircraft where the real relationship building happens.  

• Use Activities to Create a Unique Experience for your Guests

Get the most out of your investment by making your event a memorable personal experience, one that your guests won’t soon forget. Taking another museum as an example, Canada’s Agriculture and Food Museum boasts not only a professional and beautiful conference room and multiple break-out rooms, but also a presentation kitchen. Bring in a celebrity chef and entertain guests with a great food experience involving them in the creation and sampling of their food. It is unique personal experiences like these that keep guests engaged and make your events memorable and Facebook worthy.

Canada’s Agriculture and Food Museum
photo credit - Nick Ghattas courtesy of Canola Growers of Manitoba

• Proactively Drive the Right Attendance

Promoting your event proactively is a sales job in and of itself. However, it gives your business development team another reason to reach out to your clients and prospects and the opportunity to use the goodwill of the event invitation to build their relationship. Working with the local sales teams, Xerox set attendance targets weeks prior to each event and identified ideal attendees to invite rather than mere seat fillers. Having an interesting location and offering a unique experience makes driving attendance easier.

• Understand the Audience’s Needs and Deliver Insight and Value

It’s not enough to have an entertaining event—a successful event must also advance your business agenda. Whether it’s creating interest in new offerings, promoting your brand or building Customer relations, client events are an excellent opportunity to remove impersonal barriers like email and the phone and connect on a personal level. A short but powerful presentation providing real insight and value relevant to the client’s needs makes it not just enjoyable for your guests but also time well spent.

• Leverage Your Business Partners

The saying “many hands makes light work” applies to events as well. Engaging complementary partners and cross branding your events makes for a more interesting meeting and a larger network from which to draw ideal attendees. Sharing the costs can also allow for a grander event or enable you to have multiple sessions throughout the year. Xerox often invited partners offering complementary products and services to provide trade-show style presentations.

As more and more companies focus their attention on social media, email and webinar to connect with prospective clients, in-person, face-to-face communication and relationship building will become even more effective—and a valued way to differentiate yourself from the competition.

It doesn’t require a large budget to be successful with events (the facilities of the museums mentioned earlier are available for very low rent), but it does take proper planning and effort.

If you wish to learn more about the process, the survey results or the services we offer, please feel free to contact me via LinkedIn, email ([email protected]) or phone (613) 899-0309. I’d be pleased to have a friendly conversation.    

Mike Marks is an award-winning Marketing Strategist and provider of intelligent marketing solutions to those who believe that just looking good, isn’t good enough. Our team understands that effective marketing requires a proper data-informed marketing strategy, combined with the art of design and content, as well as innovative technology. We are uniquely positioned to deliver all of these elements, creating marketing that both impresses and drives the results you require.

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