Using Events to Develop Customer Relationships
A Fortune 10 Financial services company wanted to develop a differentiated and engaging way to reach out to its customers and prospects for both customer retention and new customer acquisition efforts.
Circles worked in partnership with its client to strategize, develop, manage and execute an extensive event program. Circles, based on its foundation of concierge expertise, developed a series of customer appreciation and acquisition events that ensured the client's vision and goals were met. One such event was held at a restaurant on a working farm and included an elegant dinner and a private tour of the facilities. The attendees were able to network and build their relationships with ease without worrying about event logistics, and the client had the opportunity to show their customer appreciation.
Circles' events with this client yielded both tangible and intangible outcomes.
- The client earned $48,000 in commission directly attributable to the event held on the working farm
- Customer responses include: "My friends who were there were wondering why their credit cards didn’t offer something like this"; "My friend told me if he had been invited to such an event he would be a customer for life. I agreed!"
- After the initial set of contracted events, the client asked Circles to run their events on a regular basis. After many years together, the VP of Experiential Marketing said, "[Circles has] been an important partner in the growth of our program. On this campaign they went above and beyond, exceeding our high expectations with each component and the end result.”
1 Peppers & Rogers Group