For many brands and services, summaries are one of the most useful ways that customers can receive data related to your product. The summaries answer important questions. Are they reaching their demographic target? Is your product perhaps attractive to a market that they had not thought of? Is the product well received by the consumer? What is the gender and age range of your average buyer? These are just a few concepts; Honestly, the benefit of recapping is endless, but this can give you an idea of its importance. Recaps are essentially a client’s bird’s eye view of an event and how it unfolded. You want to create a summary that makes the reader feel like you are there. First of all, images are of the utmost importance. While the old phrase says that a “picture is worth a thousand words”, when it comes to promotional marketing, it could be only a million. The photos not only allow the customer to see what a place was like and what the models and consumers were like, but can also be used for marketing purposes. Whether it is a post on social media, use in print advertising such as brochures, special promotions and the like, or even use of a website; Good photos with a great product placement, showing customers enjoying a product, are invaluable to brands. This photo is not just about having attractive models in the picture, it is about making sure everything is perfect, from avoiding backlighting to selecting attractive backgrounds for photos, to making sure there are absolutely no competitive branding in the photos, such as posters or even someone wearing an article of clothing advertising a competitor. Always make sure each photo provides a small snapshot of a moment in time during an event – a moment when everyone was having fun! Also remember that if expenses were incurred that are expected to be reimbursed, an itemized receipt was photographed and uploaded. Showing a client that you respect their money starts your employment relationship on the right foot.
Just as important as having good photos is accurate demographics. A summary may not always ASK for the gender and age range of consumers who tried a product, visited a booth, or participated in an experience, but keep track of this throughout the event and add it anyway. These numbers are extremely important to target consumers. Every product in the world has a well thought out target demographic, and these categories are endless. Some products are even marketed to the general public, and even then, there are sub-categories that marketing subtly caters for. Whether you’re working for a fitness product that’s marketed for a health and wellness audience, or a laid-back, easy-drinking beer marketed for young men in their twenties and thirties, pay attention to who you relate to. and what they have to do. say about the product. Your opinion could show a customer an entire untapped market that shows interest in your product, because after all, promotional models and brand ambassadors are the eyes and ears of a product in the field.
Perhaps most important of all when creating a summary, is to inform your customer all about your sales! Showing your value in the form of sales data sets you apart from the crowd. Think of this as your biggest wrap-up boast! Keep track of what was sold while you worked and any special offers (if any). For instance; Taco Tuesday special in tequila, or a special rate for products purchased there at the trade fair, or limited-time offer. You must know; in addition, the usual price of these items. This will help you let consumers know that they are getting a deal by purchasing the product right now and show your customer how well the special offers and other marketing tactics were well received by the consumer. Remember that you are there to drive sales, but more importantly, to create a relationship between consumers and the product, as the face of this product. Yes, you want to sell this product today, but you also want to create a buyer for life from the customers you interact with!
Lastly, be sure to document consumer feedback. Try to avoid recapping comments like “This is so good!” or “You guys are so pretty!” This is not useful information about the product. Instead, use comments like “I love that this ultralight beer has only half the calories as the original and tastes the same.” Let customers now which products consumers liked or disliked about them, such as “I really wanted to try these new wine coolers, I know this company is known for their beer and I am not a beer drinker. But these refreshing fruity drinks are something I WILL BUY! “Or” I love the daily face cream I use from this company, but this new hand lotion is too fragrant for me. ” Those comments help the customer to see how your product is being received, if it should be continued and where they can improve. Target your marketing tactics if they are not reaching the market they want to reach. Maybe now they can cash in on female drinkers with their new carbonated wine coolers, or maybe they can target a younger audience for a fragrant hand lotion that hasn’t been well received by other brand’s target demographic. products. Don’t be afraid to put negative comments on your summary, just make sure it is done with an explanation and is constructive. If a consumer tries a product and doesn’t like it, ask why they don’t like it and be sure to add it in the summary. Comments like “This is not good” are not helpful to anyone.
It is important to remember that a recap is the customer’s “bird’s eye view” of an event when they cannot be there on their own. Documenting even the smallest details separates a mediocre recap from an excellent recap. The more the customer knows, the better they can get to know their consumer audience and their needs and wants. Promotional models and Brand Ambassadors work almost like secret spies, giving a first-hand insight into the customer experience. By providing a customer with an exceptional summary, you are finishing the work you started when you booked the event. You wouldn’t be leaving work early, so don’t submit a sub-par summary! By following the guidelines above, it ensures that you will deliver comprehensive and helpful summaries, and it gives you a head start on being booked over and over again!