By Penny C. Reeh, CFEE
Today I was reading a research-based article in eMarketer which showed that an old-fashioned, face-to-face recommendation was still the most powerful tool to motivate a potential customer to start an online search for a product or service.
The article made me smile. Maybe the art of personal, in-the-flesh communication is not losing ground entirely. Don't get me wrong. I love social media and all of its associated opportunities and applications. And I fervently believe that the festival community must get on-board or be left behind.
However, we must never forget the power of a personal recommendation and always remember that the single most effective way to garner that precious recommendation is the delivery of an outstanding customer experience.
We must ask, "What can I do at my event that makes an unforgettable connection with the customer?" Then we must replicate the answer to that question and embroider it into everything we do. It all comes back to taking a customer-centric approach to event planning.
Who knows what the next new communication gadget will be? But rest assured it is still people who drive our business.
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