Building a pan African brand in Cape Town (AfricaCom 2014)
Winning new business in Dar es Salaam, Tanzania (Capacity Africa 2014)
Rally sponsorship in Kenya - getting closer to our customers
Event management is an oft overlooked part of the marketing mix. Events work best when the team are able to leverage other marketing tactics to support and amplify events so that they give customers and prospects an opportunity to share in the brand experience. Rarely do you get so many people grouped together in 'buy mode' as you will at an event. Everyone is receptive to the brand, and as I have said many times before, it's when people are engaged with you company (for whatever reason that may be) that brands are built or fail.
Local, national and international events programmes are managed across each of the three business units (wholesale carrier services, enterprise services and retail) to achieve three separate and discrete criteria.
Beware of trying to achieve too much at any one event. In my view any single event can only do one of three things for your business. So before you turn up to plan an event make sure you've decided if you want to,
- build brand,
- win new customers, or
- enhance our customer experience.