Girls on Film
How a medium-sized enterprise
captured its audience.
We’ve lately focussed on the small in small-to-medium enterprise (SME).
Let’s look at the medium.
This report details how a hotel executed a very good client/prospect event.
The vehicle?
Sex and The City 2.
Invitation
Fonnie received a suitably sparkly invite and, when I agreed to go with her, accepted with excitement.
The hotel said that due to overwhelming response, they’d have to pull names from a hat.
Fonnie got lucky, and I was impressed by this build-up.
Welcome
The event was at a nice CBD cinema; easy to get to and from. Timing was 5 for 6 pm, so fine to go to straight from work.
When we arrived, the foyer was buzzing with about 360 women and 40 men.
Fonnie’s contact spotted her, sped over and welcomed us in.
Refreshment
Party pies, curry puffs and sushi covered most tastes. There was plenty to go round and it did.
There was a longer wait for (good quality) beer and bubbles.
Time was called at 5.50 pm. A queue formed fast and it was obvious people were keen to see the film.
A late scramble for drinks stretched the staff, but they got there.
Seating
Fonnie and I avoided the queue, to our cost.
Only two pairs of vacant seats remained – so close to the screen that we’d only have seen the shoes.
This wouldn’t normally have been a problem, but we were actually interested in the plot.
Despite an usher’s efforts, no alternative was found.
So we stood up the back and marvelled at how this hotel had filled an entire cinema on a school night.
Communication
The hotel manager was brief and affable – a good mix. He thanked everyone, introduced a few staff and voiced his hope for future custom. Then he drew door prizes.
The vouchers began at $100 and peaked at $660, each wave triggering greater frisson.
When he announced that an earring had been found, a forest of arms flew to their matching lobes.
A guess-the-phrase win was contested, but the brisk pace of proceedings swept all aside.
Speeches done, it was on with the show.
Of hotel ads.
But these were tastefully done and mercifully brief.
Standing Room
The movie started to squeals of excitement. Fonnie and I stood watching for ten minutes.
It looked good, but we were tired.
So we decided to pull the pin.
Carried Away
Forgoing the ‘Carrie’ bags of goodies on our unused seats, we left the cinema wondering if its designer had ever tried that wretched front row.
Heading out, we passed the hotel staff enjoying a well-earned feed. They looked slightly annoyed, but didn’t challenge us.
I was grateful for this and impressed by the whole thing generally.
Apart from minor glitches, this supplier had shown that it:
- Understood its clients.
- Knew how to run a function.
- Didn’t push the friendship.
If I had a bigger company, I’d consider this sort of show.
Audition
Have you produced, directed or attended a client/prospect event?
How did it go?
Would you do a sequel?
Paul Hassing , Founder & Senior Writer, The Feisty Empire
Did you enjoy this post? Why not leave a comment below and continue the conversation, or subscribe to my feed and get articles like this delivered automatically to your feed reader.
G’Day Paul,
I’ve just discovered your blog. I’ll be a keen reader from now on. And I’m pleased to support an Aussie too.
Just make sure you have fun.
Regards
Leon
Welcome, Leon; it’s beaut to see you here!
Always happy to have a new reader. And if you’d like to favour us with a comment or two as we go along, we’d be even happier.
Looks like you have quite a bit of experience we could benefit from. And with your background, several of our recent posts could be right up your alley.
Best regards, P.
By the way, Leon, if you (or any other reader) would like an email heads up each time there’s a new post, you can subscribe for free here: http://mybrc.myobnet.com/subscribe/
Hi Paul,
Great post as always. Over the years I have attended many such events and found them polarised: really good or really bad. The good ones, where relevant to the business or brand, are a cost effective business building dynamo that instils good will and is something to talk (or blog) about.
The three best I have attended were put on by Disney, Nike and the Cumberland Resort in Lorne. All relevant to their brands, enjoyable, had an element of ‘money can’t buy’ exclusivity and highly entertaining. They made you feel wanted and the lacking hard sell had the dichotomic effect of making their brands appear even better.
The bad ones that are poorly organised hard sell events with evangelistic presenters and supplementary fluff (often scantily clad women) that resemble an Amway recruiting drive on speed leave me cold and completely turned off the brand. Get me there on false pretences and your brand will suffer the consequences.
So the best ones doesn’t need to cost a fortune but are genuine, fun and leave you feeling engaged with the company and brand.
Thanks, Malcolm for your ripper response. I really appreciate your view from the top. I can just imagine the fabulous events those three companies were able to create.
Funny, isn’t it, how the harder the sell, the less the desire? Sad how so few firms ‘get’ this.
I rarely stay in city hotels, but next time I do, I’ll certainly be favourably disposed to this one. And I didn’t even get to see the damn film!
Hi Paul,
I agree with Malcom and I have gone to a number of them. If there isn’t a connection to the brand it is really a wasted opportunity. With the movie they were showing it seems they got it right and some companies forget to make the whole event an experience from start to end as that is what the guests will remember.
From your example it shows they have probably done this before and know what works.
Great to hear from you, Susan. Especially given your big-firm background.
It sure looked like they knew what they were doing. They left me thinking: ‘If they can pull this off, they probably run a reasonable hotel’.
Hi Ladies & Gentlemen.
I’ve experienced a very similar event to the one Paul described above, but from the other end of the relationship. An IT distribution company I worked for about 10 years ago wanted to put on an event for their resellers, primarily as a ‘thank you’ and to also strengthen the business relationships between us and our customers.
After much debate, it was decided that we would invite out customers to the movies to see an advanced screening of ‘The Sixth Sense’. To be honest, I wasn’t keen on the idea in general, and I was certainly vocal in my opinion that we could pick a better film, but it turned out to be an excellent choice.
Free popcorn and drinks (including beer and wine) were provided. We had two very brief speeches (each lasting less than 2 minutes), and a few door prizes which were supplied by one of our leading vendor partners (who make printers and cameras). Then the movie was screened.
It was actually a great success. I still (after 10 years) bump into folks who were there and remember it. They obviously got a kick out of it. I suspect the reason for that was, collectively, they were used to being given the short-shift by most distributors. Such a relatively simple exercise meant a lot to many of them.
Welcome back, Stephen! That’s a particularly valuable comment you’ve left there. This is a whole new area for me, so I’m lapping up the learnings. Thank you for adding your voice.
Hi Paul,
Top post once again!
Now this a topic I’ve had a fair bit of practise at – In a former life in retail sales we used to get treated to an array of these type of events, with varying degrees of integrity…
Some companies (like your aforementioned hotel) just know how to put on a great show, and use it to build on a relationship. (e.g. LG’s epic scale launches @ Crown, Miele’s in-house training school)
But some companies try far to hard to push their agenda, or bargain
their way in with cheap booze & competitor bashing.
If you are going big – a movie is normally a fairly safe bet, as not only does it make it an ‘event’ but it also means people don’t have to mingle awkwardly or talk shop for 3 hrs. But regardless of size, know your product!
Cheers,
Myles.
Great to see you again, Myles! We sure are getting some good perspectives today. I appreciate you dropping by and sharing your thoughts. Many thanks!
Gidday Paul,
interesting post. In my opinion clever brands will create an environment that has the guest FEEL great about being there. They usually support their favorite not for profit, making them look good. This in turn creates a most suitable environment for the prospective client to buy or better still, rave on to everyone about how bloody good they are!
cheers
H
Hi, Helen; thanks for visiting. Can you name one brand that stands out in your mind by having done what you describe?
I can’t believe you walked out without the ‘Carrie’ bags of goodies…am curious now!
I hear you, Joanna! I think I’ll always wonder what we missed out on. Still, with the two seats we tried right in front of the manager’s microphone, it felt a little tawdry to grab the bags and run. If I ever find out, I’ll let you know.
An interesting take from another bloke (Ben Power). Warning. contains spoilers:
http://www.essentialbaby.com.au/parenting/my-life/my-entertainment/a-dads-joy-of-sex-and-the-city-20100610-xz8f.html?s_rid=xpromo:satc:eb:entertainment:14june10:21june10
Great post Paul!
I’ve been invited to a few events that have missed the mark, so it’s good to hear about an event that hit the target.
Although – you left the goodie bag behind!
Thank you, Naomi; it’s very kind of you to say so.
And yes, I do feel bad about the goodies.
Hi Paul,
I wonder if your opinion of the event would have been coloured had you actually stayed for the movie. By all accounts, it’s been a disappointing effort from a franchise with uncommonly loyal fans.
Do you think this was a case of the preview was better than the actual event?
Good point, Sarah; I think you’re dead right.
Fonnie has since seen the whole film. She said I definitely would NOT like it.
Sounds like I got out in good time! Many thanks for your comment.