The Art of Event Marketing at Electronics Expo
In-store events are challenging to pull off successfully. As with any retail initiative, the before, during and after periods require equal amounts of attention and follow-up. And the more events you do, the more you can fine-tune them for best effect.
At New Jersey retailer Electronics Expo, those facts are not lost. The company has been become proactive in ramping up and running in-store events with increasing regularity, and CEO Leon Temiz said the idea now is to repeat the exercise on a monthly basis. An event with SVS was held in the fall to introduce a dedicated tech corner at the Wayne, N.J. showroom, and on Saturday, Feb. 27, a tech seminar spotlighting the new Triton Two+ and Triton Three+ tower speakers was offered by GoldenEar Technology’s founder and president, Sandy Gross, to mark the store’s addition of his line to its mix. Also on hand were reps for cable maker AudioQuest and Marantz audio components, whose products were used in the demos.
It was promoted via a multi-channel approach that included email blasts, newspaper inserts, direct mailers, and a registration link on Electronics Expo’s website, said Amro Elhelw, strategic marketing, new business development manager.