January 25, 2016 | Insights
This is the second post in a six-part series discussing the concept of Unlearn & Reframe and how shedding preconceived notions can change your perspective on exhibit and event marketing. You can read more about Unlearn & Reframe here.
There are many paths to success. And with many paths to choose from, it can be easy to wander astray.
Some companies are so focused on the bottom line that they lose sight of what matters.
In the past, transactions produced customer relationships. Today, customer relationships start well before the first transaction is even made.
Customers want to get to know you before they buy from you. So instead of focusing on what you can get from your customers, you should be focusing on what you can give them.
Being a partner to your customers matters
Partnerships inspire collaboration and create long-term relationships. While transactions are finite, partnerships are not.
“To be a true customer partner, you must listen and respond to your customers’ changing needs,” said Bill Coleman, Program Director at Czarnowski. “When you create experiences that connect your brand to your customers, you can grow your business in meaningful ways.”
The next post in the Unlearn & Reframe series will highlight how your audience—not your habits—should determine where and how you exhibit. Don’t want to wait for it? Download the complete Unlearn & Reframe guide now.
Other posts in the Unlearn & Reframe series:
Unlearn & Reframe: an introduction
Unlearn habits, reframe audience
Unlearn booths, reframe experiences
Unlearn budgets, reframe opportunitiy
Unlearn line items, reframe efficiencies