Many businesses are looking to extend the way in which they can reach a new customer base, or target a particular demographic of customer. There are various direct and indirect methods that a company may be able to investigate to get new business.

Special events may provide an opportunity to see, test or discuss a company’s product or services. Some of these events may require investing in a sales training course or soft skills development of some kind if it’s a new field/venture for your company.

Here are some examples of special events you might find useful:

Sponsorship

If you’re business has profiled its customer base, and that customer base say for example fits the demographic of theatre goers, it may be worthwhile looking at arts sponsorship programmes. The world’s largest foreign exchange specialist Travelex, have been sponsoring London’s National Theatre with ‘£10 tickets’ since 2003, to great media publicity.

It doesn’t have to be so grand; as long as the event gives you a positive and congruent public image, and exposing you to the right customers, you’re selection could be as varied as charity fetes, dog races or the local Santa in the shopping precinct.

Demonstrations

Give people the opportunity to see and experience your product or service. A perfect example would be cookery demonstrations, but could be to promote your latest labour saving device.

Trade Shows

This is a booming industry and an idea opportunity to cross network. Some of these events attract thousands of consumers. Say you’re an outdoor clothing manufacturer; you could exhibit at one the UK’s many equine events. If you’re a CCTV manufacturer, you could exhibit at a Mother and Baby exhibition. The opportunities and types are vast, and they’re a great source of new business.