For many brands and services, summaries are one of the most useful ways customers can receive data related to your product. Summaries answer important questions. Are they reaching their target demographic? Is your product perhaps attractive to a market you hadn’t thought of? Is the product well received by the consumer? What is the gender and age range of your average buyer? These are just some concepts; The benefit of recapping is honestly endless, but this may give you an idea of its importance. Summaries are essentially the customer’s bird’s-eye view of an event and how it unfolded. You want to create a summary that makes the reader feel like they’re there. First of all, images are of paramount importance. While the old phrase says that “a picture is worth a thousand words,” when it comes to promotional marketing, it might just be a million. Photos not only allow the client to see what a place was like and what the models and consumers were like, but can also be used for marketing purposes. Whether that means a social media post, use in print advertising such as flyers, specials and the like, or even website use; Good photos with great product placement, showing customers enjoying a product, are invaluable to brands. This photo isn’t just about having attractive models in the picture, it’s about making sure everything is perfect, from avoiding backlighting, to selecting attractive backgrounds for photos, to making sure there are absolutely no competitor brands. in photos, as signage or even someone wearing a piece of clothing that advertises a competitor. Always make sure each photo provides a little snapshot of a moment in time during an event, a moment when everyone was having fun! Also remember that if an expense was incurred that is expected to be reimbursed, an itemized receipt was photographed and uploaded. Showing a customer that you respect their money starts your working relationship off on the right foot.
Just as important as having good photos is accurate demographics. A summary may not always ASK for the gender and age range of consumers who tried a product, visited a booth, or participated in an experience, but track this throughout your event and add it anyway . These numbers are extremely important to target consumers. Every product in the world has a well thought out target demographic, and these categories are endless. Some products are even marketed to the entire general public, and even in that, there are subcategories that marketing subtly caters to. Whether you’re working for a fitness product marketed to a health and wellness crowd, or a laid-back, easy-drinking beer marketed toward young men in their twenties and thirties, pay attention to who you’re interacting with. and what they have to do. say about the product. Your input can show a customer an entire untapped market that is showing interest in your product, because after all, promotional models and brand ambassadors are a product’s eyes and ears in the field!
Perhaps most important of all when creating a summary is letting your customer know about your sales! Showing your value in the form of sales data sets you apart from the crowd. Think of this as your biggest roundup brag! Keep track of what sold while you were working and what specials (if any) were going on. For example; Taco Tuesday special in tequila, or special rate for products purchased there at the fair, or limited time offer. You must know; as well as the regular price of these items. This will help you let consumers know that they are getting a deal buying the product right now, and it will show your customer how well special offers and other marketing tactics went with the consumer. Remember that you are there to drive sales, but more importantly, to create a relationship between consumers and the product, as the face of this product. Yes, you want to sell this product today, but you also want to create a buyer for life from the customers you interact with.
Lastly, be sure to document consumer feedback. Try to avoid recapping comments like “This is so good!” or “You girls are so pretty!” These are not useful pieces of product information. Instead, use comments like “I love that this ultralight beer has only half the calories of the original, and all the same flavor!” Tell customers which products your consumers already liked or didn’t care about, such as “I was really looking forward to trying these new wine coolers, I know this company is known for their beer, and I’m not a beer drinker, but! these refreshing fruity drinks are something I WILL buy!” or “I love the daily face cream I use from this company, but this new hand lotion is too fragrant for me.” Such feedback helps a customer see how their product is being received, if they should continue, and where they can improve. Target your marketing tactics if they don’t reach the market you want to reach. Maybe now they can capitalize on female drinkers with their new carbonated wine coolers, or maybe they can target a younger audience for a fragrant hand lotion that isn’t going down well with the target demographic of the brand’s other products. Don’t be afraid to include negative comments in your abstract, just make sure it’s done with an explanation and is constructive. If a consumer tries a product and doesn’t like it, ask them why they don’t like it and be sure to add it to your summary. Comments like “This is not good” are not helpful to anyone.
It’s important to remember that a summary is the customer’s “bird’s eye view” of an event when they can’t be there. Documenting even the smallest details separates a mediocre summary from an excellent summary. The more the customer knows, the better they can understand their consuming public and their needs and wants. Promotional models and Brand Ambassadors function almost like secret spies, providing first-hand insight into the customer experience. By providing a client with an exceptional summary, you are finishing the job you started when you booked the event. You wouldn’t get off work early, so don’t turn in a below-average resume! By following the guidelines above, make sure you deliver comprehensive and helpful summaries, and you’ll give yourself a head start in getting booked again and again!