1. Events Drive Your Business
Xiaoge(Jamanda) Chen
Social Media and Marketing Communication
Final Presentation
MSPC-3050
2. Introduction of The Perfect Truffle
The Perfect Truffle is a hand-crafted chocolates store located in Maryland.
3. A political Truffle campaign of The Perfect Truffle
The chef Randy designed a
kind of presidential truffle in
the process of presidential
election.
The chocolate with a donkey
shell represented Democratic,
while the elephant
represented Republican.
4. A political Truffle campaign of The Perfect Truffle
Social media they used to introduce the products:
VOA News
Online News
Official Website
Facebook
Twitter
5. A political Truffle campaign of The Perfect Truffle
Social media they used to introduce the products:
Online News——GazzeteNet ， Maryland Community News Online
6. A political Truffle campaign of The Perfect Truffle
Social media they used to introduce the products:
Online News——Times News
7. A political Truffle campaign of The Perfect Truffle
Social media they used to introduce the products:
Official Webpage
Everyone came to the store and bought the
chocolate could vote for parties. Every
single purchases counted. The numbers of
vote were constantly changing. Each
Tuesday through election day, updates would
be posted on the store's website.
8. A political Truffle campaign of The Perfect Truffle
Social media they used to introduce the products:
Facebook
9. A political Truffle campaign of The Perfect Truffle
Social media they used to introduce the products:
Facebook
They posted every updates
of vote on Facebook, from
the first week to the end.
Besides, they also posted
every news and stories
related to political truffle
to motivate people's
interest to the chocolate
and the results of this
"chocolate vote".
10. A political Truffle campaign of The Perfect Truffle
Social media they used to introduce the products:
Twitter
Randy Olmstead did the same thing on Twitter,
posted updates and events happened related to his
store and his political chocolate, nothing special.
12. How can events drive Business?
Events bring people
particular needing goods,
services and entertainments.
Events motivate people to
participate into in or involve
in it.
Events drive business to
create special approaches to
solidify its old customers.
Events provides business
with opportunities to access
new customers.
13. What do you need to consider?
Your target market: Spend time identifying who will be
interested in the event. Will the crowd mainly be local residents,
international visitors or members of in interest group? This
information will help you plan a marketing and promotional strategy
for businesses.
14. What do you need to consider?
Social media use: Spend
time build up conversation
related to the event with
your customers by using
proper method, including
Facebook, Twitter and so on.
You need to listening to your
customers, finding out what
these people want from the
event in terms of goods and
services. And talk to them,
responding their
feedbacks,supporting their
needs and energizing your
customers in the end.
15. What do you need to consider?
Offers to encourage people to purchase your products: There
is competition between two customers. Eg. political
chocolate/collect a series of gift by purchasing
16. What do you need to consider?
Ways to show your business
supports the event: big events
always become the central focus
on people's daily life so that they
would rather to pay attention to
anything related to that. You need
to make sure your business
relatively and help people feel
better about the events.
For example, before the arrive of
Hurricane Sandy, supermarket
should close later than usual to
make sure people have enough
time to get water and food.
17. What do you need to consider?
What's more, to achieve your sales, you need to consider:
Sales Quality: don't think that people will only focus on the part
of products which is related to the event and ignore the quality of
the product itself. you should make sure the quality as better as you
can.
Sales quantity: depending on the range of your target audience,
you can decide how many products you produce. It's probably that
people will lose interest in the products when the event end.
Therefore, you need to calculate the quantity of your products
carefully.
Selling price: depending on your target market, you need to make
sure most of that group members are able to afford your products.
At the same time, the price should match the level of the integrity
of your business.
18. How to get your new customers come back?
Provide your customers with good
products and services.
Share experiences and feelings
about the event, building up
harmonious relationship.
Make your business like a place
people will want to visit in the
future, warm, funny, or helpful.
Bring them additional surprises or
gifts which is a mini package of your
other products.
Focus on their problems and
Nov.7th Dec.5th
concerns, and solve them.
19. Conclusion
In conclusion, events can be made good
use to approach customers. Most of big
events happened are predictable, such as
presidential election, the attack of
Hurricane Sandy, or Black Friday on
Thanksgiving. You are able to create
products or services to face those
events, which will help you solidify the
trust with your old customers, and also
help you access to new customers, as
long as you provide goods and services
they really want.
20. References
Social media uses ：
http://www.theperfecttruffle.com/
http://www.gazette.net/article/20120911/NEWS/709119965/1123/fr
ederick-candy-shop-to-count-truffle-sales-to-predict-
presidential&template=gazette
http://times-news.com/local/x403304012/Frederick-chocolatier-
making-voting-sweet-with-truffles
http://www.voanews.com/content/maryland-shop-cooks-up-chocolate-
vote/1529725.html
http://twitter.com/perfecttruffle
Statistic sources ： http://socialmention.com/search?
q=the+perfect+truffle&t=all&btnG=Search
Other bibliography ： Making Dollars & Sense out of Community
events, An initiative of Lake Macquarie City Council and the NSW
Department of State and Regional Department
