INSIDE THE MM GROWTH DEPARTMENT
Events and Demand Creation
Create a reason to come out - and a system that makes the visit matter.
An event is not successful because the parking lot looked busy. MM treats events as customer-base campaigns: a specific audience, a commercially relevant reason to attend, coordinated promotion, a useful experience, permission capture, follow-up and a next visit or purchase.
The job this capability performs
Create a reason to visit during a commercially important window.
Reach new customer groups through partners, creators and community distribution.
Turn attendance into permission, purchases, follow-up and return behavior.
What MM connects it to
Events connect to merchandising, inventory, staffing, partnerships, email, social, paid media, website registration, photography, customer experience and measurement. Entertainment is not the strategy; the customer journey is.
What the work can include
Event concept and audience promise
Commercial goals and measurement plan
Partner, creator and vendor strategy
Landing page, registration and email capture
Promotion and original creative
On-site conversion and post-event follow-up
Frequently Asked Questions
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Lead time depends on scale, partners and production. Smaller events may need six to eight weeks; larger signature campaigns often need several months. MM starts with the operating window and works backward.
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When included in the partnership, MM can identify, approach and coordinate strategic partners, creators, food, education and entertainment. The role and on-site owner are defined before promotion begins.
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Attendance matters, but it is not the only measure. MM may also track registration source, new contacts, purchases, specific inventory movement, inquiries, follow-up response and return behavior.
You may not need more events and demand creation. You need the right system.
MM determines what this capability needs to accomplish inside the wider customer journey, then connects it to the strategy, creative, channels and measurement around it.