Securing sales during events. Most of our clients face the same problem: how to generate immediate sales during their event. In theory, most events should be able to do this. In practice; few product sales are delivered during an event or promotion, which might explain why most event projects focus on branding and awareness. Fortunately, Evention has the expertise and experience to deliver a unique ‘soft-selling’ event platform to secure immediate sales and generate ‘post-event’ prospects.

SCB asked us to propose a launch event concept for their new savings product “My Dream Account”. Given that their two main competitors would also be launching a similar product around the same time, they needed a platform that would act as a ‘springboard’ for branch staff to drive sales; with the ultimate goal of leading the market in this product segment.

Since SCB’s product marketing would focus upon parents saving for their children’s future, our concept proposal centred on attracting and engaging children with highly interactive activities and decorations. Rather than a single launch-event, we proposed a national roadshow roll-out using shopping malls as the interactive forum, thus bringing

the product and SCB staff ‘to-the-public’. To ‘round off’ our proposal, we incorporated lead-generating tools and soft-selling mechanisms that would make it easier for staff to sell product.

Our concept and roll-out proposal did though require a substantial departure from SCB’s long-standing marketing and sales methodology in Malaysia. To limit this ‘leap of faith’ risk and the size of event investment, the “MDA Roadshow” would be rolled-out as a six venue ‘pilot’: Kota Kinabalu, Kuching, Kuala Lumpur, Penang, Johor Bahru and Klang. Aside from delivering, operating and managing each venue event, Evention also provided ‘guidance’ on soft-selling practices and tactics to SCB staff as they interacted with the public (to avoid employing selling styles and tactics more commonly associated with credit-card-promotions).

SCB’s ‘leap of faith’ was spectacularly proven justified when immediate sales from just the first venue exceeded SCB expectations more than 10 fold. In fact, we estimate that the returns (ROEI) just from this single venue more than exceeded the entire roadshow event investment! By the end of the roadshow, Evention’s ‘soft-selling’ platform has delivered immediate sales and generated leads that have produced an ROEI of thousands of percent.