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100 Words or Less: Hosting a successful customer education event

Sep 1, 2010 12:00 AM

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“Planning is the most important — and time consuming — factor in customer education. We survey customers to determine topics they would like offered, then we locate respected presenters that fit our budget. We promote events on our website, our reps communicate with customers and we send direct mail invitations six weeks prior. We follow up with an e-mail blast two weeks before the event, and another with final details two days beforehand. Events are relationship building, rather than sales, opportunities. Customers get to know our upper-level management, and we survey afterward to garner feedback about the presenter, facility and content.” — Marylou Peterman, business development manager, Rogers Printing Inc.