A Little Transparency: Creating Customer Confidence by Inviting Customers Behind the Scenes
The ticket legitimizes our event; it makes it look special with a specific date and time and the incorporation of our photos & logos on the ticket as well.
~Paul Komorowski, Seaway Window
Custom printed tickets can mean so much more than “Admit One!” Take, for example, the case of Seaway Window, a replacement window company in Northwest Pennsylvania. In the business for over 50 years, Seaway is always looking for new and interesting ways to expose its products to customers.
To show off its process and products to its customers, Seaway Window invites them onto the factory floor. “Our Event is an Open House. We open our factory for tours of one of our production lines showing how a double hung window is made. The purpose is to get people to come to the factory and see how our windows are made, thus making them confident in choosing our company for their replacement window project,” Paul told me.
For the factory tour, Seaway uses the General Concert Ticket. This ticket can be printed in several flashy colors. It has space for event information as well as custom images.
For the factory tour that took place on October 8th, the Seaway team chose orange as a background color and included images of the factory and the company logo. Besides featuring a detachable stub and individual numbering, the ticket has discount information printed on its opposite side, which can be a handy reference for customers attending the event.
“We do not charge people to come to our event; it is free. We use the tickets to legitimize the event. Plus if they go through the factory tour, the tour guide will sign the back of the ticket for a discount applied to their project.”
For Seaway the ticket serves as a valuable form of advertising. It gets customers through the door and helps to incentivize customers to purchase replacement windows through them.
How does Seaway keep the public informed about its factory tours? “We use a multi-media approach. We use TV, radio, signage, print, direct mail, newspaper, and we use the ‘Open House’ ticket that I order from Eventgroove to promote this event.” Seaway uses an all avenues approach. Rather than settling for one form of advertising, it utilizes a number of different outlets to build a buzz around its factory tours.
Paul urges others to, “Use a multi-media approach to drive people to your event.”
Those who attend the factory tour at Seagate have a good time, no matter how they learned about the event. “The best part of the event is the actual factory tour; people love to go though it,” Paul said.
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