While presenting at the Event Marketing Summit this week, L'Oreal's field marketing director, Claude Prevost, wrapped up with what he called his Letterman Top 10 List.  The seminar focused on how L'Oreal has been successfully adding transactional value to their b-to-c events-- or in other words, how they've used their events to push consumers closer to the cash register (gotta love the event/retail integration).

 

I share this here, because I think Prevost's Top 10 list can apply to all brand marketers, across the entire spectrum of live communications.  I especially like his #10 reminder to Keep the Faith-- or in other words, trust your gut.  Check out the list below.  And if you're interested in catching the entire presentation, I believe Event Marketer plans to post it to a microsite.  Once they push it live, I'll post the link.  So check back soon.

 

1.   Love is a killer apathy... share your knowledge internally

2.   Go on the road with your sales team

3.   Network within the industry and category (Alumni Networking)

4.   Mystery shop other categories and take away key learning's

5.   Embrace technology and PR to plus out ROI

6.   Understand your customer and more specifically, how events can drive purchase intent

7.   Break down the barriers and seek out operational efficiencies

8.   Drive coupon conversion rates by going large to consumers

9.   Promote your success internally

10. Keep the faith