WHY A BOX AT STADE DE FRANCE?
"As our company’s innovation calendar was particularly rich, the group was looking for a solution to multiply the opportunities for contacts between the sales team and economic decision-makers, mainly HR Directors and business leaders from major accounts and SMES, without forgetting communications agencies specialised in recruitment".
“In addition, our company's competitors have, mostly, major public relations policies, and, as the market leader, we must have this type of marketing programme, especially since we don't do any corporate advertising".
VERY SPECIFIC OBJECTIVES
It involved being able to provide a reminder of the company’s major messages and to maintain a strong presence of the brand with customers. Stade de France’s boxes perfectly meet this need: The diversity of the programmes allows you to invite men as well as women, the place is motivating for the guests, the quality of the services adds value and allows great peace of mind in the management of events, all managed by Stade de France, our company has nothing to worry about other than coming and looking after our guests.
GUESTS CHOSEN FOR THEIR STRATEGIC IMPORTANCE
Taking into account the number of customers and the 220 seats available for customers, the selection of guests is very important and responds to criteria such as:
- the account development potential;
- the estimate of the level of risk of an account (strongly attacked by the competition, in a period of renewal of contracts…)
Purchasers, the people who can book seats in the box, can come from different backgrounds, such as: the major accounts division; the management of SMEs-SMIs…
The competition is important between the different entities, and the allocation of seats is done according to economic criteria: We will always prioritise the potential criterion of turnover compared to any other consideration.
THE TOP CRITERIA IS MAINTAINING OR RENEWAL
The objective of development is quantified at 12 months, and the performance indicators are monitored to be able to measure the result obtained;
Up until now, Stade de France’s box programme has proved very profitable, which are the financial arguments that have also enabled the contract to be renewed.
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