Communication company

Entreprise de communication
bandeau visuel Entreprise de communication

Pour développer son business de façon concrète. Jean, directeur commercial d’une entreprise de communication, nous livre comment il utilise sa loge.

"In prospecting, an invitation to come to Stade de France, and to be received as a VIP facilitates our approach to key decision-makers in companies, with whom salespeople find it difficult or even impossible to obtain a business appointment."

THE CHOICE OF A PUBLIC RELATIONS PROGRAMME WITH A DIRECT RETURN ON INVESTMENT

For many years, our client has devoted a significant part of their communication budget to sports sponsorship. In early 2010, considering that these activities had achieved their image objectives, it redeployed its communication strategy towards other media.

Only the Stade de France Hospitality programme, of which the cost bears no relationship to sponsorship investments, remained: an important relationship alone can make several years of contract profitable.

"If we had to keep just one public relations programme, it would be the Stade de France box hospitality programme because it is flexible, it really lets us target different types of contacts and its programming is well spread out over time. This allows us to ensure a fill rate of 100%, unlike other programmes that impose too many events in the year, thus making it unmanageable for us".

A DECISIVE TOOL FOR THE CONQUEST OF CUSTOMERS

If the hospitality programme concerns, on the face of it, all of the company’s economic partners, the BtoB sales department is the main user of the programme, both for customer conquest and loyalty.

"In prospecting, an invitation to come to Stade de France, and to be received as a VIP facilitates our approach to key decision-makers in companies, with whom salespeople find it difficult or even impossible to obtain a business appointment. Obviously, AC/DC- or Johnny Hallyday-like concerts have a particular attraction for our decision-maker target".

A conquest tool: If some people think that public relations programmes are only about driving loyalty, our client does not hesitate to invite prospects to its box in a strict framework. It must indeed be careful in the use of public relations to meet prospects.

A conquest tool: If some people think that public relations programmes are only about driving loyalty, our client does not hesitate to invite prospects to its box in a strict framework. It must indeed be careful in the use of public relations to meet prospects.

4 examples illustrate the way in which our client has successfully used the box to develop its portfolio of customers:

1st example: strengthening links at the beginning of a relationship

"We had begun to build relationships with a large banking group. Our teams had met each other, a 1st exchange on our offers had taken place. Then things were going well between the sales department and the team in charge of the budget dedicated to our sector. Thanks to this good relationship, we invited them to a concert. They accepted because the relationship had already been initiated."

2nd example: making contact with an otherwise unreachable decision-maker

"One of our regional managers was looking to get in touch with the IT Director of a large group, who he could not manage to get on the phone - the invitation - which was accepted - to attend one of the Euro matches let him break the deadlock."

3rd example: the external recommendation

On the occasion of an important game, one of the large account sales team was able to successfully initiate a relationship with a purchasing director of a prospect account who he wished to canvass. To do this, he asked a purchasing director from one of his customers to go with him.

4th example: the internal recommendation

Another usage scenario helps you to move up a notch in the organisation charts of corporate clients or prospects and for example, to invite the sector manager to an event at Stade de France, by asking them to be accompanied by their line manager.

Even if it is not the only variable in play, the 1st contact is the necessary condition to trigger any opportunity, which explains the importance of these public relations programmes that will be the trigger for the relationship, that is often impossible to obtain otherwise, and in any case rarely, thanks to traditional means of “cold” prospecting.

A loyalty tool: our client’s economic model is based on repeat business, and maintaining a quality relationship and creating strong and close links with all the actors of a project is vital. The programme is therefore not reserved only for leaders, but the operations staff are not forgotten.

NO ROI WITHOUT AFTER EVENT FOLLOW-UP

To talk about business or not?

"Of course, I won't attack a customer to ask him what he thinks about our latest innovations, but if I have the opportunity, I won't hesitate to show him the quality of our 4G offer, or, at half-time, ask if I can have a business appointment in the guest's diary, or with someone from his team", our client tells us."

Customer thanks provide the opportunity to pick up on an appointment request.

For our client, any marketing programme has a profitability goal, but following-up after the event is systematic. The salespeople are invited to follow-up with the guests in the week following the event, often by replying to an email of thanks from the customer.

THE ECONOMIC VALUE OF THE PROGRAMME

The sales department is taking more and more interest in the concept of ROI associated with public relations. Today, the approach is empirical: the ROI is calculated simply by observing if the business done with such and such a client or prospect has been altered after having met with one or more decision-makers during an evening at Stade de France.

"The sales department is taking more and more interest in the concept of ROI associated with public relations. Today, the approach is empirical: the ROI is calculated simply by observing if the business done with such and such a client or prospect has been altered after having met with one or more decision-makers during an evening at Stade de France."

This evening in the box, provided that the interaction goes well, makes the relationship a long-term one.

"We clearly have no difficulties in demonstrating the value of the programme to our financial backers, taking into account the quality of the decision-makers that this programme allows us to meet".

WHAT THE CUSTOMERS APPRECIATE

The diversity of the programming: lets you invite all customer profiles, from decision-makers through to operations staff. The richness of the events at Stade de France, including concerts which vary each year, are absolutely appropriate to meet the tastes of everyone.

The overall quality of the package

The "inside/outside” aspect, namely the possibility of getting a buzz outside on the stands and thus sharing a collective emotion, but also, once the bay window is closed, the possibility to be able to converse pleasantly.

The rarity: as many events take place exclusively at Stade de France, this is an opportunity not to be missed to invite a key decision-maker from a strategic account.

WHAT YOU MUST REMEMBER

  • the Hospitality programme is an accelerator for growth
  • it is useful both in prospecting and driving loyalty
  • the involvement of all, salespeople and managers, is crucial to ensure the success of the programme.
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See also

Interview de Cédric Barrault : responsable communication chez Alter Solutions from Stade de France - StadeFrance on Vimeo.

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