Why Are Event Chains so Important to a Business?

The Importance of an Event Chain in Business Growth

For medium-sized businesses in the retail and service industries, really knowing the event chain—the steps customers follow to buy something—can change the whole game for growing your business.

The event chain shows you the customer's path, pointing out chances to connect with them at just the right times. Whether it's a couple planning their wedding or someone fixing up their kitchen, getting your business in line with this path can make more money, keep customers coming back, and spread the word about you.

 Why Event Chains are Important

Think of the event chain as more than just a timeline but instead as your business plan. Each step along the way—like someone buying a ring or picking a place to have their wedding—is a chance for businesses to get involved, have an impact, and win over customers. If you know where your business fits in, here’s what you can do:

Get Leads Early: Get your business out there early (like a wedding florist working with jewellery stores) to make sure people think of you first.

Build Trust: By always being there, you show you're reliable, which makes customers more likely to pick you.

Get More Referrals: If customers are happy, they'll tell others about you, and it all adds up.

 A Real Example: How The Flower Shop Used Partnerships

The Flower Shop, a local florist in Austin, Texas, grew their income by 30% just by using the wedding planning steps. They teamed up with bridal shops and wedding venues nearby, offering free meetings to couples who booked appointments or places. By giving out small flower samples early on, they gained trust and got bookings before the couples even thought about other florists. This way of building trust made them the vendor to go to, which led to steady growth.

Event Chains Help You Grow

When you focus on the event chain, it will allow your business to grow without wasting resources. When you discover the most important points of the process, you’re able to put your marketing money in the right place, use resources wisely, and set up partnerships that get you more customers. If a caterer works with venues, they can get a regular flow of leads without spending a ton on ads.

Quick Ways to Use Your Event Chain

Map the steps your Customers Take: Write down the main things customers do before they find you (for a florist, it could be buying rings, and booking a venue). Make a simple chart to find chances to jump in.

Create working partnerships: Contact a business that comes earlier in the process (like a jewellery store for a florist) and suggest a way to send customers to each other or work on promotions together to get leads early.