Indian Small and Medium Enterprises (SMEs) are at a bit of a crossroads since they are in an overcrowded marketplace where digital transformation is no longer an option but they feel pressured to serve traditional markets for growth. There are over 63 million small businesses in India which shows how these businesses should compete on how they engage and retain customers rather than just price or quality.
Many traditional engagement tactics such as newsletters, limited-time discounts, or social media campaigns are only to create short-term interest. These static models struggle to create meaningful relationships to keep the audience returning. They need immersive, event-based engagement models that don’t just promote products but create memorable experiences.
These models are more time-sensitive and structured which can encourage active participation. It can be through an exclusive online product launch, a series of live commerce sessions, or an interactive challenge that can turn casual customers into dedicated participants.
In this blog, we are going to look at how SMEs can use event-based engagement models to change the way they retain customers.
Three Events, One Day: What Online Poker Platforms Reveal About Digital Engagement
One industry that has mastered event-based engagement strategies is online poker platforms. They create structured, time-bound events that keep players engaged throughout the day. A good example of this is the widely played poker triple header tournament. It consists of three consecutive, high-stakes tournaments held on the same day that are thematically linked to create anticipation. Each game has a unique format or betting structure that ensures variety and it is based on increasing stakes that build up risk and reward to build more tension and excitement. Moreover, the players are encouraged to stay throughout all three events to maximize their chances of winning additional rewards.
This model works well for retention since it builds anticipation for all events that keep the players coming back for more. Furthermore, the FOMO on potential rewards makes players more compelled to stay for all three tournaments. It also has gamification systems to keep players invested even if they lose one game. Since the entire tournament is more about community and a shared sense of belonging and rivalry, it creates long-term retention.
SMEs can create similar strategies with inspiration from these triple header poker tournaments. For example, they could launch a host of live sessions throughout the day instead of a single event. These may introduce new features, answer questions, and offer exclusive discounts with each event. They can conduct a long webinar with industry experts that focuses on a different topic for each session to increase attendance. SMEs could also introduce timed sales and limited-time offers throughout a day-long shopping event to simulate the excitement of poker with increasing rewards.
Beyond One-Time Sales: How SMEs Can Leverage Community-Based Engagement
Even though one-off events are effective, sustained engagement can create a better sense of belonging and make the customer loyal rather than temporary. The most successful brands create interactive digital spaces where the customers feel valued and heard. One of the customer engagement platforms has disclosed five trends that increase customer engagement in the long run.
SMEs can use this approach in the digital space with community platforms. For example, they could offer a pooled membership that offers VIP communities and perks where customers get early access to deals, insights, and member-only events. SMEs could also introduce a gamification element in the form of leaderboards, badges, and reward points for those who actively participate in discussions or events since it improves engagement effectively. User-generated content or UGC keeps users invested and provides a real-life experience of your product.
For example, brands can host live Q&A sessions in their Whatsapp Business or Telegram groups or run an online challenge or competition with daily check-ins, progress tracking, and prizes for participants.
Tech-Enabled Engagement: Choosing The Right Digital Tools
Indian SMEs need the right digital infrastructure to run an engaging and scalable event-based model. Some essential tools include the following:
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Zoom & Google Meet: Great for running webinars, expert panels, and Q&A sessions without any high cost.
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Instagram & Facebook Live: Easy to set up and perfect for live commerce, real-time product showcases, or influencer collaborations.
Measuring The Success Of Event-Based Customer Engagement
To measure the success of your event-based model, you can track the following KPIs:
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Conversion Rate: Compare the sales before, during, and after an event and see the progress. If it increases, then your model is a success.
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Community Growth Metrics: Track metrics such as new subscriber count, discussion activity, and referral rates in your WhatsApp, Telegram, or other brand communities.
Rethinking Retention As A Sequence Of Experiences
Indian SMEs can now use these strategies to create event-driven, interactive models that stand out to make customers return rather than bombard audiences with discounts or static content.
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