
Shoppertainment
should really be our middle name. Not because we coined the word – we didn’t –
but because we have been spreading its joy since our very first Retail
Adventures presentation way back in 1990.
Who
doesn’t love a party? A store full of happy shoppers who are having a good time
and are eager to buy? To do that you have to do more than just sell stuff; you
must create in-store experience that touch customers’ hearts and minds as well
as their wallets. You can exist by running an occasional sale, and maybe an
event or two throughout the year, or you can thrive using in-store events and
promotions – to connect with your customers.
You need to plan for two kinds of in-store events: Major and
Minor. We believe you need to host one major in-store event and two to three
minor events each month. A major event is one that builds traffic and packs
your store with customers. Don’t confuse a major event with something
that takes a long time to plan. A class or fashion show can be a major
undertaking, but it’s not a major event unless it attracts potential customers
who come to watch and buy something while they’re there. A minor event
might be a Saturday full of makit it & takits, demonstrations, and
mini-classes. Minor events draw customers to your store but should not take
a lot of time to plan or implement. If the concept of events and promotions is
new to you, then begin by running one major event and one minor event for each
month of the year. If you’re already running events on a regular basis, you can
add as many as you are comfortable adding.
Begin your planning process by scheduling a brainstorming
session with store associates to gather ideas. In a brainstorming
session there are no bad ideas, and no one gets to say, “We can’t do that.”,
“That won’t work.”, or our favorite, “That’s a really stupid idea.” There are
no stupid ideas – that off the wall comment could be your next big claim to
fame when another associate puts a new spin on the idea or combines it with
another idea.
Start
Your Pencils!
Planning
a successful retail event is like planning a wedding or any other major party:
you have to dot the I’s and cross the T’s. You’ll
want to answer each of the following questions for each event:
1. Will this event attract customers who already know and
love your store?
2. Will this event bring new customers to your
store? Will the new customers it attracts be the kind of customers you
want to shop in your store? This is not a trick question. Say, for example,
your event includes a chance to win a $500 shopping spree and you open your
doors to find people who are not typically your customers and are not likely to
be in the future. What good will that store full of people do for you? Instead
plan your events to attract the poor mis-informed people who need what you sell
but tend to shop at your competitors’ stores.
3. What will you do for the new customers to entice them to
return? Bounce Back Coupons that bring them back again next week are always a
good idea. Loyal customers love them, too.
4. What will this event do for your store’s reputation? We
know a retailer with a 1700 square foot store who sent a fabulous offer to
3000 customers with this one, tiny stipulation: You must be present to
win. 3000 people trying to get into a 1700 square foot store
at the same time? You do the math.
5. Can you handle the increased traffic? Ask Wal-Mart about
this one. When 6000 people clogged the aisles to meet a pop princess how easy
was it for new moms who shop there each week to run in and buy diapers?
Now,
let’s look at what has to happen to make your event a success, this includes
choosing dates, assigning tasks and scheduling deadlines. Create a Master Plan
for each event that details who will be in charge of each task, what needs to
be done, and when it needs to be done. Here’s a list to help you get started:
Two Months Before:
q Send solicitation
letters to vendors requesting merchandise for prizes and giveaways (many have
budgets just for this purpose, so ask!). Ask of they’ll help with makit &
takits, demos and classes. Drop us an e-mail and we’ll send you vendor
solicitation letter and thank-you letter templates you can customize.
q Invite local designers
to help with demos and make it & takits.
q Choose refreshments
you will serve. To be safe, it’s best to go with a caterer.
q Begin work on your
ad campaign. Will you use newspaper, radio, television, direct mail, email
blasts or ads on social media to back up your bag stuffers, signage and other
in-store advertising?
q Review your
paperwork to check for any special products or additional items you need to
order for the event.
q Choose and schedule
entertainment. Keep your theme in mind. You might hire a string ensemble for a
more formal party or a DJ for a fun, family event. Local high school choirs are
usually willing to perform in return for a small gift – one retailer we know
donated material for costumes and props.
One Month Before:
q Meet with key staff
members weekly to review tasks and to make sure that everyone is on schedule.
q Follow up with
vendors, instructors and demonstrators. Confirm date and time, and arrange for
any special needs (electrical, merchandise, etc.).
q If you’re short staffed
you can ask vendors, local clubs, and your best customers if they’d like to
help out on event day.
q Confirm entertainment
and recheck for any special needs (risers, electrical outlets, etc.). Confirm
caterer, re-check delivery schedule and servers.
q Draw a schematic of your sales floor, noting where to set
the refreshments, demonstration areas, entertainment, etc.
Two Weeks Before:
q Time to
kick things into high gear. Meet with key personnel to review all aspects of
the event, and to make sure everything is on schedule. If things aren’t
progressing as planned, you still have time to make changes.
q Use Bag
Stuffers to remind customers of your event for two weeks before the event.
Don’t let the name confuse you: the secret to a successful bag stuffer campaign
lies in how you distribute them. If you pre-stuff them into bags, you’re just
wasting paper. Instead, instruct associates to talk with customers about the
event, personally placing the bag stuffer in the customer’s hand – it’s like a
free 30-second ad. And what’s the cost of distribution? Nada.
One Week Before:
q Seven
days ’til show time! Build a buzz about town with press releases announcing
your event. Make sure you cover all local media outlets.
q Prepare
a list of in-store specials and events (e.g., grand-prize drawing at 7:00 p.m., demo #1 at 7:15 p.m.).
q Talk up
your event on your voice mail message.
q Verify
that vendors and instructors are set for their demonstrations. Check to be sure
you have all the product and supplies they will need.
q Verify
that the entertainment is set for event day. You’ll want them to be in the
store, and ready to roll, the moment you unlock the front door.
q Double
check your refreshment order. You know our motto: Food is Good! Remember, it’s better to have too much food than to
run out during your event.
q Begin
preparing your sales floor to accommodate the event, but don’t create open
spaces just yet.
q Reset
your windows, in-store displays and other store décor for the event – make it
fun and festive. Merchandise your speed bump displays to sell. Add impulse
items to the cash wrap.
The Day Before:
q Less
than 24 hours to go! Recheck your Master Plan to verify that all tasks have
been completed.
q Finalize
your floor plan. Move what has to be moved and rearrange what has to be
rearranged. Set up all tables and risers, making sure extension cords reach
where they need to go.
q Hang all
the signing and place all the decorations before you leave for the night – get
the big stuff ready so that tomorrow all you have to worry about are
last-minute touch-ups.
Show Time!
q Schedule
a pre-opening breakfast meeting with your staff to review everything that will
take place during the day. Make sure that everyone knows what will be happening
in the store and what is required of them.
q Give
everyone a copy of the in-store specials, demos, and drawings. Place copies at
the cash wrap, cutting tables, etc. – even the bathrooms.
q Greet
your guests at the door. Invite everyone sign a guest book – this stealth
marketing trick will ensure that you have names, addresses, e-mail addresses,
etc. for future events.
q Take
lots of photographs.
q And have
fun!
After Your Event:
q Schedule
a staff meeting to review your event, noting what went well, what didn’t, and
what you will want to incorporate in your next event. Give each associate an
evaluation to fill out – your team’s candid input is critical to future events.
q Record
the total sales, customer count, type of advertising, number of associates,
vendors, even the weather for the day. Keep this on file to review if you
choose to make this an annual event. (Annual events are a good thing because
customers look forward to them all year.)
q Send
follow-up press releases to medias – you want to let people know what they
missed. Be sure to Include photos – the media loves photos. Videos, too!
q Send a
personal thank-you letter to the vendors, instructors, customers, etc. who
helped out. Letters, not e-mails. And don’t forget to thank your staff.
The
time you spend planning your in-store events is as important as the event
itself – it’s probably more important. Building a solid promotional calendar,
and then bringing each event to life, is not an easy task. It takes creativity
and dedication and sometimes sheer will power, but it’s always worth your
effort. If the task seems overwhelming or you’d just like to talk events, give
us a call. We’ll be happy to help you exercise a little crowd control!
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