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<\/div>\n<\/p>\n <\/p>\n Shoppertainment Who <\/span><\/p>\n You need to plan for two kinds of in-store events: Major and Begin your planning process by scheduling a brainstorming Start Planning 1. Will this event attract customers who already know and 2. Will this event bring new customers to your 3. What will you do for the new customers to entice them to 4. What will this event do for your store\u2019s reputation? We 5. Can you handle the increased traffic? Ask Wal-Mart about Now, Two Months Before:<\/span><\/b> <\/span><\/span><\/p>\n q<\/span><\/span> Send solicitation q<\/span><\/span> Invite local designers q<\/span><\/span> Choose refreshments q<\/span><\/span> Begin work on your q<\/span><\/span> Review your q<\/span><\/span> Choose and schedule One Month Before:<\/span><\/b> <\/span><\/span><\/p>\n q<\/span><\/span> Meet with key staff q<\/span><\/span> Follow up with q<\/span><\/span> If you\u2019re short staffed q<\/span><\/span> Confirm entertainment q<\/span><\/span> Draw a schematic of your sales floor, noting where to set Two Weeks Before:<\/span><\/b><\/p>\n q<\/span><\/span> Time to q<\/span><\/span> Use Bag One Week Before:<\/span><\/b> <\/span><\/span><\/p>\n q<\/span><\/span> Seven q<\/span><\/span> Prepare q<\/span><\/span> Talk up q<\/span><\/span> Verify q<\/span><\/span> Verify q<\/span><\/span> Double q<\/span><\/span> Begin q<\/span><\/span> Reset The Day Before:<\/span><\/b> <\/span><\/span><\/p>\n q<\/span><\/span> Less q<\/span><\/span> Finalize q<\/span><\/span> Hang all Show Time!<\/span><\/b> <\/span><\/span><\/p>\n q<\/span><\/span> Schedule q<\/span><\/span> Give q<\/span><\/span> Greet q<\/span><\/span> Take
\nshould really be our middle name. Not because we coined the word \u2013 we didn\u2019t \u2013
\nbut because we have been spreading its joy since our very first Retail
\nAdventures presentation way back in 1990.<\/span><\/span><\/p>\n
\ndoesn\u2019t love a party? A store full of happy shoppers who are having a good time
\nand are eager to buy? To do that you have to do more than just sell stuff; you
\nmust create in-store experience that touch customers\u2019 hearts and minds as well
\nas their wallets. You can exist by running an occasional sale, and maybe an
\nevent or two throughout the year, or you can thrive using in-store events and
\npromotions \u2013 to connect with your customers. <\/span><\/p>\n
\nMinor. We believe you need to host one major in-store event and two to three
\nminor events each month. A major event is one that builds traffic and packs
\nyour store with customers.<\/b> Don\u2019t confuse a major event with something
\nthat takes a long time to plan. A class or fashion show can be a major
\nundertaking, but it\u2019s not a major event unless it attracts potential customers
\nwho come to watch and buy something while they\u2019re there. A minor event
\nmight be a Saturday full of makit it & takits, demonstrations, and
\nmini-classes. <\/b>Minor events draw customers to your store but should not take
\na lot of time to plan or implement. If the concept of events and promotions is
\nnew to you, then begin by running one major event and one minor event for each
\nmonth of the year. If you\u2019re already running events on a regular basis, you can
\nadd as many as you are comfortable adding.<\/span> <\/span><\/span><\/p>\n
\nsession<\/b> with store associates to gather ideas. In a brainstorming
\nsession there are no bad ideas, and no one gets to say, \u201cWe can\u2019t do that.\u201d,
\n\u201cThat won\u2019t work.\u201d, or our favorite, \u201cThat\u2019s a really stupid idea.\u201d There are
\nno stupid ideas \u2013 that off the wall comment could be your next big claim to
\nfame when another associate puts a new spin on the idea or combines it with
\nanother idea.<\/span> <\/span><\/span><\/p>\n
\nYour Pencils!<\/span><\/b> <\/span><\/span><\/p>\n
\na successful retail event is like planning a wedding or any other major party:
\nyou have to dot the I\u2019s and cross the T\u2019s. You\u2019ll
\nwant to answer each of the following questions for each event:<\/span><\/span> <\/span><\/span><\/p>\n
\nlove your store?<\/span> <\/span><\/span><\/p>\n
\nstore? Will the new customers it attracts be the kind of customers you
\nwant to shop in your store? This is not a trick question. Say, for example,
\nyour event includes a chance to win a $500 shopping spree and you open your
\ndoors to find people who are not typically your customers and are not likely to
\nbe in the future. What good will that store full of people do for you? Instead
\nplan your events to attract the poor mis-informed people who need what you sell
\nbut tend to shop at your competitors\u2019 stores.<\/span> <\/span><\/span><\/p>\n
\nreturn? Bounce Back Coupons that bring them back again next week are always a
\ngood idea. Loyal customers love them, too.<\/span> <\/span><\/span><\/p>\n
\nknow a retailer with a 1700 square foot store who sent a fabulous offer to
\n3000 customers with this one, tiny stipulation: You must be present to
\nwin.<\/i> 3000 people trying to get into a 1700 square foot store
\nat the same time? You do the math.<\/span> <\/span><\/span><\/p>\n
\nthis one. When 6000 people clogged the aisles to meet a pop princess how easy
\nwas it for new moms who shop there each week to run in and buy diapers?<\/span> <\/span><\/span><\/p>\n
\nlet\u2019s look at what has to happen to make your event a success, this includes
\nchoosing dates, assigning tasks and scheduling deadlines. Create a Master Plan
\nfor each event that details who will be in charge of each task, what needs to
\nbe done, and when it needs to be done. Here\u2019s a list to help you get started:<\/span> <\/span><\/span><\/p>\n
\nletters to vendors requesting merchandise for prizes and giveaways (many have
\nbudgets just for this purpose, so ask!). Ask of they\u2019ll help with makit &
\ntakits, demos and classes. Drop us an e-mail and we\u2019ll send you vendor
\nsolicitation letter and thank-you letter templates you can customize.<\/span> <\/span><\/span><\/p>\n
\nto help with demos and make it & takits.<\/span> <\/span><\/span><\/p>\n
\nyou will serve. To be safe, it\u2019s best to go with a caterer.<\/span> <\/span><\/span><\/p>\n
\nad campaign. Will you use newspaper, radio, television, direct mail, email
\nblasts or ads on social media to back up your bag stuffers, signage and other
\nin-store advertising?<\/span> <\/span><\/span><\/p>\n
\npaperwork to check for any special products or additional items you need to
\norder for the event.<\/span> <\/span><\/span><\/p>\n
\nentertainment. Keep your theme in mind. You might hire a string ensemble for a
\nmore formal party or a DJ for a fun, family event. Local high school choirs are
\nusually willing to perform in return for a small gift \u2013 one retailer we know
\ndonated material for costumes and props.<\/span> <\/span><\/span><\/p>\n
\nmembers weekly to review tasks and to make sure that everyone is on schedule.<\/span> <\/span><\/span><\/p>\n
\nvendors, instructors and demonstrators. Confirm date and time, and arrange for
\nany special needs (electrical, merchandise, etc.).<\/span> <\/span><\/span><\/p>\n
\nyou can ask vendors, local clubs, and your best customers if they\u2019d like to
\nhelp out on event day.<\/span> <\/span><\/span><\/p>\n
\nand recheck for any special needs (risers, electrical outlets, etc.). Confirm
\ncaterer, re-check delivery schedule and servers.<\/span> <\/span><\/span><\/p>\n
\nthe refreshments, demonstration areas, entertainment, etc.<\/span><\/span> <\/span><\/span><\/p>\n
\nkick things into high gear. Meet with key personnel to review all aspects of
\nthe event, and to make sure everything is on schedule. If things aren\u2019t
\nprogressing as planned, you still have time to make changes.<\/span> <\/span><\/span><\/p>\n
\nStuffers to remind customers of your event for two weeks before the event.
\nDon\u2019t let the name confuse you: the secret to a successful bag stuffer campaign
\nlies in how you distribute them. If you pre-stuff them into bags, you\u2019re just
\nwasting paper. Instead, instruct associates to talk with customers about the
\nevent, personally placing the bag stuffer in the customer\u2019s hand \u2013 it\u2019s like a
\nfree 30-second ad. And what\u2019s the cost of distribution? Nada.<\/span><\/span><\/p>\n
\ndays ’til show time! Build a buzz about town with press releases announcing
\nyour event. Make sure you cover all local media outlets.<\/span> <\/span><\/span><\/p>\n
\na list of in-store specials and events (e.g., grand-prize drawing at 7:00 p.m., demo #1 at 7:15 p.m.).<\/span> <\/span><\/span><\/p>\n
\nyour event on your voice mail message.<\/span> <\/span><\/span><\/p>\n
\nthat vendors and instructors are set for their demonstrations. Check to be sure
\nyou have all the product and supplies they will need.<\/span> <\/span><\/span><\/p>\n
\nthat the entertainment is set for event day. You\u2019ll want them to be in the
\nstore, and ready to roll, the moment you unlock the front door.<\/span> <\/span><\/span><\/p>\n
\ncheck your refreshment order. You know our motto: Food is Good!<\/i> Remember, it\u2019s better to have too much food than to
\nrun out during your event.<\/span> <\/span><\/span><\/p>\n
\npreparing your sales floor to accommodate the event, but don\u2019t create open
\nspaces just yet.<\/span> <\/span><\/span><\/p>\n
\nyour windows, in-store displays and other store d\u00e9cor for the event \u2013 make it
\nfun and festive. Merchandise your speed bump displays to sell. Add impulse
\nitems to the cash wrap.<\/span> <\/span><\/span><\/p>\n
\nthan 24 hours to go! Recheck your Master Plan to verify that all tasks have
\nbeen completed.<\/span> <\/span><\/span><\/p>\n
\nyour floor plan. Move what has to be moved and rearrange what has to be
\nrearranged. Set up all tables and risers, making sure extension cords reach
\nwhere they need to go.<\/span> <\/span><\/span><\/p>\n
\nthe signing and place all the decorations before you leave for the night \u2013 get
\nthe big stuff ready so that tomorrow all you have to worry about are
\nlast-minute touch-ups.<\/span> <\/span><\/span><\/p>\n
\na pre-opening breakfast meeting with your staff to review everything that will
\ntake place during the day. Make sure that everyone knows what will be happening
\nin the store and what is required of them.<\/span> <\/span><\/span><\/p>\n
\neveryone a copy of the in-store specials, demos, and drawings. Place copies at
\nthe cash wrap, cutting tables, etc. \u2013 even the bathrooms.<\/span> <\/span><\/span><\/p>\n
\nyour guests at the door. Invite everyone sign a guest book \u2013 this stealth
\nmarketing trick will ensure that you have names, addresses, e-mail addresses,
\netc. for future events.<\/span> <\/span><\/span><\/p>\n
\nlots of photographs.<\/span> <\/span><\/span><\/p>\n