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We love Shoppertainment:<\/span><\/b> The use of in-store First Things First<\/span><\/b> <\/span><\/p>\n Your \u2013 <\/span>Schedule a <\/span>brainstorming session<\/b> \u2013 <\/span>Have a list of Official U.S. Holidays<\/b> \u2013 <\/span>If in-store events and promotions are new to you, then begin by scheduling A A Once you have brainstormed ideas and have compiled your monthly list of Details, Detail, Each time you begin planning a promotion answer these questions first:<\/span><\/span> <\/span><\/p>\n 1. 2. <\/span>Will this promotion bring new customers to my 3. 4. <\/span>Will the new customers the event attracts be 5. <\/span>Will this promotion attract my loyal 6. <\/span>Can this promotion hurt me by making the 7. <\/span>Will this promotion enhance my store\u2019s brand Count Down to Your Event<\/span><\/b> <\/span><\/p>\n Every tiny detail for your in-store event needs to be thoroughly planned 1. <\/span>Make all necessary initial contacts. Book the 2. <\/span>Schedule a meeting to r<\/span>eview the event and to go over in detail what it involves with 3. Design 4. H<\/span>old 5. Immediately a<\/span><\/span>fter To
\nevents and promotions \u2013 no cost, low cost in-store events and promotions \u2013 to
\nbuild foot traffic and increase store sales. Yes, there are times when you must
\nrun a sale in your store, however, do not confuse an in-store event with a
\nsale. A sale provides you with the opportunity to clear out the dogs and the
\ndiscontinued stock \u2013 pile it high and watch it fly! <\/span>And yes, and there are times when a sale can
\nbe combined with a promotional event, but the true purpose of a promotional
\nevent is to create customers. Customers, of course, are the life blood of your
\nbusiness.<\/span><\/span> <\/span><\/p>\n
\nfirst step in planning your in-store events and promotions is to get your hands
\non a blank calendar<\/b>. You can buy a
\nblank calendar or find one online; we use Google Calendar. It\u2019s free, offers
\nloads of options, and you can share it with your team. Keep an extra copy of
\nyour blank calendar because it will come in handy when creating your monthly <\/span>refrigerator
\ncalendar<\/b> \u2013 a complete listing if what\u2019s in-store for the month \u2013 that you
\ndistribute to customers as bag stuffers<\/b>.
\n(Hint: Even though they are called bag stuffers, they should never be stuffed
\nin a customer\u2019s bag. For best results, have your cashiers hand the bag stuffers
\nto the customer along with a short, sincere conversation inviting the customer
\nto return to attend the advertised event.)<\/span><\/span> <\/span><\/p>\n
\nwith your store associates to gather ideas for each month of the year. This
\nwill be fun! In a brainstorming session there are no bad ideas. No one gets to
\nsay, \u201cWe can\u2019t do that.\u201d, \u201cThat won\u2019t work.\u201d, or our personal favorite, \u201cThat\u2019s
\na really stupid idea.\u201d When brainstorming there are no stupid ideas \u2013 that
\nso-called dumb idea just might be your next big claim to fame when a staffer
\nputs a new spin on the idea, or combines it with another idea.<\/span> <\/span>If you don\u2019t stop the negativity at the very
\nbeginning of your brainstorming session, some of your team will clam up, and
\ntheir potentially great ideas will be lost.<\/span><\/span><\/span> <\/span><\/p>\n
\nhandy during your brainstorming session. This list will help you build events
\naround certain holidays and prevent you from running a big event during a major
\nholiday. As one retailer said, \u201cI couldn\u2019t understand why no one came to my
\nstore for my first big open house. <\/span>It
\nwas perfect!\u201d Well, almost perfect. <\/span>His
\nbig day was also Easter Sunday. Oops. Google \u201cgoofy holidays\u201d for a list of fun
\nthemes, like Best Friends Day, and Jelly Bean Day, Frankenstein Day and more.<\/span><\/span> <\/span><\/p>\n
\none major event and one minor event for each month. <\/span>If you\u2019re already holding successful in-store
\npromotions, then schedule one or two major events a month, and two minor events
\nper month.<\/span><\/span><\/p>\n
\nword about \u201cmajor\u201d event versus \u201cminor\u201d event: A<\/b> major event is one that builds traffic and packs your store with
\nbuying customers.<\/b> <\/span>Do not confuse a
\nmajor event with something that takes a long time to plan. <\/span>A trunk show that keeps customers in your
\nstore for two-three hours is a major undertaking, but it\u2019s not a major event
\nunless it packs the store with shoppers who come to watch \u2013 and buy something
\nwhile they are there.<\/span><\/span> <\/span><\/p>\n
\nminor event might be a Saturday full of
\nnew product introductions, demonstrations, fashion shows or DIY classes.<\/b> <\/span>Minor events draw customers to your store,
\nbut do not take a lot of time to plan.<\/span><\/span> <\/span><\/p>\n
\nin-store events, add each one to your promotional calendar in its appropriate
\nplace. You will also need to w<\/span><\/span>rite
\na detailed description of the event exactly as you see it so that there will be
\nno confusion later.<\/span><\/span> <\/span><\/p>\n
\nDetails!<\/span><\/b> <\/span><\/p>\n
\nWhat\u2019s in it for me? Why should I run this particular promotion? <\/span>What\u2019s the reason I chose it? What\u2019s my sales
\ngoal? In other words, what do you want
\n<\/span>to accomplish overall?<\/span><\/span> <\/span><\/p>\n
\nstore? Attracting new customers to your store should be a goal in every event
\nthat you run.<\/span><\/span> <\/span><\/p>\n
\nWill the new customers this promotion attracts be the kind of customers I want
\nto shop in my store? This is not a trick question. Say for example your
\nevent <\/span>includes a chance to win a $500
\nshopping spree, and you open your doors to find people who are not typically your
\ncustomers, and who are not likely to buy what you sell in the future. What good
\nwill that store full of people do for you? Not much. Instead plan your events
\nto attract the poor misinformed shoppers who buy what you sell but tend to shop
\nat your competitors\u2019 stores.<\/span><\/span> <\/span><\/p>\n
\nlikely to come back and shop again? What will I give them to entice them to
\nreturn? Bounce Back Coupons<\/b> that bounce
\n\u2018em back again next week are always a good idea.<\/span><\/span> <\/span><\/p>\n
\ncustomers? If new customers in your store are a good thing, then hordes of
\nloyal customers in your store are even better. The national average shows that
\na repeat customer is likely to spend twice as much in your store on their
\nsecond visit. Why? <\/span>Because that customer
\ntrusted you enough to come back and shop with you again.<\/span><\/span> <\/span><\/p>\n
\nstore so busy that I won\u2019t be able to take care of my long-time customers? Ask
\nWal-Mart or Target about this one. When 6,000 people show up to meet a
\ncelebrity, how easy will it be for a shopper to run in and get what they need?<\/span><\/span> <\/span><\/p>\n
\nand\/or reputation? We know a retailer who owned a 1,700 square foot store who
\nsent out a fabulous offer to 3,000 customers with this one, tiny stipulation: You must be present to win.<\/i> 3,000 people
\ntrying to get into a 1,700 square foot store? You do the math\u2026<\/span><\/span> <\/span><\/p>\n
\nand assigned to a team member to ensure it will be handled properly. Each event
\nneeds its own Count Down Calendar. <\/b>Begin
\nplanning three to four months out (this time frame will be determined by the
\ntype of event and how much lead time you will need to get everything
\norganized), meet with <\/span>key
\npersonnel and assign each one an area(s) of responsibility.<\/span><\/span> <\/span><\/p>\n
\nentertainment, the caterer, other retailers you wish to partner with,
\ninstructors, demonstrators, and of course, your vendors. And do it sooner,
\nrather than later <\/span>In addition to
\npurchasing any necessary supplies you will need during your event, you might
\nalso want to place additional merchandise orders. If you run an event, you need
\nto be in stock when customers arrive to buy.<\/span><\/span> <\/span><\/p>\n
\nyour entire staff. <\/span>Do this each week as
\nnecessary as your event approaches.<\/span><\/span> <\/span><\/p>\n
\nthe advertisements, bag stuffers, contest forms, in-store signing, etcetera
\nthat you will use to promote your event.<\/span><\/span> <\/span><\/p>\n
\na store meeting <\/span>the
\nmorning of your event <\/span>with
\nevery store associate in attendance<\/i>. <\/span><\/i>Go
\nover everything and then go over it again.<\/span><\/span> <\/span><\/p>\n
\nyour event, ask everyone involved to evaluate how they thought it went. Follow
\nup with a store meeting to discuss what worked, what you\u2019d like to add, and
\nwhat you might do differently the next time around.<\/span><\/span> <\/span><\/p>\n
\nbe a successful these days, you have to more than just sell \u201cstuff.\u201d <\/span>Today it\u2019s about touching customers\u2019 hearts
\nand minds as well as their wallets. <\/span>You
\ncan exist by running an occasional sale, and maybe an event or two throughout
\nthe year, or you can thrive when you use Shoppertainment \u2013 events and promotions
\n\u2013 to connect with your customers and build word of mouth. Putting together a
\npromotional calendar, and then bringing each event to life, is not an easy task,
\nit takes creativity and dedication and sometimes sheer will power but it\u2019s
\nalways worth it. If the task seems overwhelming or you\u2019d just like to do some
\npre-planning brainstorming before you brainstorm your events, give us a
\ncall. <\/span>We\u2019ll be happy to help you
\nexercise a little crowd control!<\/span><\/span><\/p>\n