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partnered and donated to several events and in return I have asked that follow. “The bottom line is, if the event seems like a veiled
that some of these organizations help me to promote my event. One attempt at selling something, it will fall flat. Consider events part of
of our best resources has been our local Junior Guild Organization the marketing budget for the store and look at it as a long-term effort
(Remember, we are southern…) “Radio stations, newspapers, that will generate results – have faith!”
local television stations, magazines and other local media outlets
crave great information to share with their readers. Let your in-store SET THE MOOD WITH THE RIGHT MUSIC
events be among what they share!” As soon as I have put a date
on the calendar I reach out to local advertising resources. I have Music is huge, and should be present throughout the entirety of the
even provided gift certificates to the employees of the local radio event. This prevents awkward silences and instantly puts people
station in exchange for some “Complimentary” air time. For best in a good mood. Live music is even better, with something jazzy or
results, you could tie in some charitable efforts for your event. “For mellow being key.”
stronger pre, on-site and post-publicity and goodwill, pair the event
with philanthropy.” Over the past 13 years I have partnered with POP THE CORK AND MAKE THE
many non-profit organizations. “Pre-event announcement news
releases, with a photo of you and the organization you are working FOOD FUN!
with followed with post-event photo-caption news releases of the Every single Chocolate Night we had a Chocolate Fountain and
day-of event festivities, and later, a large check presentation to the something different with Chocolate including hiring a chef to make
organization, will give the event a longer life in the media.” Most Belgian Waffles with the Chocolate Fountain Drizzle to represent
IMPORTANT TIP – If you donate an item, buy the ticket to the our annual trip to Antwerp to buy diamonds. And while I typically
event, no matter the cost and SHOW UP! Folks need to see that you do not serve alcohol at my events it has been suggested by others
are FULLY COMMITTED!
that do that it can make for a little more relaxing environment.
Some believe that folks will be more open to shopping and overall
Tips for the Big Day! enjoying themselves. I always caution you with this in that there are
many states with laws like North Carolina called the “Duping Law”
that have stated that if you are offering alcohol and a person makes a
purchase that they have the right to return within 3 days of purchase
BE PREPARED TO SELL BUT GO EASY no matter what you’re in-store policies. This law is based on the fact
ON THE SALES PITCHES that they believe that you convinced them to purchase something
while they were under the influence of alcohol that you provided.
If the event seems like a veiled attempt at selling something, it will This does not mean that you can’t have a signature cocktail that
fall flat. – is non-alcoholic and fun or during a fall event with a yummy hot
cocoa or non-alcoholic cider. Be careful is what I feel is important
While it’s a common practice to showcase store merchandise during to share if you are serving alcohol. By the way, I have never offered
events, be careful not to come off as too salesy. Remember that the alcohol during one of my lady’s night events and have had people
goal of having events is to deliver great experiences, and not JUST lined up outside the door for our events. It is very much a personal
GREAT STUFF! “I believe that you want to create an emotion that preference.
people will tie into your brand or the branded annual event that you
have created.” I have had strolling violinist and piano players to
serenade my guests and painters
painting oil paintings in front of
the store. You can create a mini
spa with shoulder massages and
mini facials. Don’t just sell!”
It’s best to see events as an
investment in future sales and
long-term loyalty as opposed to
a sales tactic. Retailers should
not look at in-store events as
having any sort of direct or
quick payback in sales. “Events
are a slow build strategy but
can have a profound impact on
word-of-mouth marketing by
customers. They pay dividends
over time in the form of customer
loyalty and share of voice in the
marketplace.” I am not saying
NOT to make money that night…
I am saying be mindful that the
real selling comes in the weeks
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