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Event Marketing
An event is one of the most important promotional tools you can use to increase local visibility for your store.
Let Your Personality Shine Through
Every store is as different as are its customers and market environment. Your event should reflect the specifics of your store and market and not be a carbon copy of someone else's successful event unless that's the exact format that would work best for you.
Some dealers may decide to host a festive party spread over just a few hours while others find a two-day low-key events, with a small number of guests enjoying non-perishable foods and drink and having an opportunity for personal interaction more to their style. Some dealers will choose to invite just their best customers for an extra-special thank you celebration, while others will invite everyone in town.
Before you plan your event, consider these questions:
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What will appeal most to my customers and potential customers? What are their demographics, style and interests?
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What is the purpose of your event? Although your primary goal is to gain visibility in your community, your other objectives could be many. Are you trying to thank existing customers, attract new ones, sell merchandise, honor employees or ???
Put Someone In Charge
Make sure that you assign just one employee (preferably not yourself because you're just too busy) to be in charge of planning and staging the event. This way there's accountability for completion of critical tasks and important steps don't fall through the cracks. If you don't have an employee who can take on the additional responsibility, consider hiring an outside consultant to be in charge.
Choose a Date and Time
Think carefully about the season, the date, the day of the week and the time for your event. What day and time are likely to draw the most people - especially the people you most want to attend? Check whatever community calendars are available in your area to make sure there's not a conflict with another community event - this involves calling the local newspapers, city government and chamber of commerce before finalizing a date and time for your event. Many dealers advise that the best time for an event is 4 - 7 p.m. on a Saturday.
Invite the Right People
Your guest list should include more than just your existing customers - although they are one of the most important groups you'll want to include. Potential invitees include:
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Former, present and future (hopefully) clients
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Prospective customers
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Allied home fashions professionals in your community, including realtors, home builders, interior decorators and designers - especially those who refer you to their customers and who you refer to your customers
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Community "big wigs" such as the mayor, city council members, and state and federal legislators
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Your vendors
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Your local media
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Local Chamber of Commerce officials (and ask them to come and have a ribbon cutting for your opening)
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The families of your employees
Get the News Out
There are many ways to get the news out about your event. Here are some additional ideas about getting the word out to maximize attendance at your event.
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Prepare a press release and send it to all local newspapers, magazines, Chambers of Commerce, community organizations, etc.
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Run an ad in your local newspapers and place flyers in your store.
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Send invitations to the people you want most to attend. You might even use an expensive personal invitation for your very best customers and a simpler post card-type mailer for other people you'd like to invite.
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Invite VIPs personally by phone - such as elected officials and your very best customers.
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Hang a banner in front of your store or in your front windows.
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Place a flyer or ad in the local Chamber of Commerce newsletter.
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Make sure your invitation is received or ads run no later than four weeks before your event for maximum attendance.
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Additional Resources
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