HOW TO BRING NEW LIFE TO THE OLD "EVENT"

In the past having an “Event” was part of every good Retail Marketing Strategy.    When you opened a new location you had a Grand Opening.  When sales were down and you needed to boost traffic you had a Re-Grand Opening, Sales Blowout or some type of “Event” to attract media and customers.  This strategy used to be a great way to drive traffic into a retail location.  Done correctly they would attract media attention and spread the word about your business.  As with most things this strategy has gotten old and ineffective. 

So if the old tried and true Grand Opening no longer works what do you do to increase awareness and traffic to your retail location?  The answer, be creative.   Just because the old type of “Event” no longer works doesn’t mean you shouldn’t have one.  You just need to think outside of the box and find new ways to have an event.  Here are some ideas.  **Warning** Remember to have a goal and make sure the event is helping your achieve the goal. 

1) Birthday parties.  This is top on my list because it not only drives potential new customers to your business; someone else is paying you to do it!  Parties can be done during slow sales times (generating revenue that you wouldn’t have had) and attract a captive audience allowing you to showcase your product or service.  It doesn’t get any better than that!   These parties are also not just for kids.  I have seen more and more parties’ pop-up for adults too. 

2) Fundraising.  I am not as big of a fan of this one simply because if not done correctly it can drain your resources and not drive sales.  That does not mean you shouldn’t do it, just do it in a way that makes good business sense.  I am a big believer in giving back but if you don’t have anything left to give what good will it do…..

Most important rule (again) define your goal(s) and stick to it!  Having been on both sides of Fundraising I have seen a lot of businesses give money with minimal perceived benefit (what they thought would drive sales) and high expense.  Having a goal and expected results will help you avoid this.  You may have a booming business and are just looking for a tax write off and good will.  Great, write a check.  If not come up with your own fundraising strategy and don’t be afraid to say no.  Also, look for a future post on this subject.  It is a good one!

3) Go Virtual.  Social media is taking over the world, at least the marketing world.  More money and time is continually being invested in Social Media.  The reason….because it is effective.  Why not look for ways to have an event using your social media channels.  You can giveaway product, coupons and even have a celebrity appearance with minimal expense. 

4) Partner with Civic Groups.  You might think this should fall under Fundraising but I felt like it needed its own category because it is not really fundraising.  If you are not already, you should be a member of your local Chamber and other business organizations.  They are always looking for someone to host meeting and events.  This is a great way to engage with the group while getting very active members of the community into your business.  Another one is Boy Scouts, Girls Scouts and the like.  Maybe your business can offer something to help a troop earn a badge.  They will pay you for the service, you are getting new people to experience your business and there is also media potential. 

These are just some ideas to bring new life to your “Events”.  If you define your goals, stick to them and get creative the possibilities are endless.  You can also contact Cohesive Marketing Solutions.  With over 15 years of Retail Marketing Experience we know how to drive traffic!  www.cohesivemarketingsolutions.com  

ARE YOUR MARKETING DOLLARS GOING DOWN THE TOILET?

Most businesses have two distinct groups; Marketing and Operations.  Basically you have the "doers" and the "sellers".  It has been my experience that these two groups are always at odds with each other.  Operations blames marketing for not delivering customers and marketing blames operations for losing customers because they are not delivering a great experience or product.  I have often had the conversation; “I cannot justify spending marketing dollars to bring in new customers when they are going to have a bad experience”.  Customer retention is a big part (or at least should be) of your marketing plan.  It is far less expensive to keep a customer then acquire a new one.  So why are these two groups always at odds? 

I think a big part is due to human nature.  It is easier to blame someone else for a problem then admit you don’t have a solution.  The other part is not having a true understanding of marketing.  I would argue that everything is marketing.  The appearance of your business (on and offline), how you treat your customers, the product you deliver and even how you treat your employees. 

This is easy for me to say because I am a Marketer….Of course I am going to ask Operations to do my job for me!  The real question is how you get Operations to understand that all of these things have an impact on sales.  Having worked in retail, one of the first things I would do when I visited a store is use their bathroom.  Not because I have an overactive bladder but because they are usually disgusting!  When I went into a bathroom that was clean and well maintained, I knew the rest of the store would deliver.  I knew this because the fact that the store manager dedicated precious labor hours (in this economy they are precious!) to keeping the bathrooms clean meant he or she “got it”. 

Now that I have a child I use a lot of public bathrooms, not because I am checking on the operations but because I don’t want to have to leave the store.  There are some stores I have left without making a purchase and won’t step foot in again because their bathrooms are so gross.   This is what you have to make the operations folks understand. 

It all comes down to the Toilet……  Not always but I think it is an excellent example that anyone can understand.  I don’t think there is a person on the face of the earth that has never been faced with using a public restroom.  In this economy when every single dollar counts it seems an easy place to cut corners but it has a huge impact on the consumer. 

Whatever your metaphorical “Toilet” is, before you ignore it first think of the impact it will have on your customers.  Will it make them leave or never want to come back?   Maybe it is worth your time and money after all….