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
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