STEPS TO HOSTING SUCCESSFUL EVENTS PART TWO
In my last article, I kicked off the discussion of hosting a successful retail event. I shared tips on selecting a theme, choosing the date, establishing fees, and promoting preregistration. In this article I’m sharing more ideas that will help you create a profitable event. It is ideal to start planning your menu six to eight weeks before the big day. Do not skimp on snacks or lunches. Food selection will make or break the customer experience. Full attendees are happy attendees and you want them to focus on what they are going to purchase rather than what they are going to eat. Remember those who have dietary restrictions and make sure their meals are clearly marked.
This is also a good time to review your contract and get ready for post-event sales. Work on a price list to pass out at the event. will make ordering easier on your attendees and staff. Take a minute to create an email or social media post and schedule to release these the day after your event. Offer the same special pricing to those who were not able to attend in person. Place your event order so it arrives, allowing you ample time for unpacking and inventory. Make sure to prominently display your merchandise. What’s not visible can’t be sold. Pricing is key and offering event-specific discounts will encourage purchases. If you run a club or program with regular discounts, consider offering an enhanced discount for this event. Remember you have inventory that needs a new home.
Marketing Strategy
Set up a dedicated selfie spot, and design a unique hashtag for your store. Your attendees will enjoy posing with their friends, and it also serves as a cost-free promotional opportunity. On a side note, it’s important to be respectful to the educator you are working with by offering discounts on featured products rather than your entire inventory. Prepare your staff to offer machine demonstrations during breaks. Your educator is a great resource for this as well and he/she may have the perfect project to showcase your machines using the featured products. Prior to the event, schedule a meeting to ensure alignment between your staff and the educator so everyone is on the same page on event day. Finally, to add a little fun, set up a dedicated selfie spot, and design a unique hashtag for your store. Your attendees will enjoy posing with their friends, and it also serves as a cost-free promotional opportunity. Event days often come with their own set of challenges. If you are properly prepared for the event, you will be better equipped to handle any last-minute changes. At the close of day one, review what worked well and what didn’t. This will provide a valuable opportunity for adjustments to enhance day two. Before wrapping up day one, ensure your inventory is replenished and the store is neatly arranged for a fresh start on day two. Additionally, review the items that remained unsold to guide your educator’s focus for day two. Although organizing events may seem to be laborintensive, with adequate preparation, your event can turn into a rewarding experience for both you and your customers. It might even introduce your store to a brand-new customer base.
The concepts shared in this two-part series are influenced by industry experts Denise Lopez (Nuttall’s) and Darren Mulqueen (Mulqueen Sewing & Fabric Centers). I love how our industry grows through collaboration and that we can collectively advance by sharing knowledge. Thank you to Denise and Darren, and we wish you great success in your event planning.
BETH PALMER VDTA-SDTA
VOLUME TWO