Canadian Retailer - Summer 2014 - 21

retailers can't anticipate every conflicting
event that arises, they can make sure to avoid
staging events at the same time as the big
events-the Oscars, the SuperBowl, the long
weekends. Unless, of course, those events
might help to draw customers into the store.
Give people a reason to show up: This point
might go without saying, but customers need
a reason to attend the event-that means a
tangible benefit, either event pricing or the
opportunity to learn, network or meet somebody special. Tangible benefits should be
stated in one clear sentence.
Write down the plan: A common mistake
retailers make is to "wing" events. A better
approach is to treat the event as an investment that requires careful planning and
metrics to gauge success, and that means
generating a plan for the event that establishes dates, times, a budget, tangible goals
(like sales) and intangible goals (like goodwill from customers).
Personally invite bloggers and media to the
event: Local bloggers and media personalities have influence, so take the time to
personally invite media, media personalities and well-regarded bloggers and people
with stature in social media to your event.
Send a handwritten note or call them on the
phone. They may not come, but they'll remember receiving your invitation.
Look good: On the day of the big event, it's
especially important to make sure the store
owners look dapper. Shave, iron that shirt,
put on a jacket (if the event doesn't require
you to get dirty). It's another way to show
customers that you care.
Have a Plan B: Have a backup plan. What if
the special guest doesn't show? What if the
catering's late? A Plan B might include a rain
check or special discount for disappointed
customers who showed up, or a back-up
speaker or special guest who can quickly fill
the spot of the headliner. For example, if the
author of a cook book can't show up to demonstrate a new cooking technique, perhaps
a celebrated local chef can.
Train staff for the event: Before the event,
give staff a special training session to educate them on the particulars of the event,
and to remind them about how to upsell and
make add-on sales. Reinforce the key message, whatever that message is: to upsell, to
control crowds, to keep traffic moving.

www.retailcouncil.org/training/retailersguides

Proper preparations translate into better events.

Upsell at the event: Make the most of the
event by upselling. Have a coordinated sales
plan that floor staff can use to increase the
basket size of each sale. And create add-on
promotions to present to customers.
Document the event for social media: Each
event becomes marketing material for future events. Photograph events and write up
the story of the event-who came, what kind
of value did customers walk home with,
what did customers say about the event?
Get quotes and testimonials from special
guests and customers. Post the news on the
store's website and social media.
Take a course in taking photographs: A flashburned photograph and poorly composed
images can undermine a retailer's attempt
at documenting an event. Take a course
in how to take photos that are focused and
composed-photos that are good enough to
submit to the local paper and to post proudly on the store's social media.

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Canadian Retailer - Summer 2014

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