Hosting a promotional event is a great way to develop new
customers and increase traffic from existing customers. RCI member, Randy Good
of Good’s Candy Shop, instructed attendees at RCI’s Merchandising Essentials course on how to execute a successful
promotional experience. Here you will find five tips for building your business through effective promotional
events.
#1: Design an Event Around What You
Do Best
For
candy makers, this is the perfect opportunity to illustrate the care and
attention that goes into your confections through candy-making demonstrations.
Open your production facility for tours and allow guests to watch and sample
your products.
We
recommend complying with Good Manufacturing Practices (GMP), by requiring guests
entering your production space to wear hair/beard nets and closed-toe shoes, to
remove jewelry and abide by any other regulations made by Federal and State
government. With clear communication of your guidelines, your guests will understand
and appreciate the steps you’ve taken to ensure for the quality of your
products and for their individual safety – plus, who doesn’t love taking a
selfie in a hairnet?!
#2: Create a “Sticky” Event Name
When
creating a name for your event, think of names that will “stick” or stand out
in peoples’ minds. A memorable event name will help with the promotion of your
event by capturing the attention of possible attendees, as well as the local
media. If you host the event on an annual basis, this will also increase the
chances of attendees to remember the previous events and the great time they
had!
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| Goodstock is just one of many events Good's Candy Shop hosts to draw traffic to their retail store. |
#3: Represent Your Brand at its Best
Before
you welcome new visitors into your business, keep in mind you only have one
chance to make a first impression. Make sure all aspects of your business
represent what your brand is or hopes to be. Not only should your store sparkle
from front to back (even the area behind the counter that “no one” sees), your
staff’s appearance should also reflect your brand. If your associates have a
uniform or dress code, before an event is a good time to evaluate whether or
not they need new aprons, name tags, branded apparel, etc. and to remind all
staff of any guidelines pertaining to their attire. If you don’t have a dress
code, consider creating an event t-shirt for your staff to wear – this will not
only create a more cohesive look for your team, but help customers better identify
staff if they have questions.
#4: Train Your Staff to Give
Successful
events are about giving to the community. Train your staff on how to give
information, courtesy, smiles and samples. Providing basic talking points or
key phrases can help staff feel confident and better prepared to offer exception
customer service to guests.
#5: Plan the Logistical Flow of
Guests
Creating
a plan for the flow of traffic through your facility can make a significant
impact on the guest experience. Determine a plan to gently guide guests within
your space by assigning specific staff to various touch points. Starting (most
importantly) with a welcome greeting at the entrance, plan for three to four
touch points (or more depending on the size of your store). At each touch
point, station staff to offer product samples and even the chance to win a prize
for signing up to receive promotional emails or joining your birthday club. By planning ahead, you can prevent potential bottle
necks and ensure your guests get the most out of their experience.
