Summer is warming up! And that means festivals, community events, tent sales, and the like are upon us. And they will be here from now, well into the fall.
As a retailer, setting up at events is a great opportunity. First, it is a way to raise brand awareness through grassroots marketing efforts. Second, it is a unique opportunity to sell merchandise and showcase the products you sell. Here are a few tips as you get ready for events this summer:
Let your existing customers know you will be at an event. Send out a newsletter to the customers in your database telling them where and when you will be out in the community. This shows you are a local company involved in the community and connected to your customers.
Incentivize your customers to come see you at the event with a coupon. Not only will this give you some face-to-face time with existing customers, but it brings people to your booth. When your booth looks busy, it draws people who are not customers to see what is going on.
Have a giveaway to draw people and build your marketing database. Even if people are not ready to buy, gathering their information through a giveaway (think “Enter to Win”) will build the audience you want to target through marketing. Having a personal touchpoint with the people you are marketing to will increase their likelihood of converting to a customer.
Sell merchandise. Get a temporary POS to ring sales or take special orders at the event. Always have a way to immediately capture sales.
Collect new customer information. Gather new customer data and send an email after the event thanking the shopper for stopping by. Offer a coupon for in-store purchases to draw the new customers into your store.
Measure your success. Determine if the event was worth your time and money by running a Sales Analysis report. Comparing the event time period to the same time period last year when you did not attend, will let you know how much sales were impacted by your attendance. This will help you decide if the same or a similar event is worth your investment.
With some well-thought-out preparation and follow-up, events can be a great source of revenue to complement traditional store sales. If you need help executing any of the above tactics in RICS, please contact us at email@example.com.
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