REVEALED-8-January-2023 - Magazine - Page 22
store. If your brand is a little cheeky, then bring it on!
Choose Partners for Easier Execution
Carefully chosen events will bring people into your store,
The excitement and camaraderie of events can create buzz and
strengthen your brand, create buzz, and keep your store in your
energize your staff. Organize the event into smaller tasks and
let them flex their skills. They’ll have fun and be invested in the
business. However, if you’re short on staff or time, hire outside
Are Discounts Necessary?
You can offer a discount at a special
Better yet, partner with a non-competing
event. The event itself should bring
business and let them do the work. For
people in. However, if you feel a “parting
example, if you are doing a workshop on
gift” is necessary, hit up your suppliers
couples massage, let the massage service
and assemble swag bags. You can also
bring the oils, tables and therapists. It’s a
use these as an incentive to get people
win for both businesses because you can
into the store early. Promote that the first
cross-promote to each other’s client base.
x number of customers receive special
gift bags. People love gift bags. When
Do Well by Doing Good
we’ve done it in our stores, customers
line up before opening to get their swag.
Event s mos t of ten bring in exis ting
customers. Like par tnering with non-
Rather than of fering discounts, give
competing businesses, working with a
gift certificates instead. A $10 or $20
charity could bring in that organization’s
gift certificate feels like a gift from you.
supporters. This potential new customer
A coupon for a discount doesn’t. And
base will discover your shop, buy from you
because it’s a gift, it engages the rule of
and become regular customers.
reciprocity: customers are more likely to
buy because they want to return the favor.
The most straightforward charity event is to open after hours
exclusively for that charity’s supporters. Make a donation that is
Make sure whatever offer you make has any limitations spelled
a percentage of all sales. Supporters will feel good about getting
out clearly. If your gift certificate has an expiration date, state
a great new bra and giving back simultaneously. If you want to
it and specify how it can be used, like “only one certificate per
sweeten the pot, offer a gift card only valid during the event.
customer and transaction.” Otherwise, you’ll have someone
gather up five $20 cards and think they have $100 to spend.
REV E A LE D - T HE WINT E R IS SU E #8
If the charity successfully promotes the event, it raises lots of