Hosting in-store events can seem daunting,  but they can do wonders for your business. The good news is that they can be as simple or as complex as you want to make them- or as you feel comfortable doing. The point is to get started by doing something!

What Are the Benefits of In-Store Events?

• For one thing they can set you apart from both your local competition as well as your online competition. Your local competition may, or may not, use in-store events as part of their marketing. At the very least, yours will be unique because it is something you have created and put your own spin on. This is especially important if you find yourself doing the same thing year after year. That will only result in your event becoming boring and not attracting your customers so take the time to make any event a little different each time. As for online competition, they can’t even compete with you’re here so use this to your advantage!
• In-store events create energy and buzz- especially when you spend time planning the marketing aspect of what you are going to do. Do not rely completely on social media posts to promote an event. These are too unreliable. You want to make sure that the time you invest in planning the event pays off by reaching the greatest amount of potential people so think about and budget for marketing in a variety of ways. Know where your customers hang out and make sure you are there too.
• Events will draw in people that sales or “just opening your doors” will not. People are looking for experiences and they will pay to have those experiences. Make that your driving force in creating an event. Make sure they leave your store having enjoyed themselves, maybe learned something new, maybe found something unexpected and definitely looking forward to what you do next.
• With proper advance planning, these events can give you a chance to be out on the sales floor interacting with your customers in a fun and engaging way. Don’t let the event tie you down to the cash register or the computer. Get out among your customers and hear what they have to say. What they are liking and wanting and then use that information to give them what they want.
• In-store events can also result in impulse and add-on buying. Seeing a product demo, an visually appealing merchandise display or just being around the excitement of other shoppers can cause most any of us to spend a little more than we thought we would. Use this opportunity to cross-sell merchandise that goes well together and spend time creating impulse displays throughout the store.
• Finally, this is a great opportunity to grow your data base. You can do this through special drawings or offering a newsletter or introducing a VIP or loyalty program. A vibrant email list is pure gold for your business. It is the one thing that someone else can’t take away from you. Make it a part of your marketing plan to continually be working that list to make sure it works for you. Make sure that you have an email program in place to provide you with the data you need to stay in touch with your current and potential customers. Do a follow-up email after ever event or touch point to remain top of mind to them so you are who they think of first when they need your products or services.

Next Up: Creating the Plan

Check out my next blog for creative and time-saving ways to turn that idea into a great event.

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