Anatomy of A Great Promotion. A Close-Up Look at What Really Works

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2 Anatomy of A Great Promotion A Close-Up Look at What Really Works

3 Today s best independent, local retailers (that would be you!) have an intelligently built promotions calendar filled with events that fit specific needs.

4 First the foundation, then the inspiration. A great promotion always fits correctly in a well built marketing calendar.

5 Five Steps To Ensure Success 1. Start with a purpose 2. Build the promotion around it 3. Planning 4. Promotion 5. Execution 6. Review 7. Commitment

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7 Purpose Activate existing customers get more transactions Build relationships Get new customers Strengthen your core strategies Create opportunities for publicity Generate cash Reduce inventory

8 Finding Great Ideas Key Concept: Your Reticular Activation System

9 Finding Great Ideas 1. Peer Groups Amazingretailers.com Platinum Mastermind Group Informal trade relationships Local merchant groups 2. Seminars/Events Retail Success Summit Trade Shows 3. Trade Journals 4. In your world look around!

10 Planning Resource: Promotions Planner RMS What s the objective? Move TONS of merchandise? Get new customers? generate press? Show your customers some love? 1. How are you going to evaluate it s success? Sales? Attendance? Press? 2. How are you going to promote it? 3. What s your budget? 4. How many people do you need on staff? 5. Outside resources needed. 6. Event Particulars: what are you going to do to make it really, really cool and special?

11 Leverage The ability to multiply the outcome of your efforts without a corresponding increase in the use of resources. 1. Local non-profits (Cause Marketing) 2. Other businesses (Endorsed mailings) 3. Press ability to reach a broader audience 4. Vendors more bang for less bucks 5. Your customers help you spread the news.

12 Leverage- Paint the Town Pink 1. A Cause Breast Cancer Research 2. Friends of Team Save Our Sisters 3. Running Circles customer data base 4. Press ability to reach a broader audience 5. Vendors donated giveaways 6. Local merchants contributed giveaways 7. Local artists donated to the auction

13 Promoting It Social Media 3. Direct mail 4. Traditional Media 5. Press 6. Posters 7. Cause Marketing 8. Other personal phone calls

14 Determine how much of your precious resources you re willing to spend. Is it a small event, a midsized event, or a Big Blow Out, All In event? The bigger the event, the more resources you should use promoting it.

15 Promoting Paint the Town Pink 1. One person (Susan) created all the marketing 2. s to friends 3. s to Running Circle s customer database 4. s to other 3 Day Walkers 5. Flyers as in-store bag stuffers 6. Flyers as snail mail invitations 7. Flyers as posters 8. Press release 9. Posters 10. Dress the windows

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17 Execution: Making the event run smoothly 1. Think it through!!! (Promotions Planner is HELPFUL!) 2. Extra staff? 3. Warm, friendly bodies? 4. Extra supplies? 5. Help with parking? 6. Extra petty cash? Getting the little details right has a HUGE impact on the overall impression your guests will have of your event.

18 Execution: Paint the Town Pink The store: 1. Moved fixtures and merchandise 2. Created temporary fitting rooms 3. Clean! Extra Help: 1. Money Collector 2. Bra fitters (vendors) 3. Raffle Ticket Seller 4. Bar Tender 5. Food table tender 6. Face Painting

19 Review Critical! Immediately after your event! Overview Sales: plan vs. actual Costs: budget vs. actual What worked, what didn t and what can we do differently next time? Pre-event, during the event, after the event, marketing Overall Impressions? Should we do it again?

20 Review Paint The Town Pink 1) Results Overview: people attended - contact information from 94 people - approximately 50 new customers - biggest sale day ever in July, highest $ per hour ever. - $2,176. donated to Team Save Our Sisters 2) Pre Event - went well 4) The Event Itself -understaffed: both the store and the party - goodie bags to the first 50 people worked GREAT. 5) Post Event - clean up was easy - thank you notes to donors were appreciated - thank you letter to all attendees was a nice marketing touch 6) Marketing - Everything worked GREAT, especially the press releases 7) Overall Impressions - Great cause, great event, great results. Let s do it again!

21 Q & A

22 Action Items!