In-store events bring excitement and customers

After thumbing through the Sunday paper ads it is apparent retailers are competitive trying to offer the lowest price and the best selection.  With retail stores around every corner, it is the consumer’s  choice which retailer will win their business. 

One way to stand apart from the competition is to host in-store events.  These events can draw people into the store just for the event or add to a pre-determined shopping trip.    I’ve listed the top five events that have benefited a furniture retailer in the Midwest. This sampling of events had an attendance of over 65,000 in 2007.

1.  Non Profit Organizations/Charity Events (Humane Society, Dream Factory, Sunflower House)Teaming with a nonprofit organization allows the organization to gain awareness to an audience it might not have typically reached.  Have the organization bring information and representatives to talk about their organization.  Encourage the group to have an interactive table with an enter to win, kids crafts/coloring or giveaways.  These events will draw people to the booth allowing the representatives to talk about their organization. 
2.  Casting Calls (team with a tv station for a reality show casting call)2007 The retailer hosted 2 national casting calls which brought over  9000 people to the store. People drove thousands of miles from California, Minnesota, Oklahoma, Kentucky, Illinois and Nebraska to name a few.  They arrive days/hours before the event.  This event brought great exposure to new customers outside the retailers advertising radius.
3. Celebrity Appearances  (professional athletes, celebrity chefs, actors, musicians) Celebrity appearances are expensive however, customers young and old enjoy meeting their idols in person.  Try to tie in any products the celebrity might endorse to sell during their appearance for example:  books, cds, accessories, ect     
4. Free Food Customers enjoy food free food.  Offer a light lunch a hot dog or sandwich to customers between a specified time frame.  Partner with local restaurants and allow the restaurant to pass out menus, coupons, ect.  Customers will begin or end their shopping trip with a smile. 
5.    Contests  Use creativity and build your own contest:  Dig for a diamond, Karaoke Contests, prize dig.    When creating an event you have control over choosing the target audience.  For example, a promotion digging for diamonds would appeal to a woman while a basketball contest with a grand prize of a TV would appeal to a male audience.  Utilize vendors as resources for prizes or giveaways.  These contests bring excitement and create a crowd while customers watch event participants.

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