PARTNERING WITH A VENDOR FOR AN IN-STORE EVENT
This short term , special event can be organized different ways – on a weekday or on a weekend , with a single or even a group of vendors . Whichever way you choose , following a few basic tips will help you have a successful event that meets all your goal objectives .
DO SOME PLANNING : Talk with your vendor about what you want to do . Manufacturer representatives understand these events and can help guide you . Start planning many months in advance and , once you have a target date , remember to check your community calendars to make sure there aren ’ t other events going on the same day .
THINK ABOUT WHAT YOU CAN OFFER :
How will you entice customers to your event ? Will you offer a gift to anyone who comes in , or a special gift with purchase ? Often the rep can work with you by providing some goodies that can be given to the customers . Perhaps even bring in some close-outs and offer a large percentage off them with purchase of a full priced item from that brand . You can turn some shoes at much higher than average profit and make the vendor happy by helping clear out a discontinued model . Outside of a tangible item , maybe you can offer guests a special service , like free customization of off-the-shelf insoles or an extended gait analysis .
PLAN A BUDGET : Know how much you want to spend for the event . Between advertising , postage , gifts , maybe even food and drink — it can all add up . Sometimes the rep can help by giving you some marketing funds or free product that you can use to help offset expenses .
KNOW YOUR TARGET : Are you using your whole mailing list or just parts of it ? If you are targeting a specific demographic — say , active baby boomers , you can use social media marketing to reach new customers .
ADVERTISE : You need traffic to make this a successful event . A successful event is one that generated its own buzz and proved to be worthwhile for the vendor ’ s rep , your staff and you . Some retailers may focus just on their own mailing or contact list . Others may spend on social media marketing , buying additional mailing lists or even doing digital , print or radio advertising . Direct mail can be very effective in many cases . Designing a post card can be very easy and there are many online mailing services ,
" Talk with your vendor about what you want to do . Manufacturer representatives understand these events and can help guide you ."
32 Pedorthic Footcare Association www . pedorthics . org