Marketing Trendz Volume 23 September/October 2018 Edition | Page 3

community relations SIP AND SAMPLE, WINE AND DINE Burr Ridge Village Center cracks a bottle for a good cause A signature event at Burr Ridge Village Center (Willowbrook, USA), “Sip, Shop & Give” brings together retailers and restaurants to share samples of all sorts. Looking to showcase its restaurants, increase traffic on a weeknight, and raise awareness of a good cause, the annual wine and dine is the talk around town all summer long. In its fourth year, organizers of the wine tasting festival counts on neighboring restaurants, hotels, wine distributors, and breweries to organize a successful event. Working as a team, the restaurants provide wine and food while retailers host wine stops throughout the mall. In addition to filling glasses, participating retailers offer discounts, goodie bags, and takeaways to those strolling in and out. For US$20 per ticket, guests can spend two hours sipping, sampling, and shopping. The best part: All proceeds go to Cure Search, a non-profit foundation that works to find cures for children’s cancer. These were part of the mall's outdoor ad placements to promote the festival. "...showcase its restaurants, increase traffic on a weeknight, and raise awareness of a good cause..." Every year, the team aims to improve “Sip, Shop & Give” by addressing convenience and adding amenities. This time around, shoppers experienced an easy and effective registration process, a calligrapher, and an Instagram Wall. As noted online, the three ways to sign up for the event were: 1. Register online at Eventbrite (by credit card only) 2. Register at Barbara’s Bookstore (the week of the event) 3. Register in-person at the sign-up table (cash only, the day of the event) Leading up to the festival, it’s routine for participants of Burr Ridge Village Center’s summer programs to voice their excitement for “Sip, Shop & Give” and save the date in advance. “Many people like to multi-task, even in their social lives and [Sip, Shop & Give] offers exactly that. Attendees can have a fun night out with their friends, learn about and sample different wines, beer, and cocktails, all while shopping and supporting a great cause,” shared marketing director, Christina Komer. Since the event encourages shoppers to change their route and visit more than their go-to stores, retailers choose to be involved as wine stops. THE BOTTOM LINE Advertising: 34% of the total event budget • Social media: 34% • On-site: 66% Services/perks/entertainment: 66% of the total event budget • Goodie bags, Instagram wall, calligrapher, and band THE STRATEGIC PLAN • Social: boosted social posts and Facebook event page • Digital: e-blasts to members and Burr Ridge Valley Center website •  On-site signage: signs (22x28), in-store table tents (three-panel), mirror graphics in public, restrooms, and sidewalk floor graphics •  Word of mouth: strategically located at the checkout, the in-store table tents acted as a starting point for conversation THE IMPACT • Social engagement increases by 30% during the event • Overall traffic increases by approximately 15% date to date • Participating retailers and restaurants experienced an increase in both traffic and sales PAGE : 3