Whether you're participating in a King Street Stroll or one of the many events planned in Charleston, sometimes at the drop of a hat, here are twelve
proven strategies for success.
- Put something out on the street as visual bait. Half a dozen big white balloons tied together are classy and draw the eye, even after dark. Eye level, not above. Keep it in the neighborhood--Kelly at Charleston Florist has them on hand, 577-5691.
- Prop your door open. It's the most inviting thing you can do.
- Have a Greeter at the door or even on the sidewalk, preferably the owner/manager. Introduce yourself by name, guests love it! (Inspired--and proven--by the Hall Family, Halls Chophouse.)
- Offer refreshments. Simple is good. If you serve wine, choose white in case of spills. Do not allow alcohol to leave your establishment, you don't want your customers to be fined.
- Don't serve from a bar or refreshment table, serve from trays. Guests appreciate the gesture and you will save over 50% on the cost of your refreshments--ask any caterer.
- Don't have everyone hanging around the cash/wrap talking to each other. Mingle. Serve. Ask and answer questions.
- Collect information. Have a drawing for a gift certificate with email notification of the winner. Collect business cards. Provide paper and pens for those who don't have cards, and use a fishbowl or other container.
- Play music, or better still have live music. Be well lit and 72-degrees.
- Stay open until the event ends, later if you have guests in the store. Early closers ruin the experience for other businesses and the reputation of your events.
- Invite your customers. Email your list. Give them a call. Send a quick card. Tweet. Blog. They want to know and they want a personal invitation from you.
- Have a mini-event of your own. Invite a designer, artist, author, nonprofit. Publicize their presence the day of the event, an make sure they publicize it to their contacts too.
- Consider live models on the sidewalk, especially if your business is jewelry or fashion. The more dramatic, the better. Brides make a big presence, but so does anyone dressed differently from the crowds. Think performance art.
Other tips: Share marketing. Ask your vendors, suppliers, featured artists, neighbors and customers to help you spread the word.
Have a wonderful time showing off your business to people who are/will be your customers. You may have great sales during your event, or you may have people who will come back later. Either way, it's a priceless promotional opportunity.
