Question

Topic: Advertising/PR

In Store Activity Prior Leading To Big Event

Posted by Anonymous on 4/30/2008 at 8:21 AM ET 250 Points
My client who owns a boutique that houses many of the best designer brands in the world is celebrating the launch of its new outlet. It's being done through an event in a hotel that happens to be right opposite the boutique. The client however wants all the 300 guests to visit the boutique first before going across to the hotel for the rest of the evening. I need to come up with some good in-store activity to keep the guests in the store for at least 20 minutes. Have already suggested little fashion vignettes by "live mannequins" but the client does not want to focus on the brands but instead the boutique brand itself. Any ideas? The guest profile - fashionistas, royalty, socialites and media.
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RESPONSES

  • Posted by CarolBlaha on 4/30/2008 at 8:41 AM Accepted
    You can do your fashion vignettes and still focus on the brand of the boutique vs the designers. Have them model cirque de soleil style a small appetizer and champagne. I was at a recent show with models with skin painted silver. You can make an artsy event, with classic art and models depicting something out of the painting.

    Besides designer selection, what is unique about the boutique? Is there something in the signature decor, local, etc you can play off of?
  • Posted by joshuacrumbaugh on 4/30/2008 at 10:31 AM Member
    What kind of turn-out are you anticipating/hoping for?
  • Posted on 4/30/2008 at 11:13 AM Member
    Start with an invitation-only celebrity pre-event reception at the boutique scheduled before the hotel event--say an hour earlier.

    I like the live mannequin idea and the Cirque idea--plus upscale appetizers, champagne, etc. Emphasize that it's a see-and-be-seen affair and get the media plus your own photographer. Have someone videoblogging live from the event and post every :15 onto YouTube and/or your special event-launch site. This group likes to be seen in the right places with the right people--stroke the ego by making them very visible. That means having all the lifestyle/fashion press there and snapping away. What about having one of the top fashion reporters blogging live?

    Can you present some of the branded pieces in unusual ways--frozen into the ice scupture, for example, or a shoe or a purse as a hat on models moving through the crowd?

    Music is a great draw--do you have the budget for a musical celeb to do an "unplugged" more intimate presentation only at the pre-event in the boutique? That's another reason to come.

  • Posted by Levon on 4/30/2008 at 12:49 PM Member
    Keep them in there with goody baggies which you can hand out after 20 minutes.
  • Posted by Jay Hamilton-Roth on 5/1/2008 at 9:32 AM Member
    For a 20-minute store event:

    You could have people play logo bingo. Give everyone in the store a bingo card that has logos of your various brand offerings. Pull logo "balls" from a jar. First one to get bingo gets a prize. The "catch" is that you'll announce the brand, but they have to know what the logo is for that brand.

    If you have the technology, have people do video makeovers. Project onto a screen various outfit combinations, and have a way to insert the person's' face into the video image. Then they can "try on" different outfits without changing clothes.
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