Please accept all cookies to ensure proper website functionality. Set my cookie preferences

The retail world is an incredibly saturated market, with stores of all shapes and sizes competing head to head for sales. Retailers need to go above and beyond to differentiate themselves—and engagement is no easy feat.

Event marketing, however, offers retailers a chance to achieve new levels of customer engagement, creating valuable hype and translating it into sales.

Whether you're launching a new product, promoting a limited offer, or just looking to increase exposure for your store, implementing event marketing best-practices means you can maximize footfall and reap the rewards of your promotional activity.

Incorporating retail merchandising disciplines into your event allows you to engage visitors in a way that encourages purchases—optimizing your displays, your signage, and your overall store journey to guarantee results.

For event marketing to be successful, you need a combination of creativity and diligence. The fundamentals of designing and launching a big in-store event revolve around thinking about how your shop layout can be used to the best possible effect. But without the self-discipline to strategically plan, organize, and implement your event, there's no guarantee your store will feel the effects of your efforts.

If you're on the hunt for a sales strategy that works, experiential marketing could be the tactic that takes your store to a new level of profitability. But you'll need an airtight event marketing strategy designed with engagement in mind.

Here are some tips to help you plan.

1. Create a promotion schedule

As with all things marketing, scheduling is incredibly important. Schedule one major event at your store every month. Holidays will already cover several months. Make sure the months that aren't covered yet have an event scheduled that will make them just as memorable.

Also try to schedule at least three minor events every month. These don't need to be any more than a merchandise promotion or competition, but make sure something is happening. Those events will build some local buzz around your store—and having a concrete schedule will also make them easier to promote.

Creating a promotion schedule has much in common with the fundamentals of inventory management, with an industrious approach to both the planning itself and the execution guaranteeing the best possible outcome.

Plan a schedule that is realistic and concrete because the success of your event rests on the quality and depth of your initial plan.

2. Involve brand representatives and local networking groups

More often than not, brand reps are delighted to be asked to be involved, and they will usually help out in one way or another. If they're willing to add some free promotional merchandise, fantastic! If they're willing to attend in person, that's even better. Doing so tightens ties and gives brand reps and networking groups a chance to both promote their product and provide their expert input prior to the event.

The reps that are more willing to help out will be asked often, so make sure you aren't pestering them every month. If you're a member of a local networking group, ask other members whether they're willing to do a cross-promotion of some kind. It gives your event a bit more zest, could grant you access to an untapped customer base, and maximizes exposure for your store.

Getting as many people involved in the preparation for your event as possible is certain to improve its chances of success. You can achieve much more by combining the expertise and enthusiasm of many people—not only because your efforts are multiplied but also because of the combined reach of everyone involved. All that results in a much higher turnout on the big day.

3. Merchandise to perfection

We can't overstress the importance of layout and visual branding at any retail event—using the available space to maximum effect. You need to make sure exciting and high margin products are given maximum exposure, without neglecting any of your other products.

If you're holding an event attended by brand reps, layout becomes even more important, as this is your chance to demonstrate that your store is a promotional powerhouse streamlined for sales.

Retail merchandising is essential when designing your layout, both for your business and for your event. Make sure locations are logical, customer flow is a key consideration, and visuals are professional and promotional.

The customer experience is, as always, of paramount importance and could mean the difference between the success and failure of your retail event.

The most important thing to remember is that orchestrating an in-store event requires the same dedication and diligence as maintaining your store on an ongoing basis.

Retail merchandising best-practices should play a key role in the preparation for any retail event, allowing you to optimize your store in a way that guarantees the success of your event and delivers value in the long term.

Continue reading "Event Marketing Can Help You Supersize Your Sales" ... Read the full article

Subscribe's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Sign in with your preferred account, below.


image of Tori Atkinson

Tori Atkinson is a blogger for Sinso Retail Support, providing expert retail merchandising services to independent retailers throughout the UK, and empowering your store to greater profitability starting now.

Marketing Strategy Resources

You may like these other MarketingProfs resources related to Marketing Strategy.

Are B2B Firms Dedicating Staff Exclusively to Account-Based Marketing?

Most B2B firms do not have individuals or teams dedicated exclusively to account-based marketing (ABM), according to recent research from The Marketing Practice.

How ABM Automation Can Change Your Sales Process Forever

B2B marketers know they have to treat leads as more than a name on a list, but that can be difficult when conducting ABM at scale. Here are four ways to use automation for ABM.

Creating a Human and Relatable Voice for Your Marketing: Mark Schaefer on Marketing Smarts [Podcast]

Forget about any data or trends before March 2020, argues speaker and author Mark Schaefer. The business world has fundamentally changed, and the winners are companies that can make a personal connection by showing up human.

How to Drive Key-Account Growth With Omnichannel Account-Based Marketing

An omnichannel ABM approach is now considered the most efficient B2B marketing strategy, resulting in higher win rates, shorter sales cycles, and bigger deals. Here's how to make it work for you.

Three Costly Customer Experience Mistakes to Avoid

Where do you start when crafting your organization's CX? It helps to know what errors other companies are making. This article outlines three of the most costly mistakes.

Avoiding the Pitfalls of Reactive Marketing (Article 3 of 3)

In the digital age, it's vital that marketing be highly adaptable. But focusing too much on reactive marketing can throw your plans out of control. Here's how to find the balance between the two.