Use Special Events to Boost Awareness, Customer Relations, and Sales
Most shooting sports retailers recognize that special events are an excellent way to reach out to new customers and build relations with current one.
Unlike some of the other building blocks of a successful marketing program (advertising, public relations and the Internet, for example), events allow you to interact with customers face to face. They provide an opportunity to sell yourself, your company and the unique services you can provide that "big box" stores cannot - professional experience, superior product selection, expert advice and a high level of personalized customer attention - to name a few. Events can also be used to reach out to your larger community in a positive way, influencing opinions and perceptions.
For those not experienced in putting on events, however, the whole idea can be a bit intimidating. Given the myriad details to consider, from signage and refreshments to guest speakers and even the weather, it's little wonder the putting on a creative event can give some retailers the "willies."
We say go for it! Sure, staging an event entails some planning and hard work - but worthwhile things do.
To help get your creative juices flowing, here are some tipes on how to plan and implement successful events:
1. THINK CREATIVELY. There are many different types of worthwhile events. If your business is new, and Open House is one way to introduce yourself to local shooters and the community at large. Established businesses also have a wide range of great opportunities. Consider, for example, working with your product reps and pro staffs to set up expert seminars on hunting techniques and the proper use of certain types of equipment (optics, game calls, camouflage, scents/lures - the list of potential ideas is endless). Tie the right topics in with key hunting seasons in your area (like Spring varmint hunting or Fall big game) and interest will soar. "When you have an expert on stage who can educate and entertain an audience, it will definitely create sales on the spot,"said Louis Urquides, hunting equipment pro staffer and producer of "Legend's Quest" television show on the Men's Outdoor Recreational channel. Urquides specializes in storefront seminars on three improtant topics to Western big game hunters-game calls, scent control and optics- and he has seen first- hand how important these events are to retailers.
Consider education events that will help you reach out to new audiences. One example would be home defense or hunting classes aimed at women (and instructed by women) to help them get over the "fear factor" of owning of handling fire arms. Chris Biller, owner of Greta's Guns in Simi Valley, California, has successfully worked to educate families in his community and dispel a lot of misinformation out there. "Right now we're working closely with our local YMCA to plan gun safety events to educate families about ownership and the sage use of firearms," Said Biller.
2. PLAN AHEAD. Give yourself more time than you think you'll need to pull together an event. Planning ahead (three months ahead is not too early) lowers your personal stress level and allows you to react to those inevitable "curve-balls" that the business world can throw your way.
3. PROMOTE YOUR EVENT. A good crowd of the right people is the first ingredient for a successful event. You'll need to alert your customers and the community through a variety of means, including in-store flyers and signage, direct mail, your website and through media (two to three weeks before the event, send a press release to newspaper outdoor editors and regional sporting publications). If you advertise with local media, be sure to promote the event with them, as well. Biller, for example, has used his regular television ads on local cable networks to effectively promote special seminars using his store's laser Firearms Training System.
4. TIE IN PRODUCTS AND STOCK UP. If you're holding an expert seminar on optics, game calling, ammo re-loading or gun cleaning, you'll want to stock up on those products that will be discussed. Expert instruction on which products to use and how to use them can be a powerful attraction for consumers. The savvy retailer will have those products and related product categories featured prominently in his or her store to take advantage of impulse sales.
5. FOLOW UP. Use your special event to gather important information about your customers and their needs. A guest list is good; having customers fill out a brief questionnaire about their shooting, hunting and buying habits is even better. A door prize drawing can help get customers to provide the information you want-when you know your customers better, you can serve them more effectively. Use this information to keep in touch with them about future events, special sales of anything that might interest them.
Lastly, remember that even intimate special events can still be successful. Hold an in-store seminar for a dozen of your best customers and build on its success next time around-and then employ some of these other creative approaches and you'll find that you're hosting the retail events of the season!
By Bruce Bear
Bear Enthusiast Marketing Group is a leading marketing, advertising and public relations agency serving the shooting, hunting and outdoor industries. (818) 865-6464 or visit www.bearemg.com.
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