In-store seminars build and reinforce the relationship with customers while generating additional sales. Store events like these have proven to be one of the most powerful traffic-builders in retailing today.
(2010, Michael Bailenson)
Store seminars are invitation-only, in-store events. BailComm provides speakers, creates and sends invitations, manages the RSVPs, contacts all RSVP respondents prior to events, conducts the in-store sessions, and, conducts research surveys of attendees during the six months following events.
In-Store Seminars
Live
seminars in retail stores are a natural extension of BailComm's custom
content creation. These events are highly effective at bringing
customers into the stores. In-store seminars build and reinforce the
retailer's relationship with the consumer while generating measurable
sales results for the retailer.
The seminars are designed to
bolster relationships with customers and boost sales. Each event is
designed to serve 30 to 50 consumers, who are invited to attend a
presentation that would be focused on one of dozens of possible topics.
The small size of the guest list facilitates strong interaction between
guests and the speaker, as well as between guests and the retailer's
sales staff.
The primary topics emphasize home decorating and
design, although topics are not limited to interior design. Other
"lifestyle"-related subjects also help attract customers into the store
Content
is tailored to the business objectives of the retailer and its
customers' needs. BailComm's editorial department develops the content. Similar to newsletters, seminars reinforce the informational and
emotional connections between the retailer and its current and
prospective customers. Seminars, however, offer an immediate and
sustainable measurement medium.
BailComm recommends a minimum of
six events annually per store to produce the greatest return on
investment. This sequence creates an atmosphere of continuity and of
relationship building, maximizes exposure and produces follow-up
opportunities for sales that cannot be developed otherwise.
Benefits of In-Store Seminars
Seminars drive traffic!
Seminars build and reinforce the relationship with customers while generating additional sales.
Seminars reinforce the information and emotional connections between the retailer and its current and prospective customers.
Seminars build
awareness of consumer needs (teaching opportunities as well as sale
opportunities) and create a database of customer contact information
for further communications.
The Seminar Process
BailComm provides a multi-tiered support and value-added program format. These steps help ensure objectives are obtained.
Pre-event
E-invitation/store P.O.P.: BailComm will design, produce and send the e-invitation.
BailComm will manage, monitor and report on all RSVP respondents prior to the events.
BailComm will send a "reminder" email 3 days prior to the event.
Store visit:
BailComm staff will meet with the store associates to present the structure of the event program and develop related strategies to sell more furniture,
Visual aids:
As needed: (approved and reimbursed by the participating retailer.)
Event Presentation
Introduction of presenter
Presentation
Question and Answer session
Refreshments (provided by the retailer)
Announce date of next event; offer incentive to sign up now.
PowerPoint presentation will be used when appropriate during the seminar to support discussions.
During the in-store session, BailComm almost becomes one of your sales associates, taking customers through every step of the product presentation and subsequently transferring the "sales closing" to sales associates.
Prepare "goody bag" give-away for each attendee. (To be reimbursed by retailer).
Post-event Follow-up
Send follow-up email the day following the seminar.
The database of the attendees provides valuable information about customers' wants, buying habits, product desires, and other important leads.
BailComm may create and implement a research program, under the retailer's direction, designed to gather lifestyle information from seminar guests that potentially lead to additional sales. The retailers will receive a research report summary that highlights the furniture buying interests of each attendee. Ensure each attendee is added to the general email data base.
