3 Tips For Successful Trunk Shows

There are 3 things you need to know about trunk shows so you can make more money. Ready to learn? First, here’s a quick overview of what a trunk show is exactly.

A typical trunk show is when the designer or vendor brings their line to a boutique for a special in-shop showing (items used to be carried in a trunk, thus the name).  Generally, but not always, accessories vendors bring stock pieces they can sell during the event while clothing vendors bring samples, take orders, and ship the items later (usually 4 – 8 weeks out).  A show can be from 2 hours long to all afternoon, depending on the boutique, the designer, their wants and needs, and their relationship.  My suggestion for designers starting with a new store is 2 – 3 hours.  You can always stay if things are rockin’ but if it’s slow and you committed to a full day, trust me, that is one loooooooong  day.
 
The shop will pay you the wholesale price for each piece they sell.  It is the shop owner’s decision what retail price the consumer is charged.

And now for the tips…

Tip #1:  You and the Retailer should work as partners.

You and the store are in this together and you want to make it win-win situation.  Try to avoid an “us against them” attitude. Do everything you can to insure the shop has a good experience with you.  A few more points:

Designers win: 

• Your line is featured in front of a whole new clientele (that you didn’t have to find on your own).
• You get a chance to interact with the end-user of your product; this gives you an opportunity to see your things on many different people and hear their feedback (so valuable!)  It makes you a better designer, trust me.
• It gives you a chance to actively SELL your line and explain why and how you designed it.  This can be quite a rush for designers and you get to see what customers really like about your product – it feeds the ego.
• You get instant credibility by being associated with a good store.  When buyers and customers see you sell at such-and such, it makes you more interesting to them.

Stores win:

• Trunk shows are a low risk way to test your product.  Stores don’t pay you for merchandise unless it is a guaranteed sale and they do not tie up their dollars with inventory. They love this!
• It gives the shop an automatic, low-cost special event and creates a buzz with their customers.
• Retailers can offer a much bigger selection and more options for their customers than on a regular day.

Tip #2:  Promote the heck out of it.

Act like a true partner and be pro-active about maximizing you sales during the trunk show – and not relying on the store to do it.  The old days of showing up with your line on the appointed day and waiting for customers to walk in the door are OVER.  You must do more, including:

•   Create signage for the shop window advertising the event and be in charge of installation etc.  Show the shop a sample of what you will do before they make their decision and agree to tailor the signage to their particular taste and storefront.
•  Create a nice postcard or marketing piece to be handed out before the event to the store’s customers.
• Create an email invitation to the event that will go to your current contacts and the store’s list.  In addition to this, send 2 reminders before the event.
• Offer an incentive just for the show.  It doesn’t have to be a discount on your line. It could be a gift with purchase, free shipping, a chance to win a seriously good prize (no, a $50 gift card for your line is not that exciting – a $1000 shopping spree gets attention.)
• Do your homework. Take an afternoon (or 2) before the show and hump it to the other businesses around the area.  Say hi, be friendly, hand out your cards/photos/whatever you have, and ask them nicely to send their customers over. Consider giving them a good reason to send people your way – a $10 gift card to Starbucks for every customer they send?  A % off for their customers or themselves?  I know seems like a lot of work, and it IS, but it pays off.

Tip #3: Follow through and deliver what you promised. 

This is not always the fun part.  It’s a blast to take orders…not as much fun to produce and ship them.  This is the stuff that will make or break your business, however.  If you’re reliable and efficient, your business will prosper – and word gets around..

I’ve seen dozens of designers – hundreds, really – lose momentum because they ship late or not at all, forget to contact who they said they would, and just show a general lack of discipline and dedication.  During the trunk show, try to keep in mind a healthy dose of reality and don’t over-commit yourself or promise things you can’t do.

So now it’s your turn, what’s worked for you? Would you leave a comment below and share tip #4? We’d love to hear it!

Contributor Jane Hamill teaches apparel and accessories designers how to start and grow a profitable business – even if they flunked math and hate selling.  She is the creator of online courses such as “How to Sell Your Line to Boutiques and “How to Start a Fashion Business” and she also coaches entrepreneurs one-on-one. Find her at www.fashionbrainacademy.com.

Retail Minded to Sponsor Cash Mob

Retail Minded is thrilled to be sponsoring our first cash mob! Planned for Saturday, April 28th in Geneva, IL, the cash mob will take place at organic garden shop The Pure Gardener.

So just what is a cash mob? Unlike other mobs, this one is welcomed and a lot of fun! Created to support indepenently owned businesses, cash mobs bring together a group of people to “mob” a store through sales. Details may vary per each mob, but typically the goal is to get the store both attention and sales in one, dedicated day. Of course, the ultimate goal is for consumers to always shop local and support their communities in this way.

Join Retail Minded as they partipcate in their first cash mob this Saturday! Can’t join? Visit their website to shop their online store! Still not intrigued? Plan your own cash mob!

WHAT: Cash Mob for The Pure Gardener

WHERE: 502 State Street, Geneva, IL 60134

WHY: We think it’s great to have such a beautiful organic garden center in the heart of downtown and want to help them prosper. Plus, we love that spending money locally helps keep our community at large alive and thriving!

DATE: Saturday, April 28, 2012

TIME: The mob starts at 11 am and ends at 3 pm. Mob participants who want to be there for the excitement at the beginning, and best assortment, should meet in the Courthouse parking lot at James Street between 4th and 5th Street at 11 o’clock. This will minimize traffic on State Street and assure parking for everyone. Plus, this will be the crowd to first “MOB” Pure Gardner!

MORE: It’s our hope participants will spend $20 cash or more at the Pure Gardener. Your contribution helps this wonderful local business, as well as you get to shop for items you could use! Additionally, “mobbers” will get 20% off all purchases at All Chocolate Kitchen in Geneva on the 28th & 29th of April simply by showing their receipt.

Shopping Trade Shows: Plan of Attack

In a virtual world, trade shows still exist and still do well. Thank God. They offer so much to retailers, which include the opportunity to connect with vendors, make personal relationships, learn from other buyers, gain insight on industry trends, experience something they didn’t plan for and so much more. Beyond buying for your store, many trade shows even offer educational seminars, networking opportunities, social opportunities and a chance to promote your own business. With so much to think about, it’s also important to consider how you will juggle it all. A few tips that Retail Minded likes to follow are highlighted below:

1. Come prepared to hand out business cards and collect business cards. Your pocket or purse will get cluttered if you keep tossing business cards in them, so instead have a designated area to neatly organize any cards you get. This will also help you when you return home and want to follow up with everyone.

2. Understand the general show exhibitors and their locations in advance. We don’t expect you to memorize a show map, but at least review it and identify exhibitors that are a must to visit and other spots on the show floor that you hope to visit. Knowing upfront how much you want to accomplish will help you manage your time.

3. Bring your walking shoes. Sure, style matters to many of us. But comfort is key when walking show floors. Our tip? Wear whatever shoes you want and bring a pair of comfort shoes in a bag for when you havea  long stretch of walking ahead of you. Switching your shoes actually helps provide relief to the different muscles used when walking.

4. Plan your fun nights in advance, and dedicate some down time, as well. Let’s face it – many shows take place in fun cities such as Vegas and NYC. Part of their location is a draw to attend, so we understand going out is part of the fun. Planning which nights you want to hit the town according to your morning and show agenda can help you accomplish all your show goals more successfully. The key is being realistic with yourself.

5. Know what you want to buy and how much you have to spend before walking on the show floor. If possible, include some extra buying dollars for your surprise finds that you don’t want to leave behind and know will sell well in your store. Whatever you do, though, don’t go into the show without a budget.

There are so many amazing shows to attend, and we’re confident you can enjoy many. But also planning for which show is best suited to cover all your store needs is a must. It’s possible you can only afford one or two a year, which means those shows have to be the best at what they offer for your store. Research shows well in advance to ensure you are going to a show best for your needs.

Finally, have fun. Let the show “speak” to you and inspire you to help achieve your retail goals!

 

Promotion Points To Use For Your Store

Promotions. It sounds so easy, yet it can be so tough. There are a lot of layers involved in promoting a business – whether it is a retail store or a brand itself – so to help kick start your promotion analysis, determine first what it is you are doing and what it is you are missing out on. From there, you can move forward in the direction you need to ensuring you have all your bases covered.

To start, identify what it is you want to promote. And don’t just say “your store”. Instead, determine what is about your store you want to promote. You may realize there are a few angles you can take, and likewise, a few different audiences to share these details with. Next, determine what you can do to generate interest. Consider your budget – or lack of it – and how much time all points will take. A few things to consider doing include:

1. Send out press releases to local media, including newspapers, magazines, web and TV based.

2. Share details with other community businesses and retail supporters. This can be via a professional email, a press release, phone call or even social media.

3. Share details with your local Chamber or Mainstreet Organization.

4. Generate a social media strategy to generate a buzz. Make sure to use it effectively in order for it to be successful!

5. Get help where help is needed. No time to tweet? Allocate responsibilities among your staff. If it’s just you, be realistic with what you can do and what you won’t do. Then do what you can exceptionally well.

6. Create strong signage to use in your store, as well as offer a takeaway postcard for customers after their purchase.

The one point you do not want to overlook is TIME. You can’t chase an event 5 days leading up to it and expect a tremendous success. This may happen sometimes, but should not be your goal and certainly is not likely to be successful for most retailrs doing this. Instead, plan a promotion calendar for your entire year that allows you to work months, weeks, days and ultimately, hours in advance to lead you to a successful promotion. Additionally, by creating a calendar you will see what times during the year may make sense to have certain events, sales and more. It will also show you more clearly where the holes are.

Need more help? Check out a few more of our favorite PR focused blogs!

Tips On PR Phone Etiquette

How To Write A Press Release

Publicity Myths Shattered

 

 

Starting Holiday Traditions for Your Business

Whether it’s making cookies as a family, decorating a Christmas tree together or opening only one gift the night before Santa arrives, there are many traditions families repeat year after year. As small business owners, traditions can make up favorite memories for your customers and even become traditions of their own. The catch? You have to introduce and keep these traditions going year after year for the spirit of repetition to really catch on. This means committing to them… gulp…. long term.

It’s not too late to introduce a tradition to your business, or possibly it may mean simply marketing something you already do as a tradition. A few ideas that may be right for your business include:

1. Have a special sale separate from any other sale going on (nationally or locally). This doesn’t mean you shouldn’t participate in Black Friday, Small Business Saturday or Cyber Monday, it simply means you should introduce one more. And make it big! Add some bang to this sale with holiday extras such as complimentary desserts & beverage, a local musician playing as background noise, extended hours that includes a festive party or partnerships or promotions with area businesses.

2. Introduce a favorite item that is only sold seasonally. Maybe it’s a holiday collectible item, maybe it’s a decorative home piece or maybe it’s a disposable novelty item. Whatever makes sense for your business, introducing something that can be marketed before it arrives and then revved up in marketing efforts once it arrives is always fun. Possibly it’s something no one else in town has… or maybe it’s something a few other stores have. Either way, if you create a buzz around it and make it “the place” to get it, this can create a reason for customers to visit your store with anticipation and excitement… and money to spend. Use press releases to share the news of this highly anticipated item and start taking names to add to your “wait list” of this popular good. Wait lists always spark a special something.

3. Keep some traditions personal – or at least as personal as it should get with business associates! Sometimes the best business traditions aren’t those shared with customers but rather those shared with the employees who work together all year long. If your business operates with even one more person than just you, it’s worth having a tradition to look forward to that celebrates the season – and the year – with your associates. A grab bag gift exchange is fun, but take it up a notch and consider a special holiday dinner, giving back to others together by working with a charity or simply taking time off for fun (together, of course).

Whatever your holiday traditions are, celebrate them by also marketing them to your customers and associates. Make them big by creating the buzz around them to be big for your customers and associates alike to get excited by. Have traditions of your own you already do? Let us know! Please comment below.

 

Countdown To Small Business Saturday

Small Business Saturday is less than a week away. Are you ready?

This upcoming Saturday – and likely every Saturday after Thanksgiving in the years ahead – is Small Business Saturday, sponsored by American Express (thank you!). Nationally, stores across the country will open their doors like they do every other Saturday, however this particular Saturday there is a special, well deserved buzz around their doors being open. A movement is being made for Americans to shop local… and while we want them to do this ALL the time, this Saturday comes with a few extra pushes. Ads are running on TV, the media is talking about it and local businesses everywhere are getting ready for what will hopefully be their own “Black Friday like” rush of shoppers.

To help support this worth wild day, remind your customers just how important it is! Plus, let them know all the great products you have and deals, as well (yes, deals…. give discounts or incentives on this day).

A few highlights to share with your customers include:

* Small businesses generated 64% of new jobs created over the 15 years.

* Dollars spent in locally-owned businesses have three times the impact on a community as dollars spent at national chains.

* For every $100 spent at a locally owned small business, $68 returns to the community through taxes, payroll and other expenditures, according to Civic Economics.

* When shopping locally, you simultaneously create jobs, fund more city services through sales tax, invest in neighborhood improvement and promote community development.

* Shopping local offers communities to get to know each other since many store owners are also residents.

* Local shopping keeps stores open and alive. Without consumer support, downtown and shopping districts in cities and towns across the country cannot survive.

Are you inspired yet? Get the word out and let your local consumers know that this Saturday is a national movement that can’t be missed! We have a feeling it’s a movement that will become a wonderful tradition in all the years ahead, as well. So what are you waiting for? There are shoppers to get ready for!

Happy Holidays !

Creating a Top Ten Wish List For Your Store

There’s no time to spare anymore. The holidays are literally around the corner. Big box retailers are already sending holiday catalogs out and have their stores mapped out and ready to go for the weeks ahead. Sales are scheduled, events are planned, Santa is booked. While it’s easy to get intimidated by the big box stores during the holidays, it can be easier to compete with them if you face them head on. One way? With a must have “Wish List” for your customers to shop from.

With a few simple steps, you can help your customers understand what’s hot in your store assortment. While this doesn’t mean they need to only shop from this “Wish List”, it is a great way to get conversations starting, curiosity rolling and sales cha-chinging.

1. Get your customers excited by introducing them to the idea of your store’s Top Ten Wish List. Send an email blast announcing that the top ten products were hard to narrow down, but… drum roll please… they are finally ready to be shared! But not yet… hold off a day or two and then send your list out. The anticipation adds to the excitement!

2. Announce your top ten wish list with a bang! Use email blasts as well as Twitter, Facebook, your website, store signage and  local media. Don’t underestimate the power of excitement when excitement is used to help promote something.

3. Let everyone know about your store’s wish list when they walk through your doors. It can be a great opener that extends beyond hello. Simply state that your store’s top ten items for the holidays are available in limited quantities and offer to answer any questions they may have about them. Make sure to show them the great signage you have for this – including a list that accurately represents each product. Visuals work, as well. Including pictures on your list add to the understanding of each product. Of course, the actual product is the best visual aid to use.

4. Have a merchandising display dedicated to your top ten items. Make this a vocal point in your store that adds to the wish list excitement. A Christmas tree with each of these items as presents underneath is a simple yet impactful way to deliver the message that these items are hot gifts.

5. Offer shoppers a chance to make their own wish list. If you have lists ready to go that are fill in the blank style, then shoppers can make their own list and give them to others to shop for them on. Or… offer to keep their list so that when their husbands, friends, etc. come in, they just need to ask for so and so’s wish list. You get the idea… and just in case you need an extra push, this is all to create shopping energy that offers gift ideas and gives a reason for customers to return to your store.

Remember, the holidays are 9 weeks away. There’s no time to spare… it’s time to get ready!

Friends & Family Incentives: The Good, The Bad & The Ugly

Okay, let’s get straight to the point here. When you have friends or family who own, manage or are key players in any business that excites you, it can be great. There are often perks such as free product giveaways, special events and privileged shopping deals. The catch? Sometimes the generosity of these businesses can be abused. Friends… and even family… often expect these types of incentives instead of appreciating them when they happen to come their way.

If you are standing in the shoes of someone who has to decide what makes sense to support your friends and family as customers, you know it can be tough. From everyday discounts to special holiday incentives to freebies and more, business owners are challenged with the drama – yes, drama – of making sure their friends and family feel special when shopping with them. As small business owners, it’s drama  enough just to handle your ever expanding to-do-list, so adding “keep friends and family shopping and happy” often becomes just another chore to check off. Luckily, with a little planning and a lot of heart, keeping your favorite people (or your not so favorite people but blood makes them count) happy can be  as easy as 1-2-3.

1. Set Limits.

Limits, boundaries, deadlines… call it what you want, but the key is to identify what you offer your friends and family in discounts and shopping incentives so that there is no confusion. If it’s written out and identified clearly, it’s easy to blame the “policy” versus having to take the blame yourself. If you still get heat for it, remind them you are running a business and policies are part of your business model. Still getting heat? Maybe you need to find new friends… Or at least accept that they may not be the right customer for your business.

2. Offer Exceptions

If your mom makes the cut, give her a special deal that exceeds your typical discount. On that same note, break rules whenever you want for whomever you want should you feel the urge, need, desire. But only you have this control, so use it wisely. Don’t throw this around whenever… save this for truly special occasions – if at all. Remember, you’re in business to make money – right? Plus, if you throw these types of exceptions around too often, they will become expected. This should definitely not be your goal.

3. Make Them Feel Happy

Sometimes just the feeling of “being special” or “standing out” is all your friends and family may need. Host a special evening just for your fav peeps to shop, offering great deals, discounts and some light appetizers and beverages. Take it up a notch with music, local designers or any other extra effort that shows you really went out of your way to make this special event worth attending. While shopping is the goal, sometimes it’s just nice to show them how much you appreciate that they support you and your business. Of course, this is assuming they are referring people your way, right?!?!

Extra, Extra

To round out these special incentives, discounts and more, make sure to always be thankful of any business you receive – plain and simple. The competition is tough, so friends, family or just some stranger on the street all equally deserve your appreciation as a business owner. Going the extra mile for those you care about is a perk you should enjoy… not dread due to the constant abuse of your generosity. So remember -  create boundaries, write out your policy and invite friends and family to shop away! But please… promise yourself, your friends, your family and me that you won’t become that business owner who depends on them for all your business. All the perks in the world don’t equal up to that making a successful business strategy.

Merchandising Pop Up Shops

Pop up shops are all the rage lately. And quite frankly, what’s not to love? No long term leases. No employee staffing dilemmas. No huge overhead. Then again… it is still a storefront so the expectations of shopping within them are (close to) the same for customers. They want a friendly, easy to shop environment that allows them to browse products comfortably and if needed, even try them on. Their eyes should roam throughout the pop up with ease and linger from one thing to the next, with a feeling of satisfaction as they eventually find what they want to buy. After all, buying is your goal for them, right?

When merchandising pop up shops, consider how your customers will experience the environment from a consumer perspective. Keeping this in mind, then design a floor place similar to how you would an actual storefront space. Remember to plan for a check out station, a fitting room if necessary, and easy walk ways to keep customers moving throughout the pop up. Your front entrance will likely be your exit, as well, so keep this space airy enough for a small crowd to get through.

Working all angles of your pop up will be essential in maximizing your pop up space. Consider the space from the floor all the way to the ceiling. Are you outside and on grass? Consider bringing in a carpet. Are you inside and have bad lighting? Consider bringing in some lighting fixtures. Now don’t get scared. The price tag of a pop up is up to you. Be creative and use visual fixtures from your home, your store or other participating vendors. Since it’s temporary, your other spaces can likely do without them for a short while.

Now the next merchandising details to consider are the actual merchandising fixtures that will display your product. Can you use walk shelves? If you can, it will certainly help you create more space for more product! What about a great focus point, such as a large round table in the center of the pop up? It can hold a dynamic display while also centering your space. Floor shelves also add to this. Be creative so that you can truly maximize your space and your product exposure.

Don’t forget the extra touches that makes a store a stand out store. Design decor, such as mirrors or vases with flowers, add appeal to an overall store layout. A pop up shop needs this, as well.

Finally, use a color scheme. If you want a crisp white pop up, go for it. But just throwing some hodge podge displays together without any rhyme or reason will not do the trick. Pretend your pop up is permanent, and you’re likely to be more successful at planning it. Then again, remember to stay on a budget. This is only temporary.

 

 

 

Beyond Giftwrapping – Holiday Extras You Can Offer

Free gift wrapping. It’s a nice touch. But let’s face it, you aren’t the only one doing this. To help stand out among your competition, add a little more to your holiday incentives beyond what is expected.

For those of you selling online, free shipping is a great incentive this time of year. But for those of you selling in a traditional brick and mortar store, why not offer the same? Make sure you set some guidelines – such as the last day to purchase something for a December 24th delivery – and then promote the heck out of this. Signage throughout your store, online exposure and the use of communication by your sales associates is a great way to share these details to your customers. Most consumers will be relieved to avoid a trip to the post office – not to mention the cost – so start spreading the news about your unexpected holiday incentive! Don’t forget to get your local press in the know about this perk, as well!

[tweetmeme]If free shipping isn’t your thing, maybe a free gift with purchase is. But make it worth wild. Any purchase over a certain amount – say $50 or $100 – could reward the customer with a gift of their own. Depending on your business, there are endless opportunities here. Even if it costs you $2 to $5 per customer, it rewards you with promotional opportunity, a fun giveaway and a chance to gain some local press about your free gift. Make it worth giving, though. A nice candle. A bottle of cider. Lipgloss. You get the idea. It’s possible your vendors are sitting on old inventory they need to sell fast before the end of the year, so consider seeing what you can buy from them on the cheap that will make a nice impact for your customers. In addition, make sure to wrap it in a bow, as well! Everyone loves a present!

Extended hours help customers trying to get a long list of chores done, so plan in advance to staff your store accordingly. By 8pm, everyone needs a little pick me up, though, so offer it to them through some light beverages and appetizers. The occasion? Simply because it’s the holidays and you want to help make their busy shopping days a little more fun! Don’t wait for a special night to do this – do it throughout the season, instead. A simple, “Can I offer you a refreshing cider while you shop?” is a small gesture that goes a long way.

Speaking of needing a pick me up, sometimes customers just want to take their heavy coats off, drop off their bags and walk throughout your store in more comfort.  Coat and bag checks are always nice this time of year – complimentary, of course. And if they can’t actually make it to your store, offer personal shopping at no charge. Email or a phone call can get you started in shopping for your customers without them having to even step into your store.

Finally, “get it”. Too many big box stores let the crowds roll in without caring for the fun, festive thrill of the holidays. Respect the season with the energy customers expect. You don’t have to wear a Santa’s hat – though you can – but you should be as jolly as he would be… even if your day is long and tiring (because it will be). Just be sure to have some happy Elves helping you a long the way!

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