Everybody loves a party (except my husband, who absolutely hates most forms of merrymaking) and we especially love gatherings at our store because they are fun, lucrative and you can actually make people go home at a reasonable hour.
These gatherings, large and small, have been the key to our success. When people come to a party in the store, and especially if there is a charity tie-in, they are just naturally disposed to like the business. The crowd adds a buzz to the shop, makes people want to buy things and, even better, sends them home ready to tell their friends what a great time they had and how terrific the shop is.
Marketing a store gets more and more difficult in tough times, so we have to give our customers a little more than they expect…or perhaps a LOT more, and special events of all kinds are a terrific way to make your store a destination.
When we talk about EVENTS many people think they have to call in the caterers, erect a tent and rent little golden chairs. Not so! An event can be a simple coffee, a little treat or just wine and cheese. The whole trick is to make your shoppers feel special and treasured and to host a party that will work in your space.
Many marketers and retail experts are extolling the virtues of in-store events these days, but some shop owners are still nervous about hosting parties and special events. They worry about damage, shoplifting and liability. With careful planning and a solid plan, you can allay these fears. We have had very few spills and only a few scratches on table tops, minor inconveniences when you consider the hundreds of people we have hosted- as many as 350 in one evening.
If you have not already started filling the calendar, start planning your holiday events now As soon as the kids are back in school people are ready to start getting their homes ready for entertaining and they are ready to shop. If there is a charity involved, you will also see people happy to start buying gifts as early as October.
Set Goals
Why are you having this party? Are you hoping to attract new customers? Showcase new product? Raise money for a charity? Maybe your primary goal is to build awareness of the store. Other events really bring in the cash (which is a good thing). If you know what you are trying to accomplish you are better able to judge the results. The most important objective with any event is making sure the guests have a great time. The money may come at the event, later, or, very occasionally, not at all, but the stories the party goers tell their friends will be worth the effort.
Choose a time and date
The right time is crucial for attendance, so consider your audience and their schedules as you plan. Some events are better after store hours, but many can be held while the store is open. Will it be private or open to the public? Be sure to leave enough time to promote the event and get the word out.
Analyze your space
Will you serve food and drinks? Where? Try not to use the cash wrap for a buffet or bar if you will be selling things during the event, since that is a recipe for disaster. You may have to clear an area or bring in a table (or two) to make the refreshments accessible to the guests. The space you have will dictate the number of people you can accommodate and the type of food you can serve. You always want it to look glamorous and generous, and it can be done in a very small space.
Menu
You are always wise to serve more of fewer things, rather than small amounts of lots of foods. A bountiful array will look more glamorous and be easier to keep looking fresh. For an evening event, wine and cheese is a classic that always works, as does coffee and pastries. During the day, coffee and cookies or donuts are great. I always add a big pile of grapes or strawberries regardless of the time of day because the bright color really makes a simple spread look great.
If you plan to entertain in the store frequently, invest in the equipment you will need. We have a restaurant coffee pot, which is fabulous. It brews quickly and the coffee is not only very good but quite inexpensive, so we always have fresh coffee for our customers. Popcorn also gives you a lot of bang for your buck and it smells terrific.
Catered affairs are another situation entirely. For a fancy event, having someone else do the cooking and serving is a grand idea. Always have a walk-through with the caterer and/or party planner before you order the food so you can decide how and where you will serve it. We prefer to use dishes from the store to the caterer’s trays, so we give the dishes to them ahead of time and never have to transfer food.
Don’t forget to feed the staff.
We feed the staff first at every gathering. When the guests are eating it is impolite for us to be serving ourselves, after they eat we are selling things and too busy. If we have not eaten we tend to get a little crabby and the longing looks and growling stomachs are bad for the ambiance.
Invitations
How will you get the people to your party? The least expensive way to invite them is by email. If you are working with a charity, be sure they invite everyone on their list so you make new friends…and customers. If it is a public event, press releases are a must.
Parking
When you are expecting a crowd, you may also expect a traffic jam. Put parking instructions on the invitation or provide valets if the budget allows. We often have parking directors, who greet drivers and tell them where to look for available parking spots, a cheaper alternative to regular valets.
Hours
Always put an ending time on your invitations, but expect to be in the store for another hour as some people will linger, even while you are cleaning up. At charity functions, the actual shopping usually happens in a big rush at the very end (usually right after I have let my son escape for the evening) in a chaotic rush. Plan your staffing accordingly.
Liquor
If you serve wine or other alcohol, check your local laws to see if you need permits or licenses. Always watch your guests carefully for signs of inebriation. We recently decided that if we hear one straight man say to another “I love you dude, I really do. I mean it, man” we close the bar, or at least cut him off.
If you do not serve alcohol, consider one of the many non-alcoholic “designer drinks” to add a festive atmosphere. By the way, we find that iced cans of soft drinks with straws work much better than large bottles- less mess.
Don’t forget
Always buy extra ice, wine, napkins and cheese. It couldn’t hurt and you can keep the extra for another event.
Limitations
Don’t try to overdo it. Learn what works for your space, budget and customers. A fabulous small party is a better bet than a poorly executed large event.
Clean up
Planning a party includes dealing with the aftermath. Have plenty of garbage bags, cleaning supplies and helpers on hand to make the clean-up quick.
Take notes
After the event or even during the event write a few notes about what worked and what did not. If the event is good, DO IT AGAIN. My theory is that the first time is just a party, the second time is better and the third time you hold an event it becomes a tradition.
You are in charge
These events get better and easier as you do more and more of them. You will also learn what works well is your store, so don’t let any party planner try to make you do something you don’t want to do. Always remember that it is a privilege to have a party in your store and an honor to attend.
Benefits, parties and special events have put our store on the map. We have made new friends, increased our customer base exponentially and built a reputation as a store that gives back to the community.
You can do it, too, and it is really fun to see your shop filled with people having a great time. It is even more fun to see your register filling with money as the guests check out.
Mary Liz Curtin and her husband own Leon & Lulu, a 15,000 square foot furniture, gift and accessory store located in just outside Detroit. They have held lots of parties and enjoyed most of them. Contact her at (JavaScript must be enabled to view this email address)