Friday, November 23, 2018

Small business owners can and should use holiday vendor events to boost their holiday sales.

Participating in these events can capture new customers that will develop into year-long customers with an effective sales strategy. You can get more sales which lead to more customers by ensuring you have a quality product or service they want. Make sure to pay attention to the current trends, listen to the customer’s needs, and make your products and services easily available to shopping customers. The more the people see or experience what you have to offer the more sales you will make. You won't hit maximum sales if you are sitting at home waiting for internet sales, which are 20% of retail sales.
To increase your holiday sales, you have to get them to your booth at an event. These tips will help you create a holiday rush to your booth and keep the customers following you throughout the year.
1. Have a sale. Customers are looking for deals during the holiday season. Pay attention to the big retailers. They are consistently advertising several sales every day and new ones each weekend. And they do this to get the customer’s attention and because it works. Customers are chasing sales, and if you are not having one, then they will walk right past you. Sales is a way to manipulate customers to buy with you. Vendors that treat it as, "But I am giving away my profits" are losing sales to their competitor that is running a sale. You can develop a sale that encourages them to buy more with you. When I sell sterling silver jewelry, I sell at regular price. But if they buy one, you get the second one half off. It’s Christmas time!!! They will definitely consider that type of sale because they have people to cross off their shopping list. So $50 sale now becomes an $80 sale. If you do the math, it works out to be 20% off each piece of jewelry. Or you can give away something when they spend so much with you. During the holidays, I will offer a FREE pair of $10 earrings when you spend $100 at my booth. Do the math! It’s 10% of your sale. That is a small price to pay to get $100 out of the customers. And if you really have a product or service they really want, then they will buy several.
Advertise your sale! Send an email. Post it on social media. Send out a mailer. Pass out a flyer at other events you are participating in. When you advertise your sale, then you push customers to your booth versus waiting for customers to stumble upon you.
2. Participate in an event that draws SHOPPERS. If you participate in an event where people attending stroll through the lighted trees or listen to carolers, then they won't have shopping on their mind. If there is an event specific to your target audience, then jump in! If your product or services cater to an age group over 65, then you may want to research for events at senior communities. (yes, they have them!) Or if you have items specific to women, then you may want to jump into a Holiday wine event.
3. Develop an email campaign. If you are a smart vendor, then you have been gathering email addresses all year. Now put those emails into an easy to use email campaign, and send an email that highlights the next event they can find you, what sales you will be offering, incentives for your loyal customers, highlights for new or holiday products, and links to social and website. Did you know emails are more effective than social media by 17%?? Be sure your program inserts the customer's name into the subject line for a higher click rate.
4. Create an attractive and FESTIVE display at the event. It will help you stand out from the group of vendor and possibly your competitors. Remember that shopping should be a FEEL GOOD experience for the customer. Creating that feeling at your display will keep them at your display longer, encourage them to spend more, and it encourages stronger customer relations. Incorporate your products into your festival display, to help give subtle holiday gift ideas. I always recommend a display that shows movement or subtle lights (like Christmas lights) to draw their attention towards your booth. I also recommend a bowl of candy canes on hand, so when your moving or subtle lighting gets their attention towards your display, you can offer a candy cane to get them to stand in your booth.
5. Pay attention to the social media marketing done by the event planner. Their followers are watching those posts. You can attach yourself to the post by tagging yourself or use the #HASHTAG in your post. Shoppers will be glued to their phones while they are shopping. These simple tricks will help put you right in front of them, and possibly drive them to your booth.
Don't let all these potential sales and customers pass you by. This is your opportunity to grab them now because it will all end soon after the first of the year.
By Susan Miller November 12, 2018 Miller Promotions
Susan Miller is the owner of Miller Promotions. Miller Promotions has been producing events for over 22+ years, and she is also a startup and small business coach. She uses her coaching skills to help to emerge and developing small business owners build their business within the events that Miller Promotions produces.