It has been three long months, hundreds of brain twisting
decisions, and finally the store is open, just in time for the
upcoming holiday walk sponsored by the Downtown Business
Association. Each year the Downtown Business Association
advertises a holiday walk through town to local residents, which
crowds the streets each year.
Clair is a managing partner in the company. For the past year she
has been taking her life's savings and investing it in the store. She
is determined to take advantage of the holiday walk by generating foot
traffic into the store.
The store specializes in two areas, kid's haircuts, and a Blow Dry
Bar for adults. The goal was to lure parents and mothers into the
store. Clair sat in the plush salon chair and slowly spun
in a circle, until she felt dizzy. "Champagne, we'll give out glasses of champagne, and maybe some wine!" Clair blurts
out to her partners across the room. We can get somebody to play
music, make the store festive. That should draw people!" chimes in
an employee who is busy placing the last of the holiday
decorations.
Later that afternoon, Clair is on the phone with an entertainment
agent going through their roster of talent. Some sound
interesting, others just did not fit the bill. One act that did
sound promising was a balloon entertainer who has worked Grand
Openings, has experience with holiday walks, and can give a sales
pitch while performing. Something Clair never considered; using a
professional pitchman to help promote the store.
After several meetings with fellow partners, and going back and
forth with the entertainment agency, Clair settles on a musician
and a
promotional balloon entertainer.
Like clockwork people slowly started to fill the streets, and
Clair was ready. She schedules the entertainer for 1.5 hours, and
the musician for the full four hours. Clair was taking no chances
and placed both entertainers in the store windows, positioned the
Champagne/wine bar in a direct path with the open door so
passers by could see.
As Clair oversees the activities she noticed that the promotional
balloon entertainer was not in his window, but instead was
outside gathering a small crowd of kids. A minute later, like
the pied piper, he walks in with a parade of kids in tow.
She watched. The kids do not have any adults with them, but he is
making these outlandish hats. The group of girls are giggling and
pointing at each other and seeing who can take the best selfie with
their entire hat in the picture. It was comical to watch these
girls.
Off the girls go, and Clair hears her entertainer say; "Now when
asked where you got the balloons, you are going to say.....and in
unison they shouted out the store name. Clair instantly knew what
he was doing and applauded his willingness to help draw the crowds.
Minutes later, Clair was busy pouring champagne, and talking with
mothers as they filled the store to capacity. Apparently, the
word had spread.....the balloon guy is down the street, in the beauty
salon.
Clair had to make the decision to let the balloon guy go and
risk losing a big attraction, or using the remaining budget and
keep
it going. Clair had retained some of the budget for emergency and
extended the entertainer's time. Not once, not twice, but three
times she extends the end time, until the partners agreed, the balloons
are a
massive draw and we keep going as long as people are coming.
Clair shuts the doors an hour after the holiday walk ended. She had
spent her entire budget, passed out hundreds of fliers, and was
overwhelmed by the turnout. She even learned something new, that
the balloon entertainer was attracting families from the family
restaurant across the street. Something she will have to keep in
mind for future events or maybe work out a mutual marketing program
with the restaurant.
Take Away Points
-
Take advantage of any community events to advertise your company
-
Commit to professional entertainment, they are the ambassadors to
potential clients
-
Do not hide the talent; make it easy for people to find
-
Keep a small reserve in your budget for emergencies
-
Build working relationships with neighboring businesses
