14: The Overlooked Aspects of Event Planning

We’re entering a selling season when the reasons for buying are broader than they are during other times of the year.

Between seasonal holidays like Mother’s Day and Father’s Day, non-holiday seasonality associated with school graduation and sports, and the general energy that comes from experiencing warm weather, customers open their wallets more freely since fourth quarter.

It’s no wonder that pop-up events and outdoor markets are aplenty this time of year.

So how are you event planning for optimal profit?

Whether you’re opening a brand new brick-and-mortar business, embarking on your 15th outdoor market season, or growing your chain of retail stores, event planning should be an important part of your operational process.

In this week’s episode I share two important practices to compliment what you already know! Stack them both or try one strategy this season:

• Look at grand opening and special events from a new, long-term point-of-view
• Start “selling” a month and a half before your event
• How behind-the-scenes marketing builds brand awareness and trust
• Plan for a brand experience that begins before and extends after the event
• Balance promotional pricing that incentivise customers with your profit needs

After you’ve listened, it’s time to take action! Remember: Knowledge and action are most effective when applied within the context of your unique business, using your unique style.

To help you find your path to business growth, take my free 60-second Retail Success Style quiz at MerchantMethod.com/Quiz. I can’t wait to learn more about you!

If you like this episode, here’s how to dive in even deeper.

➙ Learn alongside other retailers and makers inside my free podcast community at MerchantMethod.com/RetailShift. This is where you can get support on podcast topics, exclusive hot tips, and more.

➙ Attend my free Pop-up Markets 101 Virtual Training. This is a free on-demand virtual workshop designed to refresh your perspective on the benefits and approaches to pop-up markets.

The virtual training includes a video panel-based workshop featuring retail thought leaders and market organizers, resources and inspiration, and our bonus checklist to help you maximize your pop-up sales channel. Get started now!

With passion and purpose,

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