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 TJ's suggestions for planning your next event T.J. Reid has presented her “Fashion, Fun, and Feelings” program over 200 times in 31 states, in the last fifteen years for specialty stores, major department stores, women’s groups, banks, hospitals, and conventions. Listed are small store references in mostly small towns who have sponsored one or more of these programs in their communities promoting their stores. Please feel free to call any of these names shown for information on how they marketed this event successfully, and profitably for their operation. Through networking you will find the best way for your event to be the most successful possible. Women’s Event References:
Each store and organization promotes differently, but I suggest you compare the ideas of these successful people who have sponsored this event in the past. Each had their own way of promoting ticket sales and encouraging customers to return to the store to shop. There are many ways to involve local sponsors, banks, hospitals, even doctors in helping with this event. T. J. will be happy to help you with this. Local travel agents, florists, caterers, hotels, etc. will also sometimes be willing to lend their name to programs and defray part of the event. Excellent partnership is local radio or tv station or newspaper. Although they are not usually a financial aid, the advertisement benefits are enormous. Charitable and social organizations make wonderful co-sponsors and will assist in ticket sales for a percentage for their club. Most like the status of co-sponsoring an important community event and are pleased to lend their name; you must make sure they also lend their physical support and ticket sales assistance. Event Guidelines: Over the years, I have come to realize what works best in planning a women’s event. Such as the day of the week: The best programs are on Tuesday or Thursday night. Monday is too early in the week for most; in some communities Wednesday is still considered a church night, and Friday is a family night. Saturday and Sunday are generally not successful unless as a gala or part of a convention. Programs are best in the evening, giving women time to go home and freshen up before attending. My suggestion is 6:30 PM for arrival/social and begin at 7:00, allowing everyone to be out of the door and on their way home by 9:00 PM. Location for the event varies by store and image, but a community center, church fellowship hall, hotel ballroom, lodge, restaurant and of course, country club are all ideal locations. It is very difficult to do in a store and becomes too much of an advertisement. This should be a woman’s night out - not a sales event. Seating is generally in audience theater setting with curved rows, once center aisle. The only props I require are a table next to me, a small rolling rack or clothing rack and a wireless lav microphone. Staging should be on a raised stage, minimum height 24" (at least 6' x 4' - which is standard for most places). You can have as few as 80 and still be successful , although 120-150 is ideal and of course, most profitable. Over 200 is difficult to handle unless you have a real theater setting with an ample room and good view. Refreshments: It is not necessary to cater lots of refreshments. Most women prefer either punch and cookies, wine and cheese, or light refreshments with a beverage. Refreshments are served prior to the program. Cost is very variable on this and it is usually determined by the location requirements. It is much less expensive it you can furnish the food yourself, and food is not a requirement and can be eliminated if you wish. Tickets: There must be charge for this program for it to be considered important by the customer. This is to be a special event for women - make them feel like it but promoting it that way. Cost should be no less than $10, no more than $20 depending on the location, the food and perhaps, the charity. (At a country club with all proceeds going to a special fund, you could ask $20 - the average is $12 to $15 for a store-sponsored for-profit program.) Program: I customize the topics to fit your inventory as far as fashion is concerned while doing a brief little trend report of what’s in for the season, then I go to basic tried-and-true information on body shapes, accessories, career dressing, and factors that affect a woman’s life, such as marriage, menopause, weight gain, gray hair and grandchildren. You can work with me to determine exactly what you would like to cover and spotlight. Each program is created with care and concern for the customer, and is projected with a Christian attitude and lots of humor. Promotions: I can help you plan accessory trunk shows during my time in the store, as well other events to coincide with program. Many stores like to give back a coupon for the value of the ticket ($10 coupon on purchase of $100 or more in the store on Friday, etc.) There are many ways to do this to produce the ultimate result in sales following the program. |
