Scale Your In-Store Events: How to Partner with Your Store Managers
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Written by Kevin Hubschmann

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Scale Your In-Store Events: How to Partner with Your Store Managers

July 11, 2018

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Scale Your In-Store Events: How to Partner with Your Store Managers
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Written by Kevin Hubschmann



Scale Your In-Store Events: How to Partner with Your Store Managers

July 11, 2018

When planning an event, we can all agree that there’s one universal goal -- to ensure that everyone is able to have a fantastic time.


More often than not, accommodating accessibility is usually more of an afterthought in event planning (or not even a thought at all). As event planners, it’s on us to make sure that every component of the events we plan is accessible to every single participant -- no matter ability.


So before you fall into ADA rule-fatigue, Splash is here to give you some simple accessibility tips for  your next event -- everything from venue accessibility to communications.

More and more retailers are turning to in-store events for one really good reason: in-store events develop more loyal customers, and loyal customers spend more.


And they don’t plan to stop – retailers plan to increase event spend by 113% over the next two years.


So, what’s the play here? If retailers know that in-store events work, how can they effectively and efficiently scale their in-store event programs without a major increase in budget and headcount (which we all know is hard to come by these days).

Image: Free People

The little-known secret to scaling in-store events is that it’s all about empowering a team you’ve already got: your store managers. 


When you think about it, it makes the most sense: the store managers are the ones on the ground everyday and they’re the ones that will be present on the day of the events. We already know that a local strategy and execution leads to higher store traffic (18.7%) and in-store sales (12.7%), and when done right, it won't add to HQ's workload. In fact, it can even relieve the burden.


As the Head of Retail Strategy at Splash, I've seen a lot of our customers do this effectively. Here are 4 ways they scale their events through their store managers:

What exactly is GDPR and how can you make sure you're compliant?

 

Learn more in this new ebook from Splash and Heinz Marketing.

 

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1. Provide a no-fail event playbook

With so many retail stores around the world, how do you protect brand integrity at in-store events? How do you make sure the event process is repeatable and scalable? And more importantly, how do you ensure the event is a success?

event planning advice sheboss

Arm stores with a communications and brand guidelines playbook, as well as a templated process and workflow. Have store managers create and execute in one place, so they can access, collaborate on, and share templates of event landing pages, emails (invites, reminders, thank yous), social sharing images, and post-event surveys. Provide examples for signage, messaging, swag, goody bags, food, drinks, and more.

cannes event planning RSVP form

2. Streamline the event creation process and safeguard it with an approval flow

Tasha: Our most recent and biggest client is Black Tech Week, which is historically a weeklong conference in Miami that focuses on building a minority-focused ecosystem in the tech world.


They’ve now turned that single conference into a city tour across the U.S. -- most recently in NYC last month. We’ve been working with them on their expansion into a roadshow, and developing strategies for getting the word out to each city.

When it comes to in-store events, it’s the same old story: either store managers throw events without notifying HQ, or they throw events and end up needing extra help from HQ.


Streamline the process between HQ and local stores. Build an easy event approval process that will encourage any store manager to throw an event with approval from HQ.  

Here’s the process we’ve seen work well with our retail customers

1. The store manager submits an event via the form. Including any fields that will help speed up the process (we recommend requests for budget, signage, or anything to enhance the in-store experience).
2. An on-brand event is automatically created.

3. The store manager gets a confirmation email
4. HQ team members get notified.
5. HQ gives the green light or requests revisions.

6. HQ sees registrants and check-ins come in.

7. HQ has all its event data in one place and can better understand and remarket to its most loyal customers

Here's an example of an event approval form:

How did SHEBOSS get started?

cannes event planning slack integration

3. Collect rich customer data and build a loyal fanbase

A retail event strategy isn’t just about sales. According to Kaitlin Villanova, senior global director of digital and insights of Burton Snowboards, their “in-store shoppers tend to have a much higher lifetime value than a customer who simply shops online.” Translation: you not only have a chance to turn RSVPs into customers, but also customers into brand ambassadors.

You can leverage the on-site data captured (RSVPs, check-ins, walk-ins, and check-outs to measure duration of stay) a couple ways:

• Keep the conversation going. Nurture your guests with a post-event strategy (discounts and promos, event calendar updates, newsletters).

• Get in-store intel and build robust in-store customer profiles to improve your marketing efforts.

• Use benchmarks to test the performance of new ideas and promotions in stores.

event planning advice benchmark creative group

Image: MAC

4. Scale what worked, eliminate what didn’t

After an event, it’s important to follow up with your staff. Send a post-event survey for feedback: What worked? What could’ve been improved?


You should also monitor engagement, activity, progress, and lift in sales of all your in-store events through event reporting dashboards. Use this data incentivize your store managers by awarding those with the best attendance rates or top sales.

cannes event planning live stream
webinar promotion tips

Tiffany: It’s getting people to believe in our mission. It’s not easy to find speakers, partners, or venues -- trying to convince these people that our event is worth their time, whatever they’d be contributing -- that’s an uphill climb.

Tiffany: My biggest piece of advice is do your homework.


Don't just assume that because you have a great idea, or you have a lot of followers on social, that nothing is going to go wrong. There is no such thing. Something always goes wrong, so be prepared -- but don't let that stop you from doing it.


Tasha: It’s also really important to make sure that your message goes beyond your current reach. So if there’s anything you could do today, it’s to find partners and create allies that believe in what you do. That way, when you’re ready to launch, they’re there to help you along the way.



event accessibility

Making your event accessible is a big part of it. The other part is making sure your attendees know about all the details so they can prepare ahead of time.

 

There is so much room for upfront attendee communications when it comes to the inclusion and accessibility of your events.

 

Consider doing the following:

 

1. Put accessibility information in your event page footer.

 

Take a look at the example below of an event page that looks great, feels great, and is displaying helpful accessibility information at the footer of the page.

2. Use your RSVP form to gather attendee needs ahead of time.


Your RSVP or ticket order form is the perfect opportunity to help yourself be better prepared, all while assuring your attendees up front that you’re thinking about their needs.


Here are some custom questions you can include in your forms:

• Dietary restrictions

• Requests for interpreting services or assistive listening devices

• Requests for accessible parking or seating

• An open text area asking about other accommodations that will help ensure full guest participation

• If you’re going to be using your attendee’s information to print badges, it’s also a good idea to include preferred pronouns on your form so you can display them on those badges.

Here's an example in Splash:

event accessibility rsvp form

Should you ever receive a request that you’re unfamiliar with, you can simply collaborate with the requesting attendee. There is no shame in asking questions - if anything, it shows that you take accessibility seriously and want your event to be as enjoyable as possible for all who wish to attend.


3. Send an email about accessible transportation options.


In the weeks before your event, whip up an email in the Splash Email Sender that let’s all of your guests know how they can best travel to your event. Within this email, take some time to lay out accessible route options.


Take a look at this example:

4. Disclose any specifics in your pre-event communications.


In terms of accessibility, it’s better to over-communicate. It's extremely important to note the following in your pre-event communications to your attendees:

3. Determine Your Actual Event Investment 

Event Marketing Budget Decisions

• Use of flash photography

• Any sort of strobe lights or flashing images that may cause seizures

• Distinctly amplified sounds/music

• The use of fog machines/any other chemicals or smells that may make your space inaccessible to individuals with Multiple Chemical Sensitivity (MCS) or Idiopathic Environmental Intolerances (IEI)

• Whether or not interpreting services will be provided for various speakers, panels, talks, etc.

• Whether or not you will be providing assistive listening devices for hard of hearing attendees. (Fact: these are fairly inexpensive!)

• Disclose all additional/optional parts of your event. This pertains to social activities off site, recreational activities, and more. If an activity is not fully accessible, communicate those details in advance so individuals living with disabilities can determine their interest and ability to participate.

See how they built it:



Do you have what it takes to leverage event technology? Learn more from Matt Burton in this 20-minute video.

event-team-collaboration-app

Not only is it helpful to quickly solve any issues (and there are always issues), but it’s also helpful to communicate with your team inside the venue on the status of check-ins. Most importantly, alert your sales team that their VIP guests have arrived.

5. Let your speakers know about any special accommodations beforehand.

 

The speakers at your event should know about any special accommodations so they can be prepared. Some accessibility notes to provide speakers may include some of the following:

5. Dos-and-Donts for Not Breaking The Law: Keep Count Of Your Attendee Numbers

The last thing you want to think about is hitting capacity. Because hitting capacity for your event would be a good thing… right?


Unfortunately, not keeping track of the number of attendees, and subsequently, violating fire permit laws, is a common problem for many event planners. Avoid this by using an old-fashioned clicker or the Splash App using the “checked out” status -- that’s key for tracking who’s in and out of the space.


Pro tip: have the fire permit in hand and contract printed out. And have another person keep track of how it feels inside the event, whether it’s hot in the venue or too crowded.


A couple good questions to consider asking the venue manager about the space:


• How many people in the venue makes it feel full?

• How many people makes it feel empty?

• Where can lines form?
• How many people can be at the bar at a time? (A typical drink order takes about 2 minutes. Alleviate bar crowds by having cocktail waitresses holding pre-made drinks.)

• Speak clearly (ideally facing forward without covering your mouth)

• Avoid acronyms and colloquialisms as much as possible

• When addressing someone specifically, ask for his/her/their name and pronouns to confirm

• Specify when you’re finished speaking

• If there is an interpreter, avoid addressing them in a conversation with a hard-of-hearing attendee. Always look at/address the participating attendee.

Bonus Details:

Ready to get started? Here's a communications checklist that'll help you put together your event playbook.

Timing: Start Door Duty an Hour Before Event

Sure, attendees may arrive late. Sure, you may still be organizing right up until the last minute. But people will begin showing up 25 minutes after starting time, which means, security has to be ready for the flow of arrivals. Some people will also arrive early and if the door isn’t staffed, you don’t want these people sneaking in before it’s time.

Staff Up: The Golden 1:50 Ratio

To maintain organization, have a 1:50 ratio between the company and guests. This may vary based on how complex the on-site registration is.

Making your event more accessible and inclusive is the first step. It also opens up a space to begin a much-needed conversation around accessible event planning and becoming an advocate.


This may require some thought and work, as it will probably force you to rethink how you typically throw events and do business around your events.


Part of this rethinking might also include reaching out to your attendees both during and after the event to see how things went and if they were comfortable, informed, and able to fully participate. It’s a great idea to get feedback and continue to improve your planning practices around accessibility.


Once you’ve thrown some events with these accessibility tips put to the test, we also encourage you to educate others within your business and within the event planning and marketing community! It’s up to us all to create a conversation around accessibility in order to spread best practices and throw events that are that much more inclusive and, in turn, that much more extraordinary.

Veterans know: there is no such thing as too many RSVPs

When I was a rookie planner, I remember being very nervous that there were too many RSVPs and the right people wouldn't get in.

 

As much as the experience at the door matters, remember: a packed event is a good thing. A very good thing. A line makes you look popular, and people don't really mind waiting (if it moves). Much worse than over crowding is UNDER crowding... no one likes an empty room.  And when someone on your team is stressing, tell them to chill. You got this.

author

Author

Kevin Hubschmann

Kevin is the Head of Retail Strategy at Splash and works directly with our retail partners to drive effective marketing, management, and measurement of retail initiatives. He’s also dangerous with a Karaoke microphone - come to one of our happy hours to find out.

About the Author

Ben Hindman is co-founder and CEO of Splash, the country's fastest-growing event marketing platform that helps businesses and brands more effectively market through their events. An event planner turned tech entrepreneur, events are in Ben’s DNA. Prior to starting Splash, Ben was the Director of Events at Thrillist, where he produced large-scale events from concerts to mystery fly-aways.

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