PlanningGuide

TRUNKSHOW

12 Weeks Selectbrandsand/orcollections

foryourstyleshow

Scheduleadate/timewithappropriateMarchonsalesreps

10 Weeks Chooseathemefortheshow

DecideonasaleorpromotionWhatwillcompelyourcustomerstocome?Whatwillinspirethemtobringafriend?

6 Weeks Createaninvitation/flyer

Merchandiseyourofficefeaturingthestyleshowbrands–addadditionalproductandupdatealldisplaysandwindows

Beginmarketingtheshow

Bookaphotographer

4 Weeks Organizetheadvertising

Connectwithalocalblogger

PosttoFacebook

ArrangeaTwitterparty

ScheduleMarchonrepstotrainstaffonthebrandstobepromotedattheshow

2 Weeks Solicitfreepublicity

Mailflyersandinvitations

Startmakingpersonalcallstoyourbestpatients

Bookexamsfortheshowday

ReposttoFacebook

Tweet&blogabouttheevent

1 Week Confirmwithreps

Organizerefreshments,musicandentertainment

Hangabanner

ReposttoFacebook

Tweet&blogabouttheevent

Day of show Setandmeasuresalesgoalfortheday

Holdapre-showmeetingwithyourteam

ReposttoFacebook

Tweet&blogabouttheevent

After the show Sendthankyounotes

Evaluatecommentcards

Checklist

12   Select brands and/or collections  for your style show 

Researchwhatbrandsaresellingwellinyourmarket.Gaugeinterestfromofficestaffandexistingpatients.Talktoyourreptoseewhatmaterialsareavailabletohelpfosterasuccessfulstyleshow.

   Schedule a date and time with the appropriate Marchon sales rep  

Themostsuccessfulstyleshowsareusuallyheldduringthespringandfall.However,ifyouarefocusingonsunglasses,thesummercouldbeanidealseason.

Dateandtimematter.Chooseadaywhenmostofyourpatientswillbeavailable.Ifyourlocationisinaretailenvironment,thenaSaturdaywouldbeanidealday.Foottrafficinretailareastendstobehigherontheweekend.Ifyouarelocatedinamedicalorprofessionalbuilding,aWednesdayorThursdayeveningwouldworkbest.

Limittheshowto4hourscreatingasenseofurgencyandexcitementaroundyour“specialevent”.Optimalshowhoursonaweekendare10:00amto2:00pm.Foraweekdayevening,consider4:00pmto8:00pm.Beflexible.Youknowyourpatientbasebestandknowwhenyourofficebooksthemostappointments.

Onceyoudeterminethedateandtime,contactyourrep(s)sotheycanpencilyouinandbeginplanning.

Weeks

10   Choose a theme for the show

Themescanbesimpleorelaborate.Forexample,yourthemecouldbeCalvinKleinFashionDayorSummerSunglassTrunkShow.ConsiderschedulingitaroundaholidaylikeMemorialDayorSt.Patrick’sDay.Youcanalsouseanexoticplaceortime.Isthereagreateventhappeninginyourcommunity?Scheduleyourshowanddesignthethemearoundthisevent.Yourinvitations,dressattire,musicandfoodshouldallreflectthetheme.

  Plan a promotion   Thereareavarietyofsalespromotionsthat

youcanoffer.Belowaresomeideas.

• Onepopularandlowcostoptionistooffersinglevisionlenseswiththepurchase.Thisisperceivedasahighvaluepromotionbytheconsumer,butisarelativelylowcostforyou.Italsobooststhesalesoflensadd–onssuchasA/Randscratchresistantcoatings.

• Holdarafflewithsmallprizesevery15to30minutesand/oralargeprizeattheendoftheday.Youcouldacceptraffleentriesduringtheweekleadinguptotheeventtobuildexcitementoryoucouldmakeitexclusivetothosepatientswhocometotheofficethatday.

• Writevariousdiscounts,prizesandlens“add-on”onsmallpiecesofpaperandinsertthemintoballoons.Guestsareinvitedtopopaballoonandrevealtheirprize.

• Offeragiftwithpurchase.

Justremembertobecreative!

Weeks

6 Design an invitation/flyer

Keepyourinvitationcleanandsimple.Statethedateandtimeoftheshow,thefeaturedbrands/collectionsandanypromotionsthatyouarerunning.Letyourcustomersknowthattherewillbeaprofessionalstylist(s)fromMarchonon-sitetoofferpersonalfittingsandstylingassistance.Toensureagoodturnoutfortheevent,youwillwanttosendoutaminimumof1,000invitations.Thisiscriticaltothesuccessofyourshow.Invitescanbemailedand/oremailedtoyourcustomers.AlsoremembertopostthedetailsonyourFacebookpageandwebsite.Ifyouarefeaturingluxurybrands,createanupscaledesignandprintonhighqualitypaper.Remembertokeepthelookandfeelconsistentwithallofyourmessaging.Reachouttoyourrepsastheymayhavesamplesfrompreviouseventsandcanalsoprovidebrandedinvitationsfromthecompany.

 Merchandise your office   Promotetheeventinyouroffice.Create

postersthatmatchyourinvitationsanddisplaytheminprominentlocationsthroughoutyouroffice.Displaytheminwindowsandinthewaitingarea.Makesurethateveryonewhocomesintoyourofficeknowsabouttheevent.

Checkyourinventory.Makesurethatyouarefullystockedwithframesfromthefeaturedbrands/collections.Haveafullrangeofsizesandcoloroptionsonhand.Stockuponthebest-sellingstyles.Havemultiplepairsoftopsellingsunglassesonhandforpatientswhowantthem“now”.RefreshyourdisplayareaswiththelatestseasonalPOP,merchandiseandproduct.

  Start marketing   Thisisthesecondmostimportantsteptoa

successfulstyleshow.Encourageyourentirestafftouse“Word-ofMouth”marketing.Tellfriends,familymembers,neighbors,surroundingbusinesses,etc.Beenthusiastic!Handoutflyers.Giveeveryonewhocomesintotheofficeone.Thisincludespatients,browsersandpeopleneedingrepairsoradjustments.Askneighboringbusinessesifyoucanputupaposterorflyerintheirwindows.Ifyouhaveagoodrelationshipwithotherretailersinyourarea,askthemiftheywouldbewillingtohandoutflyerstotheircustomersorputthemintheirbags.Emphasizethefactthatyourofficewillbeshowcasingexcitingbrandsand/ornewandexclusivecollections.LetpeopleknowthatatleastoneMarchonrep/stylistwillbeon-sitetoprovidepersonalconsultationsandeyewearmakeovers.

 Book a photographer   Arrangeforaphotographertobepresent

duringthestyleshowtotakepictures.PostpicturestoyourFacebookpage,framethemtobedisplayedinyouroffice,andsharethemwithlocalpressforadditionalpublicity.Asapersonaltouch,includeaphotographwitheverythankyounoteyousend.

Weeks

4 Organize the advertising

Beginaddressingflyersandinvitations.Encouragepatientstocallandbookappointmentsearly.Arrangeoutsideadvertising–regionalandlocalnewspapers,radioandtelevision.Theearlieradvertisingisstarted,thewideranaudienceitwillreachandwillhelpattractnewpatients.

 Connect with a local blogger   Bloggingisagreatwaytoconnectwith

patients.Connectwithalocalblogger,perhapsonewhospecializesinbloggingaboutfashionorspecialevents.Lookforsomeonewhohasafollowingofpeopleinyourarea.Ifyouarefeaturingbrandsthatappealtochildren,trytoconnectwithabloggerwhohasalargefollowingofmothersastheyarethedecisionmakers.

  Post to Facebook   Self-promote.UseyourFacebookpageto

connectwithyourpatients.Postthedetails,includingdatesandtimes.Alsoincludeanypromotionsthatyoumayberunningaswellasanyspecialoffersforthatday.Encouragepatientstocallandmakeappointments.Postyourflyer.Updateyourpostsperiodicallyandmakesureyourespondtoanypostsaskingformoredetails.

 Arrange a Twitter party   FindsomeonetohostaTwitterparty.Create

auniquehashtag#forthedayoftheevents,wheretheTweetercantweetabouteverythingthatisgoingon.Priortotheshow,tweetaboutit.Includeshowdatesandtimes.Encouragepatientstoattend.Tweetfrequently.Listpromotionsandspecials.

  Train staff on brands/collections   AskyourMarchonsalesreptoprovide

updatedbrandmaterialswithinformationaboutnewstyles,uniquepointsaboutthecollection,targetdemographics,etc.Askthemforcelebritysightingsandotherexcitingnewsaboutthebrands.Thesearegreattalkingpointsforyourstafftousetoengagecustomersandtoshowthereachofthebrand.

Weeks

2  Solicit free publicity

Sendapressreleasetothefashion,beautyand/or“upcomingevents”editorsfromallofyourlocalnewsmediaoutletstellingthemthetime,date,locationanddetailsofyourevent.Eyewearstyleshowsareabitoutoftheordinaryandtypicallyfashioneditorsareeagerfor“news”ofthissort.Contactyourlocaltelevisionandradiostationsandasktobelistedintheir“CalendarofEvents”.

 Mail flyers and invitations   Putyourflyersand/orinvitationsinthemail.

Atthesametime,submitanadtoberunintheweeklynewspaper.Runadsindailypapersthreetofourdaysbeforetheshow.

   Start making personal calls to your  best patients  

Beginmakingcallstoyourbestpatients.Keepaphonelog;trytoaverage10to20callsaday.Youcanturnthisintoacontestforyourstaffbyofferingaprizefortheteammemberwhobooksthemostappointmentsforthedayoftheshow.Usethisasanopportunitytoinviteyourcontactlenspatientstocomeinandshopforsunglasses.

 Book exams for the show day   Startbookingexamsforthedayoftheshow.

Toremindyourstaff,placeasignnexttothephone.Setagoaltofillyourappointmentbookforthetimeperiodoftheshow.Makeaspecialefforttobookprivate-paypatientsandthosewithbetterinsuranceplans.Considerschedulingappointmentsclosertogetherthanyounormallywould,thusincreasingfoottraffic.Trytolimitthenumberofrecheckandcontactlensappointmentsforthatday.Ifyoufeelcomfortable,offerminiexamsasawaytoseemorepatientsonthedayoftheshow.

 Repost to Facebook   Repostthedetails,includingdatesandtimes.

Alsoincludeanypromotionsthatyoumayberunningaswellasanyspecialoffersforthatday.Encouragepatientstocallandmakeappointments.Postyourflyer.

  Tweet about the event   Tweetdetailsabouttheshow,date,time,

brandsandpromotions.Encouragepatientstobookappointments.

 Blog about the event   Ifyouareworkingwithablogger,havethem

updatetheirblogwithdetailsoftheshow.Havethemincludealldetailsabouttheeventincludingdate,time,brandsandpromotions.

Weeks

1 Confirm with reps

FinalizeyourplansfortheshowwithparticipatingMarchonreps.Allocateatleastonehourbeforetheshowfortherepstosetupandspendtimewithyourstaffpresentingnewbrands,collectionsandstylesthatwillbeshown.Plantoremoveothervendors’framesfromyourdisplaysforthedayoftheshowinordertomakeroomfortheMarchoncollectionsandmerchandisingmaterialsyourrepswillbebringing.Thiswillensuremaximumexposurefortheproductyouarepromoting.

   Organize refreshments, music  and entertainment  

Refreshmentsandmusichelpcreateafunandupbeatatmosphere,encouragingsales.Remembertokeepitsimpleandclean.Foraneveningshow,appetizersandwineareagoodchoice.Foraweekendstyleshow,somethinglightandrefreshingisbest.Upbeatmusicaddstotheatmosphereandkeepseveryone’senergylevelhigh.Ifyourofficehasnomusicsystem,bringinanIPodorMP3playerfortheday.

 Hang a banner   Hangabanneroutsidewiththedetailsof

theshow.Positionthebannerinahightfoot-traffickingarea.

 Repost to Facebook   Repostthedetails,includingdatesandtimes.

Alsoincludeanypromotionsthatyoumayberunningaswellasanyspecialoffersforthatday.Encouragepatientstocallandmakeappointments.Postyourflyer.

  Tweet about the event   Tweetdetailsabouttheshow,date,time,

brandsandpromotions.Encouragepatientstobookappointments.

 Blog about the event   Ifyouareworkingwithablogger,havethem

updatetheirblogwithdetailsoftheshow.Havethemincludealldetailsabouttheeventincludingdate,time,brandsandpromotions.

Week

S how day...

and after

  Set and measure sales goal for the day Decideonareasonablegoalfortheday.

Measureandtrackyourprogresstowardthegoal.Updateyourstaffhourlyontheprogress.Postresultsinthebreakroomoroffice.Graphsareaneasyandfunwayforthestafftoseesalesriseandmeasurehowclosetheyaretothegoal.Besuretopraiseyourstaff.Considerrewardingyourstaffandrepsforarecordday.Theexcitementofarecorddaycanmotivateyourofficeforweeksfollowingtheshow.

   Hold a pre-show meeting with  your team  

Scheduleapre-showmeeting30-60minutesbeforetheshowbegins.Thisisthetimetoreviewyourpricingstructureandpromotions

withyourreps.Reviewtheofficegoalwithyourstaff.Reviewappointmentsandpatientflow.Thisisalsowhentherepsshouldreviewtheirbrandsandcollectionswithyourstaff.Makesureeveryoneknowstheirduties,soallpatientsareattendedtowhentheofficegetsbusy.Remindeveryonetosmile,interactwithpatientsandmostofallhavefun.

 Update your Facebook page Postpicturesfromtheevent.Encourage

peopletodropinforappointments.

  Tweet and blog about the event   Tweetlivefromtheevent.Havetheblogger

postdetailsoftheevent.Encouragepatientstodropinforappointments.

  Send thank you notes Makealistofeveryonewhoattendstheshow

sothatyoucansendthankyounotesandcommentcards.Usethecommentcardsforfeedbackabouttheshowandtoevaluatehowyoumakeeventsbetterinthefuture.Yourlistcanalsobeusedasamailinglistforfutureevents.Sendthankyounotesorgiftstofriends,neighbors,andbusinessesthathelpedtomakeyourshowsuccessful.

  Evaluate comment cards Reviewcommentcards.Makealistofthings

thatyoucandotoimprovefutureevents.Reportpositivefeedbacktoyourstaffmembersandsalesreps.