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.
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