The best thing about creating an event in a small business is that it doesn’t have to be expensive. Creative and well-thought out, yes, but super costly and complicated, no.
The point is to bring in new business, and also to remind people currently in your patient base to schedule an appointment soon.
Here are six ‘save the date’ ideas to try in your practice.
We’ll address ‘frame’ trunk shows in detail in our next post, but you can also conduct one for sunwear (plano or Rx) and even spectacle lenses. You’ve seen today’s amazing lens colors and designs. Why not show them off and create an event around them?
Every community has local artists who would love to show off their wares. Whether it’s wall art, metal work, jewelry, sculptures… and everything in between… ask these talented local folks to put their art on display for a few days. Or rotate artists so you always have something on exhibit. Better yet, invite the artists themselves and host a special evening event.
Patient Appreciation Day
This could coincide with an anniversary of your opening or maybe an upcoming holiday. Pre-Christmas is a super time to celebrate patients. Invite them through social media for an after-hours look at your latest products (offered at a slight discount in honor of your customers) and, of course, include beverages and snacks. Even better, include a goodie bag with a personalized cleaning cloth and bag of homemade cookies decorated or cut to look like eyeglasses.
This could quickly become an annual event. There’s one location in CA where customers get in line way before dawn to get first dibs on the sale items.
Maybe you routinely return product, or try get rid of slow sellers on a corner table. Next year, try a different strategy. Keep the non-sellers and then buy some lower-cost sunglasses and frames. You could also offer a discount on all in-stock, full price frames and/or free frames with the purchase of lenses.
Plan at least six months ahead, and start promoting your First Summer Sidewalk Sale by early spring, and train staff to bring it up year-round.
Consumers are willing to spend more if they know their purchase helps support a good cause. Find a favorite charity, and make it part of your practice. Tie it to sales of a particular product, or just make it a one-day-a-month program. The point is to show that you care.
Get together with other like-minded businesses in your community and create a ‘shop local’ promotion. Make sure you all promote the program in your windows. It’s also a great opportunity to start selling locally produced products — like jewelry — near the register.
Do you already hold events like these in your practice? Or have ideas to make them more successful? If so, please share below and join in the conversation on our ClubZero Facebook page here.