A Time to Honor Moms

Pamper Mom Event
May 2011; updated March 2015

Wanderlust 20 oz. Mug-Mom A title just above QueenMother’s Day is May 10th (2015) – this is your chance to honor Mom and what better way to do this than to host a ‘Pamper Mom’ Event. And who deserves it more than all our Moms??? This time of year also presents us with opportunities to sell gifts for the upcoming special occasions- Grads, Dads, and Teacher Appreciation gifts are in big demand. 
 
BEST PRACTICES from the experts – Offer a special or promotion, to get the foot traffic in the door. Market your event heavily- GET THE WORD OUT! And last thing, Offer a rain date alternative for any specials or promotions- the whole world is BUSY and weekends are taken. HAVE FUN and ENJOY THE PARTY!

 

1.  Your merchandising and promotional opportunities do not stop with the all-important gifts for mom, most of us are gearing up for Casual Outdoor Entertaining.  This is the time of year that we start to take the party to the deck, the porch and really enjoy the warmer weather and longer days. Think outdoor fun!
Create enticing displays with all your acrylic party ware and serving pieces.  Don’t forget the matching paper party ware to go with it.  Pull table settings together and utilize all serving pieces and hostess product to ADD SALES TO THE DAY.  And remember, you can even catch Mom’s eye with some of these attractive entertaining looks.  
 

Painted Peace Love Mom 6" Art Pot2.  Make your party FUN!!!

Go all out- from the minute you walk in the door to the last impression at your cash wrap, let’s make sure it is evident to all who enter that there is something special happening here!  
  • Don’t forget to set the scene at the entrance – perhaps a favorite ‘Mom’ saying posted on the door?  Like, Mother knows best!  Have some fun and use the ones from your childhood that still make you cringe-
  • Don’t run with scissors
  • Your face is going to freeze that way
  • Do as I say, not as I do
  • I am doing this for your own good
  • Sticks and stones
  • You get the idea…post these pearls of wisdom throughout the store.  
    • Decorate around the theme- ask your customers for their favorite Mom sayings and post those as well. 
3.  Music: 
The music should reflect your theme. Here are some suggestions: 
  • Mama- Spice Girls
  • In my Daughter’s Eyes- Martina McBride
  • Superwoman- Alicia Keys
  • Stacy’s Mom- Fountains of Wayne
  • Wind Beneath My Wings- Bette Midler
  • The Rose- Bette Midler
  • Through the Years- Kenny Rogers
  • You are my Sunshine- Carly Simon
  • Blinded by the Light- Manfred Mann’s Earth Band
  • You can do Magic- America
4.  Drinks & Appetizers:
  • Anything nutritious – fruit skewers, yogurt parfaits, veggie trays
  • Anything Chocolate – M & M’s or truffles               
  • Lemonade, Frothy Pink Punch, Fruit Smoothies
  • Finger sandwiches or any finger food
Hint- Use the serving pieces, paper table ware and tools that you sell when serving your guests.
 
5.  Give Away ideas:
  • Have all customers register and answer a few questions, as well as supply their email address. 
  • Gear the questions to help you reward some moms that visit during the event.  Reward the oldest mom, youngest mom, mom with the most children, and most grandkids, with an additional discount or gift
  • Each shopping mom is presented or picks a single Daffodil, Daisy, Carnation or another flower that is plentiful and affordable- A flower will make Mom feel special.  House them in vases by the door for all who enter. 
  • Anything that is a pampering treat- chocolate, bath beads, sachets.  Check with your vendors and reps to see what can be provided to you for your event.
 
6.  Prize Drawings:  
  • A trip to a local spa or salon (coordinate with a local spa, in return for free advertising) – Think luxurious pampering!
  • Fresh flower bouquet from a local florist.
  • A makeover session with a salon. 
  • A relaxing session at a local spa. 
  • House cleaning service from a local cleaning service!!
  • Babysitting or dog walking service for someone lucky
  • Gift cards to your store for their next stop in– ALWAYS promote a repeat visit!
7.  Promotions
  • Promote gifts for every person on your list- students, grads, teachers, and all the women in your life. Group together products by interest, personal taste, and budget. 
  • Pull displays together by price point and by theme – this is the time to promote all things luxurious. The best bath products, the softest robe, or fluffiest powder puff, the fine leather wallet or journal. 
  • Offer free gift wrap AND delivery with a minimum purchase.  Think personalized, pampering service.
  • Reward this buyer with ‘Buy More, Save More’ deals.
  • Give a discount on multiple buys and complementary items- Buy two regular priced items, receive a third free (equal or less value)
Buy two, get one free accomplishes two goals – You move product and your customers benefit from the great buys.  You create a ‘customer for life’ with deals and legendary service.
 
8.  Something extra special: 
  • Do an hourly drawing with in store gift cards or services donated by local businesses- local spa, car wash, café, pet grooming.
  • Pay local college students to wrap or carry purchases to the car for patrons
  • Offer masseuse services in store- 15 minutes can go a long way in a neck rub, foot massage, etc.
  • Have food tastings and demonstrations during your event. Sell the food or treats, or the prep tools and serving pieces used.  
  • Offer valet parking, with the tips going toward a local cause or charity.  

Mom Bar Bracelet9.  Marketing- e-blasts, on your fb page, flyers, or paper invitations.
Start with social media- post your upcoming event on fb.  Ask about favorite Mom quotes and favorite memories.
  • Start with social media- post your upcoming event on fb.  Ask about favorite Mom quotes and favorite memories. 
  • Run a contest on fb to spark interest- let your fans vote on best memory, funniest quote
  • Ask your customers to post their favorite picture of themselves with their mom
  • Promote your event on fb- Use a promotion code that will help you track the results.
  • Create event flyers and insert them into every customer’s bag at purchase for two weeks minimum before the event.
  • Send an e-mail blast to your customer base inviting them to the event with a special offer for them and a friend (Great word of mouth advertising and you could double your traffic.) 
  • Ask guests to print the eblast and bring to the event or mention the invitation to be eligible for a special discount, treat, gift, etc.  This allows you to track the effectiveness of your emarketing.
  • Post your event on Community Bulletin Board and your local hot spots
    • Local Coffee Shops
    • Local Restaurants
    • Local food markets
    • Kid’s gyms & karate schools- anywhere the lady of the house is sure to see your advertisement. 
  • Invite the local media to your event 
  • Phone your BEST customers a week before the event and extend a personal invitation to these special buyers. 
10.  Partner up with a charity 
  • Any women’s or children’s charity 
  • Local food shelter- give a discount or gift to anyone that brings non-perishable food to donate at the event.
  • Connect with anything local that may be a focus in your community.  
  • HINT: Tying your event to a charity can give you great PR. Inform your local TV channels, newspapers, radio stations and invite them to your event.  
11.  Set your event apart:
  • Don’t forget the everyday gift giving needs that we all must buy for- birthdays, births, showers, and weddings. These occasions are ‘recession proof’. Be ready with your ‘silent sales person’ – the beautiful displays you put together.  
  • If your store gift wraps, be sure you are ready with gift appropriate wrapping paper for all the possibilities.  Think about offering free gift wrap on event day.  Or free with a minimum purchase.
ENJOY THE PARTY!!!!  SHOW YOUR CUSTOMERS HOW MUCH YOU LOVE AND APPRECIATE THEM!!!

Great Event for a Good Cause

Cause Marketing Events draw attention and raise funds for a specific cause or charity. According to many sources, the majority of consumers who participated in a Cause Related Marketing program said it positively changed their behavior or perceptions towards the company or brand involved. So while you are giving back to the community that supports your business, you are also helping yourself through added exposure and sales. Cause Marketing is the classic win-win situation.

BEST PRACTICES from the experts– Offer a special or promotion, to get the foot traffic in the door. Market your event heavily- GET THE WORD OUT! And last thing, Offer a rain date alternative for any specials or promotions- the whole world is BUSY and weekends are taken.  HAVE FUN and ENJOY THE PARTY!

SPREAD THE WORD
Begin to market your event at least six weeks before its start date. You can use Bag Stuffers to get the word out, send e-mail blasts, talk it up on Facebook, Twitter and on your blog, hang signs in your windows or even run an ad. Ask your charity to advertise your event as well. And don’t forget to encourage customers to spread the word! You tell a friend who tells two friends who tells four more friends, etc. To make an even bigger splash, you might even want to get in on the latest marketing trend: Forehead Marketing. You cannot make don’t this stuff up – people are actually paid to walk around with an advertisement temporarily tattooed on their foreheads.

1.Your Theme:  Giving!   This event is planned around giving back.  You pick the charity or organization. Your community benefits, local soup kitchen, battered women’s shelter, homeless pets, Wounded Warrior- there are many, many worthy organizations and charities out there.
Go with your heart, or pick two charities, or let your customers decide where you make a difference.  Sometimes a cause picks you. Contact your vendors and see what they support.

2.Contact the organization.  Once you decide what you will support, contact the organization. They may have suggestions, volunteers who will help.  Ask for contacts within the press or media that will help get the word out for you.

3.Make your event stand out!!!
Go all out- from the minute you walk in the door to the last impression at your cash wrap, let’s make sure it is evident to all who enter that there is something special happening!
  • If there is a ribbon color associated with your event- breast cancer, aids research, etc., place a huge bow in your cause’s color on the door of your store.
  • Don’t forget to set the scene at the entrance- a sign on the door stating your event mission- “EVERYDAY is a GIFT, help us give the gift of…” You take it from there. State your intention of donating a portion of today’s sales, profits, etc. and which cause will benefit from the support of you and all those shopping today.
  • It’s still a party- post happy sayings, blessings and phrases of giving throughout your store.
  • Snap photos of your guests for Facebook.
Hint – Use the serving pieces, paper table ware and tools that you sell when serving your guests.

4.Music: and Drinks & Appetizers:  You cannot have a gathering without food, drink and music. Make sure there are plenty of refreshments and the music is lively.

5.Give Away ideas:
  • Samples of any product line you carry. Contact your sales rep or the vendor for additional samples for the special day.
  • Reward every purchasing customer with a coupon for a future discount in your store
  • Free service- monogramming, gift wrap, gift delivery, and engraving. What sets your store apart?

6.Prize Drawings:
  • Sell 6 chances for $5.00 to your prize drawings.  Donate the $ to your cause.
  • Go to local businesses with your cause and ask for prizes or monetary donations- give the business plenty of credit.
  • Involve your shopping center or entire community to participate for donations.
  • Gift cards to your store for their next stop in– ALWAYS promote a repeat visit
Think about the time of year- back to school, fall entertaining. Take your cue from your shopper’s wants and needs and promote accordingly.

7.Promotions – Promote items in the cause color, if appropriate- Pink for Breast Cancer, Red for Heart Association or Aids Research, etc.
  • Promote gifts for every person on your list- birthdays, grads, and weddings. Group together products by interest, color, personal taste, and budget.
  • Pull displays together by price point and by theme.
  • Offer free gift wrap AND delivery with a minimum purchase.  Think personalized, pampering service.
  • Reward this buyer with ‘Buy More, Save More’ deals. Do you have a ‘frequent buyer’ program in your store?
  • Give a discount on multiple buys and complementary items- Buy two regular priced items, receive a third free (equal or less value)
Buy two, get one free accomplishes two goals- You move product and your customers benefit from the great buys.  You create a ‘customer for life’ with deals and legendary service.

8.Something extra special:
  • Hold a silent auction of a collection or category in your store; add value by including a store gift card, a local gardening expert, or service related gift.
  • Do an hourly drawing with either in store gift cards or services donated by local businesses- local spa, car wash, café, pet grooming.
  • Offer valet parking, with the tips going toward your cause

9.Marketing- e-blasts, on your fb page, flyers, or paper invitations.
  • Start by posting your upcoming event plans on your store’s Facebook page and homepage of your website
  • Create buzz by asking your customers what their favorite cause is- use fb to start the conversation.
  • Create event flyers and insert them into every customer’s bag at purchase for two weeks minimum before the event.
  • Send an e-mail blast to your customer base inviting them to the event with a special offer for them and a friend (Great word of mouth advertising and you could double your traffic.)
  • Ask them to print the email and bring to the event or mention the invitation to be eligible for a special discount, treat, gift, etc.  This allows you to track the effectiveness of your emarketing.
  • Post your event on Community Bulletin Board and your local hot spots
    • Local Coffee Shops
    • Local Restaurants
    • Local food markets
    • Kid’s gyms & karate schools- anywhere the lady of the house is sure to see your advertisement.
  • Invite the local media to your event
  • Phone your BEST customers a week before the event and extend a personal invitation to these special buyers.

Don’t forget the everyday gift giving needs that we all must buy for- birthdays, births, showers, and weddings. These occasions are ‘recession proof’. Be ready with your ‘silent sales person’ – the beautiful displays you put together.  

10.Set your event apart:
  • If your store gift wraps, be sure you are ready with gift appropriate wrapping paper for all the possibilities.  Think about offering free gift wrap on event day.  Or free with a minimum purchase.
As you fill in your promotional calendar for the rest of the year and beyond, be sure and pencil in a few Cause Marketing events. Remember: Your good deeds are good for your business. ENJOY THE PARTY!!!!  SHOW YOUR CUSTOMERS HOW MUCH YOU LOVE AND APPRECIATE THEM!!!

Displaying a Cause

By Becky Tyre, Journalist and owner of the Retail Details blog
8/15/2011
Cause marketing is advertising that you are donating a portion of your sales (or sales of designated products) to a particular cause, organization or charity. Today’s cost-conscious consumers are also cause-conscious shoppers. When a customer discovers that you care about the same things they do, a connection is formed.

Creative displays for cause-related products can be centered around a color theme. Since October is National Breast Cancer Awareness Month and I’m sure you are planning your fall displays, here’s a fun idea to combine the two. Pink pumpkins.

At the St. John’s Auxiliary Gift Shop in Springfield, MO, they mix pink ribbon branded products with other pink items from their shop to create shelves of pink. Using a single color as a theme allows the mixture of accessories, jewelry and household products into a single display.
Monkee’s of Blowing Rock in North Carolina, has branded t-shirts as part of their We Wear Pink campaign. They decorate the poles in front of the store with pink ribbons during the month of October to draw attention to the month-long celebration.
Pink Ribbon displays are not just for apparel and accessory stores. At Pride’s Corner Farms in Lebanon, CT, they offer “great plants for a great cause”. Pink ribbon signage tops their display of plants in pink pots and the sales benefit breast cancer research.
Hope and Courage are the theme at the breast cancer awareness display at Melinda’s Fine Gifts in Picayune, MS.
At Peaches Home and Gift in San Antonio, TX, they designate a corner of their store for a “Fight Like A Girl” campaign. The Dalmatian wearing boxing gloves adds a bit of whimsy to the display.
Not all cause-related displays are color related. The Caren Cares Project donates part of their proceeds from their sales to breast cancer research. They provide explanatory literature and signs for their retailers to use in displaying their skin care products. Their product is beautifully displayed at The Hanger in Leighton, PA.
Even stores that do not carry cause-branded merchandise can show their support. This display of books promotes a “Read for the Cure” promotion for Mother’s Day which raises money for breast cancer research.
You may choose to support local or national charities in your retail store. By picking a cause that you feel passionate about and creating interesting and informing displays, you will show that you and willing to give back to your community and encourage others to do the same.

Becky Tyre is a Florida-based journalist, visual merchandising consultant and display designer. She writes about retail topics and visual merchandising for national and trade publications and is the owner/writer of The Retail Details blog. For more information, please visit SwirlMarketing.com.
http://www.swirlmarketing.com

Marvelous Merchandising Ideas for Mother’ Day

By Marc Dudley, Director of Visual Merchandising

MOTHER’S DAY

It is that time of year again to pay tribute to our mothers.  Whether your mother is a June Cleever type, a whistlers’ mother, an old mother hubbard, or just plain ‘mom’ we honor our Mothers on May 8th.
Here are some simple yet very attractive ideas to display your Mother’s Day merchandise:
 
  • Use vintage photos of mothers to add décor to the wall or table.
  • A manzanita branch can be attached to the wall or used as a free-standing center piece for hanging  bracelets or necklaces from Mud Pie or any other jewelry line.
  • Use minature dress forms for showcasing jewelry.
  • Family trees, or christmas card holders are great to use for selling stationery products or greeting cards.
  • Old picture frames, inserted with mesh fabric or window screening can be used for hanging earrings or necklaces.
  • Hold a contest in your store to identify the picture of famous women, such as whistlers mother, the queen mum, mother theresa, corretta scott king, and can you identify “mother nature” ?? (feel free to add more that you can think of…)
  • The contest for the grand prize is for your customer that can name the u s president that signed mother’s day into law   (answer: pres. woodrow wilson)
I hope these tips have started your merchandising juices flowing. As always, have fun and be creative.