Special Event/ Promotion project
Brittney wooten FASM 400 Fall 2011
Dear hunter § Dear Hunter is an urban/indie store for women, located in Atlanta, Georgia in the eclectic Ponce de Leon area. § Target customer is an 18-30 year old female(generation y). She is strongly influenced by music, film, fashion, and, art. We take our customer’s interests into mind when planning instore events. § She is very trend driven. She works or is a student in a creative industry.
2012 Promotional Calendar § May
§ August
Mickey Lynn Jewelry Trunk Show
In-store concert band of horses
§ June
§ September
Spring in-store fashion show
DIY Natural dye/accessories workshop
§ July
§ October
In-store “camp fire” party
In-store fall festival
May: Mickey lynn trunk show
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Mickey Lynn is a local jewelry designer based here in Atlanta. Lynn’s jewelry is made from metal and gemstones. Her designs have been seen on a number of Hollywood stars and has appeared in a number of television shows. Mickey’s jewelry reflects the style of our customer base: it has a care-free, natural, fun, yet beautiful aesthetic that can be worn casually or dressed up for special occasions. When customers spend $125 or more they will also be entered to win a $50 Dear Hunter Gift card and a Mickey Lynn piece. There will be free drinks(nonalcoholic) and desserts available for customers. This event is Thursday May 18th from 5-9pm.
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First main event
§ Having a trunk show will be beneficial for Dear Hunter and Mickey Lynn. It is a chance for Lynn to get local exposure in a different market. Dear Hunter can sale Mickey Lynn designs that are exclusive to Dear Hunter, which will increase the brand recognition. § Trunk shows are great for bringing in new customers(Lots of foot traffic!). Customers are attracted to things that look nice, we will maintain unique displays to keep customers interested. § Our staff will be properly educated on the designer’s jewelry line and aesthetic. Jewelry is a great way to turn profits in stores, so we want to make sure everyone knows what they are talking about. § We will have the designer only bring the jewelry that best fits the personal style of our customers. § At Dear Hunter, we maintain a well-balanced mix of merchandise. We don’t want to have too much nor do we have too little. § Sources: (Mickey Lynn Jewelry.com, Mickey Lynn photo).
June: fashion show
§ Dear Hunter will be hosting an in-store spring fashion show, featuring newest items from our spring/summer collection. § @ Dear Darling Friday June 15th from 6-9pm. § We will have customers “model” for us, which will make them feel special. § Customers that RSVP on the Facebook event page will receive a special bag full of Dear Darling freebies at the door. § “Mock-tails” will be provided at this event.
July: Dear hunter “camp fire” party
§ Camp fire’s are traditional events done in the summer time. We want to bring the camp fire aspects in form of a promotional event into our store. § At Dear Hunter we like to be as legit as possible when it comes to the themes of our events. For this “camp fire” event; we want to have a very outdoorsy feel. We bring this to our customers with visuals, smells, actual taste(food), etc. § With purchases of at least $100 from our “camp fire” collection; customers will be entered to win a Dear Hunter gift card. § Saturday July 14th from 5-9pm.
August: In-store concert With Band of Horses
§ Our August event will feature an instore performance by Seattle based group Band of Horses. § Dear Hunter customers are strongly influenced by music, so the emphasis on good music whether just a store mix-tape is important to us. § Our customers have a very eclectic view on music. Band of Horses was chosen because their style reflects that of our customers. This band is fairly well known and has visited Atlanta a few times, this will allow more exposure and foot traffic into our store. § We will provide bottled nonalcoholic drinks and fun snacks. § Staff are encouraged to voice their opinions and ideas for picking musical talents to have in store with us. § Thursday August 10th from 6-7pm.
September: in-store diy Workshop
§ Our customers are creative individuals, that really seem to enjoy interactive activities. We planned an in-store DIY workshop for our September event. § Dear Hunter customers are kind of modern day “hippies.” They have a really care free style, so we thought it was a good idea to have a natural dye party. We want to teach them that things they have at home can surprisingly beautiful dyes for clothes, accessories, etc. The dye is made from fruits and vegetables. § Customers can pay for whatever items they want to dye or bring in items. The best creations will be featured on the Dear Hunter blog. § Customers can RSVP for workshop on Facebook through our events page. § This event will take place on Saturday nd September 22 11-5pm.
October: in-store Fall festival
§ Fall is one of our customer’s favorite seasons. We wanted to create the illusion of fall in our store via: smells, colors, tastes, display etc. § We will offer fall related drinks and snacks such as bottled cider, cotton candy, cupcakes etc. § With the purchase($150) of colors: oranges, browns, blacks, yellows, greens, and reds customers will be entered into a raffle to win a $25 Dear Hunter gift card. § This event will be an all weekend event Friday Oct. 19th @5pm until Sunday Oct. 21st @2pm.
Getting the team involved
§ Team leaders are encouraged to pitch concepts for events/promotions with concept boards/ presentations. We want them to be heard and active in things they will be working at. § They are well-educated on their roles during events. We have weekend training sessions to prepare for events and learn basic etiquette. § Team leaders have a variety of roles: Taking photos, working certain stations, advertising, sales, baking. § They are bonus opportunities for the team leader(s) that make over their sales goal. § Sales goal: $1000-$4000.
Advertising
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Email advertising and invites/ posters. Seasonal catalogue online (PDF). Budget: Social media, WOM, and PDF catalogues are free. § Creative loafing: Half a page Ad.
budget
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Budget for 6 months: $7,000 Security: Provided by Atlanta Police Department. Food/beverages: $350 Utensils(napkins, mason jars, cupcake liners, cups etc. $200 DIY supply budget $200 Band: $500 Visual displays: $250 Miscellaneous: $200 Models: are customers $0 Total: $1,950 Total left over: $5,050