Te Great Covid Comeback

Te Great

COVID Comeback a How to stitch together a post-pandemic plan

WITH ALL OF THE RUMORS AND RECOMMENDATIONS SWIRLING AROUND ABOUT WHEN LIFE WILL RETURN TO SOME SEMBLANCE OF NORMAL, IT’S HARD TO KNOW HOW TO PLAN FOR THE FUTURE. SINCE GETTING BACK TO BUSINESS LIKELYWILL HAPPEN IN FITS AND STARTS (AND PROBABLYWILL DEPEND ON WHAT’S HAPPENING FROM A HEALTH PERSPECTIVE IN YOUR COMMUNITY), IT’S IMPORTANT TO REMAIN LASER-FOCUSED ON HOW YOU CAN KEEP CUSTOMERS ENGAGED—AND HOPEFULLY KEEP MONEY COMING IN— UNTIL YOU’RE FINALLYABLE TO HANG THE “OPEN” SIGN ON YOUR COSTUME SHOP’S DOOR.

#1 Plan a “Freebies with Purchase.” NCA President Marion Bradley of Discount Costumes in Warner Robins, Georgia, delivered free balloon arrangements to people who placed an order totaling $20 or more during this down-turn.

#2 Make the Most of

Makeup. Tyler Volz of Spotlight Characters in Bentonville, Arkansas, is tapping into TikTok to help promote and sell makeup products his shop carries (Google TikTok makeup if you aren’t familiar with the TikTok makeup craze!). According to Volz, people are taking to TikTok to post side-by-side images of their pre- and post- made-up faces…so he is ofering online tutorials showing how to create a variety of characters using makeup from his shop.

“For example, I’ll post a picture of myself as Jafar [from Aladdin] and say, ‘Do you want to see the transformation?’” Volz explains. Louella Torrence He then walks through the store, showing the products from vendors including Mehron and Ben Nye that he’s used to create the look. Te next step: putting together a kit with everything customers need to transform into Jafar. “I encourage people to buy makeup and then share a picture of themselves and tag the makeup brand and the place where they purchased it,” Volz says. “A lot of people, including makeup artists and just people in general, are using this time to learn new skills and stay relevant.”

Stores can use makeup they ofer to do the same. Volz notes that Mehron even has video tutorials available at mehron.com that shops can post and then create makeup kits using the products shown in the videos. #3 Re-consider Refunds. Like many independent costumers afraid of what the shut-down would do to prospects for their long-term survival, Dwayne Ibsen of Ibsen Costume Gallery in Omaha, Nebraska, had decided not to refund deposits for canceled orders. Tat changed when someone gently advised him to take the high (albeit fnancially frightening) road, since those customers likely will be the ones who remain

loyal and continue to patronize the business down the road. If you’re still hesitant to ofer a full refund, consider ofering customers the option of taking a 50% (or some percent) discount of a future order. #4 Focus on the Funny. Humor is helping everyone weather quarantine status. Louella Torrence of Drop Me A Line Costume Shop in Allentown, Pennsylvania, is doing her part by posting funny photos/videos on her Facebook page to keep online visitors smiling. #5 Get Crafty. Lori Hammes of Fiddle Dee Dee in Keota,

Iowa, is making and selling craft kits that include an 8”x8” board with a stencil applied to them. (picture top left). “If people need to purchase paints and brushes there is an additional charge for those items,” Hammes says. “And then we also charge for shipping if they aren’t local or don’t want to pick it up curbside at my store.” Hammes says she didn’t ofer the kits prequarantine but got the idea from the larger version of the kit she ofers in her store’s makerspace. “I knew kids would be going stir crazy and parents were running out of ideas—and patience!— with all of our schools closed in Iowa,” she explains. “So after a few requests from some of my loyal customers, I put the kits together. I’ve sold almost as many kits to adults as I have to kiddos, so I guess people of all ages are feeling the need to be creative right now.” She also is considering making costume kits, too. “We have an abundance of pretty well-used costume pieces and accessories that would be great for young people that like to play dress-up. With schools being closed statewide and a lot of parents still working or working from home, we thought it would be a good way to have some revenue Tyler Volz as Jafar coming in, while also moving some of those pieces that would otherwise go unused,” Hammes says. “Our thought was to do some diferent themes: pirates, princesses, and the like.

“I’ll just reiterate that I think anything to keep kiddos busy right now is good!” Hammes continues. “And I think some of us are going back to our roots...I’ve sewn more in the last two weeks than I have since being involved in 4H in the early 90’s!”

COSTUMERS.ORG 7 JUNE/JULY 2020

It’s undeniably a tough time for costumers. And those whose businesses focus on theatrical rentals are navigating a particularly rough road as schools and community theaters cancel their long-planned spring productions, with no guarantee that the stage lights will be turned back on in the fall. What’s a business owner to do? Here, the NCA ofers six ways to keep your costume rental business top-of-mind with both past and prospective customers. #1 Embrace e-Learning Virtual school days have become the norm…and schools from coast to coast are desperate for lessons that will keep students engaged online. Some are continuing online learning through the summer, and some already have announced they will be doing it for the fall semester, too. Here are some ideas about how you can help teachers engage their students online. *Contact your local school district to ofer special prices for teachers who might want to rent costumes and accessories for themed e-learning days, possibly tied into a history, geography or art lesson. *Reach out to local school and community theater programs to ask if they’re planning online events during the shut-down. Ofer to sell or rent costumes for the online performers, possibly at discounted prices. For example, the

Atlanta Acting School has launched a new Virtual Programs for Kids & Teens, with all classes held via Zoom.

Could your business be part of something like this in your community?

#2 Be Part of Social Distancing Celebrations.

Laura Feist-Roche at Happy Daze Costumes in Norwalk, Connecticut is doing no-contact 15-minute performances for people who need characters. She booked 70 Easter Bunny performances and has done at least one gorilla since then. She has actors and charges for this service. Many people are looking for ways to celebrate birthdays, anniversaries, proms, graduations and other key events while staying at least six feet apart—so let your community know your business can help them do that by delivering celebratory messages dressed in costume. #3 Go Social with Promotions! Promote everything you’re doing on Facebook, Instagram, Pinterest or any other social media forum, and keep reminding your online audience that you can provide costumes and make-up at discounted prices at a moment’s notice to any individual or group planning performances online.

#4 Help Save Summer. During the “old normal,” theater camps were a big draw for parents looking for ways to keep kids entertained and learning during the dog days of summer. Reach out to your local park districts and other theater programs that have held theater camp programs in the past to see

JUNE/JULY 2020 8 COSTUMERS.ORG

if you can help them create an online version of these popular summer oferings in a “new normal” way.

#5 Hold an Online Raffle or Auction—or both!

Do you have any costumes customers might love to buy—perhaps something from a particularly popular show you’ve costumed? Are there local schools and theaters that might relish the chance to win a prize or big discount on future projects? Selling rafe tickets could bring in money in small increments right away, while an auction might generate bids for a bigger payout. #6 Fundraise. You might consider asking for monetary help a last resort—but if it’s one of the only ways to bring in much-needed funds, perhaps it’s something you should seriously consider. For example, All Dressed Up Costumes in Batavia, Illinois—a business that celebrated its 30th birthday in January and relies largely on theatrical rentals—created a Save the Teater Costume Shop fundraising campaign and had raised $6,395 (goal of $10,000) as of June 3. To show appreciation, the business is ofering a tiered level of donor perks. Te perks range from a personalized “Tank You” message on the company’s website for anyone who gives up to $25 to a private party for up to 10 people that includes drinks, hors d’oeuvres and a personalized performance by professional actors for donors who give $2,000. Tere are many levels in between. You can learn more about the fundraiser and perks at gofundme.com/f/save-the-theatre-costume-shop. Mask It! While many states are lifting stay-athome orders and allowing businesses

Masks from Los Barrios Mexican Restaurant, San Antonio to re-open, nothing is likely going to be “business as usual” for some time. And whatever the next several months (or longer) bring, masks are going to be a big part of the picture for your customers and local businesses in your community.

In addition to making masks to sell to your customers, consider reaching out to local businesses whose employees must wear masks. Restaurants, for example, are starting to reopen and all front- and back-of-house staff will have to wear masks to comply with new safety recommendations. Could your shop become their source for masks— maybe custom made with the restaurant’s logo on the front? Restaurants and other popular businesses in your area might even like to buy enough of the masks to sell to their customers!