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  • Events: Why You Need To Start Small

    Cartoon woman pressing button labeled repeatA few years ago I went shopping for blueberry bushes for my yard.  The nursery offered a couple of choices. There were large bushes that would produce a crop of blueberries the next year. Or the ones in my price range. These bushes were small and would need regular care and tending to grow into a large, productive bush.

    Caring for these blueberries to make them productive, is a lot like caring for your business to make it productive.

    Store events give regular care to your business

    Regular events help your store grow and thrive. Regular events attract new shoppers, and bring existing customers back time and again. When you hold them on a consistent basis, events don’t have to be grandiose to be successful. In fact, small events can be better than large ones.

    Think small

    If your budget is large, you can host large, lavish parties. You can spend money of advertising campaigns. You can hire someone for public relations. But most of us don’t have a large budget. Most of us are trying to do as much as we can with small, even miniscule, budgets. Small budgets equals small events. And small events have advantages over big events.

    Small events are easy

    Retailers often shy away from events. An event seems like a big commitment. A lot of energy. Extra time. Big costs. Big intimidation factor.

    Small events don’t have those drawbacks. They’re casual. They have zero intimidation factor.

    What makes small events easy?

    1) Easy to afford
    2) Easy to manage
    3) Easy to repeat

    1) Easy to afford

    Small events don’t require a large outlay of cash. Small events keep costs to the bare minimum. Plan events that might hold 10 − 20 people at the most. If you’re only inviting a small number of people, you don’t need a big marketing budget. You can invite people individually. Invite 10 customers and ask them each to bring a friend or two. Make it personal.

    Stay away from lavish food. You might choose to provide some sparkling water, tea or coffee. Maybe some cookies. Keep it simple.

    Avoid giving away pricey gift bags. Instead, provide an incentive to return to the store. Offer each guest a gift card or gift certificate that can be redeemed for a bonus with their next purchase.

    You can even consider charging for your event. If the event has enough value for customers, you could charge a small fee to cover the cost. For example, if you are paying to have a special guest or speaker, customers don’t mind paying to attend.

    Remember, events don’t have to break the bank. And they don’t have to be take a lot of time to plan.

    2) Easy to manage

    Small events are less intimidating to plan than large ones. There’s no big marketing plan. No catering to arrange. No venue to book.

    For a small event you can fit all of the guests into your store. You don’t need extra staff. You can easily host a small event with one or two people. And the clean up is minimal.

    When the event is small and casual, it’s a lot less pressure. And a lot less stress. When an event is easy to manage, you’ll find you can hold it more often.

    3) Easy to repeat

    When an event is easy to afford and manage, it’s easy to repeat. The best events for building your business are the ones that you can repeat over and over.

    Why do events need to be repeated?

    Repeating events brings in a steady stream of regular customers. The same customers come back time and again. And sometimes they bring friends. And they tell others. Word gets around. You’re no longer just a store, with passive products sitting on the shelves. Your store is a place where things happen. Where people get involved, with you, and with each other.

    Repeating events is also efficient. You don’t have to create a new plan each time you hold an event. You create a system for your event. Each week, or each month, you hold the same event. You use your system to invite the guests, pick up the snacks, set up the room, and clean up after.

    Soon the event becomes a routine you don’t even think about. A routine that brings customers into your store time and again.

    But, I need more traffic right away!

    Some people want lots of traffic right now. OK, well, we’d all like that.

    The truth is big traffic equals spending big money. And big effort. You have to start planning months in advance. And you might only be able to afford to do that once. Besides, one off events aren’t going to keep people coming back. Those events will attract the customers that come for the big party. And then go home.

    Wouldn’t you prefer a marketing tool that cost you less than a hundred dollars a week? And could add at least a couple of new customers each week? If you get started right now, you could host your first event within a couple of weeks. Sure, you might just have 5 people. Or even just a couple. The next week you might have 6 or 7 people. In six months you’ll have an established marketing system. And you might just have a waiting list for your events.


    Small, in store events give regular care to your business. Just like my young blueberry bushes, your business will be thriving and fruitful before you know it.

    Next Step

    What kinds of events can you run? Next week we’ll look at how to come up with ideas for events for your store.


    Recommended Product: Another great way to start off the new year. Learn more about Why Customers Aren’t Buying (And How To Fix It): The Pinwheel Principle

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