Taking It to the Street
The long-term importance of getting out in front of the consumer is that it allows you to build awareness and a reputation with consumers. Many of the events will not deliver noticeable sales right away, but your store will be in your prospects’ databank of impressions. In other words, when they are in the market for your products and services your store will be much higher on the list than a competitor who doesn’t understand the value of personal advertising.
Participating in local shows and events is an investment in advertising your store and your personnel. And while you will be pleasantly surprised with a visible boost in sales, you should consider your participation in an investment and not expect an immediate return.
When you attend area events, be prepared to make sure that every consumer that comes by your display gets the right message. There has to be some visual message that talks to passersby. There has to be that thing that draws in potential customers. One of the easiest tactics is to try to appeal to those that make the buying decisions. For women, it might be mobile video for the kids, security for their vehicle or navigation to help them find their way. Sometimes it is easier to get the kids’ attention with balloons, a clown, showing a children’s video on a big screen or handing out candy. If you get the kids, the adults will follow.