{"id":3083,"date":"2015-11-30T08:44:41","date_gmt":"2015-11-30T08:44:41","guid":{"rendered":"https:\/\/www.pharmamanage.gr\/2015\/11\/30\/how-to-run-profitable-in-store-events\/"},"modified":"2024-02-01T16:14:53","modified_gmt":"2024-02-01T14:14:53","slug":"how-to-run-profitable-in-store-events","status":"publish","type":"post","link":"https:\/\/www.pharmamanage.gr\/en\/how-to-run-profitable-in-store-events\/","title":{"rendered":"How to Run Profitable In-Store Events"},"content":{"rendered":"

Hosting an event in your Pharmacy can be the equivalent to getting an article published in a local magazine or newspaper!<\/strong><\/p>\n

Your event doesn’t have to be fancy or a huge production. It can take the form of an open house, a launch of a new product, a seminar (eg: Skincare workshop), or a guest appearance by a celebrity or expert in a particular health \/ beauty or baby topic.<\/p>\n

People love celebrities, even local ones. Invite a local news reader or reporter – Even someone on the local radio station. (She must be important; she’s on the radio, so she must be a celebrity).<\/p>\n

Here are a few great ideas and tips:<\/strong><\/p>\n

Let your target market know that you are having an event.<\/strong><\/p>\n

An announcement can be made first with a press release to publications that reach your local market.<\/p>\n

Hand out fliers with customer purchases.<\/strong><\/p>\n

Everywhere in your local community and other friendly businesses.<\/p>\n

\n

A follow-up press release as the event approaches further instills your name into an editor’s list as a progressive promoter and a business worthy of news.<\/strong><\/p>\n

Target local publications, personal newsletters, and any publication linked with your Pharmacy.<\/strong><\/p>\n

Place signage in your Pharmacy announcing the event.<\/strong><\/p>\n

Ask for Supplier Support.<\/strong><\/p>\n

Suppliers quite often can assist with resources, merchandising, staffing, contacts, displays, marketing just to name a few. Obviously their “payback” is extra product sales and exposure.<\/p>\n

If you are having a speaker or another guest of honor, a separate press release announcing the appearance of that person can be issued.<\/strong><\/p>\n

Consider releasing a series of press releases for the event, depending on the nature of the event.<\/strong><\/p>\n

The announcement of the special guest can come from you or sometimes speakers and guests like to announce themselves appearing at a particular event. The more coverage, the better.<\/p>\n

Invite the media with handwritten invitations.<\/strong><\/p>\n

Treat your event just like a party and invite the people you want to attend. Send invitations to the media, your customers and important prospects, friends, and family. It’s even okay to include a copy of the first press release with your invitation to further emphasize the importance of the event. Invite fellow retailers, and your neighbours.<\/p>\n

At the event itself, announce the media representatives that are present and present them with press passes and\/or special name tags.<\/strong><\/p>\n

Press people like to feel special and have special access. Also making your local mayor look good will go a long way in your business.<\/p>\n

Have plenty of press kits, brochures, product information, and fliers available to pass out to those attending.<\/strong><\/p>\n

Pass them out to everyone. Customers and prospects should receive any and all press releases that you issue.<\/p>\n

If you don’t have a press kit, make one.<\/strong><\/p>\n

They are not that hard to put together, they don’t have to be fancy, and they don’t have to include volumes of material. A sample press kit might be the press release announcing the event – a bio on any presenter – And a fact sheet on Your Pharmacy.<\/p>\n

This will also help the media write their follow-up stories about your event. You can even be so bold as to write a suggested article as a “template” for them to use\/modify.<\/p>\n

Most importantly, hire a photographer or carry around a digital camera.<\/strong><\/p>\n

You will want your event recorded. Even consider having one of your staff carry around a video camera. Offer the media electronic photos for their publications.<\/p>\n

Post printed photos in the pharmacy on a cork board for everyone to see – and include them in any follow-up thank-you notes to your guests.<\/strong><\/p>\n

Ask potential attendees to give out invitations to their friends – who they think would be interested in attending.<\/strong><\/p>\n

Use a hook.<\/strong><\/p>\n

Offer a free report, such as “Top 10 ways to improve your Skin with our products,” to those in attendance.<\/p>\n

Have a pre-event contest, with the winner to be announced at the event.<\/strong><\/p>\n

These are just a few ideas that will help you with your event.<\/p>\n

Consider having events periodically such as once per quarter. Make them fun.<\/p>\n

Using your imagination to come up with a few more will increase your PR, exposure, and communication with customers immensely.<\/p>\n

The goal is to get noticed and to get people talking about your Pharmacy so they will eventually pay you a visit to buy something.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

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