Invent An Event!

July 11, 2016

In these days of a million competing offers from stores and the web, it is vital to create some “buzz” around your business – and one enticing and direct way to do that is by crafting events that (1) target your customer, (2) dovetail with your institution’s vision, (3) “raise the profile” of your store – and (4) add to that all-important revenue stream.

There are also many compelling reasons NOT to create these: lack of time, lack of resources, lack of institutional support. Remember that old saying – they’re not OBSTACLES, they’re CHALLENGES. Time to shake off any negative reaction, roll up your sleeves – and start planning!

Brainstorm with your own staff; have coffee with a curator or head of education. How can you create an event to piggyback on something already under way? Can you create your own event to enhance the visitor’s experience and make your store a vital cog in the institution’s planning? Think creatively about exhibitions coming up or permanent exhibits that can be “touchstones” for ideas. It can be as simple as regular booksignings or a special member’s sale after the opening of a new exhibition — but you want to get your event on the calendar for the institution. You may not have a ton of money sitting in a budget line for a program, but PR and Marketing folks in your institution may be looking for things to promote and find ways to get the word out. If they are already sending a special invitation to an opening, get your event listed as part of the programming. It will enhance the offering for those being invited – and ensure that they know your store is part of a wider program. By all means, make sure that any event you hold gets put in the Member’s newsletter, magazine, or calendar – along with any great photo shot they will allow you to add.

We created an “Artist of the Month” program just for our store that utilizes consignment merchandise and has an “opening” on the first Sunday of the month. Simple refreshments, flowers, and signage let ALL your visitors know that something is happening and it allows you to refer to the merchandise and start a conversation about why you have selected this featured work. The expenses remain low, the event gets listed, and there is always new merchandise to display and talk about. There is extra work, certainly; we have to source artists, make agreements, display their work, and return anything unsold. But it lets us try out new work without “owning it” until we sell it – and many who have been successful become regular suppliers for the store.

We have larger events also – a holiday market that boosts sales tremendously and becomes an annual event for members and other shoppers. We have a “kick-off” event and special coupons for high-dollar purchasers that they can only use for a “return” visit to the market. There are a lot of features to add to any event – what would your customer respond to? And you can always privilege existing members with discounts or special promotions, but that can be an added incentive to join (so enlist your membership department to help out or add value when visitors do sign up….)

The important aspects of this process are those I mentioned to begin with. Events give members and visitors an added incentive to check out the store and open their wallets. The addition of new events or repetition of successful ones keeps that “profile” positive and visible. You should partner with colleagues across your institution – letting them know that you wish to promote the value of the institution as a whole, not just the “amenity” where books, postcards, toys, and jewelry can be had. When you start to produce positive results for the store and other departments, your own “profile” as a manager is enhanced and allows you to have input where you might not have had before.

Will every event be a success right out of the gate? I wish. Don’t be deterred! Adjust course as necessary or “tweak” details to improve the experience for any event you choose to repeat. Create new types of events to accompany new programs in the institution’s schedule. If you make the effort to create a vibrant and different atmosphere in your store — “BUZZ” happens!

David Duddy, Deputy Director of Operations, deCordova Sculpture Park and Museum