Retailers: How to use out-of-store events to engage

Out-of-Store events may be a new way for merchants to engage new customers or re-engage those customers who have lapse in recent months. The key is knowing how to use these events. Here are our top 4 tips.

by Kristina Knight

Go where your customers live, work, and play

"When thinking of locations to have an out-of-store event, you will need to know where your customers congregate," said Ryan James Dee, Creative Director, Interactions. "Parks, beaches, commercial districts, town centers, and shopping malls are great places to start. However, knowing the high traffic areas isn't enough. If you want to engage with a specific group of people, then you will also need to know which areas are especially important to them."

Make the experience locally relevant

"Most people take a lot of pride in the cities and towns in which they live. Your out-of-store events can reflect that pride by making them locally relevant. What does your community take pride in? Perhaps it is a local sports team, regional recipe, or annual custom. Once you find something, see if you can fold it into your experience, but it must be an organic fit. If the connection is forced, your audience will know," said Dee.

Partner with existing events

"Have a local festival or sporting event in your community? See if you can be featured in it as a sponsor or exhibitor, or even better, both," said Dee. "Partnering with an existing event can reduce the cost of an out-of-store event and gives you the added benefit of having an audience built in. Be thoughtful of your choice when selecting an event to partner with. Consider the audience you want to reach. Is this an event they will attend? Additionally, does your product or service fit with the event itself? If you can answer yes to both, then you have a winner."

Give back to the community

"Out-of-store events are perfect opportunities to give back to the community you serve. Conduct a local food drive or park clean up. Make the cause your priority. When your customers see your altruism, the inherent goodwill will carry over to the brand image without the need to market or advertise," said Dee.