Special Event/Promotion project

Brittney wooten FASM 400 Fall 2011

Dear hunter

§  Dear Hunter is an urban/indie store for women, located in Atlanta, Georgia in the eclectic Ponce de Leon area.

§  Target customer is an 18-30 year old female(generation y). She is strongly influenced by music, film, fashion, and, art. We take our customer’s interests into mind when planning in-store events.

§  She is very trend driven. She works or is a student in a creative industry.

2012 Promotional Calendar

§  May Mickey Lynn Jewelry Trunk Show §  June Spring in-store fashion show §  July In-store “camp fire” party

§  August In-store concert band of horses §  September DIY Natural dye/accessories workshop §  October In-store fall festival

§  Mickey Lynn is a local jewelry designer based here in Atlanta. Lynn’s jewelry is made from metal and gemstones.  

§  Her designs have been seen on a number of Hollywood stars and has appeared in a number of television shows.

§  Mickey’s jewelry reflects the style of our customer base: it has a care-free, natural, fun, yet beautiful aesthetic that can be worn casually or dressed up for special occasions.

§  When customers spend $125 or more they will also be entered to win a $50 Dear Hunter Gift card and a Mickey Lynn piece.  §  There will be free drinks(non-alcoholic) and desserts available for customers.

§  This event is Thursday May 18th

from 5-9pm.

May: Mickey lynn trunk show

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

First main event §  Having a trunk show will be beneficial for

Dear Hunter and Mickey Lynn. It is a chance for Lynn to get local exposure in a different market. Dear Hunter can sale Mickey Lynn designs that are exclusive to Dear Hunter, which will increase the brand recognition.

§  Trunk shows are great for bringing in new customers(Lots of foot traffic!). Customers are attracted to things that look nice, we will maintain unique displays to keep customers interested.

§  Our staff will be properly educated on the designer’s jewelry line and aesthetic. Jewelry is a great way to turn profits in stores, so we want to make sure everyone knows what they are talking about.

§  We will have the designer only bring the jewelry that best fits the personal style of our customers.

§  At Dear Hunter, we maintain a well-balanced mix of merchandise. We don’t want to have too much nor do we have too little.

§  Sources: (Mickey Lynn Jewelry.com, Mickey Lynn photo).

June: fashion show

§  Dear Hunter will be hosting an in-store spring fashion show, featuring newest items from our spring/summer collection.

§  @ Dear Darling Friday June 15th from

6-9pm.

§  We will have customers “model” for us, which will make them feel special.

§  Customers that RSVP on the Facebook event page will receive a special bag full of Dear Darling freebies at the door.

§  “Mock-tails” will be provided at this event.

July: Dear hunter “camp fire” party

§  Camp fire’s are traditional events done in the summer time. We want to bring the camp fire aspects in form of a promotional event into our store.

§  At Dear Hunter we like to be as legit as possible when it comes to the themes of our events. For this “camp fire” event; we want to have a very outdoorsy feel. We bring this to our customers with visuals, smells, actual taste(food), etc.

§  With purchases of at least $100 from our “camp fire” collection; customers will be entered to win a Dear Hunter gift card.

§  Saturday July 14th from

5-9pm.

August: In-store concert With Band of Horses §  Our August event will feature an in-

store performance by Seattle based group Band of Horses.

§  Dear Hunter customers are strongly influenced by music, so the emphasis on good music whether just a store mix-tape is important to us.

§  Our customers have a very eclectic view on music. Band of Horses was chosen because their style reflects that of our customers. This band is fairly well known and has visited Atlanta a few times, this will allow more exposure and foot traffic into our store.

§  We will provide bottled non-alcoholic drinks and fun snacks.

§  Staff are encouraged to voice their opinions and ideas for picking musical talents to have in store with us.

§  Thursday August 10th from 6-7pm.

September: in-store diy Workshop §  Our customers are creative individuals, that

really seem to enjoy interactive activities. We planned an in-store DIY workshop for our September event.

§  Dear Hunter customers are kind of modern day “hippies.” They have a really care free style, so we thought it was a good idea to have a natural dye party. We want to teach them that things they have at home can surprisingly beautiful dyes for clothes, accessories, etc. The dye is made from fruits and vegetables.

§  Customers can pay for whatever items they want to dye or bring in items. The best creations will be featured on the Dear Hunter blog.

§  Customers can RSVP for workshop on Facebook through our events page.

§  This event will take place on Saturday September 22

nd 11-5pm.

October: in-store Fall festival §  Fall is one of our

customer’s favorite seasons. We wanted to create the illusion of fall in our store via: smells, colors, tastes, display etc.

§  We will offer fall related drinks and snacks such as bottled cider, cotton candy, cupcakes etc.

§  With the purchase($150) of colors: oranges, browns, blacks, yellows, greens, and reds customers will be entered into a raffle to win a $25 Dear Hunter gift card.

§  This event will be an all weekend event Friday Oct.19th @5pm until Sunday Oct.21st @2pm.

Getting the team involved

§  Team leaders are encouraged to pitch concepts for events/promotions with concept boards/presentations. We want them to be heard and active in things they will be working at.

§  They are well-educated on their roles during events. We have weekend training sessions to prepare for events and learn basic etiquette.

§  Team leaders have a variety of roles: Taking photos, working certain stations, advertising, sales, baking.

§  They are bonus opportunities for the team leader(s) that make over their sales goal.

§  Sales goal: $1000-$4000.

Advertising

§  Email advertising and invites/posters.

§  Seasonal catalogue online (PDF).

§  Budget: Social media, WOM, and PDF catalogues are free.

§  Creative loafing: Half a page Ad.

budget

§  Budget for 6 months: $7,000

§  Security: Provided by Atlanta Police Department.

§  Food/beverages: $350

§  Utensils(napkins, mason jars, cupcake liners, cups etc. $200

§  DIY supply budget $200

§  Band: $500

§  Visual displays: $250

§  Miscellaneous: $200

§  Models: are customers $0

§  Total: $1,950

§  Total left over: $5,050