Increasing Showroom Traffic with a Casual Event

Other than your staff, your showroom is your most valuable tool for generating new business. Enticing new people to come in and view your products is essential to your business. Getting the most out of your displays requires getting as many eyes on them as possible.

But how do you entice people to come through your door?

While social media tools such as Facebook and Twitter can help to create a personal connection with customers, it doesn’t necessarily prompt a Facebook friend to drop into the showroom.

One strategy that does invite more showroom traffic is hosting casual community events such as wine and cheese tastings, cooking demonstrations or charity fundraisers.

Here are some key things to consider when planning such an event:

• Make it fun – not a sales event;
  
• Include other local businesses;
  
• Fully utilize your showroom;
  
• Consider tying in a charity fundraiser;
  
• Plan well for a successful function.

Make it Fun

Not many people will leave their homes to participate in a sales pitch. But a fun night away from the stress of life – that’s a different story. Introducing your showroom in a festive atmosphere creates a positive impression that is likely to be remembered in the future, when guests are in the market for your product.

A popular theme for showroom parties is a “Ladies Night Out,” where women can get away for a few hours with friends.

Stewart’s Appliance, a kitchen appliance and electronics store in Elyria, OH, holds a Ladies Night once a year. And for the men, Stewart’s hosts an annual “Man Cave Night,” featuring a parking lot barbecue.

“Our last Ladies Night drew 200 attendees,” says Ed Stewart, co-owner of the family business. “The purpose isn’t to make it a sales event, but rather a fun party; a chance for people to get out and have some fun while being casually introduced to our store.”

Ladies Night at Stewart’s features refreshments and ladies’ activities – like manicures, massages or displays of the latest fashions in purses and jewelry.

Meanwhile, it’s “no girls allowed” at the firm’s annual Man Cave Night, which offers “guy things” like beer tasting, golf games, guy flicks and jamming with drums and guitars.

The key to large attendance is the offer of fun without obligation – which means no sales presentations are allowed, according to James Justice, owner of Justice and Company, a Medina, OH design showroom that offers kitchen renovation and granite countertops. Justice and Company has hosted several showroom events in the last couple of years.

“The idea is to get new people into the showroom,” Justice notes. “Once they are in here, we feel that our showroom sells itself. We never try to sell them anything during the events. We think that would be a turn-off and it would interrupt the fun of the evening.”

An important part of the showroom event is gathering new leads – collecting addresses and e-mails for future notices and promotions. Be sure to have a guest book for visitors to sign in, or consider holding a drawing as a way of collecting new names.

Partnering

Partnering with local businesses accomplishes several things. First, involving more than just your own business reinforces the community feel while further distancing your event from being perceived as a “sales trap.” Second, it heightens your marketing efforts – your partners probably will be happy to pitch in to promote the event.

Finally, it creates a synergy with fellow businesses. The partnering businesses can be natural partners – such as a kitchen appliance dealer and a cabinet showroom – or they can be unrelated businesses that are brought in to enhance the entertainment of the event.

Utilize the Showroom

Although you don’t want to pitch your products, you do want your guests to see what you have to offer. After all, that’s the main reason to invite them in.