PUTTING DOWN ROOTS IN A NEW COMMUNITY
It’s wonderful to be part of such a diverse global community. It’s good business to treat your consumers like individuals and show appreciation for their culture and heritage. Perhaps you are an emerging artist. Perhaps you have experience planning retail events, but you’re stuck for inspiration when it comes to your next in-store event. In any case, participating in cultural activities may be a great opportunity to meet new people, strengthen ties to the neighborhood, and have a blast.
Your clients will feel more attached to your brand if they think it is tailor-made for them. Consider the question: what makes your company appealing to your target audience? For what reasons should they purchase your wares? Your retail event concepts, as well as your digital and physical event marketing techniques, should reflect these ideals. Learn as much as you can about your target audience so you can better serve them. The easiest method to turn people in your physical and online communities into paying customers is to get to know them.
Though face-to-face gatherings might help individuals work through their differences, we must not lose sight of the fact that COVID-19 is still a problem. Flexibility in case of unforeseen situations is an added benefit of hosting cultural events online, as is the ability to keep clients secure.
Exactly why stores need to start recognizing and honoring diversity
Your company may express its unique character and make customers feel welcome by participating in cultural celebrations. Here are some examples of why every store should be holding cultural events:
If you’re looking to broaden your customer base, hosting cultural events online is a fantastic choice. Facilitating prompt and effective service for remote participants guarantees that no one will be left out. People are more likely to tell their loved ones about the event if it has a cultural focus. You may attract customers who were previously unfamiliar with your brand.
Formation of a social group: The ability to bring people together is one of the most positive outcomes of cultural events in retail. A community is formed when its members are actively involved and engaged. Getting people involved and invested in planning a community event is a rewarding experience. If it does, consumers will have a favourable impression of your company and come back for more.
Getting more people in the door (literally or figuratively) is essential if you want to see an increase in sales. Holding cultural events in your store is a great approach to attract more customers and show off your company’s unique personality. Even if attendees don’t have a same cultural background with the event’s organisers, their interest will be piqued if the event is appealing enough.
Promoting your brand is at the heart of the most successful retail event concepts. Add a cultural perspective, and you have more ammunition. There’s a chance you’ll pick up on unanticipated ways your items might help your target market. Sharing same interests with other customers may do wonders for brand loyalty.
As COVID-19 has spread, many local companies have become more supportive of one another. Possibly you have connections to a local company that has established relationships with several ethnic communities. It’s a win-win scenario when one company can help another out by taking on some of the work.
There is a lot of logic in teaming up with a sponsor. They can assist you out with advertising and marketing, and in exchange you can help them get more recognition. Sponsors may get involved in a variety of ways, including hosting events in pop-up shops and book stores. Find partners that complement your brand, appeal to your target audience, and have a large fan base.
Paying tribute to innovators
The works of other artists and the activities they organise may teach us a great deal. Big ideas may always be tweaked to fit the scale of your firm. Here are some successful companies doing things the correct way:
If you’re looking for a good book, go to Waterstones, the largest independent bookstore in the United Kingdom. Every year it hosts hundreds of events and activities throughout its shops, ranging from events with first-time published writers to some of the greatest celebrities in the UK. As well as book signings, it offers book launches — Harry Potter to mention just one – and audiences with great stars like Dame Helen Mirren and Ian McEwan. It’s also affiliated with 15 other literary events, including the world-renowned Cheltenham Literary Festival. All of these activities serve to promote the Waterstones brand and foster a dedicated following of readers.
Waitrose
Due to the widespread spread of the COVID-19 virus, Waitrose adapted by hosting fewer in-person events and more online. Having a strong sense of what its clients wanted, it concentrated on interest areas like food, drink, and beauty. Alcohol seminars, fashion presentations by its sibling firm John Lewis, and virtual cookery workshops were just some of the virtual events that were offered. To make the experience seem more like one they may have at home, product packages were sent out in advance and delivered to attendees’ homes. The questions and answers from the Q&A sessions at each event were utilised to refine the programming. More than 12,000 people attended the bar’s drink activities.
TOAST
By bringing together those who are interested in living more sustainably, TOAST has established itself as a leading fashion label. It is widely available in the United Kingdom, as well as in the United States and Europe. Season after season, TOAST hosts a variety of events, seminars, and workshops aimed at bringing together individuals who have same interests. These range from classes on how to make wreaths and leather goods to classes on calligraphy and performances of traditional folk music. It also has weekly live programmes where people may interact in real time via discussions about fashion, interviews with other creators, and hands-on workshops.
Ideas for a successful shopping event
It’s not hard to come up with interesting concepts for cultural gatherings. You need to make sure that your consumers are in the forefront of your thoughts while planning an event. Event ideas need to be customised to fit your market, whether you’re hosting a celebration of black culture, an event for expatriates, or one aimed at attracting new parents.
Asking yourself these questions might help you narrow down the target audience for your event. Am I concentrating on only one group at a time? Who is it that I am really talking to here? What do they all have in common in terms of values, passions, or pastimes? Where do individuals reside, if not in their immediate neighbourhoods, then their regions, or their countries? When did they turn that age? Do characteristics like gender, sexual orientation, and race have a role in how you classify them? Is there any kind of barrier to entry that I will have to fight? Your event will have a better chance of being well attended if you make it personal and easy to participate in. Create a checklist to guarantee that nothing is forgotten.
You’re ready to use your imagination, so here are some pointers:
Event samplings of delicious foods are usually well attended. Put your energy into creating high-quality sound and pictures in a lighthearted setting. Send out the recipe and ingredient lists so that folks at home may participate, and provide plenty of delicious samples that go in well with your theme. It’s also crucial to choose the correct individual to conduct the demonstration. The true value of holding such an event lies in the fact that you can all at once market your goods, keep people interested and delighted, and give them an experience they will never forget.
How-to seminars on mixing drinks: Alcoholic beverage and cocktail-making demonstrations are similarly well-received as food sample parties. Consider a round of wine tasting, some well mixed cocktails, or a taste of some handcrafted gin. However, alcoholic beverages are not the only acceptable topic of discussion. Instead of soda, juice, or plain water, why not try a smoothie, health drink, or fruit-infused tea? Provide recipe instructions and ingredient lists to your online guests, and tie the event into the goods and services you provide.
Classes in making artistic creations have long served as a cornerstone of social cohesion. Knitting, basket weaving, and making greeting cards are classic examples of handicrafts, but you may also try your hand at origami, henna designs, and fragrant candles for something a little different. Make sure your online visitors have access to all they need to participate, and get the help of a local authority figure if at all feasible. People are always interested in expanding their knowledge, and doing so provides you something solid to work with in the future.
Discussions at book clubs and readings by published authors: One of the best ways to bring people together is via shared reading of books. If you choose well, they may promote your company and make customers feel more connected to it. Select topics and writers who will most appeal to your target market. People will attend your event for a variety of reasons, including cultural curiosity and personal interest in the author. Reach a large audience by promoting in local newsletters and online forums. It might be appealing to provide beverages and snacks that go along with your theme. What goes better with a book about Spain than a plate of tapas or a drink of sangria? Perfect.
Gatherings commemorating the holidays: Setting your gathering around significant cultural events may enrich the experience for attendees. Consider your consumer and your brand over this holiday season, whether it be Ramadan, Eid, Chinese New Year, Diwali, Black History Month, or Christmas. Traditions during cultural celebrations might make it simpler to plan things like refreshments and decorations. People in the area will take notice of your company for the first time because of your sponsorship of their event. Including local notables or community leaders may also boost credibility.
DIY Makeup and Beauty Workshops: Makeup demos are a fantastic marketing tool for businesses that offer cosmetics and skincare goods. Pitch the idea to other nearby companies, such salons and spas. A fashion show including community members is another possibility. Likewise, you may spark conversation amongst your virtual guests by sending them product samples. Organize a function that complements your wares without overtly promoting them; this will leave your consumers feeling good about doing business with you.
Why not arrange a launch party for your new product if it coincides with a holiday or other cultural event? Create some excitement by hanging posters and decorations. By giving out freebies like beverages or snacks, you may attract them in the door so that you can then show them your other offerings.
Start arranging your retail cultural event immediately
Maintaining solid connections with current clients is essential, but so is always exploring fresh avenues for growth. That includes not just the people who physically visit your store, but also the people who connect with you online. Finding fun methods to keep people interested and safe is the challenge.
Honoring cultural achievements is an excellent way to integrate your company into the fabric of society. Taking a local focus like this might help you stand out and give your event more meaning. If you’re able to create meaningful relationships with your current clientele and attract new ones, those people will become powerful brand champions.
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