THE SHOP

November '18

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124 THE SHOP NOVEMBER 2018 you decide are cost-prohibitive, and others you can easily add, like a popcorn cart. You will want to have everything lined up well in advance and be prepared for the unexpected. Set things up and have everything ready early the day before the event, if possible. Have a meeting with staff and helpers to make sure everyone understands what their roles are and where to go for help if there is a problem. PROMOTION Professional help is suggested in designing the advertising and handling the PR and media. How and where you advertise will depend on what kind of event you are putting on and who you want to attend. If it is a customer-based audience, like for a new product or installation demonstration, then you will want to contact your existing clients by phone, mail, email and social media. In your invitation mention to bring a friend—this will attract new business. You may want to ask for an RSVP in advance to get a head count. The responses may affect the event presentation and budget. If you are putting on a major event that's open-to-the public, your advertising could include banners and posters, news- paper ads, billboards, local radio commercials and cable TV, in addition to email and social media. Include signs for Parking, Entrance, etc. Have a sign-up sheet so visitors can log in with contact infor- mation including email and address. This can be used after the event to thank folks for coming and to offer an incentive to visit your shop. It's a great way to build a customer base. OFF-SITE EVENTS Customer Appreciation Day Invite customers & their friends. Giveaways, awards & drawings. Display area for cars. New Product Introduction Get manufacturer support. Set up displays and demos. Giveaways and drawings. Display area for cars. How-To Installation Demonstration Get manufacturer support. Set up displays and demos. Giveaways and drawings Display area for cars. Car Show (Public) Advertising, PR. Display area for cars. Giveaways, awards & trophies. Performance Exhibition (Public) Display area for cars. Staged event. Open pits. Giveaways, awards & drawings. Celebrity Event Invite a famous personality. Staged event. Giveaways & drawings. Display area for cars. Consider having a local radio station do a remote broadcast. BE A PARTY PLANNER Customers and participants will leave with lasting memories, photos and a few giveaways, and your shop will have gathered a list of potential customers and made an impact on your local market.

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