You’re Invited! 3 Promos That Drive Customer Event Attendance

You're Invited! 3 Promos That Drive Customer Event Attendance

Planning a few events this year? You probably are, even if you don’t know it. Many businesses don’t consider sidewalk sales or customer appreciation days “an event,” but if you’re inviting customers to your store for a gathering of any sort – it’s an event.

A growing number of businesses are hosting events in an effort to improve the customer experience while increasing sales. Research shows brands increased their event marketing budget by 6 percent last year, which signals their effectiveness.

To help FiveStars members maximize the number of customers that participate in your events, we’ve put together a list of promotions that you can use to entice customer to come out.

1. Event: Sale or promotional event

Promotion focus: Promote the perks

When you’re hosting a sale or a promotional event your promotion should answer one question: What’s in it for customers? It might sound like a selfish question, but it’s a motivator factor.

If you’re having a customer appreciation sale and plan to give away prizes, then you should promote the biggest, coolest prize that’s available in your promotion. If you’re hosting a sidewalk sale, promote the discount that customers can get. In other words, promote the perk.

Here’s what to enter as a promotion in FiveStars:

  • What’s the promotional offer?

[List the perk] this [Day of the week]

Example: Take 40% off this Sunday

Example: Win a $100 in-store gift card this Saturday

  • What’s the occasion?

Join us for our [Name of Sale/Event] where you can [Describe event]. [Day of event].

Example: Join us for our Annual Sidewalk Sale, where you can save big on designer clothes. Sunday only.

Example: Join us for our Customer Appreciation Event. Spin the prize wheel and enjoy refreshments on us all day Saturday.

  • When does it expire?

Day of event.

Event: In-store fundraisers

Promotion focus: Promote the customer incentive and cause

Some businesses host an event to support of a cause. Whether it’s a canned food drive around the holidays, or a fundraiser for the local Boy Scout troop, you can use a promotion to invite customers to support the worthy cause.

Aren’t sure if supporting a cause is good for business? Statistics say it is. Research shows 90 percent of consumers say they would switch brands to one associated with a cause, given comparable price and quality of a product. Aside from the business perk, it’s just good karma to give back to the community.

Again, you’ll want to give customers an incentive to participate, which you’ll mention in your promotion.

Here’s what to enter as a promotion in FiveStars:

  • What’s the promotional offer?

[List the customer perk] and support [name of cause]

Example: Get double points and support Boy Scout Troop 321

  • What’s the occasion?

Join us for our [Name of Event] this [Day of the week] where [Describe event].

Example: Join us for our Boy Scout Fundraiser this Saturday where customers can earn double points for making a $5 donation.

  • When does it expire?

Day of event.

Event: Scheduled event off site

Promotion focus: Event’s purpose

If your business is hosting an event that has a set time or day, you’ll want to focus your promotion on the event’s purpose. In addition, you’ll need to provide the basic details of the event, without bogging down the promotion with too many details.

Here’s what to enter as a promotion in FiveStars:

  • What’s the promotional offer?

You’re invited to our [Name of Event]

Example: You’re invited to our 5th Annual Pet Walk

  • What’s the occasion?

[Name of your business] will host a [describe the event] this [date, time, location]. All proceeds go to [Name of Organization.] [Additional information needed].

Example: Gary’s Pet Store will host a 5k walk this Saturday, August 27 at 2pm at Oak Park. All proceeds go to the Animal Humane Society. Minimum $10 donation.

  • When does it expire?

Day of event.

Be sure to send these promotions in advance of your event so customers can make plans to attend. You can send more than one promotion per event too. A reminder the day before, or the day of the event, is always a good idea.

Lisa Furgison
About the Author
Lisa Furgison

Lisa is a writer at FiveStars, a freelance journalist, and co-owner of a media company, McEwen's Media.

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