Great Example of Event Marketing

In addition to display garments hung along the back wall of the trailer, a sign tells customers that they can add a logo to any of the garments on display.

In addition to display garments hung along the back wall of the trailer, a sign tells customers that they can add a logo to any of the garments on display.

If you have ever done or ever considered bringing a heat press to an event to help you sell more, you’re not alone. I’ve seen heat presses at fairs, flea markets, car shows, all kinds of sports tournaments and even at parties. I was recently sent a few photos of an excellent example of event marketing, done by the Southern California based Soccerloco. The custom wrapped van and trailer notwithstanding (great job of promoting their brand), here are a few things they are doing right that other event marketers can learn from:

1. Nice displays: Just like it’s important to have good displays in a retail situation, you have to make the most of your displays during event marketing as well. Soccerloco not only had clothing racks positioned throughout their space, they even had a mannequin! Even if you don’t have or can’t bring a mannequin with you to events, there are other portable ways to display the goods you are selling.

2. Good signage: Even though their signs were just hand lettered, at least they had signs! Some people forget how important signs are at events. One sign pointed out a clearance rack, another pointed out the fact that you could add a logo to any garment. Signs help communicate with everyone who can read, not just the people who you have a chance to speak with. Don’t forget your signs! You can also make a sign to tell people how long you will be at the event and what your hours are, and how they can reach you after the event. Bring a stack of business cards for people to take home.

3. Sales Items: Everybody loves a bargain and events are just as good a time as any to try and move some of last year’s merchandise. Bring your unsold merchandise to events and set up a clearance rack.

4. Available Discounts: If you have a frequent buyers club or offer any other type of discount (buy $50 worth of gear and save 10%), don’t forget to tell people. Make a sign!

5. Have a mirror handy: This is especially important if you are selling clothing or caps. People like to see what they look like. Bringing a mirror to an event may help cinch some extra sales.

This clearance rack sign was one of several good examples of signage that Soccerloco used.

This clearance rack sign was one of several good examples of signage that Soccerloco used. Don’t forget a sign that says “we offer on-the-spot customization.” Or “add any logo”

It might not always be practical to bring a mannequin to an event, but it is a great way to display your wares.

It might not always be practical to bring a mannequin to an event, but it is a great way to display your wares.

The wrapped van promotes your brand on the road and at the event.

The wrapped van promotes your brand on the road and at the event.

 

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3 comments

  1. We have a7x14 trailer with heat press, embroidery machine, and a cutter on board. We are booked solid at softball events in the Sugarland, Texas area. Our best selling items are rhinestone transfers applied on site to Bella T’s. It works great because we use the glitters to personalize. We can expect to bring in about $3K per weekend, and part of that goes to the tournament host. But, the best part is that we grow our client base by selling to future teams and those wonderful team moms.

    Photos would not upload here. Let me know if you want pics!
    Brandingmatters@aol.com

  2. Ted says:

    Suzanne, thank you for your comment and I would really like to see your photos. I will send you an email so you can send them to me. Congratulations on your success with event marketing and good luck at your remaining events this season. Thanks for reading and following the blog. Ted

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