Kitchen & Bath Design News

FEB 2019

Kitchen & Bath Design News is the industry's leading business, design and product resource for the kitchen and bath trade.

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• Establish your event's goals and objectives. • Select the event's date, time, theme, agenda and offers. • Identify suppliers and resources needed, get cost estimates and set your budget. • Establish priorities and eliminate unneces- sary costs. • Have professional materials for communications. • Don't forget to consider the mediums for outreach. Social media and print both are likely required to reach a wide enough audi- ence as we each have our own "channel" for gaining information. Within the two to four months leading up to your event, you'll focus on event promotion: 1. Select your targeted invitees. Which area homeowners are the best prospects for your design services? Women ages 35 and up may be your prime target – though don't discount the men. Specific neighborhoods may repre- sent your highest-potential homeowners. 2. Go for groups. Your area should have many associations whose members will want to see your showroom. Think of arts alliances, clubs, neighborhood and condo associations – plus members of churches, temples and mosques. Group members are likelier to attend when they know their friends, neighbors and peers will also be there. Partner with their leaders to set meaningful content. 3. Distribute your marketing materials. Produce a promotional postcard to hand out in your store and at local home shows. Mail it to your customer list and attach a PDF version to emails. Consider advertising in local newspapers and magazines, online and on local radio and TV. This may not be as expensive as you think. You can limit promotional costs by tightly targeting your audience. For example, an event aimed toward specific neighborhoods may only require you to hire a temp or student to deliver your event flyer from door to door. If it is a smaller, more intimate event, calling peo- ple for a personal touch may be the best and lowest cost plan. Good planning and promotion will help set you on the path to a successful event. Then you'll want to follow through fully on your event's details as the big day arrives. 1. The week before: Prepare your staff. Use the opportunity of your event to refresh your staff on best practices for selling effec- tively to homeowners. 2. The day of the event: Engage with home- owners. Qualify attendees carefully. Who's just looking, and who's raring to go? Capture the homeowner's contact infor- mation as you consult. Their willingness to share will help tell you if they're truly serious about a kitchen or bath project. 3. The week after: Follow up. Get back to the most interested homeowners within a few days. Reconnect while their good feelings are fresh. Thorough follow-up can be key to winning over a wavering homeowner. It also demonstrates your professionalism. You can continually spark homeowners' interest – and drive even more sales – by hold- ing enjoyable and educational events in your showroom throughout the year. ▪ February 2019 • KitchenBathDesign.com 25 PUT HÄFELE'S DECORATIVE HARDWARE IN YOUR SHOWROOM AND RECEIVE ADDITIONAL DISCOUNTS! Online & Livechat: www.hafele.com/us Phone: 800.325.6202 Email: experts@hafele.us THE WHOLE WORLD IN YOUR HANDS AMEROCK Revitalize Collection Brushed brass. Oil-rubbed bronze. And all else to enhance the beauty of your everything. Häfele is the world's source for decorative hardware—and it shows in our collections across a wide range of on-trend fi nishes, sizes and other options. So whether you're outfi tting furniture and cabinetry, casework or appliances, look to Häfele for all your decorative hardware needs. ORDER A COPY OF HÄFELE'S ALL-NEW DECORATIVE CATALOG 2019 OR VIEW THE DIGITAL EDITION ON OUR WEBSITE. PUT HÄFELE'S DECORATIVE HARDWARE IN YOUR beauty of your everything. Häfele is the world's source for decorative hardware—and it shows in our collections across a wide range of on-trend fi nishes, sizes and other options. So whether you're outfi tting furniture and cabinetry, casework or appliances, look to Häfele for all your decorative hardware needs. ORDER A COPY OF HÄFELE'S ALL-NEW DECORATIVE CATALOG 2019 OR VIEW THE DIGITAL EDITION ON OUR WEBSITE. Circle No. 14 on Product Card

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