Tent sales or similar events like sidewalk sales or open houses should have the primary objective defined.
byJeff Cinciripino, JeffCinciripino.com, Former Owner of Scuba Shack, Rocky Hill, CT
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FOR SOME REASON, when I think about a tent sale I start to hear that Jimmy Buffett song – Under the Big Top in my head. Jimmy tells us, “Just like Santa I come around once a year.” Perhaps your tent sale is that once-a-year event and while you might not have a “Big Top” you do have an opportunity to have a successful endeavor. However, there are several key activities that need to be addressed.
First, objectives are critical for the success of most initiatives. Tent sales or similar events like sidewalk sales or open houses should have the primary objective defined. Objectives might include: moving inventory, increasing visibility or connecting with customers.
While you may wish to address all of these objectives with your event, selecting a primary objective will allow you to better plan and execute your tent sale. Your primary objective will also drive the timing of the event. For example, if the primary objective is to connect with customers, scheduling the tent sale early in the year is a good way to get clients back to the store. Should you want to increase visibility, a mid-year event may be optimal. If the primary objective is to move inventory, maybe scheduling the event later in the dive season may be a better option. Therefore, during your yearly planning, should the tent sale be in the cards, make sure the timing aligns with your primary objective which you may find different from the examples above. Also be sure not to conflict with other important dive shop activities.
With the objective defined and the date set, it’s time to plan the event. How far in advance is up to you but a sixty-day plan is a good starting point. The plan should cover several areas including marketing and communication, pre-event activities and execution.
Begin developing your marketing and communication material. Develop a consistent message and imagery that can be used in your newsletter, website and across all of your communication channels.
Tied into the marketing and communication planning are the tent sales activities and offers. Activities might include free food and drink, a special seminar or lecture, or a display by a local artist or non-profit. Offers could include a gift card tied to a purchase amount or a free regulator inspection with a purchase. The activities and offers are the hooks that may just entice someone to come to the tent.
Typically, tent sales are held in a parking area or an outside location close to your retail store. If you are leasing your building, a quick check of your lease and dialog with the landlord will alleviate any issues come game day. Make sure that you inform adjacent businesses of the event to avoid any unnecessary issues or conflicts. Additionally, make sure your municipality doesn’t have any restrictions. One final note on location, you should have inclement weather contingencies. I remember one tent sale where we had a very nasty rain storm. Fortunately, our contingency allowed us to move the event inside to our large bay area. If you don’t have that luxury, a contingency date should be considered.
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Obviously by labeling your event as a sale, the expectation is that products will be discounted. Last month I discussed the question of discounting and the impacts on a small business’s top and bottom line. Careful consideration should be taken on what products can and will be on sale. Dealer agreement pricing constraints should be reviewed. Many times, excess inventory may consist of discontinued items that are no longer subjected to those constraints. The products and discount levels should align with your primary objective for the tent sale.
Executing a tent sale also requires logistical planning. This plan should include the timing for setting up your big top and how you are going to display and secure your merchandise. Additionally, you should have developed the proper signage for the event along with any specific directions for your customers, including where they must go to check out. You might want them to head inside the retail space or you can set up a mobile check out under the tent.
Finally, your logistical plan needs to account for staffing the tent sale. Clearly identify who is going to be the ring master along with the others who will be working under the tent and also who will be inside in the retail space.
Tent sales or other similar events are a great way to interact with your customers, engage with new clients and hopefully add to your bottom line. They also require planning and preparation. With all of that complete, it’s time to get on with the show.
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