I live near a small beach town which holds an annual event called “Taste of Encinitas”. It is mainly an eating fest where for $25 per ticket you can walk main street sampling delightful treats from various restaurants and stores. I decided to go this year, mainly for the food and music but also to see how effective is was as a marketing event for the local retailers. Most of the participating businesses were food related but quite a few weren’t. One of the most popular spots was a boutique selling gifts and local crafts. It was not on the official ticket but the owner was serving wine and several people were happily browsing while sipping their wine which for legal reasons had to be consumed inside the store.
Luring and Capturing Potential Customers
I think this retailer found at least 100 new potential customers. A beauty salon was officially participating giving out mints and discount coupons. Starbucks was very popular with their selection of sweet treats and the line was long with people waiting to get their delicious delights. Next door is a very upmarket optical retailer. I think this optical business missed an opportunity to meet hundreds of potential new optical customers. They could have served wine or other beverages and anyone partaking would have browsed the frames and sunglasses on display.
This type of event is an excellent opportunity for any consumer retailer but I think particularly good for promoting your optical business to consumers as those participating are usually local and may have never even noticed your eyecare practice let alone thought about walking in and browsing eyeglass frames and lenses!
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As usual, great idea. What a wonderful way to get the optical shop in front of potential customers.