Marketing Trunk Shows

AsktheExpertsQ: I’ve been advertising my trunk shows with traditional mailers and some email marketing, but I’m not getting a great response. Have you seen waning interest in trunk shows (perhaps younger people are not as into them), or do I just need to improve my marketing?

A: The trunk show business continues to be a very important part of better retail. Like all categories of activity, some seasons are better than others. This year (January-July) trunk show activity was up 5%.

I have reread your question and you seem to be missing the most important form of marketing communication: the spoken word. You have to talk with your customers about these special events, and treat your customers like they deserve this special attention. Pick up the phone, 30 or 40 times a day if you need to. It doesn’t take that much time and it makes a real difference. You can’t rely on new technology alone — give them a call.

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avatar About Steve Pruitt

Steve Pruitt is founder and Senior Consultant of Blacks Retail Analysis and Blacks Consulting. With over 30 years of experience, Steve is one of the most respected merchandise analysts in the industry. His specialty is apparel merchandising and he has worked with clients in every sector of this category. Steve’s approach is highly customized; he tailors his analyses to the particular needs and market of each client. His work ties together the merchandising piece of the business with the client’s overall financial goals to increase sales and streamline operations. Steve is also a trusted general business consultant, known for his ability to help retailers plan growth and manage change.
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