Event Planning: How to Plan and Market a Retail Trunk Show

 

Organize or participate in a trunk show as a sales and marketing event for unique and custom fashions, jewelry and other artisan crafts.
A trunk show is a special promotional event that offers an opportunity to showcase unique products or goods by either an individual or collective group of artisans. If you are considering developing a trunk show, the following matters should be considered.

• Develop a business plan for the trunk show event. This will be a road map of all of the tasks and activities required to organize the show, as well as the financial capital and human resource requirements.
• Find one artisan to feature at the trunk show or pull together a group trunk show. Consider hiring an attorney to assist you with developing participant's contract terms.
• Choose a date that gives you enough time to plan and promote the show and doesn't conflict with other major events within the community.
• Hire an event planning company or purchase event planning management software if you plan to coordinate all event planning services.
• Develop a mailing list to market the trunk show. This might be derived from the individual past customer lists of trunk show participants, as well as the facility or retail shop owner.
• Market the show. This might include distributing trunk show sales letters by post mail and email. If your budget allows, hire a public relations firm to gain wider publicity for the event.

Event Planning

An event planner might assist with a number of the trunk show's logistics. This includes selecting, arranging and decorating the facility; selecting the best date for the event; and coordinating marketing efforts such as invitations, catering and security. Hiring an event planner allows the trunk show organizer to focus on coordinating the broader matters, such as assisting participant's preparation for the event, manage accounting, budgetary and legal matters, such as participant contracts. Alternatively, the trunk show organizer might elect to manage all event planning. If so, there are a number of event planning management software programs available to help organizers stay on top of all event logistics.

The Venue

Boutique settings are generally ideal for hosting trunk shows because they provide a quaint and intimate atmosphere for attendees to browse the works and talk with artisans. Conduct a walk through of the space the day before the event to make sure all required fixtures, such as tables, chairs, signage and special lighting are on-site and properly arranged. For group trunk shows ensure there is enough table space for each artisan's works. Clothing designers might need additional space for a model or mannequin display. Remember, ease of movement is important for participants and attendees. Also, keep in mind that maximum occupancy regulations will generally apply to such events in most jurisdictions.

Trunk Show Invitations

Consider employing a local artisan to create a custom trunk show invitation card. Also, one of the trunk show participants might have creative design skills that be used for the invitations. Send out about one hundred invitations for smaller trunk shows, such as those held at home residences or small boutiques. When reservations are made, respond with a confirmation acknowledging its receipt. There are a number of online reservation systems available, such as Evite.

A trunk show is a great marketing and sales event for artisans at any time of the year. They are especially effective leading up to gift-giving holidays, such as Christmas or Valentines day. Conduct business planning, manage event logistics and contract with professional service providers to make your trunk show event a success.

About the author

Vanessa Cross is a freelance writer who writes about international trade, business law and small business development issues. Copyright 2013.