Promotion, Part Three: A Crucially Important Part of Your Open House: The Follow-up

Promotion, Part Three: A Crucially Important Part of Your Open House: The Follow-up

Scenario:

It’s Monday morning, the first day of the week after your open house. Yesterday, Sunday, was pure relaxation, re-establishing your balance and giving you some perspective.

 Now follows the final and closing chapter of your Open House.

The Follow-Up 

True to the nature of an entrepreneur, you spend the first hours of the day or maybe the entire day analyzing the business aspects of your open house. How much money was generated on that important Saturday? How does it break down? What were your biggest sellers? In short, what was the bottom line?

Why spend as much as several hours or the whole day on analyzing the result?  Answer – you and your staff spent organizing the Open House for over half a year, albeit not full time, but thinking about it and dreaming of success. Would that not be worth a thorough follow up? You need to get to understand what paid off. What was most successful, monetarily, of all the components of your program? Which parts were unsuccessful – a disappointment compared to what you had expected? Why?

Where these successful scales generated because of

–  A demonstration?

–  A charismatic presenter?

–  New products?

–   Good exposure in your studio to the product/line?

–   Special mention in your program?’

–    New customers?

–     Other……………….?

What was the bottom line really? After deducting your extra expenses from the amount of sales, how much net was generated purely by the open house?

How much of what was generated was due to new patrons?  Was it worth your while?

You should get your staff involved in this. Do not think that you know all the components of the successes and failures of your open house. Listen to those closest to both the preparation and the execution of the open house.

Analyzing who came to the open house

 How many names from the guest book are new to you? What did they buy? Knowing this may give you an idea of the customer’s particular business and interest.  Ideally the new patrons should have left some contact information. They should definitely be added to your mailing list.

Assign the job to list the new customers and analyze their purchases to one of your staff members and add the customers’ data to your mailing list.

Thank-you notes

All new customers should be sent a thank-you note from you personally. It could be a printed card with your logo on it, with your personal signature.  This could come a week or so after the open house and will add a nice touch to the customers’ feeling about the event.

Also, a thank-you note should be sent to your demonstrators and representatives of your suppliers, if any.

The basic idea is to create extra good-will in preparation of next year’s open house. It’s never too early to start planning.

There might be other reasons to send out thank-you notes. Think about it.

Summary about this kind of promotion

An Open House is all about –

Building your business

Creating good will

Increasing sales

Making your customers feel like they are part of your business

 I have organized and taken part of many dozens of open houses and proprietary conventions (the latter = a gathering at another venue with a specific tie-in to your product line). all over the world. I have personally seen how, if well executed, they can make your business flourish.

These guidelines – in three parts – for planning, executing and following-up on these events are crucial to expanding your business. You may not need to follow all the recommendations covered in this three-part series – that depends on your resources, the size or our business, the scope of your market and the general structure of your business. I hope, though, that my suggested steps for planning, executing the open house and the follow-up to it will give be of use to you. You should add your own ideas to what you have read here.

The annual open house might be your best marketing tool of them all to your continued success.

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© 2011 by Rolf E. Ericson, Oneonta, New York, publisher. All rights reserved. Photocopying, reproduction , copying, or redistribution of any kind in printed or electronic form is strictly prohibited without written permission from the publisher.