A "Closed Door Event" That Opened The Doors To A Sales Frenzy

With sales promotions being an everyday part of life, many shoppers are starting to become desensitised to the value of "sales". Here's a unique type of "sale" that not only significantly increases your sales figures, it also enables you to maximise repeat trade.

If you have stock to clear or are about to introduce a new range, a "Customer-only Closed Door Event" delivers an outstanding opportunity to cement your relationship with your customers and bump up your sales figures in the process.

A few years ago I attended one such "Closed Door" event put on by a swimwear retailer at Pacific Fair on the Gold Coast. The free gift was a pair of bike shorts.

It was a Monday night so most shops were closed yet the shopping centre was absolutely packed with people who were all there to attend the "closed door sale". There were queues leading out into the car park ... imagine that, people queuing up just to get into the store. They weren't just taking their nibblies and their free gift and leaving, they were buying up and buying up big time. It was extraordinary.

Here's another example ...

One of our customers, a furniture importer was having a clearance sale of a range of unusual pieces that didn't match her usual collection, and instead of offering the furniture to the public, she ran a closed door event where she sent out invitations to 50 people. As a gift for attending, she gave guests picture frames that she had picked up for a song. All up, 57 people visited and she sold the entire collection.

Here's a summary of how your "closed door event" can work ...

Build a mailing list of customers and when the timing is right, send a beautifully printed invitation inviting them to a very special "closed door event" where they'll be treated to nibblies and champagne and see a preview of your exciting new range.

Run the event at night after hours and mention that only people with an invitation will be granted entry.

Tell them that they're entitled to a FREE gift simply for coming along. Also mention that they can bring one friend along. Make sure you stipulate that customers must RSVP so that you can reserve their bonus gift for them.

For effect, paste newspapers over your windows so passers by can't see in. On the newspapers write the words "Closed Door Event - admission by invitation only". This adds to the intrigue and the prestige of the event.

The reason that this type of event works magically is very simple.

First — it helps build customer loyalty by showing your customers that you're thinking of them by giving them a first glimpse of your new range, or first pickings of clearance stock, along with refreshments plus a FREE gift just for turning up.

Second — the fact that you're limiting invitations makes them feel even more special and compels them to attend.

Third — Because they've been given a FREE gift they feel compelled to buy.

Fourth — Most customers are likely to bring a friend along and when they do, you're instantly building your customer list for future promotional activities plus if their friend buys something, there's a fairly good chance they'll buy too.

Last but not least — you are increasing your sale volume without spending a fortune on advertising.

What to offer as a FREE gift?

It doesn't need to be anything expensive ($5 hard cost will do depending on the type of business you're in) but it must be something that has a universal appeal and have a perceived value. If you're a fashion retailer, try some sort of fashion accessory or t-shirt. If you're a nursery, offer a plant.