"Race Day" Event at Local Store
 

We sell our clothing principally to small, upscale, Main Street boutiques. Talking with many of our customers, they don't do much marketing to get people into stores. And even in this income level, the Mall pulls traffic in away from them.

So I've been thinking of ways to get more people into these small stores. For girls, we're doing doll drives. For boys, I was thinking of working with local PCAs and other car clubs to have a "Race Day," that is someone with a proper race car, vintage or new, shows up for an hour or two at the store to let boys (and some girls) ogle it and listen to the owner/driver talk about racing. We would work with the store for audience development, they would handle any kind of special permitting (many stores are on city streets). Car owner would be compensated and I know there are enough old, retired drivers out there in the Porsche world alone that might enjoy the opportunity to show kids there's something more than Prius' and Lexus SUVs out there.

Many of us have actual race cars, but most don't, and of course there's a lot more that drive a Camry to work every day.

The best case scenario I see is summer, out of school, retired car owner, weekday, stay-at-home mom brings some neighborhood kids as part of a play date.

Any thoughts on how to make this more attractive?

Shaun,

I think the premise is a good one, but it will come down to the execution that will make or break it.

Having a cool car or two on site will be important, but you'll need to have "take aways" included like photos with the car/driver, a matchbox or model parting gift, and promotion on site for the purchase of a certain amount of clothing.

Refreshments are key and other activities depending on the age demo will be important so that you don't have people waiting in line to get close to the car, take pics, etc.

You should do this in conjunction with a charity that benefits children in need as well...all these components make it a very "sticky" event opportunity for your business.

Let us know what you come up with...as always, you know we're here to help! :D

Just a few ideas while reading your post - forgive the spontaneous suggestions if too crazy.

I would also add as an option for the takeaway, a picture of the kid in the car with a Road & Track/Car & Driver overlay. This may not be realistic without a photo printer, unless you email it to them - which would be a bit lame.

In Raleigh, there are boutiques that go to your house and sponsor a tea party. Maybe you could find a way to have "play dates" and have the shirts on display for the kids to see as they are on their way to the game room. Kind of like a Disney show where you have to see the merchandise before the event.

Vendors have in store promotions all the time. The store should pay for the advertising even if you co-p with them and they should do all the on site stuff like banners and refreshments. You should provide digital art work and a list of expectations.

I think it is a great idea. I would bring my race car to a Traveller promotion!

But Zeke has some good points as well as far as expenses etc.

Shaun, looks like you have had some good thoughts after our phone call the other day - good to see :)

I agree with both Zeke and Jeff. If you decide to try this out in Finland, let me know - team CoolCava Racing will be glad to help you out!

Thank you for the good thoughts Gentlemen! I've included them in the program brief. Pål, you are truly an inspiration! Can't wait to see the Traveler logo on your Boxster!

It looks like we'll be able to partner with Guardian Angel Motorsports once all the bugs are worked out, I'm sure we'll be doing special t-shirts as well with sales/profits going to their very worthy cause.

Guardian Angel Motorsports | Guardian Angel Motorsports

Jeff, we're getting a new Canadian sales rep set up in February, I'll see if there are any stores in your area. hope all is well with Wade.

These could be a great events once all the logistics are worked out.

thanks again,

S

I would add that making sure you are in a high traffic area, or the cars are at least visible from a high traffic area will really help, also make sure there is plenty of promotion before. The event itself can be great, but if nobody knows it is happening, it could all be wasted time and money.

I'd say a little light promotion yet announce your intent to be there next week too may be an angle to consider. If these shops live on word of mouth (best ads you can't buy) they may not want every race goober in town showing up.

What age group kids are we talking about?

Maybe have a video display somewhere running races that have cars similar to what is on display. If you could start the car up, that would be pretty cool. Nothing like the sound of a race car.

Day before yesterday I saw a very cool old Shelby GT 350, with a cage, hood and trunk pins in the doctor's parking lot. Had license plates on it, so I did not think anything beyond, "Wow, that is groovy." One of the surgeons hops in and fires it up, no way that exhaust was street legal. He was very gentle on the gas while he was on the surface streets, did not set off any car alarms. I could hear him from three blocks away when he put his foot in it getting on the freeway.

Ages 2 to 10.

Video is a great idea, I would probably have a loop made of vintage racing mixed with modern racing and provide a CD to our customers. Most people have laptops these days so it might just work as part of the in-store display. And yes, the car will have to be started and run for a bit. Visceral.

Thanks Toby, good ideas. By the time this is fully fleshed out, Race Days could be as good, or better, than the Dolls4Dreams(TM) events.

June is probably realistic for our first event, most likely at The Red Wagon here in Boston.

My only suggestion is to include a local animal shelter as beneficiary of the proceeds. Everyone loves animals and they so much deserve our help and support whenever possible. Good luck and make it happen! ;)