Summer 2009

An Eventful Evening! By Poornima Apte

Patti Harbin of In-Courage in San Antonio, TX, recently hosted a store event with Lolita. She had two weeks’ notice to pull everything together. Because of the limited time, Harbin used email invites (this was her first attempt using Constant Contact). Harbin also used postcard invites, which she distributed by hand at local businesses. As shown below, Harbin created a special and spectacular display that used the postcard invite. This is a strong example of good marketing.

Days Before Event

Harbin, staff and family worked hard to get the store in shape. She created special displays that showcased the Lolita products prominently. Lolita was on a well-watched television show shortly before the event. This also drove traffic to the store.

The Day of the Event—5:30 p.m.

Harbin’s strong partnership with San Antonio’s junior league also helped draw in the crowds. Harbin, shown in black pants (second image below, left), mingled with customers who had a great evening. The event generated very strong sales. Even other non-Lolita merchandise sold well.

The Day of the Event—6:00 p.m.

Harbin collaborated with local restaurateur Pam’s Patio Kitchen who donated food. A local wine store donated a couple of cases of wine. Lolita, seen in the silver dress, second image below, signed glasses (and posed for pictures with customers) all evening. Customers who couldn’t attend bought glasses prior to the event and Harbin got these signed. Harbin also got extra glasses signed for future sales.

The Day of the Event—7:00 p.m.

To add another special touch, Harbin arranged for special Lolita bags to be shipped to In-Courage for the event. The bags were free. Many customers got these signed from Lolita as well. Busy cash registers meant that all in all, the event proved to be a very profitable one.

Poornima Apte

Poornima Apte is an award-winning experienced freelance writer and editor. Learn more at wordcumulus.com.