If this is your first New Year with Kids Bee Happy then let me introduce to you the Kids Bee Happy sale – everyyear we follow a set pattern so that people know what to expect, and importantly know when to buy what they need and what they can expect to see in the sales.
So, firstly – what you will see – You will see special offers and discounts on products that will help you grow your business. These may be bulk packs of none-core pictures, they will include marketing materials, and products that we’re looking to move out of the warehouse. Each week we will list a new sale promotion, and it will be active for 7-10 days. There will be limited stocks available in the sale promotion, and so when a sale period ends it can’t be extended. It may also finish early if we sell out of the sale stocks.
We will be running the sales promotions throughout the whole of January and most of February. All sale promotions will be announced on the Sand Art facbook page, and will be shared into your team pages.
There will always be a 30-50% saving, so if you want to order the products, order early, don’t wait – you will always be saving a lot more than the £4 postage so don’t hold off on sale orders to save shipping costs.
And secondly – what you wont see in the sales is: Sand and Core Pictures. We don’t put these in the sale as we know that people spread their purchases over the months, depending on what money they have that month, and also because we know that people want to be active in as many months as possible.
So now you know what to expect – enjoy the sales!!
Every now and then an event opportunity comes along that is bigger than you are used to – more people, bigger location, more marketing, and inevitably, a higher pitch cost. So here are some top tips to help you make the most from your bigger than normal investment:
Before you book – things to think about?
The plan here is to make sure that you only pay high ticket pitch prices, for busy well run and well marketed events:
- Ask directly about the opportunity for a revenue split/profit share. This way, the risk of a bad event is shared between you and the organiser, and protects you if the event is a washout. Don’t be scared – Ask!
- Ask for “facepainters rates”. Some organisers reflect the fact that you are providing entertainment which adds to the value and impact of their event, rather than just simply presenting a shopping opportunity.
- Check the position of your pitch before you book, and select your pitch location carefully.
- Perimeter Pitches – Never take a pitch on the perimeter – people tend to access the event, go straight through the first row, and then do a kind of up and down or zigzag pattern, however, many skip the ends of the rows and the outside perimeter. There is a reason that event organisers phone up with great last minute deals on these positions, its because exhibitors never re-book them – they don’t make money, if you are positioned here – move.
- Is your pitch near a food and drink outlet? Even better if it is near somewhere where the parents can sit within eyesight of your stand. Food and Drink usually means that the parents are happy to wait longer whilst their children make pictures, and has a definite impact on helping families come back for second and third pictures.
- Shopping tents are not the best place to be, usually the pitches are too small, and adults will visit these tents without their children in tow.
- Do the public have to pay to get into the event? If so, it’s likely that there will be free entertainment. Check the free entertainment being offered isn’t too close to your pitch.
- Does the event tend to sell a lot of pre-paid tickets or likely to be a “sell out” event (think Airshows etc). If so, then even if the weather isn’t perfect, if people have paid a high price for their tickets they will go regardless, which means you will have less of a negative impact if its wet or windy.
- Talk to previous exhibitors.
- Look at the previous years marketing footprint (google event name, prior year).
- How did you find out about the event – did you hear of it naturally, or was the first time you’d heard of it when the organisers contacted you.
- What media are they using to market this years event: Radio, local papers, local TV, social media, partner companies etc.
- Google event name, and current year and see how many references – if its only 1 or 2, then it looks more local community that big ticket.
- Do the maths – If an average customer spends £5, how many customers do you need to cover your pitch cost – if that looks scary, particularly after looking at their event marketing etc, then don’t be afraid to pass this opportunity by, and instead go as a member of the public and scout it out for next year.
Between Booking and Event date
The plan here is to make sure that you have everything that you’ll need:
- Make sure you have suitable cover should the weather be bad – provided by either you or them – but make sure you have it.
- Helpers – if you are paying a lot for the pitch, you are expecting to be busy, so make sure that you have people there to help you (Teenagers are good!)
- Promote your attendance on social media. Post on their facebook page/event page, include them in tweets, talk about how excited you are to be going there etc.
- Ask them to include you in their marketing.
- Ask them to include you in their program, telling people where they can find you.
- Prepare your stock, If this is your first time at this event, take products from all price groups.
- Check your packing, this is not the type of event to turn up at and find out you have forgotten your plastic sleeves.
- Promote your attendance on your own social media accounts, you will have social media followers who will be there.
- Follow other exhibitors and tweet them etc.
- Ask the organisers about average spend – a lot of the larger organisers will have data that indicates how much an average family spends whilst at their event.
- Make sure you have all your event info ready; pitch details, car passes, registration numbers, insurance certificates, etc.
- If the weatherforecast is dodgy, then do some posts about sand art being “weather proof”
- If the weather forecast looks terrible, then keep in touch with the organiser who may be planning cancellation or postponing.
- Its always a good idea to add a couple of trays and some filled bottles into the car – these are ideal for children with autism or other special needs that prefer to work in a quieter environment, and for children in wheelchairs etc where access to table could be tricky in busy times.
- Make a poster to take with you which tells of your next booked events and venues.
- If you have a workshop planned, then take a poster and a booking form so that people can book with you at the event
At the event & Making pictures
The objective here is to make sure that as many people as possible at the event know about you, can find you, and can make pictures with you:
- Find the organiser and say hello, and confirm the details.
- Add the organisers mobile number into your phone.
- Go find the sound team, and give them your details and ask them to give you a few announcements on the tannoy.
- If there is a cafe (as opposed to catering vans) take some flyers along and leave them there.
- If you have family/helpers with you. Send them out with vouchers telling people where abouts they can find you – particularly around lunchtimes when more people are sat down eating and drinking.
- Wear branded clothing and a smile, talk to everyone, make sure your pockets have flyers or cards in them so that you talk to everyone possible – even on a walk to the toilet.
- If it is a very busy event, set up your stall so that all the pictures etc are at the back of your pitch to minimise chances of people helping themselves.
- Make sure your gazebo is as open as possible, take sides off etc, so that there is as much visibility as possible.
- Allow time to walk around the event at the beginning, find out the prices of other activities and entertainment etc so you can get a feel of how much the average spend is going to be.
- Set out your table on a “zone” type basis, so that people can select from similar priced products quickly and easily.
- Get some children on your table as soon as the event opens – if you don’t have your own children with you, borrow some from other exhibitors, or best of all, find the organisors child and give them a really big complicated free picture – that will keep them on your table for a good 40 minutes or so, and their parents will love you.
- If you can’t do that then make sure you’re round the front of the table and ask every child who passes if they want to help you by colouring in a section of your picture.
- If you find one particular pricing group is selling well the focus on that and remove from display some of the slower moving products.
- If you’re busy put away the complicated pictures.
- If you’re quiet, get the complicated pictures out.
- Put stickers on the kids when they pay, that way, a quick visual sweep around the table will easily reveal any who have sneakily snuck on whilst you were busy talking to other people.
Finishing Pictures and After the Event
The objective here is to start building relationships with your customers to make sure that work with them again:
- Even though you are busy, you will still have approx 30 seconds to talk to the parents and children when they finish their picture, so focus on what information you want to be sharing at that stage. Remember that talking about birthday parties might not bring you in instant cash, but its a much bigger future customer.
- Take photos – either of the children, or pictures of their pictures if people are sensitive to you taking photos of the children. Tell them you’ll be putting the pictures on your facebook page so remember to check.
- Ask them if they enjoyed it and if they’d do it again. Then tell them where they can find you next – your next few events.
- Put flyers in every picture.
- Have recruitment flyers available incase you are too busy to talk to potential new team members.
- Run a prize draw, where you collect name, contact details and DD/MM of the kids birthday’s.
- Give them a voucher for a discount when they come back the second time that day.
- Put stickers on the kids – so that when they are walking around the event they are advertising your product.
- Put stickers on babies in prams and other toddlers etc who might not have done pictures with you.
- Don’t use carrier bags – that way the carried pictures are very colourfully visual and make other children curious and want to make one.
- Make sure to find the organiser to say goodbye and thank you. If you can’t physically find them then email or text them.
And don’t forget…..
Write into your diary the sales for the day, and any notes that are important for next year – preferred pitch positions etc.
Don’t be scared……
A lot of consultants shy away from the more expensive events, but a good event, well organised, well attended, and well marketed, can give you high sales and a good return for your pitch price. The secret comes in doing the leg work before and after the event to make sure that you squeeze as much as possible out of the opportunity.
As we have quite a lot of new consultants going out to their first events, I thought that it would be a great time to have a chat about pricing. You see, as a new business, people sometimes panic about pricing, particularly if someone is selling something similar at the same event for a cheaper price, so lets think about that a bit in a slightly different context, and you’ll see that its not a majorly important factor.
Do you like Chocolate Digestives?
Probably, most families and households in the UK buy a packet of chocolate digestives each month. But the price of them varies wildly, from store to store, and also within the store from week to week. In fact, it’s fairly safe to say that everytime you buy a packet of chocolate digestives there is a 100% chance that you could have got an identical (or very very similar product) cheaper, and within 200m.
Shall we test that thinking?
Have you ever done your big grocery shop in one supermarket, and decided not to put chocolate digestives in the trolley, because you’re going to go to another supermarket afterwards to buy them cheaper? No. Be honest, you haven’t – not for just chocolate digestives. So, what this tells us is that people value CONVENIENCE, and that they are prepared to pay extra for a product to have the convenience of being able to buy it in a time and location that is more convenient to them.
Have you ever (and I mean ever, even once) bought McVities chocolate digestives when they were sat right next to the supermarket own brand ones that were 50p cheaper? Be honest, you have haven’t you? and 50p is quite a big percentage in terms of the cost of a packet of biscuits. So, what this tells us is that people value BRAND, and that they are prepared to pay extra the have the brand of product that they are comfortable and familiar with.
Have you ever bought McVities or Foxes or Cadbury’s chocolate digestives because you prefer the taste and the texture of the biscuits? You know that there is the Savers Choccy Digestives sitting there for only 27p, but you’d rather spend £1 to have the others? So, what this tells us is that people value QUALITY, and that they are prepared to pay extra to have a higher quality product.
Have you ever compared the price of chocolate digestives in all the different supermarkets and stores before you purchase them? We tend to do this with big ticket items such as a TV or a Fridge, but do you do the same level of price comparison due diligence for every single purchase that you make? No, you don’t. You know that in all reality they may well be cheaper in other places, but you’re not going to take the time and effort to check it out. So, this tells us that people don’t always care that much about PRICE, and that they don’t always bother to research to the n’th degree the price of all comparable and similar products in the local area.
Have you ever gone online and purchased just a packet of chocolate digestives because its the cheapest way to buy them? No, you haven’t, because you don’t tend to make individual purchasing decisions separately for each and every product you buy.
Have you ever purchased a packet of chocolate digestives that are far bigger than you actually need? Because the price of the twin pack is only 50p more than the single pack and you get twice as many biscuits? Yes, you probably have, because VALUE FOR MONEY, is important to you, and its better value to buy the twin pack, even if you know you don’t need that many (note the word need, lol, because in my house those extra biscuits will definitely somehow end up eaten, even though we don’t need them).
Lots of people buy Chocolate Digestives in Marks and Spencer, again, knowing that they are paying more than they would for the same product in Aldi, so why do they do this? Because although Aldi has cheap prices, it’s not so hot on CUSTOMER SERVICE, there are only a few staff, and if you’re slow in unloading your trolley and bagging it up you’ll soon hear about it from the people behind you. Much nicer to go to M&S where the kind staff will pack it all in the bags for you.
Have you ever gone into a store and they haven’t had the product that you wanted – maybe there weren’t any Milk Chocolate digestives. Did you leave with nothing? Did you leave the supermarket, get back in the car, and drive another 3 miles to another supermarket just to buy chocolate digestives Or, did you simply just buy an alternative product? In reality, once people have decided to buy from you, if you don’t have exactly the thing they were after they will choose an alternative.
Would you buy your chocolate digestives from a dirty shop? Even if they were half the price of everywhere else? Probably not, because SAFETY & CLEANLINESS is an important factor particularly when you’re buying food, drink, products for your children etc…
Have you ever avoided a particular shop because the staff are unfriendly? Even though the products are cheap?
Do you know that sometimes people even buy chocolate digestives in Waitrose? Imagine that!! They know that by even walking through the door they are going to pay 10-20% more on every single product that they put in the trolley, but they still go there and buy chocolate digestives? Why do they do that? Well it’s all about the ENVIRONMENT, they love shopping with posh people and love being seen shopping with posh people, and everyone knowing that they’ve got enough money to pay more money for Chocolate Digestives than they have to and that they dont care about it.
Have you even paid an extortionate price for a packet of chocolate digestives when you’ve been out with the kids, and they’ve been hungry and moany, and you’ve been filling up the car with petrol, and the garage has a packet of chocolate digestives there, twice the price of normal mind, but you’ve thought “that will sort them out for the time being”………… Well, You know where this is going…….
Every week we buy hundreds of products, and price is one of the factors that we consider, but never the only factor, and most of the time it’s outweighed by other factors and influences – Convenience, Brand, Quality, Value for Money, Customer Service, Staff, Environment, Location etc.
So why does this matter in my Kids Bee Happy business?
So, when you are pricing your products, and comparing prices with other suppliers and entertainment at your events, its really easy to fall into the trap of panic thinking “Oh, I’m more expensive than X, I need to drop my prices”. But really, that’s not how the customer is thinking. If the whole world simply bought the cheapest products then 99% of businesses wouldn’t exist, they would all have closed down, because there is always someone out there prepared to sell cheaper.
So what do I do?
Firstly, you reign the brain in and you get that naggy voice in your head under control. And you accept that there are a very small number of people who may decide not to make a picture with you that day because there is a cheaper alternative, and that’s OK. But the vast majority of the people are looking for more than just the cheapest price – and we’re going to concentrate on those.
Secondly, you focus on the other elements that people want – and pay for. You set up your stall in a professional manner, clean, safe, tidy. You promote your brand, and you make sure that you are the best you that you can be.
And thirdly, you provide excellent customer service, you avoid being an Aldi (sitting behind a table waiting for people to come to you) and you turn into a John Lewis upfront, outfront, talking to people, helping them, answering their questions.
But, does it work?
And lastly, one final question for you – have you ever gone into a supermarket for a packet of chocolate digestives, and come out with 2 bags of shopping? You know you have. And the reasons why you did that had nothing to do with the price of the chocolate digestives – all of that extra shopping (that you didn’t actually need) came about because of everything else in this article – Convenience, Quality, Brand, Value for Money, Customer Service, Cleanliness and Safety, friendly staff, welcoming environment.
And if it works for the supermarkets – it will work for you.
As we run into the peak summer period, please remember that your DPD drivers will be taking holidays too.
Over the next few weeks each depot will have drivers on holiday, which means less vans, fuller loads, longer runs, different delivery times, and drivers not used to your route or aware of the little habits your normal driver has that you’ve both got used to.
In order to keep deliveries running smoothly to you please can you ensure the following:
– Please don’t leave your order til last minute. If you need stocks for the weekend please ensure that your order is in before midday on Wednesday.
– Please download the DPD app and make sure that you add into the app the email address that you use for KBH. DPD will promptly process any redeliver instructions via the app far quicker and better than if you contact us.
– Please Alert us via ticket of any orders showing in your members>account section as pending or incomplete.
Please let us know Thurs AM of anything that you are unsure about re deliveries, because Thursday is the last chance we have to dispatch to you for a pre-weekend delivery.
Tickets are always the best way to report delivery problems as it means everyone in the warehouse has full visibility of all your communications.