preparing animating an event contents : management indicator report promotion kmanagement...

PREPARING & ANIMATING AN EVENT

Contents :

MANAGEMENT INDICATOR REPORT PROMOTION – K.P.I (key application indicator)

EVENT CHECK LIST

PROMOTION COURSE

MAKE-UP TEAM PROFILES & MISSION

MAKE UP EVENT


« Event must bring additional

business »


Event Check List EVENT : DATE : OBJECTIVE :

MECHANISM : CUSTOMER TARGET : New :User of other axis :VIP :User of 1 product of this axis :Sleeping :

ITEMS PRICE FOLLOW UP BY ORDERED DEADLINE RECEIVED EVENT DATE COMMENTS


ITEMS PRICE FOLLOW UP BY ORDERED DEADLINE RECEIVED COMMENTS

Event Check List

STORE’S NAME :

Dates

Space Booking

Space Layout

Stock Inventory

Sell In

FOLLOW UP BY DEADLINE ACHIEVED COMMENTSSTORE AGENDA


FOLLOW UP BY COMMENTS

FOLLOW UP BY ORDERED DEADLINE RECEIVED COMMENTSPRICEITEMS

Event Check List


PREPARED DEADLINE RECEIVED COMMENTSFOLLOW UP BY

Event Check List


DURING

COUNTER MANAGER / PROMO CHIEF

Check change of transparencies

Check displays

Proper execution of the scenario

Sales follow up

Productivity follow up

Transaction follow up

Customer follow up

Apppointments follow up

Continuous follow up

Continuous encouragements

Comments :

COMMENTSFOLLOW UP BY

Event Check List




Event Check List


HOW TO ANIMATE AN EVENT SPACE

Position

MAKE UP ARTIST must stand at the opposite side of the demonstrator on the podium

Your position must allow the audience to have a clear view of demonstrations

Your position must be close to the products she has to show (make up station)

Your position must allow you to see clearly the demonstration without bending over the model

You must never pass in front of the model

Relation Model / Make up Artist/ Demonstrator

You must not touch the model face when explanations are given If only one mike is provided, Make up Artist must handle the mike

to the demonstrator for hi to answer any question (ideally 2 mikes should be provided)

Promotion Course


Presentation of products and GWP (Gift With Purchase)

Products and GWP must be at a reachable distance from the Make up Artist

Stock products will be shown and not testers Each theme product must be shown Products and GWP must be clean when shown to audience Make sure that products or GWP are facing the audience

and that interior can be seen clearly Product in Make up Artist's hand must look luxurious and

precious (Neck mike would leave a complete usage of both hands)

Preparation

You must ensure that her demonstration table is fully equipped before the demo.

You must know thoroughly each step of demonstration in order to be quick

A rehearsal is compulsory

ATTITUDE OF DEMONSTRATOR ...

Promotion CourseHOW TO ANIMATE AN EVENT SPACE



Grooming

Uniform must be complete and clean Make-up should be according to the theme or showing staff

is involved in cosmetics line (make up demo) Hairstyle should be outstanding and fashionable

Attitudes round the event space

1 – Promoters / BA’s at the selling counters2 – Promoters / BA’s in the crowd

Generalities

The work of the promoters is to sell a maximum of products in a limited time. They must know how to attract customer, how to advise and demonstrate, how to convince and how to link sales.

Promotion Course



Selling Aids

Promoters / BA’s have in hand selling aids to attract customers

The decoration of area according to event Displays Testers stands Brochures Advertising campaign GWP

Those aids must be used to the maximum

Selling Techniques

The selling will be done according to the Lancôme Reflexe Pro approach and is the same at counter or in the crowd.

Promotion Course


Demonstration

Demonstrator must demonstrate with Lancôme method Certain techniques of demonstration are spectacular and

are made to attract the crowd. So give necessary pause for audience to notice those techniquesEx : Application of loose powderFace correctionsLipstick application

Demonstrator must show to audience products you are using according to Make up Artist's comments. Demonstrator should explain to the model what she is doing without stopping the demonstration, which should last 15 minutes maximum to generate sales.

For usage of hair band (if necessary), permission must be asked from the model

NB : Hair band can be removed after application of complexion powder for a better comfort of model

During the demonstration, table must remain clean and each product used must be put back to its original place

Demonstrator should not hide the model’s face through a wrong position


Promotion Course


Demonstration

The make-up demonstration should not be complicated for customers to feel that they can do it by themselves

At the end of demonstration, a spray of perfume should be proposed to the model to refresh herself

At the end of demonstration, make up artist proposes a chart to customer, then a BA will lead her to the selling area where more explanations and comments will be given with the help of tester stands and mirror.

At the end of demonstration, the demonstrator will comment the make-up with the mike in front of the audience.

As soon as demonstration is finished, the make up artist will take the opportunity of a big crowd to catch some customers through charting. (This can only be done if his professionalism is emphasised in the mike by BA or others make up artists)

Convince : ConvictionLinking : Linking sales

ATTITUDE OF MAKE UP ARTIST

Promotion Course


TYPES OF CUSTOMERS

The promoter must be a good psychologist and understand her customers. Attracted to a promotion, colour launches there are 5 types of consumers :

The “ Game ” type : She is interested in any new product and wants to try them all. She can be a good buyer. For this customer, the promoter will have to demonstrate a lot.

The “ Personalised service ” type . She will be hesitating and will be convinced when promoter will say that certain specific colours match perfectly her personality. She is looking for personal attention.

The “ Shy ” type : She would love to try but does not dare. Her answers will be negative for a start. The promoter will have to reassure her before starting her selling approach. Demonstration must be done discreetly in a private comer or just at the tester stand.

The “ Savings conscious ” type - she wants to make a bargain. Promoter will have to insist on the GWP.

The “ Do not disturb ” type : She is very interested in the demonstration and does not want to be disturbed. Promoters must keep an eye on this and, as soon as demonstration ends, propose a try of products as a model or at the counter.

Promotion Course


PROMOTION AT THE COUNTER ...

Attraction

To attract customers, promoters should be smiling, ready to serve and with a good straight position of her body meaning by that she should not lay over the counter. Her grooming plays a very important part in attraction. She will open the dialogue with open sentences :

Ex : Referring to products

“Those colours just arrived from Paris…”“This is the new cream of Lancôme ...”“I can see you are interested in our new colours, for you this harmony will be the best to suit your style …”

Ex : Referring to leaflet

“Those colours are the Spring Summer fashion from Paris. This leaflet will show you how to use them…”“The cream is new, this leaflet will give information …”

Ex : Referring to customer's habits

“You are wearing green on your eyes, have you tried blue already?”“Is your skin tight in air-conditioned room? …”

Promotion Course


PROMOTION AT THE COUNTER ...

Advice

There are 3 ways to advise the products :

1 - Showing them to customers2 - Demonstrating on customer3 - Charting

In any case, explanation of product must be done according to Lancôme method which is :

Name Definition Texture & perfume Action / Result How to use

Promotion Course


PROMOTION AT THE COUNTER

How to show to customerThe promoter presents the products to the customer. The product must look precious in her hand. She must handle packaging and product with care. For colour launch, she will insist particularly on the new look and how the product is applied. To provoke a decision, product can be given to the customer. 50% of the sales are done when customer handles the products.

How to demonstrateDemonstration at selling area is limited to touch-ups. This will be done with the help of tester stands. Therefore the promoter must have her own brushes to give quick touch-ups on customer’s face. Demonstration at selling area must last no more than 3 to 4 minutes.Ex : “Try this eye shadow …”

“Let me add some more blush on you …”

How to chartChart must be legible. Product use frequency must be mentioned.

How to convinceFor a better conviction, promoter will make up one side of the face for a start. She will make the customer appreciate the difference in the mirror. Second half of the face will be done with detailed explanation.

Promotion Course


PROMOTION IN THE CROWD ...

The most difficult part is to approach the customer and to open the dialogue. When this is done, the selling attitude will be the same as promoter behind the counter. The promoter in the crowd has to approach 2 types of customers :

1 The ones passing2 The ones looking at the demonstration

Customers passing by

They can have different attitudes :

They did not notice the demonstration : Approach them with the leaflet and as soon as they take it, make them stop to explain what is inside. When you start to speak about the product, propose to have a closer look at it at the tester stand. When the customer is at the tester stand, start to demonstrate.

They avoid the demonstration : It means they have been disappointed in the past by too much aggressiveness from other brands. Start with the leaflet and reassure them :

Demonstration free of charge No obligation to buy We just wish to inform you

Promotion Course


PROMOTION IN THE CROWD ...

NB : It is easier to approach a customer entering the store than someone leaving it.

It is easier to approach a customer who does not look in a hurry or who is over- loaded with shopping bags.

If you approach 2 friends, speak as much to the friend than to the customer.

Customers looking at the demo

They can have different attitudes :

They are very interested and do not want to be disturbed : Wait until the demo is finished and approach them by saying that you noticed their interest.

They seem not to understand the MC : This type is the easiest one because you will propose your assistance.

They cannot see well standing at the back : Again an easy type, propose to comment to them what is happening at the podium.

NB : If the demo is almost finished, one of the promoter should recruit another customer to be made up before the end.

If there is no volunteer, regular buyers from Lancôme counter can be proposed a free make-up as a service to them.

Promotion Course


Motivation of the team

The team must be well informed (meeting of preparation) : Objectives Targets Concepts Schedule

The team must be excited about the event, the idea of making better sales which will generate better commission. Good advertising supports. Incentives scheme must be attractive to the team :

Targets must be realistic without forgetting the objectives of the promotion and the strategy of the company.

Each promoter must be very conscious of the turnover to achieve.

Every promoter should contribute equally to the target. This will create competition and each one will feel responsible for the success. This allow the technico chief to appreciate the effort of each one.

At the end of each day, a brief meeting of analysis is necessary to correct attitudes, to compare results.

A team leader must be designed for each promotion to animate the group, to inform the company through reports.

PROMOTION IN THE CROWD

Promotion Course


ANIMATION : Make the right decisionsProblem encountered Describe impact on the animation Actions to counter

the problemTiming

Not enough testers

POS material not totally in place (missing visuals)

Missing samples

Low stock level for the line or axe with an animation

Broken or worn out looking POS elements

Customers did not received mailing in time

Customers do not like the gift

Stock arrrived too late

BA’s not well trained

Price is too high


Problem encountered Describe impact on the animation Actions to counterthe problem

Timing

Not enough testers Customers cannot test products 1.Express order to the customer service dept2. Depending on the timing, inform the manager & floor manager and open a finished product.3. See with another store for help and testers availibilty

1 day

POS material not totally in place (missing visuals)

Poor visibility. Poor brand image. Difficulty to recruit

Call the trade service or customer service or merchandising dept urgently

quickly

Missing samples Poor brand image and difficulty to link sales.

Call the customer service dept and for an express order.Propose product testing with testerOffer to keep aside coming samples for giving them when the customer will return to the store

1 day

Low stock level for the line or axe with an animation

Sales missed for lack of stock.Lack of motivation of salesgirls

Call the customer service dept and put in an express order. See with another store for help and products availibilty

1 day

Broken or worn out looking POS elements

Poor brand image. No attractivity . No recruitment

Repair if possible, otherwise throw away and re- order, depending on the importance of the promotion.

Customers did not received mailing in time

Lower traffic at point of sale. Call loyal customers back to make an appointment.Re-schedule or extend the animation

1 day

Customers do not like the gift Customers are not interested and turn away.

1. Understand why they turn away.2. If the order is large enough => ask your superior permission to

add trial sizes3. Change the gift if possible

2 to 3 days

Stock arrived too late Sales missed for lack of stock. Make a note of stock levels and re-order before the beginning of the animation.

1 day

BA’s not well trained Poor product knowledge. I train them myself As soon as possible

Price is too high Drop in sales Feedback figures to the marketing dept (10 customers interested, 10 refusals due to high price).+ justify the price positioning thanks to service

ANIMATION : Make the right decisions

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