EVENTS
project overview
Brief: Organise an event to promote the new bespoke YETI area in Ann’s Cottage's flagship store (the largest stockist of YETI in Cornwall), with the goal of driving footfall to the store and encouraging sales on the day. This is inclusive of all marketing activity surrounding the event.
Check out an overview from the event here:
(content creation by myself and the marketing co-ordinator)
MY ROLES
event highlights
I'm thrilled that the event was a huge success, see below for some metrics from the day...
organic impressions on instagram content I filmed/ designed and posted to advertise the event.
We gained further traction on top of this with paid social ads.
20k views
Total sales on the day exceeded previous highest daily sales figure ever in that store (flagship) since opening in 2010 by 58%
58% increase
Yes, you read that correctly! I was given a very tight budget and needed to save it for hospitality, so I had to be very strategic with event marketing and utilise gifted product from Yeti for maximum effect.
£500 budget
to Ann’s Cottage CRM emails and texts, segmented into a dedicated YETI group for targeted YETI communications and in-store promotions.
422 new subscribers
strategy
I developed a considered marketing strategy for the lead-up, during and after the event, using a mix of content, influencer activity and in-store experiences to drive sales, generate footfall and build lasting awareness of YETI at Ann’s Cottage.
Bespoke bottles
The Yeti events team gifted us these limited edition bottles to use for the event, so we opted to engrave them with this super girly design that we knew people would love...
Influencer gifting
The week of the event, we gifted the bottles to local influencers with different content specialisms including fashion, outdoors and surf to help promote the event. We selected girls who would actually like and use the bottles, to ensure it felt like an authentic collab that their audience would engage with. In exchange for the bottle gifting, we asked for a story post advertising the event and the free engraving you could get on the day.
Too-good-to-miss competition
We organised and promoted a very enticing giveaway that you could only enter by going in to store on the event day. We also made the entry requirements email newsletter sign up for additional data capture, so we could reach attendees post event with targeted Yeti marketing.
Engraving designs
Yeti set up their engraving machine for the event. Instead of focusing on additional branding/logo opportunities, we produced engraving designs that customers would actually want on their drinkwear (with a range of demographics in mind), so it felt less like merchandise and more like a free gift from us to them.
Themed refreshments
The Yeti brand output is very wild/ rugged 'American', so we leant into that and opted for American style drinks that complimented the brand. We gave out free drinks tokens with every purchase and branded up the drinks with Ann's Cottage x Yeti stickers to ensure if the drinks ended up on customers socials, they'd instantly recognise the event.
Promos & prizes
We had exclusive promotions only available on the day to encourage traffic to store. We also rebranded a grabber machine we had and filled it with Yeti goodies to win if you spent 'x' amount. I designed all of the POS and print work used throughout the store before and during the event.
Live demo
Three time WSL Longboard Champion Ben Skinner did two live board shaping demos to help entice the surf community down.
Kept momentum...
Post event, we gifted the pink bottles to a local women's surf group. Our very talented in-house designer film this meet up and his partner added illustrations to make a very cool piece of content. We turned this into a competition post on socials to win the the remaining engraved bottles, to ensure the conversation online stayed on Yeti at Ann's Cottage...
details
To ensure this event went off without a hitch, there was a large team involved - the ecommerce and retail directors, store staff, business owners, Yeti marketing team, drinks vendor and of course myself and the marketing co-ordinator, which left a lot of room for error. To prevent this, I put together a briefing pack which I went through with everyone involved before the event. I'm thrilled that the event was a huge success; so much so that it's been repeated this year using the same framework I created.
yeti event
yeti event