Now, you might not be worrying about prom or anything having to do with high school at all these days. But if it's relevant to your market, like it is for the Spectacular! Bridal, Prom & Graduation Expo, there's a clever way to take advantage of events that might not be important to you personally but are awful life-or-death to your customers.
For example, the Inc. Well crew was sent a press release recently about the forthcoming March 5 event that's aimed at high school juniors and seniors and parents living in or near the South Side of Chicago and the 'burbs.
Prom is still a ways off, but this kind of event-driven marketing is a neat way of involving those with the spending power (parents) and harnessing the attention of the intended customer (the girls who can't wait for prom).
The event also doubles as a charity drive, so it isn't strictly a celebration of consumerism for a garment that'll, most likely, only be worn once. Still, it's a great way to drive some extra dollars in and it's tied around an annual event that's gonna take place whether they throw this event or not. May as well throw it and get some money off it if you can -- that would be the takeaway if you don't sell prom dresses but are still an enterprising entrepreneur.
You can read more about the event here.
David Wolinsky is a freelance writer and a lifelong Chicagoan. In addition to currently serving as an interviewer-writer for Adult Swim, he's also a columnist for EGM. He was the Chicago city editor for The Onion A.V. Club where he provided in-depth daily coverage of this city's bustling arts/entertainment scene for half a decade. When not playing video games for work he's thinking of dashing out to Chicago Diner, Pizano's, or Yummy Yummy. His first career aspirations were to be a game-show host.