Thursday, April 7, 2011

InStore Magazine Case Study: A Successful Trunk Show's Promotional Timeline


"The Big Story" in this month's issue of InStore Magazine is all about launching a new designer line in your store, and includes a great case study of a Pamela Froman trunk show at Hummingbird Jewelers in Rhinebeck, NY. Contributing Editor Lorraine DePasque interviewed Pamela and the store's owners, Bruce & Peggy Lubman, and broke the event down into a promotional timeline, which I've copied for you below:


In the true spirit of retail partnership, a Rhinebeck, NY, jeweler and an L.A. jewelry designer planned a trunk show with a week-by-week timeline.

Hummingbird Jewelers had been carrying about two dozen pieces of Pamela Froman Fine Jewelry for almost a year, and owners Peggy & Bruce Lubman felt it was time to step up promotion of the emerging designer.

Here's how the pre-show publicity unfolded:

10 weeks before
Froman designed postcards and posters that incorporated photos of her jewelry and Hummingbird had them printed.

8 weeks before

The store announced the trunk show on its website, with a bio of Froman and images of her work.


4 weeks before

Hummingbird e-mailed and phoned clients who had shown an interest in Froman's work.
It asked the local tourism office to post the dates on its website. Hummingbird and Froman posted the news on their Facebook fan pages.

3 weeks before (and ongoing)

Hummingbird ran 60-second radio spots, three times a day, on two local radio stations.
In the November issue of Hudson Valley Magazine, an article on bridal featured some of Froman's wedding bands, with copy saying she'd be at Hummingbird Jewelers. (Hummingbird had sent rings to the publication so they could photograph them.)

10 days before

Hummingbird mailed postcards and displayed Froman's pieces and the posters in its windows. It e-mailed customers: "Check out Hummingbird's windows this week for a preview."


1 week before

The store phoned clients to suggest pieces they might like.


The Big Event

Froman brought 200 pieces, including one-of-a-kind items.
the jewelry was put in the largest showcase, near the entrance, and in the windows.

Retailer's Review
"It was one of our best trunk shows ever," Peggy says. "We'd been pretty conservative with Pamela's line. But when I saw how customers reacted to her color, I decided I'd be adding that."

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