How To Run A Successful Trunk Show

After the success of our trunk show with Mendiburu Opticien, we had an enormous amount of enquiries about how to create such an amazing event.
We cannot take credit for this but will happily share some of the knowledge that we gleaned from Joel Mendiburu and his team in Biarritz.

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The first thing the optician must do is choose the right brand to partner up with. Our experience is that working with one eyewear brand for an event sends
a clear and confident message to the consumer. Choose a brand that represents a discovery or something new and exciting on the market but also be sure
that it is a company that will communicate well and promote your event.
Preparing a great trunk show requires a serious investment of time, money and emotion. The relationship that you build with your client throughout the year 
will determine whether or not they want to spend an evening with you!

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Build your mailing list meticulously and communicate regularly but unobtrusively with your clients.

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Pay attention to detail in everything that you do. Create an interesting invitation, whether it is physical or online and then follow it up with a more personal
approach. Call your invitees, mail them again “did you receive the invitation? We hope you will join us”.  As much as people love being remembered,
they dislike being forgotten so work hard to ensure that nobody is left out……not easy.

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Present the products in store with pride and confidence. Joel created a unique environment for each frame which highlighted the value of the glasses
and made each piece feel unique and special.

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Make your guests feel special too. Mendiburu is part of the Eye Like label in France, a group of independent opticians who all work to a set of values,
one of which is ‘generosity’. The food on the evening was lovely and very considered. The wine was of a high standard and the welcome was sincere.

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Local artist, Guillaume Josué, displayed his amazing work and this helped attract a new audience.

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Unquestionably, the event cost a lot of money to put on but it was amazing. Between 400 and 450 people came……..and stayed all evening.
The social networks were buzzing on the night and have not stopped since with people talking about the event. Everybody had a great time
and it was a commercial and social success.

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Finally, follow up your event with images that involve everybody who attended and even those who would have liked to but could not make it.
Thank people for their contribution and remind them during the year how enjoyable an evening it was and you can be pretty sure that they will come again next time.

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Posted by Kirk & Kirk

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