Business Interruptus

We all have experienced it... an interruption in our business. We also know that we can expect them again when we are least ready for it.  Join us as former retail store owner, RETAILMavens founder Cathy Donovan Wagner and Amy Loewenberg talk about some fun out of the box in-store and out-of-store events as ways to build a community around your business, engage with customers, and generate revenue! Store experiences are an essential part of your retailer brand and it’s pretty easy to see why— they strengthen customer relationships while increasing sales. Listen as Cathy shares her expertise in coaching and providing guidance for retailers on how to increase their sales, find profit and improve cashflow to sleeping better and living a life they love!   

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Transcript

Dondrill Glover: 0:02

Welcome to The New York now podcast, a modern wholesale market for retailers and specialty buyers seeking diversity and discovery, gathering twice a year in America's design capital, New York City. It's where buyers and designers on Earth have refreshed and dedicated collection of eclectic lifestyle products.

Amy Loewenberg: 0:21

Hello, everyone, and welcome to The New York now spotlight podcast. I'm your host, Amy Lowenberg, senior relations manager for New York now, community spotlight podcaster and all around retailer advocate. My focus is to bring you important information, conversations and perspectives from both sides of the aisle. Today's conversation is not with the buyer but with someone whose business is about helping retailers. As a former retail store owner retail mavens founder Cathy Donovan Wagner learned how to master numbers to go from near bankruptcy to owning three successful multi million dollar stores. She now uses our cutting edge expertise in retail and consumer behavior to help 1000s of independent retailers increase sales and improve cash flow. She guides retailers to more profit, better sleep and living a life they love through powerful group and private coaching programs, industry speaking events, and a thriving online community. And today for our second podcast in a series of business strategy conversations. We are talking about business interruptions or business interruptus. And One fun way to prepare for the next challenge thrown our way. Well, hello, today we're talking with Cathy Donovan Wagner of retail mavens, how are you doing, Cathy?

Cathy Donovan Wagner: 1:47

I'm doing great. Thank you so very much. So good to talk to you, Amy.

Amy Loewenberg: 1:50

You too. I'm really excited to talk to you again, I'm enjoying this repetitive series we have going on it's a I think it's gonna be a lovely relationship throughout the rest of 2022. So today's conversation, we're talking about prepping for the next thing that interrupts business. We're calling it business interruptus. We know that there's always going to be something there's some sort of global strife, a pandemic political inflation, they all impact the way we do business and the way we need to think about the way we do our business and our businesses. So, Cathy, we've been talking and you said some of your clients have had a slow last month. So there's a lot going on. Tell us about it.

Cathy Donovan Wagner: 2:39

Yeah, well, there's a lot going on. And I think that because of the big the big, the biggest business interruptus that happened to us, in 2020, I think also people are super sensitive to any changes in anything, right. And so what I found is that my clients were feeling overwhelmed and paralyzed and a little afraid, and what to do next. And, and one phrase that we use all the time in our world is what would a richer retailer do? Because I believe that everyone has everyone deserves to be a richer retailer in every sense of the word. So please know that, of course, money is part of it. But it is not the whole thing that they should be enjoying their journey in every way be richer. And part of the trick of being richer, is of course, your mindset, right. And so when you feel yourself going into that overwhelm or afraid or paralyzed, you know, paralyzed place, you have to stop and choose to not let those feelings stop you. And instead look for the opportunity that's in front of you. Instead, look for what it is that you can do. And, and that's that is such a critical component of all of this, right? And the only thing that becomes and then that then the other the next step of it, is that it's super important that you can identify small steps, the smallest steps that you can just to get moving again, because because what I find so often happens is that overwhelm and paralysis all that comes from when you have almost too big of a view, when you're like, oh my gosh, what happens if all this happens again? And if I have to shut my doors again, right? I mean, like, instead, no. So you had a slow couple days, a slow month, whatever. Like, let's let's talk about what we can do when our business gets interrupted, as we all know, it will again, right, let's talk about what we can do. And so I'm so grateful to have the opportunity to really talk with you about and to give people some specifics about what they can do.

Amy Loewenberg: 4:39

Yeah, absolutely. I mean, I love what you're saying because I mean, I think that actually resonates for everything in life, you know, going happens of some something a pattern changes in our life, and it takes us a while to readjust or change the way we normally We do our business, our work our life. And we've been so pushed out of our comfort zone. And it's like, there's a part of me, Cathy that doesn't want to keep talking about the past, I just want to, I want to go into the future. But I strongly believe that we can have a stronger future when we understand where we're coming from, and and that we don't punish ourselves because we're not working in the same manner, or thinking in the same manner. And I think that that resonates exactly what you're talking about is taking those small steps. And those, we were calling them silver linings, you know, because we didn't ask for what we just went through. We're not asking for this, you know, and we found ourselves with, like, 2020 being exclusively virtual, we didn't ask for that. But what was the silver lining? A lot of people learned how to be virtual. Right? Uh huh. 2021, we're dealing we dealt with the migration of moving into a hybrid experience, right, that just elevates and pushes us forward. And the way we're, we think about our business right now. 2022 is about creating that best in person experience. And it focuses on the return of the, again, the in real life experience.

Cathy Donovan Wagner: 6:16

Right. Exactly. I think that's really true. You said it very well, Amy, about how we have to look, look back to move forward. That's very true. And look, to see what, what worked for us before, right. When I look back to see how our how our clients did during the pandemic, one of the main reasons that they did better than many I believe, is because they paid attention to how their raving fan felt, and that I'm a god girl. And I always say that God gave us this platform. And that it's our responsibility to use it for good and, and so when we know how our how our ideal customers are raving fans are feeling when we know how our selves are, our freedoms are how we feel, then we can take action to serve that. And when we can use that platform to share love, when people need love to share community, when people need community, and to share safety and comfort when that's what people need.

Amy Loewenberg: 7:28

I think I think we kind of need all of that right now. You know, I'll say that I'm, I'm a woman of the universe. And I believe that things happen for a reason. And I believe we have to learn from everything. And, and and when we can move forward and accept that there is a silver lining, even though we may not see it right away, but we open ourselves up to it, you know, the role of the physical store is changing and retails need, excuse me, retailers need to continually re invent themselves to remain relevant and and, you know, getting back to the best kind of experiential retail or the experiences that we create, and that we can repeat. So we are talking in store events today and marketing and follow up. That was a pretty good leader, don't you think? I do? I

Cathy Donovan Wagner: 8:18

do. And one last thing about the pandemic is that is that it's certainly so often when sales gets slow, people resort to well, I'll just do a sale, like you're sort of panic, so you're just going to throw something on sale. But in the pandemic, sales didn't really work. I mean, that didn't really impact anything. And so people so you know, you're really required to dig deeper, because money isn't why they weren't buying. And so you have to be able to so you had to look to give and not get and that's what you can. So that's what I'm challenging everyone to do with their in store events. What can you do, to give to share with people and and to be able to create experiences for them to create memories for them. And people will always, always want to buy that they will always want to buy that.

Amy Loewenberg: 9:06

Right? It's the experience of connection and celebration, and you know, creating something that that's not just in store fun, and yes, maybe bring the sales, but also it's that sense of community and building that support that will be there for you, when the next business interruptus hits

Cathy Donovan Wagner: 9:26

us. Correct, right. Because what what I know for certain is that when you provide a service, you fill a need, you solve a problem, offer a solution, the sales will always follow, they will always follow. And I'm so grateful to have this experience with you to help people think outside of the box and to think about what else is possible and doing things that you've never perhaps thought of before and that aren't even necessarily directly related to your products in your store. But it's just related to your person to what they love to do, you know, and that's and that's what you're doing. Like a great example of this is how is how maker stores tend their sales tend to slow down during the summer. Why? Because they're people are creatives, and so they're outside gardening. And so why not bring in someone to talk about gardening, why not bring in someone to talk about what you should do in spring, you could bring in someone every single month, and have them talk about what they should be doing to their garden, which isn't about anything you sell in your store, but you're serving your people, and you could charge for it. And you could offer a little swag. And you could offer a little bit to drink if you want, or don't, either way, but like that kind of a thing is what is what is what's going to make a difference. Yeah,

Amy Loewenberg: 10:41

so like opening your store for other businesses to maybe do some networking or cocktail parties in your store. It has nothing to do with your store, but you're bringing the outside in, in a different capacity. Maybe? Mm hmm,

Cathy Donovan Wagner: 10:52

exactly, exactly. It's all about thinking about, we always talk about what else is possible. That's exactly, it's all about thinking about that. And I love that I love about I also love the idea about collaborating with neighbors, and making like community event that you know, although although you guys, I certainly recognize recognize that that involves a little bit more work. And part of what we're what we really wanted to bring to you today. When Amy and I were preparing for. For this for this podcast, we wanted to bring to you specific things that you could do now so so we'll give you some bigger ideas that might take more time. Like can like, you know, like coordinating things with some neighbors in your community. But honestly, you could even do something with just one neighbor, one, one business bestie that you have, what could the two of you do together to serve each other's customers? And could you go do something in their store? And then they come and do something in your store? You know,

Amy Loewenberg: 11:41

creative? Absolutely. Well, we actually know a lot of people between you and I probably put on a lot of events, we could probably share some fun, some fun experiences. I know I know you have one that has a very long name that I'm gonna let you say,

Cathy Donovan Wagner: 11:56

oh my gosh, it's so fabulous. This came out of the political the all the times of political duress and people weren't shopping they were so distracted by everything and and so I was talking to clients about how listen so what can you do to provide fun for your people and and just create a space where they can just have a great time and so Valerie rhymers from she and her husband, Ryan own Lucinda was in Wichita, Kansas and they came up with this amazing event. Okay, this is this is the title happy puppy, sparkly kitty Rainbow Unicorn fun party.

Amy Loewenberg: 12:31

Um, is it a event for for six year olds

Cathy Donovan Wagner: 12:38

she said she wanted to name everything that like everything that makes people just feel you know, yummy and happy inside. And that's exactly what she did. And then she really did nothing specifically about her products really, I mean because they saw all of her team members all that dressed up and in like an all crazy colorful outfits and they made a really great little backdrop that was made for perfect Instagram pictures with balloons at all like one of their team members is really talented with that they really just actually another critical part about this Amy Yeah, a little bit off track but the reason why this event became as big as it isn't wait till I tell you a couple some of the things she's done is because she leaned on her team members she said to her team members listen what can we do what can we do to make it to make it fun to provide just a fun super fun time for people and and these are all than all the ideas that they came up with they decided to get dressed up someone just you know could make this beautiful Instagram plays they also had they also had an artist on hand and so she drew an image and then they decided to have a draw like a picture and then they had a coloring contest for kids and then actually Valerie and Ryan's kids do the do the do the judging for the children's and then and then there's a member of on their team that does the or not so the artist herself actually judges the adult ones and so it's pretty fun because as people submit their submit their entries they just taped them all up all over the store so you get to see what everybody else is so you feel like you're part of a community because you're doing this drawing too and and then they found like a festival right inside it's exactly what it was. It's exactly what it was somebody had a connection at a local local what's the word I'm looking for? Where you where they have cats kittens and puppies and

Amy Loewenberg: 14:22

adoption plays like an ass

Cathy Donovan Wagner: 14:27

because like they're should have had that drink dang it well anyway, she had a team member who worked at a an animal shelter oh and animals and so they brought

Amy Loewenberg: 14:41

I only worked at one by the way. So funny.

Cathy Donovan Wagner: 14:47

So so they actually brought in puppies of some puppies and some kittens that also to allow people to just have some free cuddles and and also allowed them to adapt know that them if they wanted to. Also, then they also decided to give a percentage of their sales also to this particular shelter, which was beautiful. But it was just all about this fun and you guys, nothing was on sale. Nothing was on sale. And it was a huge day, a huge day for them.

Amy Loewenberg: 15:15

Wow, wow. Well, I have to say, I think that I would truly enjoy playing with puppies and kittens. As I am perusing somebody's store, I am always always enamored with any shop dog or, you know, shop cat or I do actually understand the appeal of an animal. But what it really does is it also kind of breaks down the, the walls and it just lets us be fun human beings and relate and, you know, share those loves and hugs but

Cathy Donovan Wagner: 15:46

we all really do. Exactly, exactly. And I have another client Amy from Amy Trimble from watermark corners. It's a family owned business. And they they so they they had a birthday club, it's which is a great thing to celebrate, you know, celebrate your customers birthdays, and then you send them a little gift certificate, and, you know, via email, or whatever. And what they decided to do just last month, this was brand new, they decided to have they opened up a bar inside their store, how fun is that. And that's been really fun, and just sort of just continue to promote that they decided to celebrate, on the side, they're going to celebrate everyone's birthdays for that month, on on one Saturday, in the month. And so when you came in, you did this, this did have a sale attached to it. So I believe that it was you got to enjoy 15% off of your sales and you could bring a friend and they could also get 15% off. And so and then they also did specials in the bar. And then they also they also made a like a little like a little area for people to take pictures with balloons and happy birthday and all that kind of stuff. And and it so it made for this amazing time. Listen, that would be so easy to do. And do you know what? It was responsible for 20% of their stores business last month? Really? That one day? Yep. That one day. Wow.

Amy Loewenberg: 17:05

I mean, that's pretty impressive.

Cathy Donovan Wagner: 17:07

It was incredible. It was just such a simple idea was such a simple idea. And it was it was actually her manager Courtney's idea and they but they just embraced it and put it on and it's right, they're gonna do it all the time. These days, as people were leaving, they were talking about how, Oh, they're going to get there. You know, they're they can't wait for their for their own birthday party that's for their own birthday month, so they can bring friends in and celebrating the

Amy Loewenberg: 17:29

seats there. Yeah, you tell that these are your clients because if I remember correctly back to our, like, New Year New new goals conversation. One of those goals was like leaning into your team more and listening to their ideas and what they want to do and like the last two things you shared were sounds like they were driven by the staff. Yes. Right. I mean, that that's really all kinds of beautiful, I think.

Cathy Donovan Wagner: 18:00

Mm hmm. And how often retailers you know, tend to take everything on their own but yet and it's and not include their staff but yet really your staff wants to contribute they want to be a part of this what you do is so important in the community and you can't do it all alone you really can't and so you know when when you let help them when you allow them to get involved and help you they it just makes like you said it makes makes all kinds of good.

Amy Loewenberg: 18:28

It does you know so I mean without going into like full detail like I know so many of the retailers that shop New York now are putting on events in their stores all the time. You know everything from you know something grand which we don't want to overwhelm anybody with but like a Brooklyn museum that has a repeating flea market in front of their museum every Sunday in November all the way to San Diego with Chad and Amy owners of pigment and they have a multi location lifestyle store in San Diego that features a selection of local artists and artisans and there's a focus on planting containers home gift and and they offer an array of workshops ranging from like journal making to like small planting workshops and then there are like the experiential driven retailers like camp and they're from the east to west coast and they have this like unique shop play hybrid experience which I think it's key in this day and age where you know you have this experience in their physical stores where they have this like rotating themed experiences with like this blend of like play and product and obviously it's child driven it's it's a it's an entity for like caretaking children and you know it's a great place to go when you know after school and then they do birthday parties. It's it's huge. I don't even I didn't even do it justice. So it's an incredible everybody usually go look up camp if you don't know who they are, if you have kids, you should look up camp. But I mean, there are so many really cool events. You even mentioned something. Prior what was it?

Dondrill Glover: 20:11

Holly?

Cathy Donovan Wagner: 20:12

Holly Jolly trolley, trolley trolley? How could

Amy Loewenberg: 20:15

I not remember that? It's it's a try rhyme.

Cathy Donovan Wagner: 20:18

Right? Right. Yes rusty and drew from, from kids from South Carolina, or North Carolina they have the green monkey is the name of their store. And I love it. And they they rented a trolley for during the during Christmas. And they have a bar and a gift shop and offered people and sold tickets to for people to get to bribe the trolley. And they served some alcohol while they were some of their so they did serve some of their own product while they were on the on the trolley. But they just literally

Amy Loewenberg: 20:47

how many interrupt? I think that's very smart. So

Cathy Donovan Wagner: 20:54

but they just all they did was just take they just hired this trolley and just went had the trolley drive around just local neighborhoods looking at Christmas tree lights. How simple was that? They sold it out the first day. And so then I gosh, I insist I was like, Oh my God, they're like, isn't that so exciting? It's so exciting. There's more people that want to go do it again. And so yeah, they would they did it twice. It was incredible. And How simple is that? It really it wasn't that complicated.

Amy Loewenberg: 21:21

I just sold tickets, it sounds like they, you know, created a mode of transportation obviously, exactly. And

Cathy Donovan Wagner: 21:27

but the but like you were saying, to taking the experience in their store, taking it out of their store, actually, and still providing this amazing community community event, it was something fun that people could invite other people to come to and so it created a fabulous income stream from them. And really the the client that we had that had that did has done this the biggest and really kind of started it was one of the first people to do it, for sure was Amy Pelletier from Darnit. Anyways, up in Minnesota, and she does, she does there's a riverboat in her town, and she rents this river boat and provides and people just go up and down the river knitting. So yarn stores, so people just knit the knit the river, it's called and, and they've they've continued to get better every time they did it. But the very first time that was all they did, and they just provided little lunches and, and then they keep just keep tweaking it this last time they did trunk shows on board and, and provide opportunities to to to purchase more product actually on board which was really well received and, and they sold out entirely they sold out of all their tickets, they they're doing doing it four times now. And and the others will get all their tickets. And it's just beautiful. It's because they're giving their people what they want. They're offering a solution. You guys want me you guys love what we do you love what you love what you do? And so let's come together. And let's do you know, let's do it together,

Amy Loewenberg: 22:49

we were bringing up two points. One is that the trunk show is still alive and well. Right?

Cathy Donovan Wagner: 22:53

Oh my gosh, so alive and well. Yes, so alive

Amy Loewenberg: 22:56

and well. Which to me means also, there's opportunity of like launching a new item or a partnership with one of your brands like that, those are never going to go away those tried and true events that can just continue to evolve and be elevated through your creativity and what you provide within your store or, you know, in a garden in a community garden.

Cathy Donovan Wagner: 23:19

Right. But one more thing about that is cuz of the hybrid experience now of in real life, but also zoom because zoom so commonplace. Now, I always recommend to clients that they zoom in the designer, so that some person is able to share the story behind it. And because it's one thing for URI to say it but you know it's another thing for the person from the company to actually do it. And now everyone's so used to zoom that it's a super easy way of connecting the people. And so

Amy Loewenberg: 23:44

when you think about that, you know I mean when I was working at on Kate's Paperie we did trunk shows all the time and we would have the artists come in and now we can actually if you think about it, we could have a glass lower you know from from Italy over zoom. Up you go creating an in store experience for us. It could be live live in zoom in person.

Cathy Donovan Wagner: 24:07

Exactly right now exactly true. Exactly. True. I have a store that's doing that with them with an embroidery, a woman who has an embroidery company in in France as a matter of fact, and so she's getting up they figured out some time that would work for everyone and and that's exactly what she's doing. And that would never have been able to happen if it hadn't been for how Zoom is so accepted now.

Amy Loewenberg: 24:27

It is great. I want to mention one other thing before we go into some, some hardcore facts about that. I also think it's important to talk about like the circular program because in this day and age, we are all so much more keenly aware of how to live a more sustainable life, how to live, how to enable our community to you know, to prosper. There are people living like a zero waste life we you know, we could go on and on eco conscious and of course there are Obviously people that we want to help lift up and support. So I actually know a really amazing retailer Kaley, she has a store called Earth and me in Astoria. And their products are all sustainable. They're locally made, along with. She provides educational resources that help guide us on living a zero waste life. But yeah, it's amazing. And she, she just basically aligns per store her products with her mission to support causes that are important to their value system, like I mentioned before sustainability and by Orange, like environmental justice. And one example is that they sourced and donated secondhand books, largely by bipoc, author authors for a free community climate library, and then coordinated with scholastic to introduce nearly 100, eco related free books for kids who, it really isn't even focused on her product, but it brings people into her store, it educates them and provides them with a value system that is of importance to her that she wants to share. And, and spread the good word, and it enables the the customer, the consumer, to support her, it very easily, all they have to do is you know, bring in a certain type of book, she's got 1000 different programs like that, and, and I again, I feel like I didn't even describe it doing it justice, but it's the circular programs where you literally can bring somebody into your store, you can support a cause you can help people and then provide your customer with a great experience. And and I think that that is I think there's so much opportunity for incredible creativity there.

Cathy Donovan Wagner: 26:45

The other thing that I don't want to be overlooked in your description of that is that not only do you get a chance to educate others, about your mission and the way you can impact the world, but you're also creating these incredible memories, what mom wouldn't love an excuse to spend a couple hours with their daughter, you know, maybe you're making something maybe you're making a map from a kid or maybe you're learning by maybe you're spending time in the garden, whatever it is, but taking what you do and and then also being that not being afraid to niche things like into mother, son, mother, daughter, whatever, you know, anything like that kind of it's just it's it's so it's just all it's you're really hitting on all levels, because and that's the reason why you don't have to discuss things because truly, what you're doing is you're really touching people's emotions when you're offering your solutions.

Amy Loewenberg: 27:32

Yeah, yeah, yeah, definitely. Um, thank you for bringing that up. Because you're right, we needed to, we needed to bring up that point. So we've talked about some great events. And hopefully, we've created some food for thought on some new and exciting ways that our listeners can bring your community into your store in a fun and safe, supportive and revenue generating way. So let's talk about this full circle. How do we go about marketing this new event? Like how do we get the word

Cathy Donovan Wagner: 28:07

out there, I'm so grateful to have the opportunity to share about this because I want to make sure that people don't make this big mistake that people always make, which is that they don't talk enough about it. What you have to remember friends is that is that this is of course, the most important, you know, really important thing in your life, but but just posting it on social media, what 3% of Facebook is of your posts on Facebook are seen organically, you know, that what it is crazy, it's crazy. And it's and so what I find happens is that people feel like they're bothering their customers, they're bothering their raving fans, by by posting and about emailing about this often. But that is the exact that is a lie. That is a mindset issue because you are serving your customers, and they deserve to know about it, like I don't want them to miss it. And that's the attitude that you have to have about how fabulous this is going to be for them. And so what I find is that people don't set up a, they don't spend enough time planning not even not even that it has to be able to pick up planning, because honestly, I'm going to tell them exactly what they need to do. And there's some things that there's a lot of variables in this right the size of the event, how big it is, like how many people you can have at it and all that. Sure. But no matter what you guys, no matter what you have to make sure that you are at least that you're putting out that you're doing some sort of like perhaps countdown before the event like so every day on social media, there's something else because that build that can build awareness. Don't be afraid to send out separate emails. So often people have an old email that's going out and then they'll put it Oh, and by the way, next Saturday, we're doing this. That's a fine little, that's a fine little reminder. But what you want to do is don't be afraid to send out more emails. Don't be afraid to send out an email that says, Wait, watch this place tomorrow for me to tell you this amazingly fun thing we have happen Next Friday or whatever I send that you guys will you would say that much better than I did

Amy Loewenberg: 30:04

pretty well, I guess.

Cathy Donovan Wagner: 30:06

But like so just a teaser, right? Just teasing them, just just teasing them. And so then the next day, you maybe you drop another hint. Or maybe you actually say, Yes, this is what's happening. And don't put anything else in there. So often, we overcomplicate things, because we want to want to miss this opportunity to tell them everything, but

Amy Loewenberg: 30:23

I'm in overcomplicate thing, I do that all the time bullet points, maybe it's about bullet points. And just

Cathy Donovan Wagner: 30:30

that less is more, you know, and you don't have a lot of attention. And so if you just make something big and splashy, and just one thing, it, it has a big impact, and they're more likely to remember it. And so for sure, in terms of emails, make sure that you're sending out at least two solo emails about this product. When I say solo, meaning it's not talking about anything else, it's just talking about this event that's coming up. And then the day before, make sure and then this part all happens on social media to the day before you're going to talk about it's tomorrow. Oh my God. And so And literally, you guys, this is the other thing, you're using the exact same email in what you announced. And then then when yours when you're saying it's tomorrow, it's the exact same email, it's just at the top, it just says it's tomorrow.

Amy Loewenberg: 31:13

So it takes really very little effort and time. And I know for me with everything that I do, it's like, okay, I have to do a new post. And I'm like, How much time do I have to, you know, carve out to get this done? Sounds like, once you do the first email, you're good to go.

Cathy Donovan Wagner: 31:29

Exactly, exactly. And you should use the same image in your social media too. So that you're, you know, you're reusing it a couple different times. And then on that morning, 6am in the morning, it's too day, you know, you know, you're you get higher open rates, if you use emojis in your subject line, so fireworks, all that kind of stuff. And again, the same email you'd use last couple times. And you can add a little verb a little verbiage at the top saying I can't wait to see you in the store. It's so exciting. And then if the event isn't going super great, you would like it to go better in the middle of the day send out, I know life gets busy. And I just don't want you to miss this. It's happening right now you can send out the same email. The thing to remember is, will use Will you Will some people unsubscribe positively. But it's okay remembering that those aren't people who love you and care about you, if they're going to get annoyed, because you're spending a little bit more time telling them about something really big that's coming up that you don't want them to miss, then you don't want them on your email list. And it's you just embrace them, you love them, and you just let it go, you just let it go. Because what's the most important thing is that your raving fans that people that love you so much that they're not missing it, because maybe they're just going to see one of those emails, right. Another super important thing is, is also about on social media is making sure that you're capturing what's happening that moment. So assigning somebody like you, yourself can't be responsible for it. Asked on your team who wants to volunteer to be in charge of taking pictures, and posting pictures on social media, but we're doing on stories on all your platforms. And then you can use those images in the email that you send out later, when you're talking about something else that happened and then you're in something or some new product that's coming in or something. And then at the bottom, oh my gosh, we had the best day last Saturday. And here's some pictures from it. And, you know, we can't wait for you to come back, you know, can't wait for you to come or whatever. Right.

Amy Loewenberg: 33:13

But it also sounds like these images you can use to excite people for if you are doing this annually. If it's it's a repeat event, you can build back gallery of excitement and that FOMO like you weren't there. You got to be here the next time.

Cathy Donovan Wagner: 33:31

Exactly, exactly. Exactly.

Amy Loewenberg: 33:33

Wow. So what are some do's and don'ts?

Cathy Donovan Wagner: 33:38

The so do make sure that you're marketing it enough that you're not missing opportunities to tell all your people. And I tell you the biggest mistake that most retailers make Yeah, when business gets interrupted is that they default to a discount. Yeah, that's not necessarily that's not most often even what your raving fans want. Like I said, money isn't why they're buying, right? And so look to give them an experience instead of a discount. Because as you do that, as you serve them, as you fill that need or solve that problem. The sales will follow. You will create sales and memories.

Amy Loewenberg: 34:15

Yeah, I also think that you can train people to expect it and then when they don't see it. They don't you know,

Cathy Donovan Wagner: 34:23

Mm hmm. So true. So true.

Amy Loewenberg: 34:25

Wow. Well, I absolutely believe like you said before, you need to assign somebody to take pictures and customer events and you know that that's good for all that fun flashback stuff. Right?

Cathy Donovan Wagner: 34:37

Oh, one thing you didn't mention, I guess you were gonna mention about what the very vital after saying, you know, Oh,

Amy Loewenberg: 34:44

yes. Let's talk about the very vital after thing. We want to talk about pre during but we didn't talk about posts. So Cathy, the floor is yours.

Cathy Donovan Wagner: 34:57

I really loved your note about about making sure that you're so we did talk about how at the end of an emails using those pictures and, and sharing and sharing it but also sharing what the people experienced the FOMO because they missed it. But, but also, I loved where i were i read in your notes Amy about I'm thanking the people for coming. Like that is a beautiful sentiment and isn't done enough, you know,

Amy Loewenberg: 35:23

it really isn't done enough. Like we need to thank people for taking the time out of their day, and sharing that with us, you know,

Cathy Donovan Wagner: 35:31

right, exactly. And not missing the opportunity that if they brought new people, make sure you have opportunities to add people to your email list. Like if you're having fun, make sure you join us because that, you know, we work hard to do this to bring you this kind of fun and excitement all the time. And so, you know, join us make sure you don't miss out on the next one and make sure that you can build so that you can collect their information and build your database.

Amy Loewenberg: 35:51

Yeah, yeah, I really, I don't want to overcomplicate that. But that is something that is really important that you're creating this event, you're bringing people into your store, you have to continue to build your database so that you can continually market to a larger group of people for each event that you do, or whatever you choose to market doesn't have to be an event, it can be a new product that that's come in, or you know, a community event that you're a part of, or, you know, a charity that you're supporting, if that if that's what you want to do.

Cathy Donovan Wagner: 36:24

Exactly. Yep, that's exactly right. I think it's really important to make sure you're including that, you know, we all get to do what we do because of those customers. Right? And so,

Amy Loewenberg: 36:33

yeah, Cathy, we have talked about a ton of things that we could really dive into and spend like an hour talking about each topic. But what we've done is really just kind of touched on the surface, and hopefully given some good ideas, a few steps down to help get those you know, the those creative juices flowing and give you some tools for your toolbox. And, Cathy, I really appreciate what you share with us and what you will continue to share with us. Is there anything that you would like to leave us with before you tell us how we can get in touch with you and a little bit about retail mavens.

Cathy Donovan Wagner: 37:09

So thank you so very much. It's an honor to walk with you on this retail journey. And what we always say is that we're here to help you get more profit and better sleep, we believe in helping you become a richer retailer. And there's a myriad of different ways that we can do this and that we can serve you if you Google retail mavens, you'll find that we're on Facebook or Instagram, we're on YouTube, we have a great YouTube channel. We'd love to have you subscribe to it and and check out our website because we have, like I said, there's a lot of different ways we can serve you and we'd be honored to help you with anything, any questions you have any and just to help you be more successful. Because what you do is so important. What you do is so important. You impact so many people and we want we don't you can't get burnt out. We don't want you to get burned out.

Amy Loewenberg: 37:55

Happy and I we got you covered, you can come in I got you and then when you want to help grow your business you reach out to Cathy so we have you covered on both ends of the spectrum here. And with that, I will say Cathy, thank you so much. I always enjoy talking with you. I can't wait for future conversations and

Cathy Donovan Wagner: 38:13

I will talk to you soon. Sounds good. Thank you so much, Amy. Bye Bye. Happy retailing.

Amy Loewenberg: 38:17

Thank you for joining us today. I hope this conversation with Cathy Donovan Wagner of retail mavens helps you to think about some fun out of the box and non traditional ideas for your next in store or out of store event. Remember, these events do not mean sale. So please don't hesitate to reach out to either of us with comments, questions, feedback, suggestions, or just to say hi and introduce yourself. Thank you so much, and I will talk with you soon.

Dondrill Glover: 38:47

Thank you for listening to the New York now podcast. Make sure to tune in weekly for engaging and insightful conversations touching on the most relevant topics facing our community today. Is it your mouth calm to learn more about our market and how you can join in all the conversation