inner space concession management

The Ultimate Guide To Running Your Promotional Space Or Concession Stand

Booked your space but not quite sure what to expect?

You’re scheduled to run your promotion but you’re not quite sure what to expect?

Choosing to run promotion stands in various selected spaces across the country can be an extremely lucrative addition to your overall marketing strategy. It opens up the opportunity to directly engage with your client base in a multitude of different environments, allowing you to effectively cast a wide net of exposure and client acquisition.

However, we’re not above saying that it can be a minefield, getting it right is very important or you could end up conveying the wrong message and damaging your brand. It’s also important to pick the right area, you can read our previous concession guide on how to get started.
This guide will presume that you have gone through our previous tips, and have found your location, however now you’re worrying about what to expect, what to do when you get there, so we’ll run you through what to expect.

Arriving for your promotion

You’ve booked and picked your promotional space, now you have all of your gear and you’re heading to the venue in your van along the motorway.

When you arrive at the venue, first thing you should do is go to customer services unless you have been instructed by the management or your point of contact to head somewhere else.

Once that’s out of the way and you’re in the right place you’ll be shown the standard safety bits like fire exits etc and also you’ll be run through the site guidelines, make sure to adhere to these guidelines at all times – we know it might sound a bit ‘yawn, health and safety, yawn’ however it’s for your benefit as well as everyone else’s, remember, you’re representing your brand.

Once you’ve set up your stand you’ll be running all day, you should make sure to never take your stand down before the venue has closed.

During your promotion

You should always have one or two people at your stand, but no more than that unless agreed otherwise beforehand. Make sure everyone who is manning the stand is singing from the same hymn sheet in regards to common questions and descriptions about the product or service.

As well as making sure you’re all saying the same things, you should make sure you’re all prepared for any questions that people will inevitably ask when you’re talking to them, it’s always handy to brainstorm the sort of questions that you might be asked beforehand.

Opening time

The venue has opened to the public and people are starting to fill the mall, remember this isn’t a sprint, you’re going to be doing this all day so don’t give in to being bright eyed and bushy tailed because you’ll be burned out by dinner time guaranteed.

You want to find a nice rhythm, something that feels natural for you, be pleasant, but not overbearing. Remember, 90% of the time people are in the venue to go about their business, you’ve got to expose them to your service in as non-intrusive way as possible.

Remember, you’re not on your own, you have a specially designed stand and ancillary pamphlets etc to help you get people’s attention. It goes without saying that you shouldn’t be shouting across to people or accosting anyone if not just for the fact that venues will not tolerate this behaviour.

Feel free to politely ask passing customers if they would like to know more but you must take their first answer even if that’s a ‘No’, they are not interested so you need to allow them to get on with their shopping.

If you have paraphernalia on your stand (which you should) we’d recommend being selective about who you hand it to, we’d recommend handing it to people who you know are genuinely interested, at the end of the day you’ve paid for it to be produced and you don’t want it to end up in the bin, which it will if you hand it to someone who isn’t interested. Don’t just hand out to just anyone passing by otherwise you will be expected to do a huge sweep of the venue at the end of the day to pick up all the littered leaflets etc by uninterested customers.

The best way to do it is to just strike up a conversation to people as they walk by, just say good morning/afternoon and then ask if they have a moment, they either will or won’t but don’t be discouraged if you don’t get immediate interest the aim is to get the name out, put out feelers.

You will experience an array of customers, you may feel disheartened or challenged at times, but you will also get customers who are very much interested and are happy to stop and have a chat, just ensure you are not blocking pathways with your customers.

The end of the day

You’ve made it through your first day, you’ve survived, and we’d dare say that you had fun doing it? Don’t worry about packing everything away if your promotion is booked for a number of days, as you can agree to keep your set up there overnight, so you don’t have to take it down just to put it back up again – subject to centre approval.

However, if this is not the case and you’re only here for a day then this is the time you should use to pack up and put everything away. As mentioned above you should never start this before the end of the day as you might miss that all-important customer, and it doesn’t give the best impression either.

Once you have your stand packed away, you will need to sign out with security (centre management or customer service team may not be around after closing hours) however this will be confirmed with the staff in the morning, if it isn’t, make sure to ask the question.