I love this tip for small businesses who receive frequent requests for donations for silent auctions:

"Hunt uses auction donations to boost business. Instead of a gift card, she donates a private party for the auction winner and 40 friends. Party attendees enjoy a complimentary dessert and drink – and get 20 percent off any purchases they make that night."

It's brilliant! Get them into the store along with their friends to experience your shop personally!

This quote comes from an article in the Dallas Morning News about how "Locally owned shops innovate to compete with online stores." You can read it here.

This article also said if you don't want vacant retail strips, shop the local stores! Good reminder.

Brilliant Publicity Event

I just read about Henry's Homemade Ice Cream parlor in the Plano Insider.

They have an annual tradition that is just brilliant.

They coordinated an event around current news (Girl Scout Cookies) and paired it with a charity event.

The company celebrates all the hard work of Girl Scouts by buying two boxes of Girl Scout cookies from any scout, wearing their uniform who comes inside. The owner guesses he has purchased from about 200 scouts. As you can imagine, the boxes of cookies add up! (30 cases this year!)

He then makes the cookies into ice cream flavors. Uh, I'd love to try some Thin Mint ice cream!

The company has been doing this for 17 years!

They also employ celebrity scoopers including the former Mayor of Plano. I would suggest that this company invite the food reporters from the Dallas Morning News as well as news reporters to be scoopers.

Congratulations to Henry's Homemade Ice Cream Parlor on such a brilliant event.

You can click here to read the full story.

Using Special Events to Draw Publicity

Back in December, the Dallas Morning News ran a story from New York Times about small businesses using creative special events to draw publicity.

This is a brilliant and cost effective marketing technique to draw business.

Here's some things the store owners who were featured are doing to attract customers:

Deborah Reese, owner of Seventh Goddess lingerie shop in Albuquerque, NM:

• Opted not to increase her advertising budget this year for the first time since she opened the shop four years ago.
• She's developed a new Facebook page and is encouraging employee blogs.
• Coordinated a "Sex and the City pajama party" in which customers sat on pillows for manicures and facials.
• Erotic poetry reading on Valentine's Day.
• The owner says, "People who ordinarily wouldn't come, come. You just have to spring for the munchies and drinks."

The result? The parties boosted sales. Dozens of pajamas sold at the PJ event.

Mary Hughes, owner of Mary's Futons, San Rafael, Calif.

• Coordinated a comedy show, using her futons as the seating! "An Evening of Lie-Down Comedy"

The first show sold out. So they added another show and it sold out as well.

These are brilliant and effect publicity campaigns.

Need a creative mind to brainstorm some fun events to draw customers to your place of business? Contact me at lori at lb publicrelations dot com. I'd love to help!

You can read the entire story in the Dallas Morning News here.

Dallas' Largest Baby Shower

I hope all my Dallas Mom-Friends will stop by the grand opening celebration for my client, Peppermint.

Peppermint Baby Boutique will feature a sling show room, parenting classes like pre/postnatal yoga, baby sign language and childbirth classes, as well as organic baby products.

We have all kinds of grand opening festivities planned. See below for details and I hope to see you on the 23rd!

Three blogs have/will posted details about this event. Dallas Child, North Texas Parents and APConnect.

I sent a release to the Richardson Neighbors and the Dallas Morning News and a photo release to the Dallas Morning News.

Saturday, February 23
11 a.m. - 4 p.m.

Peppermint Baby Boutique
1778 N. Plano Rd., Suite 100 in Richardson

1. A Special Sneak Preview of Ricki Lake's new movie, "The Business of Being Born"
Show times: 11:30 and 2 p.m. $5 or free with a baby item donation. The trailer for the movie is below.

2. A donation drive to support The Network of Community Ministries. Peppermint seeks donations of baby items including diapers, wipes, toiletries and baby food to support local infants in need. Come on ladies! We want to make a HUGE donation to this wonderful charity!

3. A baby fair with FREE demonstration classes such as pre/postnatal yoga, infant massage, baby sign language and sling demonstrations.

4. Peppermint Baby Mascot Contest – Guests are encouraged to get creative with dolls and/or craft supplies to create the Peppermint Baby. The top three most creative entries will win a $100 gift certificate. You could win a new sling!! I know many of you are creative! Get out those craft supplies!! Click here for more details.

Here's the trailer for "The Business of Being Born." I'm so excited to see this movie! We'll have two mid-wives at each screening to field questions about child birth. Tell all your pregnant friends!