Requesting an In-Store event: 1. Event requests must be submitted a minimum of 5 weeks in advance of the date requested. This is important for 3 reasons. a.It allows us time to clear the event with store staff, District managers, and Mall Management. b.It allows time to promote the event.In-stores without promotion sell no product. c.It allows time for product to arrive at the store.No product = no sales.
2. When requesting an event for a new artist, the initial request should be for only one event. Pick the place you think you will do best.(i.e. hometown) Why? a. This is the artists’ opportunity to prove that they are serious about their careers. Do they do the promotion necessary? Do they show up on time? Do they act in a professional manner when in our store? b.By choosing what you think is the best market, we will be able to estimate how future events will sell. If they sell 2 pieces in their best market, everyone’s time will be better spent on other artists.
Once an In-Store event has been approved: 1. Promotion: a. Posters need to be sent to the host store so that they will be able to let customers know about the event. b. Flyers if possible.Our store can use these as bag stuffers.A helpful suggestion is to make the flyers small. You can save money by printing 4-6 flyers on one piece of 8 ½ by 11 paper and then cut. c. Talk it up.If you are out doing performances, announce the in store.Get the info to schools and any other areas that will allow it.
2.If the event includes a performance, the artist will need to bring equipment.Stores do not own performance equipment.
3. The artist should touch base with the store manager prior to the event; hopefully while dropping off pomotional materials etc.This will allow the manager to discuss where the set up will be in the store and explain the plan for the event.
During the In-Store event: 1. Artist must arrive on time.We advertise a start time, but no ending time.We generally set aside 2 hours, but this allows for an early departure if turnout not as good as expected or; in a few cases, allows us to extend past the 2 hours if the line is too long.Keep in mind that if the artist is performing, everything should be ready to go at the time advertised.“Sound techs” need to arrive early to allow for set up time.
2. Be professional.Keep in mind that the artists have been invited to our store and are therefore guests.Our store,associates, and artist fans must be treated with respect.We will do the same in return. 3. During a performance, the store manager has ultimate control of the sound level.We have to live by certain rules within the malls and most malls have a sound ordinance.We also have to be considerate of our neighboring stores and their clientele. 4. Fans that purchase product will be guaranteed an autograph.If there is time after those, and the artist wants to, others can get signatures. 5. No promotional material should be handed out at the event.This takes away from sales.Promotional items should be used as gifts with purchase. After the In-Store event: 1. After receiving feedback from the store, a decision will be made as to whether more events will be set up with the artist.Decision will be based on: a. Artists’ professionalism. b.Sales:A minimum of 15 pieces should be sold at the initial event in order to continue with more events.
What not to do for the In-Store event: 1. Artist/label should not contact Trans World home office unless asked to. a. All requests need to come through the distributor. This is the only efficient way to set up as many events as possible. 2. Artist/label should not contact store directly to set up an event. a. Though most of our staff knows to immediately call the home office, there are some who will attempt to set up events on their own.When this happens, there can be many problems that could be avoided if the request came through the proper channels.
We are more than happy to give any artist an in store opportunity.We know that the best way to sell product is to get the artist in front of people.In store appearances give the artist credibility in the eyes of the industry while increasing Trans World’s importance in each market.
********IMPORTANT TO REMEMBER***********
****A $500 fee will be charged to the distributor for any act that does not show up for a scheduled in store or cancels less than 7 business days before the event is scheduled to happen.
****Several Artists have started requesting full tours upon initial set up and trying to bypass the initial one store test; due to being on the road and wanting to tie in an instore promotion with said tour ect. We can accommodate this in certain cases but the following stipulation apply. 1. Every in store set up in this manner is charges a $50.00 set up fee. 2. This fee will be charged as soon as the event notification is sent. 3. This fee is non-refundable. If the artist cancels or the event is cancelled for any reason, the fee is still owed.
****No events will be set up between November first and January 2nd unless they are guaranteed to sell 100 pieces.That means that if the artist does not sell the 100 pieces, the difference must be paid to Trans World.(this will be calculated based on Trans World’s cost for the remaining pieces and submitted to the distributor as a chargeback)At this all important time of year we can not afford to do events that distract our associates’ attention from normal store operations and customer service, but this allows you an opportunity to put an artist you believe has huge potential in front of a holiday crowd. We also need to have VP approval to set up an event during this time.