La Crosse Fireplace, an Outdoor GreatRoom Company (OGC) Platinum Dealer, held their 3rd annual Ignite the Night event on May 30th and we had a chance to not only attend the event, but also to speak with their team about the most successful event they've ever had.
Highlighted by spectacular Wisconsin early summer weather, the event featured a "party-like atmosphere" where people were able to browse fireplaces, outdoor products, and Outdoor GreatRoom fire pit tables. Additionally, a wide variety of food and drinks were offered including wood-fired pizza, charcuterie boards, beer, wine, and margaritas.
"I really think the people loved the food and beverages and the chance to mingle and shop in a 'party' like atmosphere," Erica Parsneau, Marketing Director for La Crosse Firepalce said. "We had some local driftless craft vendors that people really loved. They were able to purchase handmade items from these wonderful ladies."
The event came to light thanks to a strong partnership with local broadcast company Midwest Family Radio.
"We do all our radio advertising with them, and they are also the company helping us build our new website," Parsneau said.
In addition to radio ads, La Crosse Fireplace and Midwest also took to social media to get the word out about the event by utilizing several forms of content and pushing it out through multiple channels.
"I really think social media was the winner on this one!" Parsneau said. "Midwest Family Radio group has a lot of listeners and followers in our area, and I believe they absolutely helped get the word out."
Midwest came to La Crosse fireplace a few weeks prior to the event and recorded various footage around the store to create a video that could be shared across social media. Parsneau also created a Facebook event and sent out individual invitations to more than 160 past customers leading to what she called "by far our best turn out" in the event's three-year history.
Although brand awareness was the primary goal of the event, La Crosse Fireplace also worked to capitalize on the potential of capturing leads at the event by utilizing a raffle of an OGC Stonefire Fire Pit Table and offering a 15% off sale during the event and in the days following the event.
"Just about everyone signed up for the Stonefire drawing," Phil Smisek, OGC's representative at the event said.
These efforts led to a few sales during the event and Angela Kupeitz, Sales Manager for La Crosse Fireplace, anticipates that additional sales will continue to trickle in during the next couple weeks.
Overall, the event was everything La Crosse could've hoped for with a slight shortage of food and drink toward the event's end being the only hiccup.
Parsneau encourages other hearth and casual dealers to host their own event to see what the success it can bring to the business and even offered some advice to those looking to get one going. Her key area of advice relates to spreading the word.
"My advice would be to partner with the folks they do their advertising with. They really help get the word out. Using social media is a must." She said. "Also reach out to those past customers. They bought products before and chances are they are going to want to come back and see what is new!"
Parsneau also recommends creating an event atmosphere where people don't feel pressured to buy.
"If you can create an event that feels like a family and friends gathering and not a pressure to buy situation, people will buy either at the event or soon after." She said. "One customer told Angela it was the most fun she ever had spending money!"
Our team at OGC was so happy to hear about the success of the event and were delighted to provide sales support at the event with Phil Smisek and helping covering the cost of the Stonefire for their raffle.
If you're interested in setting up an event for your business, please check out our Event Planning Webinar or contact our marketing team to see how we can help!
