PREPARING & ANIMATING AN EVENT
Contents :
EVENT CHECK LIST
PROMOTION COURSE
MAKE UP EVENT
MANAGEMENT INDICATOR REPORT PROMOTION
– K.P.I (key application indicator)
MAKE-UP TEAM PROFILES & MISSION
PREPARING & ANIMATING AN EVENT
« Event must bring
additional business »
PREPARING & ANIMATING AN EVENT
Event Check List
EVENT :
DATE :
MECHANISM :
ITEMS
BEFORE
MARKETING
Product
Gift
POP (pancarte)
COMMUNICATION
Media Plan
Mailing
Newspaper
Magazine
TV
PR
Press Launch
Press Kit
Room Booking
Room Decoration
Gifts
PRICE
OBJECTIVE :
CUSTOMER TARGET :
FOLLOW UP
BY
ORDERED
DEADLINE
New :
User of other axis :
VIP :
User of 1 product of this axis :
Sleeping :
RECEIVED
EVENT DATE
COMMENTS
PREPARING & ANIMATING AN EVENT
Event Check List
FOLLOW UP
BY
STORE AGENDA
DEADLINE
ACHIEVED
COMMENTS
STORE’S NAME :
Dates
Space Booking
Space Layout
Stock Inventory
Sell In
ITEMS
MERCHANDISING
Merchandising Design
--------------------------------------------------------------Change of Transparencies
--------------------------------------------------------------Displays / Counter
---------------------------------------------------------------
PRICE
FOLLOW
UP BY
ORDERED
DEADLINE
RECEIVED
COMMENTS
PREPARING & ANIMATING AN EVENT
Event Check List
ITEMS
TRAINING
PRICE
FOLLOW UP
BY
ORDERED
DEADLINE
RECEIVED
(2 months before)
CIFL Training Tools
Training Visuals
---------------------------------------------------------------------------------------------Local Training File
FOLLOW UP BY
Training Date
---------------------------------------------------------------------------------------------TRAINING
(15 days before)
Training Program
How to recruit customers
Customer motivation & needs
Scenario of event
Use of tools
Questions to ask
Product argumentation
Linking
Use of customer cards
Optimising gift & sample
Staging the event
COMMENTS
COMMENTS
PREPARING & ANIMATING AN EVENT
Event Check List
FOLLOW UP BY
TC (2 months before)
Brief dates
Marketing, Merchandising infos
TC (15 days before)
Brief contents :
Marketing objectives
Marketing supports
PR supports
Merchnadising info
Sales objectives
Reporting systems
Incentives
Staffing
TC (2 days before)
Tasks :
Make up Artists
Sales objectives
Housekeeping
Reception of customers
Appointment booking
Stock control / Repartition
PREPARED
DEADLINE
RECEIVED
COMMENTS
PREPARING & ANIMATING AN EVENT
Event Check List
FOLLOW UP BY
DURING
COUNTER MANAGER / PROMO CHIEF
Check change of transparencies
Check displays
Proper execution of the scenario
Sales follow up
Productivity follow up
Transaction follow up
Customer follow up
Apppointments follow up
Continuous follow up
Continuous encouragements
Comments :
COMMENTS
PREPARING & ANIMATING AN EVENT
Event Check List
FOLLOW UP BY
COMMENTS
AFTER
BA / COUNTER MANAGER
Thanking customers by phone
Thank you cards
Thanking team
Complete FEED BACK report
Comments :
----------------------------------------------------------------------------------------------
FOLLOW UP BY
AFTER
RETAIL EDUCATION / MARKETING
FEED BACK report analysis
Global info to the staff on results
Thanking staff for efforts
Comments :
-----------------------------------------------------------------------------------------------------------------------------
COMMENTS
PREPARING & ANIMATING AN EVENT
Promotion Course
HOW TO ANIMATE AN EVENT SPACE
Position

MAKE UP ARTIST must stand at the opposite side of the demonstrator on the podium

Your position must allow the audience to have a clear view of demonstrations

Your position must be close to the products she has to show (make up station)

Your position must allow you to see clearly the demonstration without bending over the
model

You must never pass in front of the model
Relation Model / Make up Artist/ Demonstrator

You must not touch the model face when explanations are given

If only one mike is provided, Make up Artist must handle the mike to the demonstrator
for hi to answer any question (ideally 2 mikes should be provided)
PREPARING & ANIMATING AN EVENT
Promotion Course
HOW TO ANIMATE AN EVENT SPACE
Presentation of products and GWP (Gift With Purchase)

Products and GWP must be at a reachable distance from the Make up Artist

Stock products will be shown and not testers

Each theme product must be shown

Products and GWP must be clean when shown to audience

Make sure that products or GWP are facing the audience and that interior can
be seen clearly

Product in Make up Artist's hand must look luxurious and precious (Neck mike
would leave a complete usage of both hands)
ATTITUDE OF DEMONSTRATOR ...
Preparation

You must ensure that her demonstration table is fully equipped before the demo.

You must know thoroughly each step of demonstration in order to be quick
 A rehearsal is compulsory
PREPARING & ANIMATING AN EVENT
Promotion Course
ATTITUDE OF DEMONSTRATOR ...
Grooming

Uniform must be complete and clean

Make-up should be according to the theme or showing staff is involved in
cosmetics line (make up demo)

Hairstyle should be outstanding and fashionable
Attitudes round the event space
1 – Promoters / BA’s at the selling counters
2 – Promoters / BA’s in the crowd
Generalities
The work of the promoters is to sell a maximum of products in a limited time. They
must know how to attract customer, how to advise and demonstrate, how to convince
and how to link sales.
PREPARING & ANIMATING AN EVENT
Promotion Course
ATTITUDE OF DEMONSTRATOR ...
Selling Aids
 Promoters / BA’s have in hand selling aids to attract customers

The decoration of area according to event

Displays

Testers stands

Brochures Advertising campaign

GWP
Those aids must be used to the maximum
Selling Techniques
The selling will be done according to the Lancôme Reflexe Pro approach and is the
same at counter or in the crowd.
PREPARING & ANIMATING AN EVENT
Promotion Course
ATTITUDE OF DEMONSTRATOR ...
Demonstration

Demonstrator must demonstrate with Lancôme method

Certain techniques of demonstration are spectacular and are made to attract
the crowd. So give necessary pause for audience to notice those techniques
Ex : Application of loose powder
Face corrections
Lipstick application

Demonstrator must show to audience products you are using according to Make
up Artist's comments. Demonstrator should explain to the model what she is
doing without stopping the demonstration, which should last 15 minutes
maximum to generate sales.

For usage of hair band (if necessary), permission must be asked from the model
NB : Hair band can be removed after application of complexion powder for a better
comfort of model
 During the demonstration, table must remain clean and each product used must
be put back to its original place

Demonstrator should not hide the model’s face through a wrong position
PREPARING & ANIMATING AN EVENT
Promotion Course
ATTITUDE OF MAKE UP ARTIST
Demonstration

The make-up demonstration should not be complicated for customers to feel
that they can do it by themselves

At the end of demonstration, a spray of perfume should be proposed to the
model to refresh herself

At the end of demonstration, make up artist proposes a chart to customer, then
a BA will lead her to the selling area where more explanations and comments
will be given with the help of tester stands and mirror.
 At the end of demonstration, the demonstrator will comment the make-up with
the mike in front of the audience.

As soon as demonstration is finished, the make up artist will take the
opportunity of a big crowd to catch some customers through charting. (This can
only be done if his professionalism is emphasised in the mike by BA or others
make up artists)
Convince :
Conviction
Linking :
Linking sales
PREPARING & ANIMATING AN EVENT
Promotion Course
TYPES OF CUSTOMERS
The promoter must be a good psychologist and understand her customers. Attracted to
a promotion, colour launches there are 5 types of consumers :

The “ Game ” type : She is interested in any new product and wants to try them
all. She can be a good buyer. For this customer, the promoter will have to
demonstrate a lot.

The “ Personalised service ” type . She will be hesitating and will be convinced
when promoter will say that certain specific colours match perfectly her
personality. She is looking for personal attention.
 The “ Shy ” type : She would love to try but does not dare. Her answers will be
negative for a start. The promoter will have to reassure her before starting her
selling approach. Demonstration must be done discreetly in a private comer or
just at the tester stand.

The “ Savings conscious ” type - she wants to make a bargain. Promoter will
have to insist on the GWP.

The “ Do not disturb ” type : She is very interested in the demonstration and
does not want to be disturbed. Promoters must keep an eye on this and, as soon
as demonstration ends, propose a try of products as a model or at the counter.
PREPARING & ANIMATING AN EVENT
Promotion Course
PROMOTION AT THE COUNTER ...
Attraction
To attract customers, promoters should be smiling, ready to serve and with a good
straight position of her body meaning by that she should not lay over the counter. Her
grooming plays a very important part in attraction. She will open the dialogue with
open sentences :
Ex : Referring to products
“Those colours just arrived from Paris…”
“This is the new cream of Lancôme ...”
“I can see you are interested in our new colours, for you this harmony will be the
best to suit your style …”
Ex : Referring to leaflet
“Those colours are the Spring Summer fashion from Paris. This leaflet will show
you how to use them…”
“The cream is new, this leaflet will give information …”
Ex : Referring to customer's habits
“You are wearing green on your eyes, have you tried blue already?”
“Is your skin tight in air-conditioned room? …”
PREPARING & ANIMATING AN EVENT
Promotion Course
PROMOTION AT THE COUNTER ...
Advice
There are 3 ways to advise the products :
1 - Showing them to customers
2 - Demonstrating on customer
3 - Charting
In any case, explanation of product must be
done according to Lancôme method which is :
 Name
 Definition
 Texture & perfume
 Action / Result
 How to use
PREPARING & ANIMATING AN EVENT
Promotion Course
PROMOTION AT THE COUNTER
How to show to customer
The promoter presents the products to the customer. The product must look precious in
her hand. She must handle packaging and product with care. For colour launch, she will
insist particularly on the new look and how the product is applied. To provoke a decision,
product can be given to the customer. 50% of the sales are done when customer handles
the products.
How to demonstrate
Demonstration at selling area is limited to touch-ups. This will be done with the help of
tester stands. Therefore the promoter must have her own brushes to give quick touch-ups
on customer’s face. Demonstration at selling area must last no more than 3 to 4 minutes.
Ex :
“Try this eye shadow …”
“Let me add some more blush on you …”
How to chart
Chart must be legible. Product use frequency must be mentioned.
How to convince
For a better conviction, promoter will make up one side of the face for a start. She will
make the customer appreciate the difference in the mirror. Second half of the face will be
done with detailed explanation.
PREPARING & ANIMATING AN EVENT
Promotion Course
PROMOTION IN THE CROWD ...
The most difficult part is to approach the customer and to open the dialogue. When this is
done, the selling attitude will be the same as promoter behind the counter. The promoter
in the crowd has to approach 2 types of customers :
1
2
The ones passing
The ones looking at the demonstration
Customers passing by
They can have different attitudes :
 They did not notice the demonstration : Approach them with the leaflet and as
soon as they take it, make them stop to explain what is inside. When you start to
speak about the product, propose to have a closer look at it at the tester stand.
When the customer is at the tester stand, start to demonstrate.
 They avoid the demonstration : It means they have been disappointed in the past
by too much aggressiveness from other brands. Start with the leaflet and
reassure them :

Demonstration free of charge

No obligation to buy

We just wish to inform you
PREPARING & ANIMATING AN EVENT
Promotion Course
PROMOTION IN THE CROWD ...
NB : It is easier to approach a customer entering the store than someone leaving it.
It is easier to approach a customer who does not look in a hurry or who is overloaded with shopping bags.
If you approach 2 friends, speak as much to the friend than to the customer.
Customers looking at the demo
They can have different attitudes :

They are very interested and do not want to be disturbed : Wait until the demo is
finished and approach them by saying that you noticed their interest.

They seem not to understand the MC : This type is the easiest one because you
will propose your assistance.

They cannot see well standing at the back : Again an easy type, propose to
comment to them what is happening at the podium.
NB : If the demo is almost finished, one of the promoter should recruit another
customer to be made up before the end.
If there is no volunteer, regular buyers from Lancôme counter can be proposed
a free make-up as a service to them.
PREPARING & ANIMATING AN EVENT
Promotion Course
PROMOTION IN THE CROWD
Motivation of the team
The team must be well informed (meeting of preparation) :




Objectives
Targets
Concepts
Schedule
The team must be excited about the event, the idea of making better sales which will
generate better commission. Good advertising supports. Incentives scheme must be
attractive to the team :
 Targets must be realistic without forgetting the objectives of the promotion and
the strategy of the company.
 Each promoter must be very conscious of the turnover to achieve.
 Every promoter should contribute equally to the target. This will create
competition and each one will feel responsible for the success. This allow the
technico chief to appreciate the effort of each one.
At the end of each day, a brief meeting of analysis is necessary to correct attitudes, to
compare results.
A team leader must be designed for each promotion to animate the group, to inform the
company through reports.
PREPARING & ANIMATING AN EVENT
ANIMATION : Make the right decisions
Problem encountered
Not enough testers
POS material not totally in place (missing
visuals)
Missing samples
Low stock level for the line or axe with an
animation
Broken or worn out looking POS elements
Customers did not received mailing in
time
Customers do not like the gift
Stock arrrived too late
BA’s not well trained
Price is too high
Describe impact on the animation
Actions to counter
the problem
Timing
PREPARING & ANIMATING AN EVENT
ANIMATION : Make the right decisions
Problem encountered
Describe impact on the animation
Actions to counter
the problem
Timing
Not enough testers
Customers cannot test products
1.Express order to the customer service dept
2. Depending on the timing, inform the manager & floor manager
and open a finished product.
3. See with another store for help and testers availibilty
1 day
POS material not totally in place
(missing visuals)
Poor visibility. Poor brand image.
Difficulty to recruit
Call the trade service or customer service or merchandising dept
urgently
quickly
Missing samples
Poor brand image and difficulty to link
sales.
Call the customer service dept and for an express order.
Propose product testing with tester
Offer to keep aside coming samples for giving them when the
customer will return to the store
1 day
Low stock level for the line or
axe with an animation
Sales missed for lack of stock.
Lack of motivation of salesgirls
Call the customer service dept and put in an express order. See
with another store for help and products availibilty
1 day
Broken or worn out looking POS
elements
Poor brand image. No attractivity . No
recruitment
Repair if possible, otherwise throw away and re- order, depending
on the importance of the promotion.
Customers did not received
mailing in time
Lower traffic at point of sale.
Call loyal customers back to make an appointment.
Re-schedule or extend the animation
1 day
Customers do not like the gift
Customers are not interested and turn
away.
1. Understand why they turn away.
2. If the order is large enough => ask your superior permission to
add trial sizes
3. Change the gift if possible
2 to 3 days
Stock arrived too late
Sales missed for lack of stock.
Make a note of stock levels and re-order before the beginning of the
animation.
1 day
BA’s not well trained
Poor product knowledge.
I train them myself
As soon as possible
Price is too high
Drop in sales
Feedback figures to the marketing dept (10 customers interested,
10 refusals due to high price).
+ justify the price positioning thanks to service