How a Creative Contest Can Boost Trunk Show Traffic

Hanover, New Hampshire--At retailer Von Bargen’s recent series of trunk shows across three of its stores in the Northeast, featured designer Sarah Graham invited customers to “get stacked.”

“Stacking rings are the core of my collection, and they elicit so much client engagement because every stack is unique to the customer who builds it,” Graham explained. “I always try to inject a special element to my trunk shows, and my collectors look forward to a unique experience.”

A day before the trunk shows began, Graham and Von Bargen’s sent out an e-blast to their customers and posted on Facebook, advertising a competition in which anyone could come into the store and style their ideal stack of Graham’s rings.

Graham and Von Bargen’s then photographed the clients’ dream stacks and posted them in a slideshow on Facebook, where users could “like” their favorite stack.

Voting is still going on and the stack that receives the most likes will see its creator receive $1,000 to spend on Graham’s jewelry.

“I figured what better way to ensure a strong turn out and encourage participation than a contest that requires clients to not just show up, but to build their dream stack and then revisit it on Facebook to vote, and finally to share the images with friends in hopes of more votes. It is giving us great exposure in a variety of levels,” Graham explained.

Von Bargen’s hosted the three trunk shows over four days at its locations in Hanover, New Hampshire, Burlington, Vermont and Stowe, Vermont.

Graham said that they experienced a huge turnout, with over 70 people styling ring stacks and several of them purchasing rings.

Von Bargen’s and Graham also e-mailed each of these people a copy of their stack for them to have, in case they wanted to make a purchase later.

Graham said that customers were encouraging friends and family to vote, increasing the brand’s visibility, and that the comments the voters are leaving is giving some insight into which designs people like the most.

To see the voting, visit Graham’s Facebook page.