February 2025 Mastermind Recap

One marketer asked about how to get people to ACTUALLY RSVP to an event, and the group members all sighed that they’d had similar issues, especially for builder-focused (and B2B) gatherings. 

The consensus? RSVPs are crucial for planning but should come with incentives to encourage sign-ups. Here are some of the ideas our Innovators came up with:

• Offering free perks or adding a sense of urgency—such as limited spots—helps drive action. 
• Guilt them and tell them you need names for food ordering purposes. 
• Have a list at the event that would make those who did RSVP feel special and those who didn’t rsvp in the future. 

There was a cool share about how 90% of RSVPs will show up and another 10% will show up without RSVP, so hopefully, your predicted numbers come true. (Thanks, Brandon, for this tip!)

Our innovators talked about the impact of hosting local events to strengthen community connections and drive in-store traffic. Partnering with local attractions, such as dirt track raceways or fishing tournaments, creates valuable cross-promotion opportunities and expands audience reach. 

• In-store events like Ladies Night – These generate excitement and increase foot traffic, especially when paired with free tickets and a waitlist to create a sense of exclusivity. 
• If space is limited, utilizing parking lots for large-scale promotions can still bring the community together while showcasing products. 
• Leverage social media and word-of-mouth marketing – Drives attendance, increases content engagement, and customer testimonials help spread awareness. 

Ultimately, making events an experience—whether through grand openings, grilling events, or interactive product demonstrations—encourages customers to return and strengthens brand loyalty. 

We discussed the difference between candid content, such as in-store moments, behind-the-scenes footage, and entertaining mascots like Rental Ron and how that tends to perform WAY better on social media than the polished stuff. Stay authentic and true to your personality; don’t overdo it or get too “Walmarty”. 

Meanwhile, polished content does have a place, like professionally designed posts, and brand-focused visuals do provide a more refined and cohesive look when appropriate. Striking the right balance is key—One of our Innovators is testing a 2:1 ratio, favoring polished content while incorporating two candid posts per week to maintain engagement. Employee spotlights are another effective way to blend authenticity with professionalism. To stay organized, using a content calendar helps plan and structure posts, ensuring consistency and a mix of engaging content styles.

We discussed how to deal with old or discontinued merchandise. The first step is to red tag it, gradually lowering the price to move it quickly. If items still don’t sell, donating to organizations like Habitat for Humanity is a great way to clear space while supporting the community.

When bringing in new products, it’s essential to have a plan for the old inventory, whether through markdowns, targeted sales, or reaching out to local businesses, like apartment complexes, that may need bulk items (like lightbulbs). Proactively managing old stock ensures smoother transitions for new merchandise and minimizes excess inventory.

Many businesses are shifting to full-time employees for better consistency, product knowledge, and engagement. While part-time staff can be helpful, full-time employees tend to provide stronger expertise, especially in specialized areas like plumbing. One Innovator is experimenting with requiring one night shift a week and alternating weekends, which would conflict with the schedules and preferences of part-time team members.

Prioritizing full-time staff reduces turnover, improves service, and strengthens team reliability. 

Attending large conventions like the Ace Convention requires a well-crafted strategy to maximize time and investment. With the sheer size of these events, one Innovator discussed that you can typically only get through a third of the show on the first day, making pre-show homework essential. 

Knowing what inventory you already have, what still needs to move, and what space is available for new products ensures smarter decision-making. A key approach is to hold off on placing orders on the first day, allowing time to explore, compare options, and make informed purchasing decisions. Since managing inventory is an ongoing challenge, careful planning helps prevent overstocking while still taking advantage of valuable opportunities at the show!