From: Laurensurp@aol.com
Date: Sat, 18 Mar 2000 20:55:07 EST
Subject: Business Inside Businesses
To: balloon@balloonhq.com

To Kim who was asking about performing inside businesses: 

My business brings children's programs where the children are. Typically, I 
solicit businesses and malls in a direct effort to boost their sales.  
Although I have a specific presentation process that I use, (who knows, maybe 
sometime I'll teach a  workshop on this sometime), for now,  I would like to 
offer you these tips - in some rambling,  random order  :)

Think Like The Business Owner:  Because I come from a marketing background, I 
understand the drive to boost business.  I ALWAYS demonstrate HOW it will 
boost their business.  Ex:  In A Mall:  Offer a weekly program in Food Court 
and watch the food court sales increase.  (Proven fact.  There was a 25-40% 
increase in Food Court sales on nights we offered Kids Nights)

Be ready with a program:  This is probably the most critical item of all.  No 
one dwells on entertainment  - it is a happy, feel good activity.  However, 
when you offer programs, like our Songs & Stories with a Twist, for example 
(storytelling and songs with the mentioned animals twisted as you go), now 
you have something unusual to draw people to that business location.  
Consider a reading program with supplemental balloons - low cost, gets your 
name out, gets your work and is good PR.  Check out my web site and check out 
the merchant programs.   www.KidsTimeToGo.com

Add A Thing Or Two:    When we do twisting, we always have additional items - 
tattoos, storytelling, etc.  Once the kids have their balloon, what is their 
reason for sticking around to see your other talents?  You want the parents 
to know you can do more than twist, since our society thrives on 
multi-tasking.

Look Long Range:  Are you hoping to solicit a mall?  Contact the marketing 
director (my former position) and ask about their upcoming events.  Consider, 
Magical Evening of Giving (fundraiser) or a kickoff event, etc.  It may take 
some time, but build that relationship and they will turn to you for business.

Think Outside The Box:  Everybody considers restaurants and malls - why not 
furniture stores and golf courses?  Present it as occupying the children of 
the patrons, to bring patrons to that business.

Pitch It Before You Call.  It was 5 months into my business before I decided 
to pay for advertising - and all that gets me is birthday parties.  I ALWAYS 
create an effective, direct mailed letter (create word pictures to get the 
reader to visualize WHY they should hire you).  Then within one week after 
sending the letter, followup - if they haven't called you first.

I hope these few tips give you some insight.  I have only been open for 
business since September and I already have to hire 2 staff people.  You can 
be successful.  

Lauren Surprenant, Owner
Kids Time To Go - Hudson, Massachusetts