1. web: www.promoteyourshop.co.uk email: hello@yourlocalpr.co.uk tel: 07711 419595

2. • Based in West Bergholt, Amanda has run ecommerce retail store HUMM
www.hummshop.com (luxury knitwear) for 5 years, has done approx 125
pop up shops, and she is a direct descendent of founder of Dickins and
Jones the London department store
• She has a background in PR and marketing
• Amanda does one to one consultancy to small businesses with her
company YourLocalPR (www.yourlocalpr.co.uk)
• With Promote Your Shop, Amanda consults on a 1:2:1 basis to retailers and
runs training courses for retailers to give them the tools and knowledge
that will help them to engage, retain and entertain customers leading to
increased footfall, prosperity and motivation
web: www.promoteyourshop.co.uk email: hello@yourlocalpr.co.uk tel: 07711 419595

3. • Starting with Amanda’s adopted home town, she wants to help make a
difference to you, the independent retailers as she is right here right now
to volunteer her time for the campaign!
• Hearing about the concerns of the driving restrictions to the high street as
well as the daily negative press articles on the ‘state of the high street’ the
national campaign created by www.independentshops.co.uk can’t have
come at a better time: March 23rd to April 14th April
• Amanda is passionate about getting retailers to work together, to get to
know one another and to help each other make the shopper’s experiences
more positive as each shop recommends one another as a direct result of
doing a joint campaign like the Indie Easter Egg Hunt
web: www.promoteyourshop.co.uk email: hello@yourlocalpr.co.uk tel: 07711 419595

4. • We have had the ‘call to arms’ piece in the Gazette and County Standard
last week with quite a few enquiries as a result of the press mentions. We
will be seeking more press mentions
• We are appealing to local businesses to donate prizes in return for a credit
on the maps (Landrover is giving away an experience day, Patisserie
Valerie a 6” gateau, Rollerworld passes, any more ideas welcome!!)
• Responses from parents who have children have been positive with many
saying that they will bring their kids into town to take part in this fun and
free event
• We need to brainstorm and suggest any places to put up the posters –
please get in touch
• We’ve done lots of tweets and retweets plus Facebook mentions, please
share with your networks too!
web: www.promoteyourshop.co.uk email: hello@yourlocalpr.co.uk tel: 07711 419595

5. • As a result of last night’s meeting we have some more prizes:
• Alter Ego is offering a full make over and hair styling
• Dress Again will give a voucher for the winner to buy a garment
• Thomasin Newton will image consult and style the winner in Dress Again
• MyCo Studio will then photograph the lucky newly made over winner
• Zumba Colchester will give a week pass for 2
• The Peruvian Supper Club is giving a free meal for 2
• ShakeAway will give the lucky winner a real gold leaf topped Millionaire’s
Milkshake!!!
• Any other ideas from other local or national companies, not necessarily
your shops – please ask them and let me know……
web: www.promoteyourshop.co.uk email: hello@yourlocalpr.co.uk tel: 07711 419595

6. • When possible, Manns Music store will play a jolly flourish on the piano to
the sticker collector when they come into the shop!
• Red Lion Books will ask the kids to count the little fluffy Easter Egg chicks
dotted about the shop
• MyCo Studio will take a photo of each person as they come to collect their
sticker and add each pic to their Easter Facebook Album
• Please have a think of what you can do, then the whole event will become
the talk of the town!!!!
web: www.promoteyourshop.co.uk email: hello@yourlocalpr.co.uk tel: 07711 419595

7. • Lauren from My Icon has kindly agreed to design a funky poster of all the
participating shops. This will include your shop logo, address, tel no, website and
wait for it….your gravatar pic. Think about the sausages or chicken you buy in
supermarkets and they have a smiley pic of the producer (it gives a sense of trust
and familiarity), well PromoteYourShop wants to bring that to the high street, so we
can see the faces behind the brands.
• So, Kris at MyCo will kindly do a head and shoulders shot of you to email on to
Lauren. Please call Kris to arrange your time on 01206 769499 as we have until Feb
22nd to do this by. We hope you can pop out for just 10 mins in your lunch break
(he is opposite Wilkinsons). If two of you run your shop, then both come! We will
put the gravatar in a circle like mine above.
• The poster can be printed/made into fridge magnets/put on the back of the Easter
Egg Hunt Certificate…on your websites – whatever. Now we are all working together
we can help get more sales for one another.
• Also what came out of the meeting is that you retailers would like a monthly meet
up to brainstorm ideas such as sharing leaflet drops etc etc.
web: www.promoteyourshop.co.uk email: hello@yourlocalpr.co.uk tel: 07711 419595

8. 1. Suits My Size BESPOKE TAILOR: 12 Headgate, CO3 3BT tel: 0845 459 1968
2. Manns Music MUSIC STORE: 123 High Street, CO1 1SZ Tel: 01206 572783
3. ShakeAway SHAKE BAR: 23 Sir Isaacs Walk Tel: 01206 761540
4. The Dog House DOG ACCESSORIES: 8 Sir Isaacs Walk Tel: 01206 570334
5. Dinky’s Sweets SWEET SHOP: 2 Montrose House, Eld Lane, CO1 1LS Tel: 01206 765449
6. Alter Ego Alter Ego Hair Design HAIR SALON: North Hill Tel: 01206 762295
7. Dress Again FASHION STORE: 28 Sir Isaacs Walk CO1 1JJ Tel: 01206 576727
8. Inprint PRINT SHOP: 58a Head Street, CO1 1PB Tel: 01206 366014
9. Santé HEALTH STORE: 14 Trinity St, CO1 1JN Tel: 01206 548080
10. G-Store GIFT SHOP: Culver Street East Tel: 01206 547557
11. My Icon CUSTOM PRINTING CLOTHING: 144 High Street Tel: 01206 578414
12. Music Warehouse MUSIC STORE, St. John's Street Tel: 01206 765765
13. Boutique 65 LUXURY LINGERIE: 65 Crouch Street, CO3 3EY Tel: 01206 579756
14. Guntons DELICATESSEN: 81-83 Crouch St, CO3 3EZ Tel: 01206 572200
15. Colchester Cycle Stores CYCLE STORE: 50 St John Street, CO2 7AD Tel: 01206 563890
16. Myco Studio PHOTOGRAPHIC STUDIO: St John Street Tel: 01206 769499
17. The Dance Shop DANCE WEAR STORE: 4 Portal Precinct, Sir Isaacs Walk Tel: 01206 616545
18. Eclettico GIFT SHOP: 26 Trinity Street, CO1 1JN Tel: 01206 547097
19. Roly’s Fudge Pantry HOME MADE FUDGE: 22 Eld Lane, CO1 1LS Tel: 07540403449
20. Caffe Sala COFFEE SHOP 5 Eld Lane Tel: 07828846719
21. Tea and Sympathy GIFT SHOP Crouch Street
22. Fred Olsen Travel TRAVEL AGENT 29 Sir Isaac's Walk, CO1 1ZA Tel: 01206 760664
23. Red Lion Books: BOOK SHOP 125 High Street, CO1 1SZ Tel 01206 578584
24. Frippery LUXURY GIFTS Sir Isaacs Walk
web: www.promoteyourshop.co.uk email: hello@yourlocalpr.co.uk tel: 07711 419595

9. How to make the most out of participating
in an Indie Easter Egg Hunt
An advice session for retailers
Clare Rayner, The Retail Champion
Founder of the Support for Independent Retail Campaign

10. What is an Easter Egg Hunt?
Fun, engaging way to drive family footfall to the
high street during the school Easter Holiday
– Fosters community spirit between businesses
– Gives shoppers a reason to explore their area
– Something fun to do with the kids in the holiday
Lead and delivered by local activation partner
– Central support for process, marketing, PR and
provision of promotional materials

11. What is a “local activation partner”
The individual or group who will co-ordinate and
implement the Easter egg hunt, acting as first
point of contact for the retailers.
Typically someone from a local retailer, a
business organisation, a town team or the local
council – anyone who will make the effort!
An opportunity for to support local businesses,
it requires a lot of leg-work, but can be good PR!

12. The role of the activation partner
First point of contact for organisation of the hunt
– Create the local hunt map from the template
– Distribute the window posters and stickers
Market your Easter Egg Hunt through local
press, radio and potentially even a leaflet drop
Ensure that it’s quite clear how to swap a
completed hunt for the prize (certificate for the
kids and a real chocolate egg)

13. What about the Shopper Experience...
Window poster – call to action “Come Inside”
– You will receive 2 x A3 posters per store
Hunt: Map... Stickers... Real Egg & Certificate...
Welcome! Especially the kids...
– Engaged... Friendly, enthusiastic staff
Store – ensure the store looks pristine!
– Promotions highly visible, encourage them to buy on
impulse!
– Optional special offer for visitors on the hunt to encourage
them to come back again later

14. How retailers can benefit...
Make sure you do display the Independent Easter
window poster – it includes a call to action...
The Easter Egg Hunt helps with awareness, footfall,
engaging with the community, showcasing your offer
– Be enthusiastic and engaging * NO APATHY ALLOWED!
• Customers will remember the whole experience based on their
WORST experience of the hunt, make sure everyone is enthused!
– No purchase required to get a sticker
• Every visitor is a potential customer or an introducer
Educating customers about value of “shop local”

15. How retailers can benefit...
Make sure you do display the Independent Easter
window poster – it includes a call to action...
The Easter Egg Hunt helps with
awareness, footfall, engaging with the
community, showcasing your offer
– Be enthusiastic and engaging * NO APATHY ALLOWED!
• Customers will remember the whole experience based on their
WORST experience of the hunt, make sure everyone is enthused!
– No purchase required to get a sticker
• Every visitor is a potential customer or an introducer
Educating customers about value of “shop local”

16. What now?
Areas where hunts are confirmed are on
www.IndieEaster.co.uk/easter-egg-hunt
– You are welcome to step up and be an activation
partner too!
Confirm your involvement to your activation
partner by 8th February
– Make sure they have your full address details and
contact number / email too
Be proactive and support local PR & Marketing!

17. Pre-Submitted Questions...

18. Submitted Questions... & Answers
How does the egg hunt turn into sales?
– If you think about each shop, say they meet 10
customers per day and have a 1:5 conversion ratio.
– Now if 4 shops share their 10 customers that is 40
visitors per shop. Whilst the conversion ratio may
drop, as it may not all be relevant footfall, at a modest
1:10 you’ve potentially doubled sales
– It’s also not exclusively about sales, it’s about
reconnecting local families with local retailers,
engaging them for the longer term

19. Submitted Questions... & Answers
How will it increase foot flow around the town?
– Its happening during school holidays, parents will be
looking for things to do. It’s a fun and simple activity to
help bring parents with kids into the town
– You will also need to engage local press and ensure you
do plenty of local PR to increase total visitor numbers
– In the main it’s about encouraging existing footfall to
visit more of the independent shops, raising awareness
and enabling the shops to showcase what they have to
offer to potential future customers from the local
community

20. Submitted Questions... & Answers
What resources are available
– You will receive 2 x A3 poster per retailer involved as well as
a sheet of stickers (c. 270 stickers per sheet) per retailer
– You will have a template to add your participating retailers
to and a hunt map – you need to use this template to be one
of the “official hunts” * These need to be printed locally
– You will get the artwork for the certificate, but it needs
printing locally
– You need to source the real eggs to give as rewards for
meeting the completion criteria
– A press release template will be provided

21. Submitted Questions... & Answers
Can it be run on a small budget?
– Connected to the previous question – yes... You need
to fund (or get sponsorship for):
• Adding the local map graphic to the template
• Printing the maps
• Printing the certificates
• Buying the chocolate eggs
– Otherwise the “investment” is in the effort to get
everyone working together and putting their best foot
forward.

22. Any more Questions...?

24. Contact & Connect...
Website: www.IndieEaster.co.uk
Email: champion@retailchampion.co.uk
Phone: 01727 238890
Twitter: @IndieRetailUK - #IndieEaster
Facebook: www.facebook.com/IndieEaster