Girls’ Club

Most women will not pass up a chance to get a manicure, sample a new fragrance, have a cocktail and get a sneak peek at the latest fashions offered at discounted savings.

It’s not a trip to the mall, but some of the experiences awaiting beauty mavens and fashionistas at Shecky’s Girls Night Out, an annual female-oriented event sponsorship program rolling out this year to 16 cities.

The scheduled happenings, which target women 21 to 35 years old, brings together the very things that most of them crave: Shopping, a little pampering, product demos, fashion and free samples.

Shecky’s, a women’s entertainment lifestyle media firm, is setting up shop March 3-7 at the Puck Building in New York City, March 12-13 at Union Station in Chicago and March 18-20 at the Boston Center for the Arts — Cyclorama. (Full schedule at http://girlsnightout.sheckys.com/.)

Big name brands, including Dove, Salon Selectives and Midori, are using the event to pitch products in hopes of snaring devotees.

“Women love to discover new things,” says Claudia Chan, president of Shecky’s. “We love to share with our friends, we love to consume.”

In its sixth year, Shecky’s Girls Night is expanding to 35 annual events frequented by more than 150,000 women. The target audience: On-the-go, trend-oriented professionals who earn more than $80,000 a year.

Attendees pay $10 for entry for five hours to see the latest fashions from up-and-coming designers, sip complimentary cocktails and get free goodies from the show’s sponsors. People who pay $25 to $30 also get one of Shecky’s posh gift bags filled with $75 to $100 worth of products and samples.

The New York event is expected to draw some 10,000 women during the five-day show.

How much does it cost marketers to participate? Basic sponsorship runs from $6,000 to $15,000 per event. Companies with category exclusivity, like Dove, pay $15,000 to $30,000 per event, Chan says. But that doesn’t include the extras, such as the cost of on-site activation and staffing.

For the fee, firms get access to hundreds of women willing to receiving marketed messages. Sponsors are also promoted on the Shecky’s Web site and via print ads, e-mails and radio spots.

Participating companies are banking on attendees to spread the word. It’s what Shecky’s calls “girlfriend group marketing,” Chan says.

“Our females are influential buzz drivers among their friends, mothers and colleagues,” she says. “It’s really powerful.”

Dove is there to build awareness of its new gofresh product collection of body mists and lotion, which launches in April. The Unilever brand is setting up a gofresh Lounge at Shecky’s 35 events, where they can sample the new line through product trail or scent cards, while relaxing with an ice tea. Dove is also running a sweepstakes for a chance to win a product gift basket. Ryan Partnership is handling the events.

The goal? “Engage with our most valuable consumers — real women — in a more personalized format,” says Stacie Bright, senior communications marketing manager at Unilever.

Brown-Forman’s Chambord, the black raspberry liqueur brand, is setting up a lounge of its own offering mini manicures. Attendees can also sample free cocktails, including Chambord French Martini, Chambord Margarita and Chambord Vodka Soda and enter a sweepstakes for a chance to win a trip to Paris.

“It allows us to hold conversations with consumers that is not possible with traditional forms of marketing,” says Mike Tong, Chambord brand manager, Americas, whose firm is increasing its Shecky’s sponsorship to 15 cities from eight last year. “It helps begin the stage of connecting and creating life long relationships.”

Chambord is collecting consumer data, including e-mail addresses and zip codes. Following the event, the firm will stay in touch with attendees by sending them seasonal recipes using the brand.

More companies are turning to experiential marketing, such as what Shecky’s offers, because companies aren’t getting the return from traditional methods they once did, says Brad Nierenberg, president and CEO of RedPeg Marketing.

“Consumers today need to adopt a brand through discovery and by experiencing them through events,” Nierenberg says. “Brands need to have a deeper communication with consumers to truly find out who they are and how they fit into their lives.”

Some 75% of people said by participating in a live marketing experience would make them more receptive to a product or brand’s advertising, a Jack Morton Worldwide study says.

Beyond checking out the latest fashions, what’s driving women to Shecky’s events? Free stuff.

Conair, for example, is providing Rush Being Sexy hairspray samples in the New York gift bags.

“We always give away free samples,” says Babe Rizzuto, a Conair Corp. spokesperson. “The Shecky’s consumer expects it.”

It’s also raffling off styling aids and body products at the show. But it’s not selling merchandise. Is this a missed opportunity? Conair says no. The company’s main goals are to demonstrate new products and create branding, Rizzuto says.

Likewise, Idelle Labs’ new Skin Milk smoothies shower gel will be given away in the New York and Boston gift bags this month. It’s also planning to participate in Shecky’s events this fall.

Is it working? The firm gets a return of 5-to-1 on its investment, says Laureen Schroeder, director of skincare marketing for Idelle Labs.

And even if the event doesn’t generate a big lift in sales, the investment has other benefits. “It’s a great way to get feedback… and talk to your target audience,” Schroeder says.

For more articles on entertainment marketing go to www.promomagazine.com/entertainment