Liz Lean PR’s youth insight service, Digipigz, aided the success of Beales’ first Half Price Prom Dress event. Digipigz helped Beales to attract a new audience by introducing new marketing methods. These efforts built interest in the event and resulted in more than 100 people outside the store before doors opened.

Beales of Bournemouth opened its doors on the evening of Thursday April 25 for their first Half Price Prom Dress event, giving GCSE and A Level aged girls a chance to grab their dream dress at 50 per cent off the marked price. Over the course of the evening, an average of one dress was sold every three minutes.

The event was steered by a group of Digipigz’s Young Consultants who met with Beales marketing team to produce an event, designed specifically to attract young people. This plan informed everything from the social media strategy and style of marketing materials, to language used in posts and content posted.

The Young Consultants’ guidance led Beales to include a sweet cart, flower wall and branded cupcakes at the event to maximise social media coverage and create an event that sticks in the minds of young shoppers.

The store was transformed into a glitzy and glamourous hub for excited girls, determined to find their dream prom dress. Make-up masterclasses were held by MAC Cosmetics and an onsite alterations company pinned and tucked dresses where required.

Digipigz’s Young Consultants were a key part of the entire process with suppliers such as the videographer, who created the promotional videos before the event, and the photographers on the night being recommended from the Digipigz community.

A partnership with The Lost Paradise was also created, providing live music from DJ Tomsy and a mocktail bar.

Tony Brown, CEO of Beales said: “Seeing the process of engaging this age group, using new methods recommend by the Digipigz, has been fascinating. This is a new audience to us so we have been very grateful and pleased with the support from this service. The event was a great success and the shop floor was very busy. Hopefully this is just the beginning for Beales in attracting more young people through our doors.”

Digipigz is a service provided by Liz Lean PR, connecting businesses with the youth and bettering opportunities for talented young people. Visit lizleanpr.co.uk/Digipigz for more information.