STEPS TO HOSTING SUCCESSFUL EVENTS PART ONE I have a deep passion for hosting in-store events, and I love every aspect of the planning process. Happy customers at the conclusion of a successful event make it worth all the work. Organizing events demands additional time and effort, yet the payoff is evident when your customers eagerly inquire about the next one. I spent a decade managing special events for RNK Distributing, during which I gained valuable insights through a combination of hands-on experience, learning from my mistakes, and receiving guidance from industry experts who have generously shared their expertise. Let’s kick things off by identifying the type of event that piques your customers’ interest. This industry is full of talented educators who bring with them a wealth of knowledge to help your customers learn something new, whether it is a new technique or the latest tool to make their hobby better. You may have to conduct some research to discover your ideal match.
After determining the type of event, the next step is to set a date. It’s important to take local events into account. For instance, if you’re in a college town, check whether your chosen dates align with any home games, as this could negatively impact your event. Educators often have tight schedules so keep in mind that your event might be scheduled a year in advance. If your event will be held at an external venue, make sure to secure available dates from the venue before reaching out to the educator. Now that you’ve chosen the event type and the date, it’s time to promote it! Spread the word by sending out save-the-date announcements through email, social media, traditional mail, text messages and even phone calls. You should post flyers throughout your shop, including hightraffic areas like the bathroom. If your educator has a substantial social media following, consider collaborating with them to boost the event promotion.
Marketing Strategy
To make set up and events go smoother, create a plan with your educator. This is their business, and they know what works best for them to make money for you. Once your advertising begins, get ready to start accepting reservations and payments. If registration reaches maximum capacity, consult with your event provider to explore the possibility of extending the duration of the event. If this isn’t a viable solution, it’s a smart move to create a waiting list, as situations can evolve, and having enthusiastic participants on standby to fill any available spots can be highly beneficial. Be sure that you are charging enough to cover the cost of the educator’s fees and any additional expenses such as food or incidentals. It is also wise to create a clear refund policy for the event, as life circumstances can lead to cancellations. Decide whether you’ll offer refunds for class fees or provide store credit to accommodate participants who can’t attend. Communication with the event provider is key to your success. Make sure that you familiarize yourself with any new items that will be featured at your event. If you do not already have these new items in your POS system, this will be the time to add them. The sooner you add these items the more likely you will avoid last minute frantic entry mistakes. Maintaining consistent communication with your educator is another key to your success. To make set up and events go smoother, create a plan with your educator. This is their business, and they know what works best for them to make money for you. Be open to new ideas, your educator may do things differently than you do. Discuss any old inventory you have in stock from your event company so that your educator can create a plan to sell that for you. Also discuss the products that your educator is going to focus on so that you can have more of those items on hand.
This is their expertise and they have a proven track record of optimizing profitability for you. Be open to new ideas because your educator may have methods that differ from your own. Be sure to have a conversation regarding any existing event inventory you have in stock, allowing your educator to create a strategy for selling it. Additionally, identify and stock the products your educator intends to prioritize. This will ensure you have ample availability of those items to sell. Stay tuned for my next article where I’ll share additional insights and delve deeper into planning a successful event.
BETH PALMER VDTA-SDTA
VOLUME TWO