party with a purpose by Patti Biro
ideas, samples and hands on support to ensure that your event is a WOW! Businesses that target a similar market may wish to participate in the event, as well as help promote it to their clients. For example, a local cupcake business or tea room that could provide refreshments and contacts would make a great partner. This is a win-win for both businesses!
Purpose There are hundreds of reasons to host a special event. You may have a new service or location, or maybe you just need to increase your visibility. Clearly defining the purpose of your event is critical to being able to measure your results after the event. Special occasions such as graduations, Mother’s Day, Grandparent’s Day and summer vacations are all great inspirations to create a theme for your event. Use the theme to promote services, gift certificates and retail sales. Every month has at least one special holiday to highlight. Page 78 • www.LNEONLINE.com
Once you have defined your purpose, write it down. Now you are ready to move onto the next P.
Planning Spending time planning ensures success. Many spa and salon events are less than successful due to a lack of planning time. Create an action plan to guarantee great turnout. You will need a minimum of two months lead time, and three months is even better. Take a calendar and jot down ideas for each month of the year. Planning includes establishing four key elements: budget, timelines, potential partners and responsibilities of all staff or associates. Create an event planning sheet so that your good ideas and final decisions are recorded. Have you ever planned a wedding—or seen a bridal planning guide? A special event is similar. Consider all the small details ahead of time to create a stress free experience for your staff and guests. Partners are those related businesses, vendors, supporters or referral sources that will help you promote your event. Don’t be afraid to ask your vendors for
Track your results After the event, gather your staff and partners to share success stories. Revenue and retail sales data as well as the intangibles (such as the number of new faces at the event) are all valuable for future planning. n
Patti Biro has more than 25 years of experience designing and implementing professional education and client education programs. She is the creator of Elder-ssage™, a massage therapy program focusing on the needs of aging adults, and the owner of Patti Biro and Associates, a professional education consulting company. Biro is a frequent lecturer for the International Medical Spa Association. Les Nouvelles Esthétiques & Spa • May 2013
MANY SPA OWNERS HAVE HOSTed an open house or special event. If you are among them, was your function as successful as you wanted it to be? Hosting an event can be an effective marketing tool to create traffic and promote services and retail sales. There are three “Ps” to creating a great event. Purpose, planning and promotion. Create a plan for success by following these steps before your next event.
Think about how to reach your party attendees using an “inside/outside” approach. Inside strategies include displays, website information, partner referrals and invitations in the spa or salon. Outside strategies include displaying banners outside your business, guest ambassadors, social media marketing and postings on partner and event web sites. Create a list of every strategy you can think of to get the word out.