How to make your salon event a success
Posted on 13th December 2013 by Fleur Murphy
The festive season presents the perfect opportunity to host in-salon events. From a Christmas soiree to a New Year's Eve celebration, now is the time to throw a party! There’s no better way to reward your most loyal clients, and attract a few new ones along the way.
Events are nothing new in our industry, but running them can sometimes be more of a pain than a pleasure. So what’s the key to holding a successful salon event to deliver excellent return on investment? It all comes down to planning.
Choose a theme
Some of the best events are centred on a single theme. Transform your salon into a winter wonderland, a 1920s speakeasy, or embrace a more general concept like a girls’ night out.
To dream up a theme, start with what you know about your clients. Think about what issues and topics are relevant to them, and will inspire them to come along to your event. Then, consider how these topics can be angled into a theme that will harness your team’s talents and sell products.
For example, around New Year's Eve, you could hold a workshop on party hair and makeup with a vintage twist, hand out old world cocktails to get your clients in a celebratory mood, and provide special discounts on the tools and products you use at the event.
Lock down the details
Once you have decided on a theme, you’ll need to plan out all the aspects of your event. First, determine your budget: what you are willing to spend and what the return on investment should be. From here, decide what you’ll need to run your event within your budget. This might include:
- Additional furniture, AV equipment and decorations
- Retail and product requirements
- Activities for the night – raffle, speeches, lucky door prize etc.
With these details locked down, create a timeline with deadlines and designated responsibilities for your team leading up to the day. This way you’ll ensure nothing is left to the last-minute and everyone is on the same page.
Team up with businesses in your area
Need an item for an event but your budget is running thin? You still have options!
One of the best ways to save money is to partner with local businesses. If you have a favourite restaurant nearby, consider asking them to cater your event in exchange for some promotional activity, or ask local fashion boutiques, coffee shops or liquor stores to donate a door prize.
If you’re on a very tight budget, think about reaching out to businesses in your area about offering your services at their events, such as free hair styles for a boutique’s preview party. This will not only add value to their event, but will also give you direct access to their client base.
Get the word out
To get the right crowd to your event, reach out to your guest list in a number of different ways, and give them plenty of notice. Email and SMS marketing are cost-effective ways to do get the word out, without going over budget.
If you’re missing some RSVPs, don’t be afraid to pick up the phone and give your invitees a call – they will love your personal approach. Plus, this will ensure you have an accurate idea of how many people are going to show up on the day, so you can lock in your catering and prevent a lot of headaches on the night.
Create a run sheet
One of the common pitfalls of running an event is a lack of a plan for the event itself. Create a detailed run sheet, starting with the pre-event setup and running all the way through to clean up, including details of all the activities you’ve got planned, such as speeches and demonstrations. This will help your event flow smoothly, and ensure you feel in control, and your crowd is entertained.
Learn from your event
You might be exhausted, but the days after your event are the best time to sit with your team and debrief. Discuss what worked and what didn’t, and think about whether it was a good spend of your money.
Most importantly, don’t forget to thank your guests for attending. A quick follow up could result in an additional sale, a new booking, and you may gain another loyal client to grow your business.
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