Holding regular consumer events is key to raising your salon’s local profile. Done well they can achieve so much, so why do I get, dare I say it, a bit of a lacklustre response from Salon Owners when I mention hosting a salon event ?
Do you think it may be a lack of pre-planning then post marketing of previous consumer events that leads to a slight negativity towards them; that makes salon owners think they ‘aren’t worth the hassle’?
Let’s start with the basics and understand why you are hosting a promotional evening in the first place.
Two key questions you need to ask before planning an event:
- How is this event going to contribute to the outcome you want for your company?
- How can I ensure that it delivers the results that I need for my business?
Understanding the must-have results will help you quantify the value you expect from the event. Understanding the specific purpose of each particular consumer event is key to holding a successful one in the first place.
Decide for example is it for media coverage? More consumer awareness? More lucrative links with other local business?
The fact is that it is often all of the above, but realistically can one single event really achieve so much? Would it not be better to actually plan three separate events aimed at each one of the above desired outcomes?
Therefore my advice is, don’t try to host one event for lots of different audiences. When it comes to consumer events, one size does not fit all.
Narrowing your purpose and your target audience will help you craft a consistent message to market and host a successful event, right down to the smallest detail. The hard part is making sure you have consistency in the practical elements of hosting an event so it hits your desired outcome. That means making sure the right people are invited, the drinks and food are appropriate, the displays correspond, the information is themed. There is a lot to consider. After all the preparation you then need to convert it into a worthwhile, memorable experience.
Give your audience a reason to go
I believe the most important thing is adding value for your guests. Whether it’s for information, to try out taster services or just good old fun, make sure you get the value for attending very clear.
It’s the morning after! So in order to continuing building momentum you need to follow up with your guests. The reality is that theparty was only one part of the larger picture towards increased salon profile.
Send out thank you cards to all who attended, preferably hand signed and posted. Yes, I know its old fashioned but Email messages sometimes get lost so why take the risk after all the hard work you put in to preparing and hosting the event?
Post all the pictures on Facebook, Twitter and Instagram and not just as a one-off, keep posting up throughout the whole of the following week. Most people love to see themselves being pictured at events, it gets them feeling involved with your business. All helping to create the salon fan base not client base.
So what are you waiting for? Start planning your consumer event now!