"Let's have an event."
Ever had this thought as an idea to boost your marketing and maybe attract new clients to your salon, day spa or medical spa? Well, you are on the right track. When well planned and marketed, a customer appreciation, open house or educational seminar can be a great way to generate some buzz. However, events alone are usually not enough to generate media interest. But by joining forces with another organization, like your adopted charity or another complementary business, the opportunity for media attention from a reporter is great. But you have to craft the story in advance and have a well planned event. Here is the countdown of activities and decisions to consider in the eight weeks prior to a marketing event for your salon, day spa or medical spa.
8 weeks before the event
- Set the date. Weeknights are best for shorter events such as classes, or pre-holiday gift certificate exclusive discount nights. Weekends are better for 4 - 6 hour open houses or elaborate grand openings.
- Establish your business goals for the event. How will you know this event is a success? Are you looking for new clients or a boost to your gift certificate sales? Or are you just wanting to get some local media attention. You don't have to pick one...just pick something that you can measure.
- Craft your story. Why would a reporter want to cover the event? Is there a recent news story that you can piggyback onto? Like a recent research that links the ingredients in one of your products to health benefits. Read the newspaper with the constant question "how can this story relate to my business?" to find new links to current events that reporters crave. When Brittany got her recent "fat dissolving" services, medical spa directors should see that as an opportunity to talk about their Lipodissolve or Mesotheraphy treatments that dissolve fat cells.
- Pick your promotion. Why will people come to the event? Be careful here, you don't need to give them a 10% or 20% off coupon. Actually -- do NOT give them a 10% or 20% coupon. There are several other things of value you can offer without operating at a loss on future services. Consider partnering with a local business, as I talked about in my last post Trade for Mutual Marketing. I am a fan of classes, but you could also create exclusive discounts only available that night (e.g., buy a $100 gift certificate and receive $10 for you -- requires two separate visits to redeem.) Or offer free mini-services or makeup application. These are all ideas to pick from -- I wouldn't recommend doing them all at once!
7 weeks before the event
- Create your marketing plan. How will you communicate your event? The beauty of events is that you can list them on as many community calendars as you can find. This is real reason why you want to start your planning early. Most local free circulars, the ones paid for by advertisers, require all calendar event notices be posted the month prior. You'll only need to do this research once, but seek out every free circular and find out how to notify them of an event. Look at their online sites as well.
Other key activities to decide on this week include advertising and direct mail. If you have the budget, and it is a large event that you are prepared to entertain and host, a direct mail would be a better option than advertising. However, if you have already purchased placement for the next six editions you may want to take advantage of that and advertise your upcoming event. As a rule, I don't recommend advertising for event awareness alone.
Don't forget about planning e-mail invitations and your website in your marketing plan. On your website you should have a prominent banner about your upcoming event and how to RSVP.
6 weeks before the event
- Start communicating! Print and mail out your direct mail postcards. Update your website. Start submitting the event to community calendars. Start including the event in a column of your e-mail newsletter. If you don't have a e-mail newsletter--send out your very first e-mail announcement to your clients.
- Finalize any event related reservations. If you are bringing in an outside speaker, discuss set up and needed equipment. Will you need to rent chairs? Are you going to cater food? If you are having a large event, will you need to reserve a DJ or entertainment? Will you need to make extra staff arrangements for mini-services, etc.?
- Release a press release about the event. Write a short story about the event, as if you are writing the article you'd like to see written about you. Here's an example I wrote for a client's Mother's Day event . You can post one at www.pr.com -- it is free -- and then link it from your website. Keep in mind, any document you place on the web that talks about your business or that points to your website is another opportunity to drive traffic your way.
5 weeks before the event
- Send your press release to beauty or lifestyle editors in local publications. Again, you'll need to do this research once, but find out the heath, beauty, lifestyle and business editors in your local newspapers and magazines. Call the main offices and research their websites, to find names and contact information. Ideally you'll get their email and phone. But at the least a name and central fax number can do. Write a personalized cover letter about your event and briefly explain your story. You can offer a complimentary service for first hand experience of your services. For more information on pitching stories to journalists, review free articles at Publicity Hound or buy a book on the topic. Hiring a publicist is also an option if you want to delegate this whole effort entirely.
4 weeks before the event
- Keep communicating. Send out another reminder of the event to your e-mail subscribers...ideally as a sidebar in your e-newsletter. If you haven't mailed a direct mail postcard, this week would be the last week do it. Post fliers of the event in local coffee shops (if they allow it) or other community posting areas (e.g., library, grocery store, etc.). If you haven't contacted all the possible local media outlets (like TV and radio), keep working at it. Be sure you are mentioning the event to your clients and chatting it up.
Last 3 weeks before the event
- Stay on top of details. Get your place sparkly clean. Confirm any reservations with rented equipment, caterers or entertainment. Confirm staff hours if you need them to work on that night. Prepare gift bags or door prizes (if you do a raffle of donated items).
Two days before the event
- E-mail a reminder about the event to e-mail subscribers. Keep it short and in an invitation format. Encourage them to forward the email and bring a friend.
The day of your event
- Have fun! Try to not chain yourself to the cash register if it is large event. Mingle with your guests, if you are the owner clients will be happy to talk with you and get to know you.
- Take pictures. Assign someone to take high-resolution pictures that you can later post on your website or reference for a journalist.
The days after your event
- Measure your success. How many showed up? How many new client appointments were scheduled? How many gift certificates were purchased? Review what went well, what could have been smoother about the event with your staff so that you are all better prepared for the next event.
- Release another press release about the event. Post it on www.pr.com and re-contact the same journalists. Link to available photos if you have them. If you raised significant funds for your charity, or had a huge turnout for your educational class, or had a spectacular grand opening...take this opportunity to tell the world about it.
- Don't forget to update your website. It's easy to forget to take down a promotion after is completed!
- Congratulate yourself on a job well done! It may not have been easy, but with advanced planning it can be really worthwhile for the free publicity, increased revenues and new clients!
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