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Events and why we need them

networking events and why we need them

Business consultant and former salon owner Penny Etheridge shares expert insight into the benefits of consumer events. They are, Penny says, are an important part of marketing that can help you achieve your business goals. Regular consumer events are key to raising your salon’s local profile. Done well they can achieve so much. Penny asks why she sometimes receives a lackluster response from salon owners when she suggests hosting a Salon event?!

Could it be a lack of pre-planning or a focus on post-marketing consumer events that leads to negativity towards client evenings? That they “often aren’t worth the hassle.” 

networking event party business advice success

Why events?

Let’s start with the basics and understand why you are hosting a promotional evening in the first place. Penny says there are 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 you ensure it delivers the results you need for your 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.

Work party event

What is your event for?

Ask yourself: is the event for greater media coverage, greater consumer awareness, or more lucrative links with other local businesses? Pennys says often it is all of the above. 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? Penny’s advice is to not try and host one event for lots of different audiences. When it comes to consumer events, one size does not fit all. 

A lot to consider

Penny says narrowing your purpose and 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 ensuring you have consistency in the practical elements of hosting an event so it hits your desired outcome. Ensure you invite the right people, provide appropriate food and drinks. Penny also says the displays should correspond, and the information should be themed. There’s a lot to consider. After all the preparation you need to convert it into a worthwhile, memorable experience. 

event marketing business networking

Give your audience a reason to go

Penny believes it is important to add value for your guests. Whether your event is for information, to try out services or just good fun, ensure you make the value for attending clear. 

Post event marketing 

It’s the morning after! In order to continue building momentum you need to follow up with your guests. Remember, your launch party was only one part of the larger picture towards an increased salon profile. Penny suggests sending hand signed thank-you cards to all who attended. Although it may seem old-fashioned, email messages can get lost so why take the risk after all the hard work you put into your event? 

Post all the pictures on your social media sites. These events are great for creating excitement around your salon. Keep posting up throughout the whole of the following week. People love to see themselves pictured at events and it will help them feel involved with your business. Penny says this helps to create a salon “fan base” not just a client base. 

networking events business photograph marketing

So, what are you waiting for?  

Start planning your consumer event now! Penny says it’s one of the ways she made her own salon business a success. She used to hold three client nights a year in each of her four salons. Increased bookings and client referral were the points of focus for Penny and her team. Penny says, “I can honestly say that having a calendar of consistent client evenings had a positive impact on the productivity of my company.” 

We look forward to seeing all the fun events that go ahead this year…get planning. 

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