BUSINESS SOLUTIONS | MARKETING
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flow with product sales, opening
the door to potential clients,
educating your event attendees and
increasing booked services. This is
an important strategy that will aid
in accomplishing your event goals.
3. Utilize low-cost marketing
options. You can easily overspend
on an event, so choose marketing
that is low-cost. Start by spreading
the word to your clients personally—
have a sign-up sheet at the front
desk, and fliers or information sheets
in waiting areas. Create a Facebook
event, use the local newspaper’s
event calendar and send e-mail
invites. Begin by marketing your
events using these cost-free or
low-cost tools and, as your events
become larger and more successful
and your budget allows, you may
have the option to branch out with
more elaborate marketing plans.
4. Run wild with your creativity
to let your business shine. An
event that is one-of-a-kind will
be one to remember. Inspiration
for memorable events include
Destination Morocco, or Minerals
and Margaritas Makeovers.
5. Be persistent and patient. It
can be frustrating when you host an
event and have a small turnout. Use a
post-event worksheet to analyze what
worked and what didn’t. Did you pick
a night that there was a conflicting
event? Was the weather a factor?
Did you market it inappropriately or
too infrequently? Was the title of the
event confusing? Analyze whether
this event is worth doing again and,
if so, when. The hype and energy of
an event will carry over long after it is
finished. You will find that clients will
inquire about an event they missed
and, once they hear about its success,
they will tell you they wished they
had been there. Often, a new client
will visit after hearing a friend rave
about your event. This proves that
your marketing is working and you
are on the right track.
As comedian Phyllis Diller
quipped: “A smile is a curve that sets
everything straight.” Well-designed
events create moments for your
clients and team to smile together.
Events create loyalty, trust and
real connections that money can’t
buy—I’ll RSVP to that.
Spa Event Planning 101
By Sara Daly
Sara Daly is president
of Waterfalls Day Spa in
and founded the Vermont
Wellness Professionals Network. She
is a consultant to wellness practices
on marketing, and writes and speaks
extensively on wellness. She can be
reached at waterfallsdayspa@
gmail.com and on Facebook.
What better way to develop your relationship with your clients and team
members than with a party?
Cultivate your events with care, and
you will reap rewards that surpass
the event itself.
An event can be as simple as
the launch of a new product, or it
can be as elaborate as a black-tie
dinner party. Potential successful
events can include a skin care
workshop; a limited-time treatment
event; a guest lecture; and a client
appreciation day or similar scenario
that invites the public to interact
with your products, services and
team in an extraordinary way.
Event themes vary, but the
purpose stays the same: Increase
loyalty, build your client base,
educate the public, create hype—
and have fun with your team
members and clients while doing
so. Following are several tips for
1. Decide on events early to
allow time to plan and market. In
January, plan out all your events
for the year. Have rack cards made
highlighting your events to give to
clients. Plan themes that correspond
with holidays to increase revenue
during times when you know you
will need additional cash flow and
to offer solutions for your clients’
seasonal skin care concerns.
2. Create a plan of action.
Create a pre-event worksheet to get
organized for your events. What is
the name of the event? What are you
trying to achieve? Who do you want
to attend? What is your budget? Can
you partner with other businesses to
strengthen your event? Some typical
event goals include increasing cash
An event can be as simple as the
launch of a new product, or it can be as
elaborate as a black-tie dinner party.