Issue link: https://www.ascpskindeepdigital.com/i/637956
50 march/april 2016 STEP 5: CREATE EVENT-ONLY PACKAGES When developing special event promotional packages, keep in mind they must be enticing enough to get guests to purchase without overthinking their decision. Take those two or three selected services and create a package of three to five with a 25 percent savings, or you could simply offer a fourth facial or spray tan as a free bonus for purchasing three. Be sure to have stations featuring demos and mini-treatments of your special event offerings. To show off microcurrent facials, you could do an eye treatment, or you could lightly bronze guests' faces to promote spray tan sales. You want your guests to see and/or feel an instant result that will make their buying decisions easier. When offering the special savings, don't worry about the discount you are offering, but instead look at it as a brilliant marketing stick strategy. Have handouts for each guest, so they can read about your special event packages. Vistaprint rack cards are a simple and affordable way to showcase your offerings, and ASCP members receive an additional 20 percent discount. Remember, everyone absorbs information differently, so relay information in a few different ways. Create a sense of urgency by letting everyone know these special savings are only available during the event. STEP 6: ROUND UP SOME FREE LABOR Ask for help and assign helpers a specific task. Have your mom serve beverages or your little sister hand out samples. Keep in mind that product and equipment reps are often delighted to attend events for free and help you with demos and sales—invite them! Stock up on product samples, then turn them into stylish little take-home gifts—everyone loves to get something for free. Some vendors and business partners will contribute free samples to give to guests, so be sure to ask. Stick Strategy: a marketing tool used to create client loyalty. When clients pay for future services in advance, it lessens the chance of them investing elsewhere. STEP 7: PROMOTE, PROMOTE, PROMOTE Promotion, advertising, marketing—whatever you call it, start at least one month prior to the event, and send weekly email blasts sharing details of the event to your guest list. I also recommend mailing a printed, formal invitation to your regular and VIP clients. Use social media daily to announce, encourage, and create excitement: Twitter, Instagram, Facebook, and Pinterest. Tag some of your followers you would like to invite by using the @ on Facebook and Instagram. Start a hashtag on Twitter and tweet during the event. A day before or on the morning of your event, send an email reminder. Tell your guests how much you look forward to seeing them, and share all the special event "perks" you have in store for them. After the event, create a wrap-up email with pictures to show those who didn't attend what they missed! When hosting a special event, the most important thing is to get support from staff, family members, and friends so you can have fun mixing and mingling with your guests. Your clients will feed off your energy, so be sure you step into the event feeling happy, confident, and proud of your creation.