event planning checklist & guide - · pdf fileevent planning timeline guideline 8 weeks...

Copyright© Spalutions 2012 www.Spalutions.com

Event Planning Guide


Thank you for purchasing this guide on event planning. It will give you a head-start on planning

a successful and less stressful event for your business!

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"Let's have an event."

Ever had this thought as an idea to boost your marketing and maybe attract new clients to your massage practice, wellness center, 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 and additional income.

However, events created without planning are not likely to generate media interest or extra sales. In

fact they can be quite costly in terms of time, money and resources when done incorrectly. This guide will help you prepare for all the facets and factors that need to be considered when scheduling an event for or in your business. Here is the checklist of activities and decisions to consider in the

weeks prior to a marketing event for your salon, day spa or medical spa.

If you need more information after using this guide, consider joining one of my coaching groups or

scheduling a one-on-one coaching session.

Please let me know how else I can be of help to you, now or in the future!

Until then -

Felicia Brown, LMBT

Business & Marketing Coach

336.508.0790 ~ Direct

[email protected]

www.Spalutions.com

www.SmartSpaMarketing.com

http://blog.spalutions.com

Find me on Facebook!

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mailto:[email protected]

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Event Planning Timeline Guideline

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 just one...just pick

something that you can measure and create a specific plan to reach each one .

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 "fat dissolving" services a few years ago, 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 businesses. For example, I am a

fan of demonstrations and free classes, but you could also create exclusive discounts only

available that night like “Buy a $100 gift certificate and receive $10 for you” (This

requires two separate visits to redeem.) Or offer free mini-services or makeup

applications. These are all ideas to pick from but try to have a specific focus rather than

dong them all at once!


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 and social media sites you should have a prominent banner and

reminders about your upcoming event and how to RSVP.


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. 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.


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.


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 to do it. Post fliers of the event in local coffee

shops or in the windows of other merchants in your neighborhood (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 also mentioning the event to your clients in person, inviting them to attend and bring

their friends. Have printed materials they can take with them available.

Last 3 weeks before the event

http://www.publicityhound.com/


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 that

day or night as well as the duties of each person, required attire and goals for the event.

Prepare gift bags or door prizes (if you do a raffle of donated items) and any signage,

flyers or handouts needed at the event itself.

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 a staff-only event warm-up! This is a great time to remind everyone involved

about the goals for the event and to thank them in advance for their participation. If you

haven’t done so already, give everyone a chance to test out any new products or samples

that will be available for event guests. Be prepared to answer final questions and

problem- solve last minute issues that will inevitably come up.

Have fun! Try to not chain yourself to the cash register or front desk, especially if it is

large event. Mingle with your guests! If you are the owner, clients will be especially

happy to talk with you and get to know you.

Take pictures. Assign someone on your team to take high-resolution pictures that you

can later post on your website, social media sites or reference for a journalist. Include one

or two in your follow up email to attendees or newsletter after the event.

The days following your event

Measure your success. Did you meet your goals? How many people 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. Take notes on it all and

share the details with everyone who was involved from staff to event partners.

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.

Send thank yous to everyone who helped you at the event. You may also want to do this

for anyone who made a large purchase or donation as well as any reporters or

publications that covered the event.

Don't forget to update your website and social media pages. 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! Celebrate your success with your entire team!


Event Checklist and Planning Guide

Date(s) of Event: ________________________________________________________________

Name and/or Theme of Event: _____________________________________________________

Start Time for Event: ____________________________________________________________ End Time for Event: _____________________________________________________________

Target Attendees (+ their guests ok y/n): ____________________________________________

Purpose or Goals for event: _______________________________________________________

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Budget for event: _______________________________________________________________

Cost per guest to company: (may not be applicable) ___________________________________

Fee per guest to attend (may not apply): ____________________________________________

Possible industry/vendor partners (product and equipment reps and companies who can provide demos, product samples, discounts, etc): ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Possible local/area partners (companies who can provide referrals, refreshments, complimentary services, products, cross-promotion opportunities): ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Possible causes/charity partners (aids with cross-promotions, media exposure, client interest, feel-good factor, etc): __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Possible media contacts and opportunities (local publications and media channels, trade publications, other organizations like the Chamber, networking groups, etc.): ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Determine what demos to do for party, who will do them and how to set up each area (i.e. how many participants, supplies needed, which room to use, etc.): ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Determine what specials or offers you want to make available that day only as well as specific limitations for each: ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Determine giveaways for drawings, contests, raffles, gift bags, etc. (yours only or combined with other vendors): ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


Determine how event will be promoted (flyers, social media, email, phone, mail, signs, press releases, local events calendar) and who will promote it (staff, owners, other businesses, vendors): ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Determine when invitations/broadcasts/phone call follow ups, etc will be sent (Email - Tues -Thurs are usually the most read): ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Determine how each guest will be contacted after the event (email, phone, mail, etc.) and

when contact will occur as well as what you will offer or try to accomplish in that follow up:

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Other Details:

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Food and beverage list:

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Décor:

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Attire for staff:

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Music/entertainment:

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Supplies Needed: Due Date:_______________

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Assignments of Tasks and Duties:

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Results and outcomes of event:

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What went well:

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Where improvements need to be made:

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Other notes and comments:

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Your Event Timeline

8 Weeks Prior

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7 Weeks Prior

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6 Weeks Prior

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5 Weeks Prior

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4 Weeks Prior

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3 Weeks Prior

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2 Weeks Prior

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1 Week Prior

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3 Days Prior

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2 Days Prior

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1 Day Prior

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Day of Event

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Day After Event

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By 1 Week After

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Felicia Brown, LMBT

Professional Biography

Felicia Brown, is the owner of Spalutions!, (www.spalutions.com) a firm that provides marketing coaching, business consulting, training and education to massage, spa and wellness professionals. She is a sought-after public speaker with appearances at many

state, national and international conferences and conventions in the massage and spa industries.

Felicia is also a licensed massage therapist, Certified Guerrilla Marketing Coach and NCBTMB Approved Provider. Felicia is passionate about inspiring others both in and out of the spa industry. Her personal philosophy is to share her knowledge and experience with others freely, even competitors, so that they may be successful in all of their endeavors. This practice of “cooperative competition” has been a

cornerstone of her career ever since she became a massage therapist in 1994. Felicia continues to apply this way of thinking in her coaching, consulting and teaching.

Felicia has written for and been featured or quoted in numerous trade publications including DAYSPA,

Spa Magazine, Skin, Inc., Massage Therapy Journal, Massage Magazine, Massage & Bodywork, Spa Management Journal, Spa Business and Dermascope. She is a member of the Advisory Board for the Day

Spa Association and provides free business and marketing advice on her blogs at http://massagemag.com/massage-blog/ask-felicia-massage-business and http://blog.spalutions.com.

Felicia has won numerous awards for her business skills and accomplishments. Most recently, she was

awarded the 2011 Volunteer of the Year from the American Massage Conference, 2009 Spa Person of the

Year by the Day Spa Association and was also selected as one of the Top Entrepreneurs of 2009 and

Top 25 Movers & Shakers of 2008 by Business Leader Magazine. Other awards include the 2005 Small

Business Person of the Year (Greensboro Chamber of Commerce), 2004 Women in Business (The

Business Journal), 2003 Forty Leaders Under Forty (The Business Journal), 2003 Best Places to Work

(The Business Journal), and 2005 Best Spa in Greensboro (Triad Style). In 2007, she was also given an

award for National Volunteer of the Year (committee) by the American Massage Therapy Association.

A native of Greensboro, North Carolina, Felicia is a casually competitive tri-athlete who enjoys running, yoga, reading, cooking, travel, and spa/travel adventures of most any sort in her free time. She also enjoys volunteer work and has worked in the past with the Melanoma Research Foundation, Greensboro Jaycees, Mobile Meals, Triad Health Project, The MS Society, and MDA to name a few. Felicia is married to David Clayton, and together they have two dogs and one cat - all of whom are rescued.

http://www.spalutions.com/

http://massagemag.com/massage-blog/ask-felicia-massage-business

http://blog.spalutions.com/

event planning checklist & guide - · pdf fileevent planning timeline guideline 8 weeks...

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