Market the Event. Place posters around your store three months prior to the event. Have your staff talk up the event with customers and hand out invitations. Mail invitations to your top customers and VIP guests, and send a press release to the local media. Send an email blast to all customers and promote the event on social media two weeks out, then repeat a week later.
Focus on the Details. Organize the event’s layout, work on props, sets, talent, music and beverages. Remind your vendors you need their help and presence. Confirm all talent a month prior to the event.
Watch the Clock. Close your doors and set up early the day of the event. Triple the time you think you’ll need for last-minute problems; keep your team united and customers happy; look for ways to raise the bar for your next event.
Next Steps. Once you pull off a successful event, don't rest on your laurels. Start planning the next one!
Allan Labos has more than 30 years of beauty and style experience across the country and in Europe. He began his career under the tutelage of Vidal Sassoon in London and opened and managed Sassoon salons and schools in Los Angeles, San Francisco, Chicago and New York. For the past 25 years he has owned and operated Akari, a 20,000-square-foot business in Portland, Maine. Akari offers hair, nail and spa services and also includes a boutique, fitness center and medical spa.