It’s easy – all you have to do is run a successful make-up promotion in the comfort of your own salon to earn £2000 + in an evening. How? A successful event will be the result of effective planning; in fact it’s one of those 80:20 rules: 80% planning, 20% delivery. Here’s your 20 day plan!
Countdown to your successful event:
Day 1: Set targets e.g. 20 clients to spend €100 each or 40 guests to spend €50 each.
Day 2: Pick a date and time. Remember to keep your clients in mind e.g. 5-8pm would be good time for young professionals.
Day 3: Plan promotional activity:
- Guest list (ask each client to bring a friend – giving you new clients)
- Goody bag
- Social Media Plan to promote the event. Post it on Facebook, Twitter etc. (You can also create a Facebook event to invite everybody who has liked your Facebook page).
- Email all of your clients
Day 4: Include all staff members in planning – get them involved and get them excited.
Day 5: Give each staff member an allocation of guests to invite e.g. 5 staff members all get 4 people each
Day 6: Place a guest list at reception and encourage clients as they come in to come along on the night. Get them to fill in their name, contact no., email and guest name. Capturing details is essential for the follow-up.
Day 7: Include your business neighbours – can they sponsor food, drinks and be included on the evening? Their incentive is promoting their business. Mention them on the night and include them on invites e.g. “Tasty refreshments and food kindly supplied by…”
Day 8: Make-up & sales training for all staff members, so they can continue to increase make-up revenue after the event.
Day 9: Collect invites from printers and post to selected clients.
Day 10: Check your numbers 10 days before the event. How many have committed to going? Always invite more than the number you’re looking for and allocate for cancellations and no-shows.
Day 11: Post the invitation on Facebook and mention the amazing goody bags available on the night.
Day 12: Check your stock. Make sure you have all your basics and best sellers in stock. You can’t sell what you haven’t got!
Day 13: Decide who will video makeovers and take photos. You will need this for your website and Facebook page. Posting photos etc. after the event creates an appetite among clients for another event, even the ones who haven’t attended will think “Sorry I didn’t go now. I’ll definitely try to get to the next one!”
Day 14: Send a text to your database- continue to promote this fun filled event that you cannot miss!!
Day 15: Check your merchandising – are your make-up products well displayed and inviting to purchase? What about your tester stand – is it perfect looking and fully stocked
Day 16: Call all your guests, double-check they are still attending.
Day 17: Do a spring clean- this isn’t just about make-up. It’s a chance to promote your entire business and your high standards of professionalism
Day 18: Double check everything is in place and good to go. Brief staff about the night. Allocate roles to each person:
- Meet & Greet
- All in perfect uniforms, with full make-up.
Day 19: Reminder time!
- Final call round to confirm guests
- Final Facebook reminder
- Final text message
Day 20: Focus on your financial target! Get the salon ready & cross reference your checklist to ensure you are good to go!
NOW… Enjoy some well deserved time in the spotlight with your clients at the event!
Gillian Moore is MD of Fuschia Make-Up. ‘Fuschia Award Winning Irish Make-Up Company’ and is an expert in developing methods to run successful Make-Up promotions for over eight years. If you have any questions about running an event like this, contact firstname.lastname@example.org