JUN 2019

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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June 2019 • 59 toward the purchase of Schandra's products. Ultimately, the event brought in 150 designer bags that were donated to a women's organization, promoted goodwill in the community, got morning TV coverage—and generated a ton of retail sales. SETTING THE SCENE From champagne and hors d'oeuvres to music and decor, certain touches will make your event feel less like a sales pitch while putting guests in a festive—and buying—mood. "It needs to have all the elements of a fun, social experience," notes Schandra. Creating that atmosphere doesn't have to be pricey, however. "Get some fl owers and fi nd co-vendors to supply things like food and wine," suggests Schoenberg. "You can also transform your space by simply moving furniture around in the retail area." Other inexpensive extras might include balloons and a table with pretty gift bags. You could also raffl e off a few small prizes—but to really increase perceived value and maximize attendance, be mindful of your target market and what matters most to them. "If it's busy moms, give away a stress-relieving massage or pedicure. If it's professional people, a travel-size skincare kit or a 10-minute morning makeup collection might be enticing," explains Delaney, who says that these can be announced before the event to draw in attendees, as well as offered hourly throughout the party to encourage them to stick around. Pick music that puts people in a celebratory mood, as well. A curated playlist on your phone is an affordable option, but you might also consider hiring a DJ if that fi ts your budget and the atmosphere you're looking to create. Finally, make sure everyone hears about the party after the fact by making it as Instagram- able as possible with a photo booth or special backdrop. "You want a certain FOMO (fear of missing out) among those who don't attend, which helps build anticipation for your next event," explains Delaney. On that note, never think of throwing a retail party as a one-and- done deal—it's all about generating momentum. "Every spa should host a minimum of four events a year if they want to grow their business," says Schandra. Be sure to add all attendees to your database so you can thank them for coming and invite them to the next one, and you'll not only build plenty of buzz but big sales, to boot. Take that, e-commerce! u c fi fi fi fi t at to e by ab booth or © GETTY IMAGES

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