I know it’s hard to believe that we are talking about the holidays! But before we know it, the lights will begin to sparkle and carolers will be singing. It’s an entire season built around celebrating together and giving gifts to your loved ones. Hosting a holiday event is a great way to show your appreciation to your clients. Remind them that they can come to you to get great gifts for everyone on their list!
CHARGE A RESERVATION FEE
A reservation fee not only confirms the attendance of you guest, but it creates a sense of urgency and inspires retail purchases. I recommend a $15–$20 reservation fee and allowing clients to utilize that toward any retail purchase on the day of the event.
REMEMBER TO RAFFLE
Whether it’s for a gift basket full of beauty essentials or a certificate for a beauty day away, guests love being entered into a draw. Instead of entering everyone, make clients earn their ballots. For example, every retail product purchased during the event will earn one raffle entry.
CREATE SPECIAL PROMOTIONS
Your event should entice your guests to take time out of their busy schedules and spend the night with you! Offer something special that they can’t get at any other time. Here are two ideas that I have found successful:
- Give a gift, get a gift—purchase a holiday gift set and receive a complimentary paddle brush.
- The more you spend, the greater the reward—spend $50 and receive a complimentary cleansing bar, $75 to receive a complimentary hand cream or $100 to receive a complimentary paddle brush.
GET YOUR TEAM INVOLVED
Just as much as you want your guests excited to buy, you want your team excited to sell! Launch a special event incentive to help them drive retail sales. Consider a staff raffle—every product sold earns one entry. Another idea is to give extra commission for reaching a specific sales goal.
When the event is over and you cozy up next to the fire, you will look back and see that your retail sales spiked, your guests left with all their holiday gifts and this year’s holiday event was a huge success!