Eventing - WHAT IT IS AND WHY YOU NEED TO DO IT

Putting on an event for clients and friends sounds daunting to many business owners, but there’s a reason many established brands are doing it regularly. We chatted to owner and founder of medispa Clear Complexions, SUZIE HOITINK, who has been hosting events at her clinics for over a decade.

Suzie Hoitink

S+C: At what point in your career did you start hosting events for your patients and why?

SH: I started Clear Complexions 14 years ago and believe it or not, back then there was no real cosmetic industry to speak of. Medical skin treatments like IPL and laser were just being introduced to consumers but generally speaking no one knew they could do anything more for their skin than a peel or microdermabrasion. So, eventing was how we raised awareness and grew our client base from the beginning. And it really worked. The intimacy and authenticity of those small events grew a loyal clientele through word of mouth, some of whom we still treat today.

S+C: What do you see as the main purpose of those events?

SH: I truly believe the main purpose is to make a deep personal connection, by inviting our clientele and friends as guests to a special and intimate event. It is about giving those new and existing clients the opportunity to engage with us and to learn more about Clear Complexions, learn about our values about instilling confidence through beautiful healthy skin, and to showcase the many different treatments available. It is a forum to learn, be educated, ask questions and see live demonstrations which break down any stigmas associated with our modalities. It also provides a great excuse to have a giggle and a gossip with great wine and beautiful food. A great way to spend a few hours of a person’s time.

S+C: What does a successful event look like, and what do you think are some of the mistakes other clinic owners might make when organising events?

SH: A successful event is about the client, not the clinic. It is giving the people attending information and insights into the treatments that interest them. If a client is giving up two hours of their time, not to mention travelling to and from, I am going to make sure I overdeliver on their expectations. Demonstrating of the most intriguing treatments live is a must. We have had successful events and not so successful ones and we have learnt along the way.

Planning and structure to the evening is where it can all go wrong, so have an agenda and stick to it. Stay on time; time is a precious commodity for everyone so respect your clients’ time. Think carefully about attendee numbers, and space, as they will enhance or detract from the atmosphere you create. But most importantly think about what you want to achieve from the evening. Is it bookings on the night, consultation bookings, product sales or simply education giving? Linking your event with a local charity is also a beautiful way to anchor you and your team to the community and is a win-win for everyone.

S+C: How do you make sure enough people show up to the event? SH: There are 5 main ways to ensure attendance at your event:

• Invitations: Depending on the event and who you are targeting the invitations need to be consistent with the night and outline what is being displayed and ‘what is in it for them’.

• Personal touchpoints: making calls to guests, talking about it in person when they are at the clinics.

• Channels used: Emails, newsletters, direct mail, social media. It’s all about using your channels effectively and consistently so that the guests are taken on the journey before they attend.

• Preview: Images and videos often give guests a visual understanding of what the event will look and feel like. Previews will

also entice – and is a great way to promote the event via your social media channels.

• Post event communication. It is important to improve on the experience and take feedback to make the next event even better.

S+C: Any advice for salon owners who might be afraid of giving a speech?

SH: Ha! Having to give a speech is most people’s number one fear, but remember, these people are your tribe. They have given up their time to hear what you have to say. They value you and the information you have to give them so regardless of how terrified you may feel internally, shoulders back, ‘superman pose’ and give them an experience they can’t get elsewhere – be the expert they are hoping you are.