In-person events allow you to deepen your relationships with clients face-to-face. Your clients have received your emails and texts and seen your social media posts. In-person events allow your clients to assign a face to your business and associate a positive memory to your brand, strengthening rapport and the know, like, and trust factor for your practice.
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1. Please can you add a short section explaining why hosting an event can be an effective marketing/sales strategy over other approaches?
In-person events allow you to deepen your relationships with clients face-to-face. Your clients have received your emails and texts and seen your social media posts. In-person events allow your clients to assign a face to your business and associate a positive memory to your brand, strengthening rapport and the know, like, and trust factor for your practice.
2. Here, please can you outline how clinics can actually go about planning what form their event will take, including:
Venue
Capacity
Budget
Time of day/date
Speakers
Treatment demonstrations
Refreshments
Decorations
Photo opportunities
It is also worth touching on whether clinics should try and organise the whole event themselves or hire external contractors for certain elements
In the planning process, you must address the who, what, where, when, how, and why questions. Typically, the events take place at the med spa’s office. Potential clients get familiar with your office environment, and existing clients return to your location for another pleasant visit. The capacity of your event directly relates to the size of your office and capacity laws in your area. Med spas have seen success with marketing budgets between $1,000 to $2,000 for their events. Thursday evenings between 6 p.m. and 8 p.m. have worked well for various practices. Typically, the owner of the practice and staff members serve as public speakers during the event.
In terms of treatment demonstrations, you can perform laser services, lip injections, body sculpting procedures, or other in-demand services. You bring clients into a treatment room and walk them through the benefits and process of the service, advising on pre and post-treatment instructions. Refreshments include hors d’oeuvres, specialty cocktails, and custom-made cookies with your practice’s logo on them. Because your clients go on vacation during the summer, the events usually take place in the fall, inspiring fall-themed decorations like foliage designs and festive pumpkins. Print a branded backdrop displaying your logo in a repeating pattern for the event. Attendees can take group pictures with your team in front of the backdrop, serving as an on-brand visual for social media posts. To manage and implement your event optimally and for the purpose of performing a post-event optimization review, you and your team can benefit from organizing the event yourself. The process of hosting, coordinating, and implementing a high-quality event requires that you and your team be in sync, as well as saves on the cost of an external organizer and their team.
3. In this section, please can you also mention how event visitors could have access to discount codes or vouchers as an incentive to attend rather than just prizes?
Beyond prizes, providing discount codes or vouchers exclusively for event attendees can sweeten the deal and boost turnout. For instance, you might include a voucher in each guest’s goody bag. The voucher could say, “Enjoy 15% off any treatment booked within 30 days of this event!” Alternatively, you can distribute unique discount codes via email to people who RSVPed, such as “EVENT50” for $50 off a service for a limited time. These incentives reward attendance directly, giving patients a tangible perk they can use immediately or soon after, unlike raffle prizes, which only a certain number of clients will win. You can promote this message in your invitation messages, saying something to the effect of “Join us for a night of treatment demos and cocktails! Plus, every attendee gets an exclusive discount code for your next visit!” This approach not only drives attendance but also encourages future bookings, amplifying the event’s impact.
4. How do the golden tickets actually work? How are they given out?
You can offer golden tickets to the first 10 or 20 people who come to your event. Those tickets have a discount or a list of discounts on them with a deadline for the person to redeem them at your practice. By bringing the golden ticket into your office before the expiration date, clients can purchase exclusive specials.
The other route is that the first 10 or 20 people to attend the event receive a golden ticket, which gives them the ability to pre-purchase treatment specials during the event. After pre-purchasing the discount during the event, they can come into the office for their service at a later date.
5. Can you also mention in this section what free goody bags clinics could give away as an incentive to attend, and what could be contained in them?
You can implement the same tactic with goody bags. You can give them to the first “X” number of people who come to your event or offer them as raffle prizes. They can contain beauty products, gels, cleansers, facial serums, treatment discount vouchers, gift cards, lip balm, lip gloss, your business card, and a note thanking them for coming to the event. Mention the dollar value of the goody bag to demonstrate that it is a deal for them to come early in the hopes of getting the bag.
A high-quality advertising professional can implement marketing strategies to boost turnout for your in-person events.
Want to enhance your marketing strategy, track your important growth metrics, and reach more potential clients on a daily basis? Schedule a discovery call with Michael to see if you are a good fit to work together: https://michaelguberti.com/work-with-michael-guberti-digital-marketing-strategist/