Using Events to Build Your Image Business

Using Events to Build Your Image Business

By Caterina Rando, MA, MCC

Teleclasses and webinars are not to be overlooked and I encourage you to make them part of your marketing and revenue generating mix. Still the best way to build a relationship with a potential client and turn them into a loyal client is to meet them face-to-face. Hold events where your potential clients can meet some of your current, happy clients and the result will be new clients for you. Here are a few ideas to get you started.

Open House
Some people will need to get to know you before they talk to you about their image needs. Invite the people with whom you want to cultivate a relationship to your home or studio for a little champagne reception, afternoon tea or brunch. Come up with a reason. Any will do: celebrate your anniversary, a recent achievement, the beginning of the spring or fall season.

Client Appreciation
It is a savvy professional who thanks her clients with a special event every year. Invite some of your prospective clients as well. Provide time for people to drop by, chat a while and visit with each other. Give everyone a small something to commemorate their visit to your home or studio – a goodie bag filled with a few small image enhancers like a lint brush, a travel sewing kit and wrinkle-away spray.

Information Events
Invite people to hear information that will get them excited about working with you. Do a talk about the new textiles, or perhaps the looks and trends for the next season. Share some of your image consulting secrets. While people are visiting they will all be talking about how great you are and the fantastic services you provide. You will definitely close some business during this evening.

Special Guest
Once or twice a year you host an event and invite a speaker to share about their area of expertise. You could include a preview of a little known designer you want to introduce to your clients. You could invite a travel-packing expert to deliver a talk combined with your ideas on how to plan your travel wardrobe. An evening with an alterations expert discussing how to get the best fit would also provide for an interesting evening.

Workshops
Workshops are a great way to boost your short-term income while creating long-term clients. A workshop gives people the opportunity to be your customer for just a day. This is an easy buying decision to make. In a few hours, you can build rapport with potential clients and make it easier for them to become a regular client. When you give a workshop, ensure that you establish yourself and your company as an expert. As with all events, provide more value than what was expected.

Collaborate with Other Complementary Service Providers
Team up with someone who is in a different business who is also interested in doing a workshop to boost their business. As an image consultant you could create a successful collaboration with a makeup artist, a colorist even a plastic surgeon. Collaboration on a program is less costly and allows each of you to draw on the potential client base of the other. Additionally it will be more fun and probably less work. If the event is successful, repeat it on a regular basis.

Maximize The Effects of Your Event
If the event is in a public place, have the venue management promote your event. This can create buzz about you and your business. Even if people do not attend, getting the word out is beneficial. Invite more people than you can accommodate since there will always be “no- shows.”

Ask your clients to bring others. Whenever possible provide clients and their guests with complimentary attendance. This will cultivate both relationships for everyone's benefit.

Of course Include your events in your marketing efforts, including your regular emails to clients and prospects as well as your website.

After each event, Assess the results and incorporate what you learn to improve the event the next time.

By incorporating events into your marketing mix, you will build a great reputation, gain lots of new clients and easily maintain a sustainable business.

Caterina Rando, MA, MCC, shows image professionals how to build thriving, profitable and sustainable businesses by establishing themselves as experts in their fields. Caterina is the creator of the Image Business Breakthrough Program. Visit her website at www.imagebusinesscoach.com to download your free copy of her ebook “How to Create An Image Business Breakthrough.” She can be reached at (415) 668-4535 or via email at cat@imagebusinesscoach.com.