What's the Occasion? Special events don't have to be few and far between. Keep things exciting by having them regularly.
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Saschah Bianchin and Barton Liang make almost every day aspecial experience for their Salon Liv clients. This luxuriousChicago salon offers more than your typical cut, color and style.They created "Liv the Experience," an event held everyThursday night for their clients to come in, drink champagne andhave their makeup refreshed for a night on the town. "We havechampagne and strawberries-they just love it. It'sdifferent," says Bianchin, 28.
Bianchin and Liang also offer Liv Express, an everyday servicefor working professionals who want a quick cut, style and headmassage in 60 minutes or less. "We want them to have anexperience to remember," says Liang, 34. "They feelspecial."
Making special events part of your everyday business routine canhelp you bring in new clients and also keep things fresh forexisting clients. It certainly worked for Salon Liv, which expectssales in the $1 million range this year. And be mindful-itdoesn't have to be a huge, break-the-bank event, says MarleyMajcher, party planner and founder of The Party Goddess!Inc. in Pasadena, California: "Special events can be anykind of little something."
The possibilities for your daily or weekly special events areendless. You can start small by sending a special gift package toyour clients. Even small gestures add an air of excitement for bothyou and your customers.
To get the wheels turning about your special event, considerwhat your clients have in common. What are they interested in? Ifyou own a dog-walking business, throw a monthly dog-walking party,and invite all your clients out for a fun stroll in a local park.Ask clients to bring their favorite dog treats to sparkconversation for the group. If you have a catering business, askclients to a cookie-tasting to help you pick your new dessertoffering. It takes just a few minutes of their time but stays intheir memory when it's time to choose a caterer. "So muchof it is just jumping in," says Majcher. "Just dosomething. Inevitably, when you're thinking of stuff, it sparksanother idea."
