We all agree on the gratification and satisfaction that is felt when an event goes well. Sometimes, we are not aware of all the work, organization, and dedication that goes into them, and how many alternatives have had to be taken into account and determined for everything to go as expected. We want everything to go well and for the guests and attendees to have the best possible memory in their minds, so sometimes, our own expectations can make us lose our nerves and patience. It is essential to have the figure of an expert if we do not have enough experience (and if we do, to help us grow and improve) in organizing events so that they turn out as best as possible and to provide us with support for the sometimes dreaded "unexpected." That's why today, we talk to a real expert in event organization, Enric Company, CEO of Tuset Eventos y Comunicación, who will give us the necessary steps to surprise guests at your next beauty event.
To start, Enric Company emphasizes that we must be very clear about what a beauty event is. It may seem simple, but establishing an adequate definition of what we want to organize sometimes becomes a difficult task. "A beauty event promotes a similar goal to the one you set when you decide to take time for yourself, pampering yourself. In this case, you share that moment with several people with the same interest, driven by a brand that promotes well-being. It also serves to present their products or launches and focus the day on the importance of personal care," explains Enric Company.
- What importance does location have in the organization of an event?
It's essential. Before thinking about activities, catering, or other aspects, you have to decide where to hold your event. The location will be crucial to its success. You have to take into account several factors: if it's an outdoor or indoor event. If your event is in the summer or spring, opting for an outdoor space will be a perfect option for outdoor activities. In contrast, an indoor space is ideal for events in the winter. In this section, it's important to know where you will hold it and how attendees can get to the meeting point. Second, you must consider the number of attendees: evaluate which space best suits your needs in terms of capacity and extension. It's essential that the space reflects your brand's values, and last but not least, you'll have to make sure to comply with protocols. Don't underestimate hygiene and safety protocols. Consider the location and accessibility to the venue.
- How can the brand values you mentioned be conveyed?
Through decoration, without a doubt. An event is the perfect opportunity to enhance your communication. It is advisable to focus on the colors and characteristic elements of your brand to personalize the decoration of your event with your branding.
The visual experience is of great importance for attendees, enveloping the situation with a pleasant and welcoming atmosphere. As Dorothy Draper (a famous American interior decorator) says, "In decorating, always put a controversial piece. It will give your guests something to talk about." Try to capture the attention of your guests and get them to talk about you. The objective should be to impact them positively and awaken emotions that will endure in their memory.
- Is catering fundamental in the celebration of an event and a relevant aspect in ensuring that attendees have a good "taste in their mouth" of your event?
Yes, the truth is that it is often the favorite part of the guests. Use the gastronomy of your event as a technique to express your brand potential and stand out. It is important to have different culinary options, and it is also a way to continue communicating your brand by offering visual touches that remind guests of it. Offer high-quality, organic, and sustainable products that show you are a brand committed to sustainability and good practices. One of the options we recommend is to personalize the food. An example we explain is that of Disneyland Paris: most gastronomic products represent iconic elements of the brand (chocolate lollipops in the shape of Mickey and Minnie), making it impossible for you to forget where you are. Take it as inspiration.
- As an expert in event organization, what other advice would you offer to make a beauty event stand out from the rest of the industry?
Engage attendees with fun activities. Attending an event, networking, seeing products, and attending conferences are all great, but a successful activity is just as important as good catering. Attendees interact and have an experience and/or learning that they will associate with your brand. A win-win situation.
Introducing activities that promote personal well-being is a perfect alternative. Some of these options can range from a yoga workshop, a makeup workshop, to a healthy cooking workshop.
It's important to keep attendees entertained. After all, they want to have a good time and have fun. Make creative entertainment proposals: hiring live music, comedians, or a photo booth are perfect options to keep your guests entertained during the event and make it a success.
People also want to try things for free. The most important thing about a product is its functionality and the benefits it provides in its use. Your guest will be delighted to try it, and if they like it, their willingness to buy it will be greater.
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And what about merchandising?
Merchandising is also one of the keys. When you decide to hold a corporate event, you can choose to customize products such as pens, USBs, tote bags, notebooks... The idea is to make it something functional, for daily use so that, in exchange for the gift, the event attendees become passive promoters of your brand. In addition, with your brand's merchandising, you help to strengthen the bonds with your customers and employees. Give a differentiated and personalized touch to the event and provide your guests with a physical and tangible memory of the day.
- When it comes to invitations and special guests, it's true that having an impact on social media is valuable. That's why we see influencers attending many events, but is it recommended? To what extent is it profitable?
Influencer marketing is currently one of the most effective tools for promoting your brand. The clear impact that major brand advocates generate and their reach makes you visible. Therefore, it would be ideal to have brand advocates at your event to communicate your brand's products and the organized event to their followers. The attendance of influencers at your event will help you increase your event promotion, attract more people, stimulate them to share your event on social media and talk about the event in the long term.
It's usually effective to have a group of, for example, 10 micro-influencers in the lifestyle or beauty industry, each with a single macro-influencer.
- How do we communicate our event in a society that is saturated with emails and ensure that it doesn't go unnoticed?
Choosing the right moment and targeting the right people is essential to achieve the success of the event and the desired reach. We need to know and define our target audience, and then choose the communication channels through which we will reach them.
The channels that are typically used are: email, social media, influencers, digital advertising, or traditional marketing.
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Finally, what mistakes should we avoid or what last recommendations do you offer to organize a successful beauty event?
One of the most common mistakes is not establishing an initial budget, not having a contingency plan for unforeseen events, and focusing on oneself instead of focusing on the customer.