Planning an Event in 7 easy steps

Plan your event in 7 easy steps

STEP 1: What’s the purpose of your event?

Are you launching a new product? Do you want to introduce your brand to a new public? Or maybe you want to celebrate a new achievement. Defining the reason for your event will determine the theme, guests, venue and catering, etc.

STEP 2: Find a Theme

There’s no party without a theme. Maybe there is, but it will be the most boring one. Have you ever been to a champagne reception where all people do is zipping champagne with nothing to talk about? That’s your goal, give them something to talk about like a Fashion Show, a fun press board or a super cute cake. Let them talk about that! The social media coverage will be good as well!

STEP 3: The guest list

That’s a tough one. Again, do you have to make profit or are you just showcasing your products? If you need to make money, the less people the better. Customers tend to spend less or not at all if the place is full. If you need to make money stick to 20 people, more and you won’t have enough sitting areas and/or fitting rooms!

STEP 4: The Venue

If you are a Fashion label, I’m sure you have an amazing store to accommodate your guests but if you don’t, find a place with accessible parking and near a train/tube statioN.

STEP 5: Catering

Keep it simple, everybody loves an Italian. Nothing too messy, please!

STEP 6: Invitations and Marketing

The invitation has to be as short as possible: Brand name; occasion for the reception and anything that makes attending worth their while: date and time; venue; and name and contact of the person who receives the RSVP.

How you advertise the event depends again on who you’re inviting.


Not only people need to RSVP but you’ll have to contact them one week before the event to “remind” them of your event.



How to Plan Education Events in Retail

It has become quite popular among luxury retail brands to create experiences for their clients in order to make them return. These experiences go from in-store discounts, personal styling appointments, customized gifts, all-inclusive trips to visit the motherload and education events.

These “Education Events” are events where you gather a group of your clients with at least one interest/hobby in common and you invite them to do or learn something usually in your venue/store.

The theme can be something: 1) related to your expertise, 2) your Partners´ expertise or 3) a specific occasion of your choice:

  • You are a chocolate maker. The master chocolatier in your store will show your guests how to prepare strawberries with chocolate. It will be a short workshop of an hour and a half where the guest will learn something about you, your history and will tell everybody about it.
  • You are a bespoke shoe-maker and the Royal Ascott is in a few months. Reach out to milliners and offer your guests the perfect shoe-hat match possible. Invite both, your clients and their clients for a petit rendezvous showing them how to work with different materials in the search for the perfect outfit.
  • You are a fashion designer and the Chelsea Flower Show is in one month. Invite those clients interested in gardening to a Flower Workshop where they will learn how to make a hand-tie with seasonal flowers and also leave with the perfect outfit for the Show.


Education Events are dedicated to small groups of not more than 20 people, where 1 or 2 instructors are available to guide your guests throughout the experience. The guests will be selected by your CRM system or staff based on what you know about them

It all comes down really to your CRM system:

  • Do you have a specific guest list?
  • How well do you know your clients? Do you know their interests?

In my experience, the easiest way to come up with ideas is to think about partners. As all your events should end with an attractive goodie bag, who´s providing goodies is important. Also, remember that your clients know about your products so you cannot do two events offering the same: heritage, craftsmanship, etc because they will bore to death.

Think about what you can do with your Partners and use the Calendar year!

What could be a great theme for an Education Event? Be always open to new ideas! Go and find yours!



My name is Paula Arango Menendez and I am currently Marina Rinaldi´s Event Planner. I´m a Project Planner pursuing a certificate in Digital Media in Northwestern University´s Social Media Marketing Specialization. Feel free to reach out or connect with me at @paulaarangomen

Topics:  Event Planning, Content Marketing, High-quality Content

Target Market: Event Planners


5 Storytelling Techniques For Killer Presentations

As an Event Planner having to give presentations of the coming events to  staff and clients,  I find it easier to start always with the story behind each event. Is not only about why we are hosting that event and for whom it is but also about showing the importance of each individual, the role (character) they play in each phase and in the outcome. Feeling part of the event itself makes it easier for everybody to stay tuned and enjoy.

Presentations without a story, will make your colleagues, staff, colleagues or friends bore to tears so  I have put together 5 of the most used storytelling techniques for your next presentation.



In the Heroe´s Journey or Monomyth, the hero is called to leave his home and sets out on a difficult journey. He moves from somewhere when they know into a threatening unknown place. Is only after overcoming a great trial that he returns home with a reward or newfound wisdom.

Key points:

  • Audience goes on a journey
  • Show benefits of taking risks
  • Newfound wisdom

You can find an example of this technique here:  The Heroe´s Journey Examples


The first part of the story is giving to setting the scene and is followed by just a series of small changes and rising actions before a climate conclusion.

Key points:

  • Overcoming different challenges
  • Builds tension
  • Delivering a conclusion

Have a look at this interactive plot diagram.



Layer three or more narratives within each other you place your story in the center and use the stories around it to elaborate or explain the central principle. The first story you begin with the last story you will finish.

Key points:

  • Using analogies
  • Showing a piece of wisdom passes to you
  • Explaining where your inspiration came from


“I remember when I first met…He told me…that he met (SOMEONE) who said to him…”

Example from LOU at NLP Techniques:

“I remember a few years back, I went to a Gary Halbert seminar. I couldn’t believe when I first saw him, very casual, laid back. He didn’t seem like this multi-millionaire direct response advertising genius that he was. He started the seminar with a story, ‘One of my mentors when I first started out in this business was Victor Schwab. I never actually met the man. I learned from his writings. Powerful stuff. One important lesson I took away from Schwab is, “You not only need to keep in constant contact with your customers, you also need to keep receiving a constant stream of important messages from people who can teach you and improve your life.” “I took my NLP Practitioner training in New York City. Some time later I received my NLP Master’s Certification in….”


The best speeches succeed because they contrast with an ideal, improved world. They compare what is with what could be. By doing this, the presenter draws attention to the problems we have in our society, personal lives, or businesses. The presenter creates and fuels a desire for change in the audience.

Key points:

  • Inspiring the audience to action
  • Creating hope and excitement


Or “in the midst of things”, you begin your narrative in the heat of the action, before starting over at the beginning to explain how you get there.

Key points:

  • Starting with the action
  • Backtracking showing how things were before
  • Picking up again after the action to follow the character´s goal

Example from Dostoyevsky´s “The Gambler”:

At length I returned from two weeks leave of absence to find that my patrons had arrived three days ago in Roulettenberg. I received from them a welcome quite different to that which I had expected. The General eyed me coldly, greeted me in rather haughty fashion, and dismissed me to pay my respects to his sister. It was clear that from SOMEWHERE money had been acquired. I thought I could even detect a certain shamefacedness in the General’s glance.

More info on IN MEDIA RES

You have the techniques now, go out and inspire people with your story!

Watch Joe Sabia: The technology of storytelling | TED Talk |

More inspiring videos on storytelling at How to tell a story | Playlist | I really enjoyed Andrew Stanton´s “The clues to a great story”.



My name is Paula Arango Menendez and I am currently Marina Rinaldi´s Event Planner. I´m a Project Planner pursuing a certificate in Digital Media in Northwestern University´s Social Media Marketing Specialization. Feel free to reach out or connect with me at @paulaarangomen

Topics: Social Media Marketing, Content Marketing, High-quality Content

Target Market: CMO, SEOs, Marketers,  Event Planners

3 Essential Tips to Create Valuable Content

As a Social Marketer, you know that you need to create content that is both valuable and meaningful to your audience in a world were 27 million pieces of online content are shared daily (Why Content for SEO?). As a Social Marketer myself, I have found 2 articles describing the best practices for writing valuable content.

The first article, titled “6 Essential Tips to Create More Valuable Content” by Jeff Bullas, focuses on what Google considers “high quality” content with the acronym E-A-T: Expertise + Authoritativeness + Trustworthiness and how following these guidelines + knowing your clients  will result in building your Reputation and making your content popular.



The second article, written by Rich Brooks and titled “3 Ways to Create Highly Valuable Blog Content“, echoes the similar sentiments as that of the first article. He suggests that the best ways to create valuable content include finding the questions that your customers are asking via Quora, Linkedin answers, etc and create different kinds of content.


Drawing on these two articles and my experience as a Marketer, I have listed the 3 essential tips for you to create valuable content:

  • Know your customers – Who are you actually talking to? Are they clients, potential clients? Are they influencers?
  • Check your SEO – Show your expertise and build trust with your audience but do not forget to align your text with your SEO strategy
  • Vary your content – Use blog posts, tweets, video, podcasts, etc to connect with your audience

Starting today, “You don’t have to reinvent the wheel; you just need to share your unique perspective on why the wheel is important.”@pageonepower


byfxvxkwMy name is Paula Arango Menendez and I am currently Marina Rinaldi´s Event Planner. I´m a Project Planner pursuing a certificate in Digital Media in Northwestern University´s Social Media Marketing Specialization. Feel free to reach out or connect with me at @paulaarangomen

Topics: Social Media Marketing, Content Marketing, High-quality Content

Target Market: CMO, SEOs, Marketers, 


How to Write the How-to Blog Post in 13 Steps



How-to posts are irresistible because we want to avoid reading all the theory and get stuff done. We want to learn how to do things quicker, cheaper and better than other people and of course, saving us from the tedious learning curve.

Let´s get down to work

Step 1: Identify your audience. Who are you writing for?

Step 2: Choose your topic; “How-to-do WHAT”?

Step 3: Pick the perfect title. Don´t panic, you will re-think it on Step 9.

Step 4: Create an outline

  • Introduction: Sets the stage for what you plan to teach your readers how to do
  • Body: Explains each step involved
  • Conclusion: Summarizes your post with a reflection on what they just learned

Step 5: Write the Introduction

  • Write a compelling opening that empathizes with the reader´s problem or difficulty
  • Explain the problem
  • Explain the how-to steps

Step 6: Write the Body

  • Write a header that indicates you are about to get your hands dirty
  • List all the steps. Use words like “next”, “after” and “then” to show the change of steps
  • Go on to the Conclusion


Step 7: Conclusion

  • Let the reader know that there are no more steps
  • Summarize what the reader just learned
  • Add a call to action: encourage the reader to try what they have learned and/or to leave a comment

Step 8: Link to Additional Resources within your Post

What can you link to your post that will add value?

Step 9: Finalize your Title

Here is when you understand if the title you drafted has something to do with what you ended up writing about

Step 10: EDIT! EDIT! EDIT!

Step 11: Choose a relevant image

Step 12: Optimize your Text for Search Engines

Step 13: Hit Publish!

Do not panic if you pressed Publish and you forgot something, you can always edit and update the post.

Moving to my conclusion, I hope you find this How to write How-to blog posts useful. Do let me know if you have more steps you think I should add. But remember:

“Blogging is a conversation, not a code.”

-Mike ButcherIs all about your readers…

Here is an example of a How-to Blog post that will give you some more information about How to write blog titles. Is catchy isn´t it?

How to Master the Art of Exceptional Blog Titles