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.

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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!

 

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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

 

The only Event Proposal Example that you will ever need

As promised, find below one of the proposals we created for one of the events we hosted at Marina Rinaldi. We followed the table presented in our previous post “How to write an Event Proposal” but changed a bit the layout.

FUN JAPAN

EVENT PROPOSAL

The location of Marina Rinaldi Flagship Store makes it the perfect venue to launch the brand´s new products. The characteristics of this special capsule, created by Japanese designer Tsumori Chisato, fun colourful, young, trendy, gives us the opportunity to entertain our most loyal clients and engage with potential customers.

Furthermore, this new fresh capsule will allow Marina Rinaldi to get to younger audiences and explain what identifies and distinguishes the brand.

We decided to propose two events for the same product: a day and an evening event because of some of our client´s time constraints. Those contacted clients that were able to come during the day were not able to come during the evening and vice-versa. For that reason, and because we consider that the new capsule is a difficult product to present to our clientage, we put forward the idea of having two events.

Also, another issue we noticed is that customers prefer to come days later to try what they saw during the event. We believe that it makes sense to take advantage of Rachele being in London to offer to the appointed clients a styling session from our Image Consultant as another selling point for the capsule.

GENERAL

Name: Fun Japan
Date and Time: March 9th, 2016 from 12 to 17hs
Location: Marina Rinaldi London Townhouse
Description/ Theme: Launch of “Fun Japan” capsule

Objectives:

  • To launch the capsule collection in London store and show it to 20 customers during the event
  • To engage with clients and provide 8 styling sessions proposing the new capsule items

Estimated Budget: 1000 pounds

Projected number of attendees: 20
Target Audience: Marina Rinaldi´s selected clients. Segmentation based on previous purchases and clients tastes.

Message: Marina Rinaldi will celebrate the launch of the spring collection 2016 in March xx with a capsule specially created by Japanese designer Tsumori Chisato. The London Townhouse in Albemarle Street will host the “Fun Japan”, event, where the attendance will enjoy a fashion show and styling sessions accompanied by colourful cocktails.

COST BREAKDOWN  
Catering Models  290
Models  200
Photographer  285
 Total Estimated Costs  775 pounds

SUGGESTED SCRIPT
From 10 to 13.30hs: Styling sessions with clients
From 14 to 17hs: Models showcasing the items (break to be decided)
15hs: Rachele´s presentation with runway show
From 16 to 17hs: Styling sessions with clients

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What nobody says about first posts

Nobody cares about them.

Probably the only person that will read this post is you, who just typed in your search bar “how to write your first blog post” and ended up here because the title is quite catchy. As you just did, your target audience is most likely to type the topic they want to read about and then decide which result is more accurate. The truth is, nobody cares if its your first or most recent post, the important thing is the quality of your copy.

“You never get a second chance to make a first impression…” so you better write every post as if it was your first.

Paula Arango