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



The Insider`s Guide to Event Planning Podcasts



Are you an Event planner with not enough time to keep informed? Check out the Event Planning Podcast List that provides Tips, Techniques and Advice To Help You Plan Successful Events.



The Public Speaker Quick & Dirty Tips for Improving Your Communication Skills

Lisa B. Marshall hosts this one and she comes to this role with a wealth of communications and public speaking background. This one’s brief (usually under 10 minutes), but brilliantly filled with “a-ha” tips and techniques, for speakers AND for planners who hire them.

The Accidental Creative

With so much talk about events innovation, this podcast definitely keeps the creative fires stoked. Each episode focuses on how to thrive in today’s create-on-demand world.


Host by Will Curran, founder of Endless Entertainment, sits down with event industry influencers to discuss topics like event technology, event management and A/V.

Planner’s Planner Podcast

Any event needs good planning. It’s fundamental to ensuring it all works smoothly. But it’s not always easy to get good information on it. Planner’s Planner Podcast gives you all the insights on event planning.

Techsytalk Unscripted

Ready to look behind the curtain of the complicated event planning industry? Co-hosts Liz King and Ed Waffles bring you the kind of tips and tricks that only seasoned planners can. King and Waffles pick the brains of event hustlers from across the industry, looking for insight and case studies to share with listeners. For two of the most passionate, well-informed thought leaders in the industry, look no further than Liz King and Ed Waffles. You’ll be sure to learn as much as you laugh.

Meetings Podcast

Jon Trask and Mike McAllen (Grass Shack Events & Media) cover a wide range of topics, from meeting and event logistics to production, audio-visual and technology.

The Get-It-Done Guy’s Quick & Dirty Tips to Work Less and Do More

Efficient broadcasts, usually clocking in around 6 minutes. Recent topics include accelerating decisions, contingency plans, teamwork, and even tips for speeding up the public transportation experience. He’s funny, too.

Turn Of Events

Hosts Laura Lopez and Graham Wheeler (both from Social Tables) have a knack for finding fascinating subjects to interview about various aspects of event planning.

The Meeting Planning Madness Podcast

This is a bi-monthly, thirty minute podcast about all things event planning. Learn about the hardships and mishaps event professionals have overcome, and take away keen insights into the industry that you’ll be able to apply to your own events.

Meetings Podcast

Meetings Podcast covers a wide variety of topics, from special event planning, to event logistics,

The Savvy Event Planner

Tom Crowl hosts this popular event planning podcast, Crowl delves into event management, from start to finish. As for his qualifications, he has worked with event professionals around the world, entertainment agencies, caterers, businesses, and more to help them created fantastic events.





27 tips to become the MacGyver of Event Planning

  1. Decide your target audience first. Once you know who is coming, you will be able to decide the format, content, location, etc.
  2. Have a clear business purpose for holding the event. Is it a Product Launch? Is it a networking event or you want to develop customer loyalty?
  3. Always check school holidays and local festivals and events.
  4. Be realistic. Know your budget, time and capabilities.
  5. Make a list of everything you need. I use the WBS technique to divide the tasks in main products and develop from there every little task.
  6. Create SMART goals.
  7. Work smarter. Create an Excel file with your guest information: Full name, address, RSVP status, guest name, dietary restriction and all the important information for your staff.
  8. If is your own event, add to the Excel file some info like children, next holidays, dogs, company name. You will have some conversation starter there.
  9. Be observant of religion. Some cultures have dietary restrictions.
  10. In the UK you need to give at least 2 months notice if you want to have a big attendance.
  11. Depending on your audience, decide if is more suitable a paper card or an email invitation. For younger people, or people living in a considerable distance, is preferable to send it by email. For an older public living in a fair distance, send the print copy.
  12. Call the clients 2-3 days prior the event to confirm their attendance.
  13. Stay within budget!
  14. Develop a budget to have the event´s “blueprint”
  15. Schedule location. Consider capacity, elevators, parking space, stage or any equipment you may need.
  16. You need a good reason for people to attend. Are you providing educational content, freebies or a product demo?
  17. Try to get sponsors for your goodie bags.
  18. Always offer before taking. If you are trying to get goodies for your goodie bag, first offer to purchase something from the company. It always works!
  19. Plan your Publicity. The more organised you are, the more professional your event will be.
  20. Use further hashtags to create a sense of community around your event.
  21. Invite bloggers to gain audience before, during and after the event. They will work as ambassadors for your brand.
  22. Delegate. Learn how to delegate.
  23. Attitude is contagious. Have a charismatic person at the welcoming area to set the mood for the event.
  24. Look your best! Be comfortable but fashion forward
  25. After the event, send a note/email thanking them for coming. Bonus point if you send a picture of them at the event.
  26. Evaluate the event – collect feedback from participants
  27. If things go wrong: Be prepare for the unexpected and be ready to fill gaps!