How to hold successful client evenings

The team at Surrey salon group Academy Salons regularly hold client evenings to promote the business and its service. Here salon director Salv Mule offers five tips on making a success of them. 1. Decide with the salon team on a theme for your client evening - it could be linked with something you are currently working on or perhaps ‘red carpet’, ‘holiday hair’, or ‘colour’, for example. Ensure it's a team decision, meaning everyone will be enthusiastic and motivated by the evening. 2. Invite other local retailers to take part, that way there can be a cross-fertilization of data bases and a mix of guests, including those new to your business. Businesses to tie in with could include fashion outlets, a gym or fitness centre, a local delicatessen or wine merchant. Also make sure you contact all your suppliers for products and give out goody bags at the end of the evening. 3. Create a strong creative invitation - use an image from a recent collection if you are involved with photographic work. If not, contact a supplier for an image. Head it 'VIP Invitation' to make your clients feel special. Go for mid-end of the and ideally between 7-9pm. Give a brief description of the evening – for example: "Extensions are BIG this summer and we can help you make the most of added hair. As a VIP client we invite you to an exclusive evening of presentations on the latest trends." List what's included - champagne and nibbles, runway show, complimentary colour consultations, complimentary extensions consultations. 4. Present four models dressed by a local retailer and if possible link it in with something else you are doing. Invite the fashion retailer and a make-up artist to present on the theme and the fitness representative to present on exercise and leading a healthy lifestyle. Ensure all presentations are sharp, to the point and professional - rehearse if possible. 5. Presentation • Have an introduction outlining the evening • Talk about the salon and the services you offer • Present a runway show • Make-up presentation • Fashion presentation • Complimentary consultations • Thank guests for coming and invite them back as clients