The Power of Events
Increase your profile
We've both attended many therapists' events over the years (in fact we've organised a good number of them ourselves) and there's no doubt that they are a really valuable tool in your PR toolbox. Done well they:
Help to focus your energy on promoting your business
Motivate and energise you
Increase awareness of your product
Build team rapport
Create a sense of achievement - they make you feel good
Events don't have to be huge or long-lasting, a three-hour workshop can press all those buttons just as much as a major Health and Well-being Fair.
So what can you do?
Here are a few ideas:
Run a half-day workshop about your therapy - talk about how you assess new clients, what conditions can be helped, what benefits the therapy gives. If your therapy is suitable, give a demo to a volunteer or even teach a basic technique, eg a hand massage.
Get together with other therapists and hold a taster half-day or evening. If you run it as a charity fundraiser, you'll increase the PR value of the event. A therapy centre near Debs has recently run a fundraiser for the Nepal Earthquake victims. If you don't work at a therapy centre, no problem, just hire the local community hall. You'll get more footfall if you coincide it with some major initiative, eg Children in Need; or if there is a local fete or school open day, consider hiring some pitches with Gazebos.
Hold a themed event where each therapist focuses on the overall theme - ;All about Sleep' or 'All about Back Problems' or 'Learn five ways to de-stress your life'.
Get more ideas from our action-packed DVD 'Do You Want More Clients?' - check out our Products page for more ideas.
Now here's the important message: organising the event is the easy bit. Getting people to attend is more challenging, especially these days when people seem to live their lives online.
Tips for getting people along at little or no cost:
Sell tickets in advance - perversely people are more likely to attend than if it's free. You can 'add value' by including free refreshments and a free prize draw, although if you're running the event for charity you'll want to charge for these.
Do it for charity - especially a local, well-supported charity such as a Hospice or the Lifeboats. Liaise with the charity's fundraising team and they'll usually help to promote it on their website and amongst their supporters. If your event is big enough, invite their fundraisers along to accept a cheque at the end of the do. Be sure to issue press releases, as the media love local feelgood stories.
Splurge it across all social media, multiple times. We repeat, multiple times.
Send an e-newsletter to all your past clients.
Put it on all the local What's On directories.
If you're in a rural or semi-rural area, put up roadside signs a few days before the event (not too early because the Highways Agency gets upset) - this is really effective and is an often overlooked way of promoting your event.
Hold it regularly at the same time each year, so people who don't attend this time will look out for it next time.
And don't forget the post-event event follow up:
Take photos of people enjoying themselves - even if only three people. attend, a cleverly constructed photo can make the event look busy.
Issue a press release about its success.
Post the photos with a write-up on social media, in your blog, in your next e-newsletter.
You'll be surprised at the energy an event will generate!
Take Action to plan an event!
Nic and Debs