How to organise a client colour evening

Client evenings are a surefire way to stimulate the imaginations of your paying customers, introducing them to an entire spectrum of exciting possibilities through the latest colour innovations. The casual, celebratory vibe of these evenings provides an ideal opportunity to introduce existing and prospective clients to a brighter future.  

These after-hours events can be select or they can be standing room only, it's your call. There are however, certain steps that should be taken to guarantee your gathering's a dazzling success rather than a dull group of half a dozen regulars dying to get home. If you want to make a splash take heed of the advice of some of the industry's most accomplished party throwers.

Setting the tone - the build up

Get a date in the diary and ensure all your team knows exactly what the objectives of the evening are, so that they're confident to talk about the event before it happens. It's good to launch it to your team at a staff meeting and brainstorm ideas to get their input. Contact your colour supplier to see if they can help with marketing ideas and products or can support with local PR.

Toby Brown, Browns Hairdressing Group

Publicise your client evening at least a month in advance, and send out reminder emails or call up clients who've expressed an interest. Remember to post the details on your website. Make any flyers or emails punchy and eye-catching; get the message across that the event will be loads of fun to attend! Personal invites from stylist to valued client work very well also as they feel privileged to be singled out. Try and strike a balance as to numbers, a select crowd works best when it comes to receiving the right amount of individual attention.

Tracey Devine, director, Angels salons, Aberdeen

Thorough preparation is key to making a success of the event, doing things ad hoc on the night will look amateurish. Allow yourself plenty of time to plan the content of the evening so it contains those elements that will be a hit with your clients. Identify what you want to showcase - a specific or seasonal service for instance - and the best way to make a lasting impact, whether it's with live demonstrations, a walk through by pre-prepared models, a conversation about celebrity inspiration, or in-depth client consultations.

Anita Cox McMillan, Cox McMillan, London and Scotland

Opening night - zero hour

Set the team up to win with the right dialogue and education on colour. Make sure they're going to give the right advice for the right skin tone and face shape. This is a huge opportunity to up the numbers of multi-service new clients so everyone involved needs to be word perfect and well within their professional comfort zone.

Amanda Harvey, co-owner, The Cutting Room, Putney, London

Everyone loves a goody bag. Talk to your product company and ask for some sample sachets and product information leaflets. The samples are a great treat for clients to take home and try, and the leaflets provide a source of information for them to refer to later.

Mark Leeson, Mark Leeson Hair, Body and Mind, Mansfield

It's essential that you have enough of everything you need to make the event run without a hitch, from colour brand literature and poster material to shade charts, canapés and cocktails. The atmosphere should be informal, while remaining flawlessly professional, providing clients with the opportunity to enjoy the spotlight and ask questions without feeling at all self-conscious.

Jayson Gray, international technical director, Toni & Guy Sloane Square, London

Make the client consultation aspect of the evening the most important element of proceedings. Doing it face to face rather than through the mirror and without a gown in sight will endorse the 'no pressure' message. Never sell, always recommend, and always be generous and tactful with your advice so your clients don't leave feeling crushed by criticism. Colour evenings are also perfect for colour allergy testing and will enforce your expert credentials.

AJ Blackadder, group technical director, Andrew Barton salon, Covent Garden, London

As well as discussing colour trends and the latest techniques in depth, offer mini treatments like blow-dry lessons and alternative styling ideas. For the ultimate all round experience, talk about take home products and throw in some colour maintenance advice - then stand back and watch the queue form at the reception desk.

Bianka Katon, general manger, George's salons, Leicester

After effects - the follow up

Do a follow up with all the clients that showed up for the evening and thank them for their attendance and then remind them to book in for colour or another consultation with a small discount or value add on.

Gina Conway of Gina Conway Aveda Salon and Spas, Bayswater, South London