Wednesday, November 19, 2008
Event Survey Results
Here are some of the results from the short 10 question survey we asked customers to fill out at the end of the event. We plan to use their feedback from this event to improve the future events.
Tuesday, November 18, 2008
The 3 C's of the Event
Another set of important event planning considerations were customer, capabilities, and competition.
Customer: We were fortunate to have a built in customer base. We hoped that many of Donna's existing customers would come out to the event, which they did. An additional objective, however, was to bring in new customers, specifically from a younger age group and college students. We also had to make sure that we targeted possible clients in the Ewing area because many people do not want to travel too far for salon services.
Capabilities: We tried to stick with very realistic goals. Our main objectives were to bring in new customers and a younger crowd. We had a small budget, but minimal needs. Most of our food was donated and the rest was bought with the donated Wegman's gift certificate. Other food was baked by ourselves. We were constrained to Donna's as our location but with a little rearranging we were able to convert the second room into a complete area for Hope Cuts. We had few constraints.
Competition: A main area of competition was that many people already have a specific salon and hair stylist they like to use so it can be difficult to get someone to switch. Our event was on a Sunday afternoon which could conflict with religious services or family time. People often use Sundays as catch up time. There was little competition as far as money or emotional investment, the primary competition was time.
A big part of our challenge was to assure the customers that going to this event would be worth it to them. They could receive great salon services for discounted prices, enter their name for a chance to win prizes, learn more about breast cancer, and come out for a fun day that required little commitment.
Customer: We were fortunate to have a built in customer base. We hoped that many of Donna's existing customers would come out to the event, which they did. An additional objective, however, was to bring in new customers, specifically from a younger age group and college students. We also had to make sure that we targeted possible clients in the Ewing area because many people do not want to travel too far for salon services.
Capabilities: We tried to stick with very realistic goals. Our main objectives were to bring in new customers and a younger crowd. We had a small budget, but minimal needs. Most of our food was donated and the rest was bought with the donated Wegman's gift certificate. Other food was baked by ourselves. We were constrained to Donna's as our location but with a little rearranging we were able to convert the second room into a complete area for Hope Cuts. We had few constraints.
Competition: A main area of competition was that many people already have a specific salon and hair stylist they like to use so it can be difficult to get someone to switch. Our event was on a Sunday afternoon which could conflict with religious services or family time. People often use Sundays as catch up time. There was little competition as far as money or emotional investment, the primary competition was time.
A big part of our challenge was to assure the customers that going to this event would be worth it to them. They could receive great salon services for discounted prices, enter their name for a chance to win prizes, learn more about breast cancer, and come out for a fun day that required little commitment.
Friday, November 14, 2008
The 6 A's of the Event
The Hope Cuts event last weekend was very successful in part because of the attention paid to the 6 A's of event planning.
Anticipation: We posted the Donna's Hair Studio Hope Cuts fliers we developed on the TCNJ campus and in the windows of local businesses. They were also placed in professor mailboxes. We also had a table at Community Fest on October 25th and in the TCNJ Student Center the Monday and Thursday before the event in the hopes of reaching out to new clients. At these tables we had literature about breast cancer, fliers for Hope Cuts, and answered any questions about the event. An ad for Hope Cuts at Donna's ran in a local Mercer County newspaper. In the month leading up to the event, we left brochures specially designed for Hope Cuts at Donna's including special pricing for the event and breast cancer information. This way current clients could make their appointments for the event in advance.
Arrival: To draw attention from the street we hung a City of Hope banner and pink balloons from the shopping center sign. We also hung our hand-made Hope Cuts banner outside of the salon along with additional pink balloons. Parking was not an issue because most of the other shops in the plaza are closed on Sundays. We did make sure to park most of our cars at the far end of the lot to leave the front spots for clients. We cleared the aisles in the salon so both doors could open. One was used as an entrance and the other as an exit. Guests at the event entered into the area designated for activities. We assigned one person as a specific greeter who told them about sign-in and the activities offered.
Atmosphere: The Hope Cuts atmosphere was very festive and reflected the cause of the event. All of the decorations were in pink to support breast cancer. Streamers hung across the room and pink balloons danced along the ceiling. All of the signs in the store had the same pink border. Pink tablecloths were used as well as pink silverware, plates, and napkins. There was a constant reminder that everyone was there to support the breast cancer cause. Two members of the TCNJ radio station provided upbeat and fun music for the event further contributing to the atmosphere.
Appetite: There was plenty of food for the customers to enjoy at the event. We received a sandwich platter donation from Delilicious and a pizza donation from Mama Floras. We also had a veggie platter, chips, sodas, and water. Each member of our event planning team brought a baked good. We made pink heart-shaped chocolate candies and had a special "Hope Cuts" cake. We wanted to ensure that our customers, vendors, and staff were well fed.
Activity: Aside from the obvious activity of salon services, we wanted to keep our customers entertained while they were waiting for their appointment. In tradition with Hope Cuts, we sold raffle tickets for a chance to win a prize through Hope Cuts. We also sold tickets for the tricky trays that were displayed in the salon. These prizes were donated from various companies and included many beauty and kitchen products. Winners were drawn as the end of the event. Outside vendors from Pampered Chef and Tupperware were invited to display their products so the customers could shop. They also offered a portion of their sales as a donation to Hope Cuts. A table was set up with information on preventing and detecting breast cancer. Finally, we created an activity booklet with puzzles, breast cancer information, and a place for the customer to put a photo of them with their new style.
Amenities: Hope Cuts is wonderful with providing tons of products to giveaway. We put together goody bags with pens, shampoo packets, and lip glosses with different products for men and women. Hope Cuts t-shirts were offered to take as well as several purple beanie bears. Informational breast cancer literature was available to everyone. Each customer was encouraged to fill out a feedback survey and sign up for Donna's mailing list so that we can further perfect the event next year.
Anticipation: We posted the Donna's Hair Studio Hope Cuts fliers we developed on the TCNJ campus and in the windows of local businesses. They were also placed in professor mailboxes. We also had a table at Community Fest on October 25th and in the TCNJ Student Center the Monday and Thursday before the event in the hopes of reaching out to new clients. At these tables we had literature about breast cancer, fliers for Hope Cuts, and answered any questions about the event. An ad for Hope Cuts at Donna's ran in a local Mercer County newspaper. In the month leading up to the event, we left brochures specially designed for Hope Cuts at Donna's including special pricing for the event and breast cancer information. This way current clients could make their appointments for the event in advance.
Arrival: To draw attention from the street we hung a City of Hope banner and pink balloons from the shopping center sign. We also hung our hand-made Hope Cuts banner outside of the salon along with additional pink balloons. Parking was not an issue because most of the other shops in the plaza are closed on Sundays. We did make sure to park most of our cars at the far end of the lot to leave the front spots for clients. We cleared the aisles in the salon so both doors could open. One was used as an entrance and the other as an exit. Guests at the event entered into the area designated for activities. We assigned one person as a specific greeter who told them about sign-in and the activities offered.
Atmosphere: The Hope Cuts atmosphere was very festive and reflected the cause of the event. All of the decorations were in pink to support breast cancer. Streamers hung across the room and pink balloons danced along the ceiling. All of the signs in the store had the same pink border. Pink tablecloths were used as well as pink silverware, plates, and napkins. There was a constant reminder that everyone was there to support the breast cancer cause. Two members of the TCNJ radio station provided upbeat and fun music for the event further contributing to the atmosphere.
Appetite: There was plenty of food for the customers to enjoy at the event. We received a sandwich platter donation from Delilicious and a pizza donation from Mama Floras. We also had a veggie platter, chips, sodas, and water. Each member of our event planning team brought a baked good. We made pink heart-shaped chocolate candies and had a special "Hope Cuts" cake. We wanted to ensure that our customers, vendors, and staff were well fed.
Activity: Aside from the obvious activity of salon services, we wanted to keep our customers entertained while they were waiting for their appointment. In tradition with Hope Cuts, we sold raffle tickets for a chance to win a prize through Hope Cuts. We also sold tickets for the tricky trays that were displayed in the salon. These prizes were donated from various companies and included many beauty and kitchen products. Winners were drawn as the end of the event. Outside vendors from Pampered Chef and Tupperware were invited to display their products so the customers could shop. They also offered a portion of their sales as a donation to Hope Cuts. A table was set up with information on preventing and detecting breast cancer. Finally, we created an activity booklet with puzzles, breast cancer information, and a place for the customer to put a photo of them with their new style.
Amenities: Hope Cuts is wonderful with providing tons of products to giveaway. We put together goody bags with pens, shampoo packets, and lip glosses with different products for men and women. Hope Cuts t-shirts were offered to take as well as several purple beanie bears. Informational breast cancer literature was available to everyone. Each customer was encouraged to fill out a feedback survey and sign up for Donna's mailing list so that we can further perfect the event next year.
Tuesday, November 4, 2008
Donna's Hair Studio Plays Their Part
Donna's Hair Studio is a small, locally owned hair salon serving Ewing, NJ for over 30 years. They pride themselves on the personal feel of their salon experience and their acute attention to detail. Visit their website at www.donnashair.com
This is the 8th year Donna's has participated in Hope Cuts. Each year they donate 100% of their proceeds for the day to breast cancer research, a cause Donna feels very strongly about. The event will be held on Sunday, November 9, 2008 from 12-4 pm. It will be a fun filled day of salon services (including hair cuts, colors, waxing, and nails), tricky trays, raffles, outside vendors, breast cancer literature, lunch refreshments, and goody bags all for a very good cause.
This is the 8th year Donna's has participated in Hope Cuts. Each year they donate 100% of their proceeds for the day to breast cancer research, a cause Donna feels very strongly about. The event will be held on Sunday, November 9, 2008 from 12-4 pm. It will be a fun filled day of salon services (including hair cuts, colors, waxing, and nails), tricky trays, raffles, outside vendors, breast cancer literature, lunch refreshments, and goody bags all for a very good cause.
What is Hope Cuts?
Hope Cuts is a an event run by City of Hope. Each year in early November participating salons in New Jersey, Pennsylvania, Delaware, Maryland, Virginia, and Washington D.C. offer discounted salon prices to customers. Activities such as raffles are held and many Hope Cuts branded goodie bags are given out. Salons donate a portion of their proceeds to the work done through City of Hope. City of Hope is one of the few National Cancer Institute-designated Comprehensive Cancer Center in the country. They are an "independent biomedical research treatment and education institute." They are also leaders in the "fight to conquer cancer, diabetes, HIV/AIDS and other life threatening diseases." More information on City of Hope and Hope Cuts can be found at www.cityofhope.org.
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