E50. How To Host Salon Events - Emelly Simons

Besties, we’re celebrating one year of the podcast this October 🎉 and I want to give back to you! I’ve teamed up with Divinely Me Diaries to give away two of their gorgeous $59.95 diaries. 

To enter: leave a 5-star review on Spotify, share the podcast to your stories, and tag us (make sure your account is public so we can see it). That’s it, you’re in! I can’t wait to see who’s been listening and celebrate this milestone with you 💕

Besties… buckle up 💅 it’s not another “million-dollar salon” pep talk.

This week I’m joined by the unapologetic queen herself, Emelly Simons, and we’re talking about how to host salon events that actually make money, build community, and set you apart (minus the fake hype or BS coaching).

In this episode we’re diving into:
💅 Why events are your secret weapon for instant cashflow and long-term client loyalty
💅 How to fill your events (and why group texts won’t cut it - personal invites only)
💅 The biggest mistakes salon owners make when planning events
💅 Why you should always charge for your events (no more “freebies” that drain your energy)
💅 The power of being your full, unfiltered self in business and why people told us to tone it down (spoiler: we didn’t)

This chat is honest, hilarious, and a little controversial. We’re calling out the culty side of the beauty industry, breaking up with toxic positivity, and reminding you that your version of success matters most.

If you’ve ever wanted to build community, inject fast cash into your salon, or just feel less alone in the chaos.. this one’s for you.

🎧 Tune in for a raw, no-filter convo that’ll have you rethinking what’s possible for your business (and maybe your next event).

You can find Emelly HERE 🤍

Are you looking to level up your salon in 2026? Every beauty business owner needs Beauty Business Foundation, this is the KEY areas you need to have a successful beauty business. Want to learn more? 

 https://beautybusinessschool.com.au/beauty-business-foundations/ 

Transcript

0:00

Welcome to the Beauty Business School podcast. Beauty Business School is proving beauty therapy is more than just a hobby. We're your new beauty besties, your partners in crime, your ride and die crew with a sprinkle of Regina George's confidence, but none of the drama. Picture us as your personal cheerleaders, the BFFs you've always wished for as we tackle the beauty industry together. Beauty training taught you how to be really good at treatments and Beauty Business School is here to teach you how to attract your dream clients by creating a beauty business that stands out in a busy industry. Navigate salon owner life and talk about the mindset shifts that you need to thrive in the beauty industry. It's time to become the CEO everyone is trying to marry. Let's get into the podcast with me, your host, Kimberly Howitt. Welcome back to the Beauty Business School Podcast. When I tell you I am so excited for today's guest and I am so excited for our topic today, I have been bursting to get on this call. Today, we have Emily Simons from the Cosmetic Industry Coach. Welcome. Thanks. Nice to be here. I'm super excited to have our convo today also. It's going to be fab. What they don't know is we've already been talking for like an hour. Yeah. Yeah. Just getting all the catch up on the lay of the land. Like, let's do this. Literally. I feel like for those who don't know Emily, and I'm going to let her introduce herself in a second. She's like my spirit animal in this industry. Like, you know, when you meet someone like through connections and we met through Kelly from Skin Queen, And it was kind of like, well, I think I like you. And then like, as time's gone on and then we finally got to meet each other in person, I was like, yeah, you're my first. This is a thing. So like, get ready guys, put your shoes on, buckle in, like, because it's going to be a wild podcast episode. Can't wait. All right. Let's start with who are you? What do you do? What do I do? Whatever I fucking want to do when I wake up is actually the real answer. But okay, so in a professional capacity, I am a woman that just wants to help everybody achieve their version of success. So I work with businesses of all sizes, shapes, and forms to kind of just really meet them where they're at and help them decide and create their business of their dreams. I'm also really into... neuroscience and creativity as well. So making sure that, you know, we've got mind health through busy hands. One of my big catchphrases is busy hands equals calm mind. So yeah, it's, I'm really about no bullshit too. I think that in this industry, there's too many culty things that are happening, too many rah-rahs and you know what? People don't fucking need that. People need somebody who's going to be able to say, you know what? You've done that before. It doesn't fucking work. What are we going to do now? So that's pretty much me in a nutshell. I'm I'm going to help you get there without all the bullshit. Yes. And I think this is why I adore you so much is when we have conversations, we aren't talking about that stuff. We're not talking about the industry drama or we're not talking about any of that shit. We like, even when we were just talking before, we are straight into the, what is going on for you? How can I help you? And vice versa. It's like, cut the shit. Let's not have that conversation. Let's actually see what's going on for you because you're It's so rare to find those people who genuinely just want to be there, want to have your back, want to support you. And I think that's where we vibe so well is like, that's what we want for this industry. Yes. I want to be able to create impact. I want people to be okay with, you know, knowing that they're not perfect and not everybody's fucking perfect, but how do we get, what is your version of success? What makes your cup full? And I think that that's where I really sit and come true is that I'll meet you wherever you're at. I don't care. And if your version of success is creating a business that allows you to finish at two o'clock so you can show up for your fucking kids, well, then that's what we do. If your version of success is to only be in your business one day a week, but still fund your lifestyle, well, then that's what we're going to figure out how to fucking do. Like it's not one size fits all. And I think that in our industry, a lot of the time the assumption is made that that everyone wants to make millions. Well, you know what? It'd be fucking nice. But in this moment in time, it's not what makes them happy. So I'm all about just... fucking come on how do we make this impact like how do we get you to be happy with who you are where you want to be and make enough money to allow it to happen like let's do it and not break your brain in the fucking meantime all I can think in my head is like snaps for Emily actually I've been doing that a lot over the last week and And if we're going to play with Play-Doh and we're going to color in while we get there, we're going to fucking do that too. You know, it's so interesting because obviously no one's privy to what we spoke about before this call, but we spoke about like how I have been really, and you have been really trying to find our identities. And like, you know, we have felt for so long that we can't share certain parts of ourselves that we can't act a certain way. And we were talking about how we come from old school industry. We We come from, you are the professional, you act like the professional. And now we're going into like building communities and building brands and taking off that veil. And for us, we're very high energy. We're very like, we're go-getters. We're very real. We're very raw. It's almost like everyone's like, Oh, we can take off the veil, except for you. Maybe you should sit down a little bit. You should just, you know, maybe just have a bit of a transparency. Don't go clear full veil off. Yeah. Like maybe you could still filter yourself down a little bit. And this is something I think people often say to me, like, how are you always so positive? Or how do you always have so much energy? I'm like, this is me. Yeah. Like this is not a front. This is not a, like I'm putting on a front to try and be something for the industry. I fully decided that it's okay that I show up like this. Yep. Cause it's too hard to be something else. Yeah. And it's scary, right? Like it's scary to really put yourself out there. It absolutely is fucking terrifying. And it's one of those things I think that when you do, because like I know that you love an F-bomb. I've already dropped 17 since we started. Look, I'm not adverse to swearing. We know this. I love swearing. But I remember like not that long ago being told I would never be taken seriously if I swore. Yeah, I remember this. Yeah, I remember telling you this and your words were like, fuck that. No. And I thought that I had to go and create an identity, a version of myself where I wasn't swearing and I wasn't passionate and I wasn't too much or over the top or, you know, I think there's this perceived perception. This is so off topic. We're going to get to the topic. It really is, but I'm here for it. It needed to be said, obviously. It was part of what needed to be said. Yeah. I'm like, this is a good conversation. Well, screw what we were talking about. We're going to talk about it. And change your podcast title. How can you tell that Emily and Kimberly are in the same room? We've gone down a rabbit hole. But I just think that it is like if Emily can give you one thing today, guys, it's permission to not have to filter yourself, not have to water yourself down and not I would say that we are two of the most infectious people in this industry because of who we are. Yeah. I would a hundred percent agree with that. Yeah. Get us into a room and all of a sudden it's like, yes, a lot of energy. Regional long lunch, maybe like boom. Didn't know what fucking hit them. We didn't know what hit us to be fair. I was like, I found my human. I just literally look at those photos still and just like laugh my ass off. I'm like, yeah. Yes, this is a vibe. Such a vibe. And I just think that whether you're loud or you're quiet, guys, find your people. Maybe that's how we're starting this podcast. Like find those people who do fully support you. Find the cheerleaders in the industry. Follow them. Message them. Like be in their rooms because it will change your life. It absolutely will. Once you find your people and you'll find your peace. Yes. Love it. Okay, so today was a requested podcast, which is the first time it's ever happened to me, that someone actually dropped into my DMs, Talia. She said, can you talk about hosting salon events? And I literally was like, instantly, I was like, Emily, Done. Yep. And I was like, one minute, I'm going to go tee this up. Five minutes later, I was like, done. Done. Here we go. Let's rock it. So we're going to talk about industry events. For those who don't know this yet, I have run industry events for years. Now, when we talk about industry events, not so much salon events, I have run like big events. So up to 252 people we've had at these events. So I understand putting together an event. What we're going to talk about today is how to get these industry events to get people in the door, convert them, and why the hell we should have them. So they're fucking amazing. And I know that you are good at this and I know that this is a specialty for you. So talk to me about why should we host industry events at our salons? Okay. So there's definitely a few different levels of events that we can be running. As you said, you've got your big industry events where I guess it's more of a B2B kind of vibe or a business to business. It's a little bit different, I guess, to being a salon owner and running an in-salon event. Okay. And then we've got our in-salon events where they could be VIP nights. The amount of different formats that you can take is ridiculous. But the reason was the question, why do you do it? Because I'm all like excited already. So the reason you actually need to do them is for a few different things, right? So we need to be able to celebrate. It's community. Actually, I'm going to go back and I'm going to say community is probably the number one reason that you should do it because people like to feel like they're a part of something and when you host an event, whether it be an educational session, a facial event, a VIP night, a launch of a new product or a new piece of equipment, people want to feel connected to that. They want to be feeling like, oh, I'm going to go and support X, Y, Z, like, because they're my people. That's my salon. So when you start creating these types of events, you're you are bringing effectively your community together and giving them an opportunity to support your business and feel a part of it. Because once they feel a part of it, your longevity of client expands. So the longer that you're going to keep them in your business is actually going to increase. And as we know, the longer that they stay with you, the more they're going to spend, the more services they may experience in your business, which again, long-term profit retention. So that'd be the first reason. And the biggest reason I would say that you host them. The next reason obviously is money. We like it. So hosting an event or curating an event is a really great way to inject cash into your business. So depending on when you schedule them, what type of event you have, they can be really good to give you a boost of cash. how the cash, because you're going to get a big boost. And then obviously people are going to come and recover and recruit their treatments where you may not get that money on the day. And I'm going to get really excited here. I can feel it already. You've hit my sweet spot, babes. They're good for cashflow, but then you've got to have that plan to what do you do when they're coming in to maintain that cashflow when the money's not dropping in on the daily. So we want creation and collation of community. We obviously want cash. The other reason I love having a events is because it does help secure future bookings for the business. Yes. Yeah. Which is a huge one at the moment, particularly when everybody's talking about, you know, skin programs, skin journeys, reoccurring monthly revenue, and, you know, they're all jumping on the membership bandwagon because it's probably the easiest way to create that consistent cash flow. But events can give you access to... months of bookings, which is fabulous as well. Okay. I love this. I've, I've a million questions. I'm like, okay, great. Hit me like all the questions. I suppose the first thing that I want to ask is from somebody who has organized many events is how do you get the clients in the door first? First and foremost, how are we getting them to actually come to the event to have these opportunities? Again, so I think it's a bit dependent on the type of event that you're hosting. Okay. So if you are having celebrate something, celebrate something or launch something. So I think unless you've got something exciting that they want to see or learn more about, or that's going to offer them that value and kind of save them money, they're probably not going to rock up. They're going to be the ones that just something came up, oh, just a bit tired of, or, oh, she won't care if I don't come, I'll send her a message. Like it avoids all that bullshit. So yeah, when there's that excitement around it, there's the value and they're learning something new, that's when you'll get them in the door. Okay. I love. So if you were going to promote something like this, are you chatting to every single client over a certain period of time, like with a traditional launch? Are you just sending emails out? Like how are you getting the clients to physically RSVP in? Okay. So again, two main types that you'll see in salon, if you're running, you're going to have your VIP event. So that's like a collation of all clients at the one time. it's a lead-up program so you need to make as many people aware of it it's no different to when you start or you're trying to gain new clients you know they say it's up to like seven touch points or something before they'll take the leap it's going to be the same thing at this point yeah or 47 000 yes basically hang on no I'm going back to door knocking on the door bitch come to my event it's Really about making that awareness. So you're working with all the adapters. So you'll have your VIP, your loyalty people that are just going to say yes and fucking ask you what it was about later. They're just going to throw money at you. But it has to be weaved in over a few weeks prior. So I go across all gamuts for a VIP night because that's more about a numbers game. Traditionally, volume of people because you'll create content. You might be demonstrating a new product or whatever it is. So you're advertising a party. It's socials. It's an email. It's in salon. I think a lot of people don't advertise in salon enough now with, with the age of aesthetics and you're walking in and everything's got to look fucking Instagram worthy amount of money that's being left on the table because people won't put like a nice sign up is ridiculous. People don't even know it's on there. What about your people that spend all your money that don't go on Instagram? People don't want to. And this could be a blanket thing, and I'm really sorry if this triggers anyone, but I find people don't want to do things that are unique, different, and take time. So when I think of this, instantly when you were talking about that, I was like, oh my God, I would do a personalized invitation for every single client. So when they came, it was on my bed. I could be like, I've got something for you. And I would make it a deal. I would talk to every client about it. Like if I was launching a product behind the scenes to my clientele base now, you bet your ass I'm in their DMs. You bet your ass I'm in their emails. You bet your ass I'm individually reaching out and saying, we're hosting an event in October on the Gold Coast. You should come. Anyway, it's so uptopic. Everyone's like, I should come? I'm sorry, guys, I can't invite everyone. Well, you should come because you're talking to me. It's behind the scenes. And this is literally what I do. If they're on the Gold Coast, I'm like, you should come. Like, you should be a part of it. Like, this is what we're doing. This is the fun stuff that we're going to be doing. Like, where is the effort? Like, I think people are now thinking you get to send an email or you get to send a text message and wham, bam, thank you, madam. It doesn't work like that. Doesn't. You've got to have all of those things. But without that follow-up and conversation, it's not going to convert. Because it's the energy, like we were saying earlier too, is energy brings energy. So if you're excited and you're sharing that energy, then people are going to come back in with it. you've got to have a ticket price too, just saying. Like they've got to put some money, got to have some skin in the game. Yes. So I do love that. And yes, everybody has to get spoken to, but it's not something that you can just do the week before and expect everyone's going to roll in. No, it's like launching a product. We say, you know, allow four to six weeks. Absolutely. And it's the same for events. I always tell my guys four to six weeks and we're all fucking talking about it. It's weaving back in. Have you got your ticket? It's in stories. It's in you know, in selling incentives. If you've got team, like little pop-up goals, hey guys, first person to sell three tickets to our event gets a, I don't know, frigging... Whatever. Whatever you can afford because, you know, some businesses are giving good incentives. And the one I did last week, we had a $100 note stuck to the back of the wall. It just said, whoever sells the most packages today, just fucking rip the cash off the bed. I was like, kind of wish I was selling. I was like, that would have been my hunji. So yeah, when you're in facial events, that one is a little bit different. I do like a personalized approach first. That one you have to be, I believe, very strategic. in who you select because you're going to have a lot more limited spaces available. So that one would be, if you are looking to bring new skin clients, you're not approaching your VIPs for this to start with. You are looking through your list and you're asking your team, okay, who hasn't converted? Who's buying retail from us that hasn't converted to skin yet? If you are in an aesthetics business, who's coming to see you for injectables, but haven't converted over to this side of our business yet? So You kind of need to get a little bit strategic on who you want to bring in. And then yes, that personal call, that personal text, the reach out, fill those spots first, then go to market and let everybody else. Because the few people that you want in there are the right people. Because you want people that are going to become long-term valued clients, that are going to learn the value of your business, that are probably going to drop cash because they're There's going to be some fucking hot offers. So depending on what you're celebrating and what your goal is, for that event is, is also going to very much determine who comes or who you start targeting. I love this. I want to circle back to me constantly. I'm like, I'm going to circle back. I'm like, do it. Even my ADHD weren't in check today. No. Good girl. Not really at all. If you listen to the- Sorry to let it rip. I'll catch up. Not at all. Okay. So why do we need to charge for these events? Because you need to have value placed on it. They need to feel that it's a valuable service. You know, like we know that the word free doesn't hold value anymore and you will attract the wrong people to your event. You will have people in your database that only show up for a fucking deal. So if you are trying to make money, create new long-term valuable clients in your business and you don't charge them, then they're not going to see that value. They don't understand what you're doing. And the likelihood that they'll reschedule, not show up on the day, shoots up to something like 80% more likely. It's ridiculous. When you also think about the fact that when you're running event, it's costing you money to run it. And if they choose not to move forward with any of the promotions that you're offering on the day, Who's paying the wages? Who's paying for the products that you've consumed? If you cater the event, who's paying for that? So you need to have that ticket price to make sure that the guest has got some skin in the game. They intentionally choosing to become a part of it and it helps make them more accountable. The catering purposes of you're doing a night event, you are probably going to put on a bit of a spread. you shouldn't have to pay for that. So we're basically looking to cover staff wages, food, not necessarily be in profit for this particular event. It's just saying we're not going to wear the cost. We're not losing money. Yes. We are not going to pay you to look good. That is not how this works. You'd be shocked how many businesses are doing that. I'm really not. Because I also know that you wouldn't be. You're a coach. You get it. Everyone listening is like, really? Yeah. Yeah. It's a massive problem in our industry. It really is. Talk to us. Come and talk to the Kimberly Emily team. We've become one now. Yeah. We're just, you know, we are the same people. Besties, I cannot believe that I am saying this, but we are celebrating one year of the podcast in October. And I want to give back to you because you are the reason I've been able to do this for a whole year and continue for the next year ahead. But here's the thing. While hundreds of you are listening, I don't actually know who you are. So to celebrate, I've organized with Divinely Me Diaries to give away two of their diaries at the end of October. These are valued at $59.95 each and they have literally changed my life. They are perfect for organization, goal setting, mindset work, and you can do it in as little as five minutes a day. So here is how you enter. Leave us a five-star review on Spotify and share the podcast to your stories and tag us. A little note on this, that if your account is on private, we won't see it. So make sure it's public. And then that's it. You're in. And honestly, I can't wait to see who is joining the celebration and who has been watching and listening this entire time. I can't wait to finally meet you all. Now let's get back to the podcast. We get them in. They're paid their way. We have everything covered. This is amazing. Talk to me about what it looks like to have the deals or offers. Obviously, I find this is done so readily with skin, maybe not as much with lash brows. those other events. And I know that they're going to want them to be running as well. What does it look like to get bookings, product sales, people rebooking or upgrading their next service with you from those events? I think it's really about, so I'd like, I love that you've kind of introduced the other, cause that's your specialty with all your people. I'm dead set a skin through girly is that you need to be offering value in your packages. So that doesn't matter whatever service you're offering. So if you are a business that's looking to take away repeat bookings as a seller package, get your repeat bookings, then you need to value add. You need to give them a really great reason to purchase then and there on the day. So if you are doing skin, you might give away the LEDs. Yes. Whatever the treatment prices are. So you might want to do three pigmentation treatments, but bonus in LED and a product that's been given to you by your product house because you know you're doing what you're supposed to be doing. If we're talking, you know, brows, lashes, services, I'm not talking extensions here. If you're targeting new or you're launching brow lambs, say, or lash lifts, don't know, whatever, just pick one. What is it in there that you could add on that's not going to cost your business any more time? to when they return or the profit margin. So if you want to expand them long-term, maybe they're coming to you for lash lifts or they want to try a lash lift and tell them, well, babe, if you book and pay for your next three now, I'm going to give you a bonus tint. And, you know, like maybe you do the jelly thing where they have the nice cool eye masks and, you know, what is the bonus stuff that you can add in that's going to give them the perception of high value? Yes. So they'll jump in on the day. and gifting, you got to gift them. Yeah. Like it gives them. Gift bags. I was like, what are we gifting them? Like, what was the original question? I got excited and I've had a perimenopausal brain blank. How do you make sure that you are selling products? Oh, right. Yeah. So all the offers, good deal. Okay. So, and stackability too. So when we talk skin, so for my skin girls out there, I like to ensure that my packages are stackable because in our industry, we are all about the long game. We know that one, two or three is probably not going to fix it because we're working on skin cell cycles. It could be the same for everything else. You've got to look at, okay, if they're coming in and they've got sensitive skin, but they want to do anti-aging, well, I can't just sell them an anti-aging of six high active treatments because it doesn't fucking fit. So by keeping it lower, we have three for repair and then we'll have three treatments in our anti-aging and say, okay, well, what I'd love to do with you is recommend our repair package and then we'll move into your rejuvenation package. So what that's going to do is prep your skin, give you the results and you'll get double the benefits and bonuses. What it also does is allows people that don't have huge budgets to start their journey with you. It goes across all spectrums. So giving them the can't turn it down deal today, but making it accessible at different levels, depending on what they can invest is your game changer. Yes. Retail, which can go across. Let me get this one out because I love this one and will work really well with lashes, brows and stuff because no offense. the worst at retail literally no no no every single lash and brow to be like yes literally nobody likes shitty brows why you not sell me what I need in between coming to see you to keep them looking good yeah I don't know how to do that that's your fucking job yes do you know why though it's because and I truly do believe this the majority of people who learn lashes and brows they they were never taught about retail. They were taught how to do lashes and brows and that's it. And it's not their fault, but it's now an opportunity to be like, but you're missing out on thousands and thousands of dollars per year in not selling a gel, not selling a brow pencil, not selling the things for in between, like, I truly believe everyone who's having lash extensions should be on some sort of serum. They should be. No negotiation. If you want to stick extensions to your lashes, you need to maintain the health of them in some way. Otherwise, you're going to be people having the lash rest, looking like a bald, weird animal thing. I don't even know what the name of the animal is. I've just got this vision of when my daughter had to take hers off because she wasn't looking after him. And every time she does it, her face swells up and she's like, oh no, mom, I look like a naked mole rat. What was that? Yeah, there was a TV program she used to watch. Kim Impossible. Kim Possible? Kim Possible was a TV program. Yeah. And the naked mole rat. So she's like, mom, I So yes, they should. So then if you are hosting a brow and lash event, you should be then adding the tiered value. Like if you purchase these three maintenance products that are going to make sure that your brows and I'm going to gift you a gel. So you're creating that incentive to go higher and having different levels is really important as well. So purchase three, I'm going to give you this for free. If you hit five, I'm going to give you that plus that. Which like you said, would be really great if you're introducing memberships, but not just that. Skin obviously can be demonstrated on the day and people are like, oh, that's really great for skin. Demonstrate the treatment on the day because when I'm telling you as someone who taught lash lifts for three years when people saw the before and after of the lash lifts they were like holy shit like all I had to do was demonstrate it and they were like sign me up to the course sign me I need that done myself so the power of showing what you do because people don't actually know what you do they have no idea coming and watching that is so powerful so don't be so quick to be like I just do lashes and brows that's interesting well it is We were both at Beauty Expo and I sat with a girlfriend of mine who owns a brown lash business. And I watched Otto from Elibana do this like presentation with a lash lift. And I was like, that's fucking science. It really is. Lash lifts really are. Yeah. And I've never done one. So... you know, it blew my mind. I was like, bitch, you guys are geniuses. Yeah. But you're actually putting perm solution on there. How are you fucking looking after that? Yeah, literally. And I think we're so underestimated in this industry. I remember I went to the Zecadia event and I kept joking that like I walked out and I was like, from finding Nemo, like you're real cute, but I don't understand the word that you're saying. Like I was like, I knew skin was complex. I had no idea that But then I've run so many events where we've talked about lashes and brows and the videographers will come up and be like, we had no idea beauty was this deep. And it's like, yeah, let's not underestimate what we do. No, I always say to my skin girlies, I'm like, seriously, you can change. the biological function of somebody's skin and how it performs and correct DNA level damage without a fucking medical degree. That shit's wild. That's, that's, yeah. Oh my God, I don't even know where. That's insane. It is. Yeah. I need a fucking cape. We're just a hype, hype, hype girl. Right. We're going to do a whole episode where we go through every single treatment and just hype that shit. Yeah. So, you know, like over there, I think that that's the, you need to be giving that extra value and incentive to do it. And then if they purchase a package, what else can you do? Spin the wheel is huge at the moment. You know, use gifts from your product supplier. If you've got old kits, guys, break them up, get creative. There's just so many ways that you can make a cool offer. And I think if you are in a, well, every, every someone's in a community, get the community involved. Like you can get media involved. You can pitch that you're doing something. You can, If you're in a small town, maybe you invite the mayor or you invite your local politician or you invite someone who has influence of some sort to the events as well because it can actually help with exposure depending on why you're having the event. Let me just state that. If it's a celebration or a party, that's what I'm referring to. If you are launching a new product, that is mainly for your existing community. Absolutely. But there is so much opportunity in these events and I think that they are like... Do you think people are like, it's too much work? Yeah, they fucking do. Yeah. Because we're busy. We're business owners. Like it's just for a lot of them that I talk to, they're either like too scared of failure. It's too hard. Like there's so much that's got to go into it. I'll do it next year. Yeah. But again, what they miss out on. is just huge. Like some of my guys have been, have had the biggest days in business by running these things. Okay. Okay. Last question for you. I could ask a million questions. Like I have generally come into this and I'm like, do you know, it's so funny because obviously when I did my business, we had an open, we had all these things, but this wasn't a thing in lashes and bras. Hence why I was like, I need an expert to come in because we didn't do this. This didn't exist. And And you so can do it. Yeah. I've been told a massage therapist how to do it. She's like, Emma, how do I do an event? I do massage. And I'm like, you offer experiences for, you want to come and try this? It's an opportunity. So that's another way. Oh, quick, another segue for the lash and brow business. If you want to expand, host an event on Instagram. introducing that service. Have you not tried? Here's your opportunity. Add a great ticket price. It's an experience event. And then that way you're exposing them. You've still got the great offers. You still do all the things, but you're pitching to a different market. Oh, I'm like, we need two episodes. Okay. Well, we need to talk less beforehand. Okay. Yeah. This is part one guys. All right. What's my last question? Why was like, Oh yeah, we've got like an hour and a half halfway through the hour and a half. I was like, we better start this book. Yeah. Talk to me about what it looks like on the day of the event. What, what, how are we running it? We'll start to finish. What does it look like? Okay. So very structured guys. So the flow is, And how you set it up needs to be very strict. Do not leave anything to chance. Every single person in that business needs to know what their role is. So I highly recommend having somebody dedicated to checkout at front of house so that you've got that turnover because ideally you want to make a shitload of money. So you're going to have phone calls coming in, internet orders, all the things. You also, depending on how you've set it up. So all of the offers need to be very clear in areas that are easy to grab. If you've got gift bags, they need to be pre-set up and left at point of sale. You need to be very specific on the timing of the experience. Okay. So when I set these up for my businesses, I will literally write a protocol and it will be, you have got six minutes to talk to them about this. This is the treatment. This is the turnaround time. These are the offers. On the date, everything needs to be in its place. So we're talking offers, recommendation pads ready, highly visible displays, The big, big thing is that every single person knows what their role is. And if it's concierge and you're front of house, you are also responsible for turning over and flipping the rooms. You know, like it's a, that is your dedicated role. Don't deviate from it. Otherwise we're all fucked. What about for a sole entrepreneur? You've got a call in your community. So I would reach out to your brands and see how they can help. Or you would pretty much just run it like you would run a normal day, basically, if you had back-to-back treatment. So you would allocate time for a bit of a consult. If you're a solopreneur, you're going to have to change the way that you speak because it's not a normal facial. Okay. So framing what's going to happen in the session is actually another important thing for everybody, but particularly for solopreneurs. What I mean by that is like setting up the expectation and understanding of what's happening in that session. So it'd be like, Hey, Kimberly, really excited. You came to my event. What we're going to do is we're going to start with a few questions. I'm going to dig in, then we're going to move into the limited edition treatment. Then I'm going to share with you all of the offers that we have for one day only. And then we will, you know, take anything and book from there. How does that sound? Right. Yeah. So that you're setting it up for success. And then if you're a solopreneur, you're changing the perception of the relationship that you might normally have with that client. You've got to kind of reset the environment, I guess. And just make sure that you've got that time to do the checkout, spin the wheels, pop the balloons, open the envelopes or whatever exciting things that you've got to go. Yeah. You mentioned phone and online orders. I did. And my brain was like, hang on, but if we've got the people in the room, like you kind of spoke through a treatment event just then. Obviously, it's different if you're having a birthday event and there's 50 people in the salon. Where does the online orders? Well, you know, like we only have a certain capacity. to serve if you are having like a treatment-based event, whether it's the brows, the lashes, the skin, you only have a certain amount of availability. Not everybody can actually come in on those times. But it doesn't mean that they should miss out on the offers. Yes. Okay. Releasing the offers for skin packages, brow packages, lash packages, body packages to the community and allowing them to participate and still feel like they're part of the community. They're still involved in the event, even if they can't come, they can still access the value. It just takes an event or a from here to here. Yes. Love. So letting people know that they're going to drop or just dropping them the day before or two days before guys, you can't make it to our event or you weren't lucky enough to snag a ticket. doesn't mean you have to miss out on you know the future value but you still only got one day only this is such a cool like I'm like this is a big and cool conversation like I've got to be honest when I like teed this up with you I was like oh this would be great this would be a half an hour chat about events I'm like Emily come into beauty business school and talk to my girls hey I got you I'm well you're welcome oh yeah it's happening oh okay all right I have to go and work with Emily. We can come to beauty business school because apparently I'm adopting her. Yeah. Well, yeah, that's it. It's happening now. Honestly, like there is, It's not a lot. It doesn't sound like a lot to me to set up, but it's intricate. And having the right process plan protocol in place is what's going to make or break the success of this event. It absolutely is. Even the VIP events at night, I like to have ratios of team members to guest numbers to make sure that they're across and you've got enough time to answer. And I know that you've got another place to get to, so we might have to do a 2.0 or a follow-on or whatever. But It is. I fully underestimated. Like I knew you and I were chatty and I was like, yeah, yeah, yeah. But I fully underestimated the depth of this conversation. I can own my shit when I have, I'm like, I knew this would be a great conversation. I didn't realize the depth this conversation would be and the impact it could deeply have on, like you're saying, some of us have done their biggest days and I'm like, yeah, that sounds so cool. holy shit there's so much potential and opportunity here that salons even sole entrepreneurs or people who are like I'm a home-based business there would be ways you could do this no matter what 100% it is the most underutilized thing that you could do in your business like ridiculous We have to wrap up. I'm not impressed about it. I know, but you know, this thing called like being accountable to life is a bit of a thing. Honestly. Okay. Where can everybody find you? Because I know there will be more questions and man, I have more questions. I'm like, Oh, they really may be more Emily on this podcast guys, genuinely, because I just think that If you were to break this down deeper, the success and how profound this could be for salons to run twice a year, quarterly, depending on your capacity, it could be an absolute game changer. It absolutely can. It can just add a whole new line of revenue to your business with once you do the first couple, it becomes easy. But if you want to know more, the cosmetic, find me on intranet. I haven't mirrored my camera. It's listening. It's listening. It's the listeners. I forgot about the listening part of it. Hi. So jump onto Instagram guys, the cosmetic industry coach, or shoot me an email, the cosmetic industry coach at gmail.com. And I'll be there happy to chat all things eventing and amazingness. Yeah, honestly, like you are incredible. And I knew this was your zone of genius. And you know what? I probably should have been on Dan's phone and been like, we were so casual about this. I was like, come on the podcast. You're like, great. I probably should have. I know, literally over text message. I'm like, fuck yeah, babe. It's like, let's do this. Let's do it. And I would say that... I really want to delve into this more. I think I'm going to definitely get you inside beauty business school to talk to my girls about this, but it's just so powerful, guys. Reach out to Emily if you're hosting an event because I know this is your zone of genius and I know that you will help people do incredible things and don't underestimate the power of getting your community in a room. Hugely amazing. So exciting. So exciting. Did you actually say where to find you? Yes. Oh, good. I'm so excited. We're already too busy thinking about what are we going to do next for everybody. Yes. I'm like, did you have a medical industry coach? Where? Thank you so much. Always like a whirlwind of, I feel like you and I are a tornado when you get us together. We really are. We really are. And I love that. I love that. So much. Thank you so much for having me and let me share my eventing love and passion and knowledge. It's always a pleasure. It's my pleasure. And you know, I'm obsessed with you and I absolutely need to. Oh, stop it. I know. I know. Enough. Look at us. These fucking full moon vibes are really fucking with us. We were talking about that beforehand as well. Honestly, thank you so much. And I will get you back on the podcast very soon. Beautiful. Thank you, my love. And that's a wrap on today's episode of the Beauty Business School Podcast. If you love what you heard, don't forget to subscribe and leave a review. It helps us keep bringing you the best beauty biz insights and juicy industry tips. Remember, we're more than just beauty business besties. We're here to help you build a business that turns heads and breaks the rules. Until next time, keep shining, keep thriving, and keep showing the world what a beauty boss really looks like.