The holidays are a time for giving back to your community. Planning a celebratory event is a great way to show your appreciation for the business your clients bring you throughout the year and also offers an opportunity to attract new business. Instructor Alycea Ungaro is a master of planning creative and innovative events at Real Pilates, her New York studio. One of her events this season is called “Sweat/Shop.” It works like this: On a Friday night in December, she’s offering complimentary 15-minutes mat classes and a 30 percent discount on stylish lines of clothing, jewelry and handbags.

Pilates Pro asked Alycea to share her thoughts behind the event, as well as tips for planning promotions that will pack your studio, too. (Look for more business and marketing articles from Alycea, our newest member of the Pilates Pro “Panel of Experts.”)

Why/how did you decide on this concept?
We had a relationship with several vendors and wanted to do something together where we could promote our companies together. Since fitness and fashion seemed a likely pairing, we felt an event that allowed people to combine a small workout with holiday shopping, was an easy event to “sell.” As a working mother, I welcome opportunities to combine my errands and my workout. It’s a very urban experience.
 
What are your expectations for the event?
We expect to have a lot of new traffic as the audience for each of our designers will be new to Real Pilates. Our existing client base will have the opportunity to test-drive new apparel, which we hope to retail in our boutique. Finally, the neighborhood will come to know us as a resource for shopping and socializing in addition to Pilates! We expect to conduct a “sweatshop” several times a year and showcase new products and simultaneously promote new classes.
 
Can you talk about some of your other creative events?
Each event we’ve organized has had a different purpose. Our Halloween event was geared toward people who have never done Pilates before. We created spooky workouts, conducted haunted house tours and gave away Real Pilates Peppermints. The press loved the concept and the attendees loved the decorations and giveaways! We garnered a lot of new local business as a result of the event.

If you are planning a holiday workshop or seminar, you may well do more than simply giving a class. Why not organize a workshop that offers participants the option of purchasing gift certificates and/or holiday products for their family and friends? As an example, another holiday workshop we’re doing this year is “Pilates for Men.”  Since women do the bulk of the holiday purchasing, selling gift packages for the men in their lives is something you can provide for them. We decided to link our workshop to our sales incentive – focusing on men as the recipients. Whatever event you choose to conduct, make sure to maximize your exposure so that your audience knows everything you have to offer.
 
What are your tips for a successful event?
Make it personal! You and your staff should be on hand to make direct contact with your attendees. Secondly, have plenty of promotional material available. If you want to give out an article about Pilates, be sure it has your contact info on it. Business cards, brochures, and other materials relating to your business are a must! Finally, to memorialize the event, consider a giveaway, a goody bag or some other parting gift for your guests to promote your business beyond the event.