Hosting store events can be one of the most valuable tools for generating interest and revenue. Beyond increasing foot traffic and curiosity about your store, you’re also forming meaningful relationships within your community. I’ve hosted store events for as few as five people and as many as 500. After all, it’s not about the number of attendees, but the care, intention and service you provide by making your business a destination that improves well-being.

Plan Your Event Sizes, Schedules and Speakers: Tying store events to seasonal themes like cold and flu season, heart health awareness, or spring allergies is fairly standard practice. But don’t be afraid to host an event when it best fits your team’s schedule and promotional plans. Feel free to get creative with your event themes—just make sure you promote them through every channel available to you.

And remember, regardless of the frequency, store events don’t have to break the bank. While large anniversary sales and customer appreciation days can draw crowds, you want customers returning throughout the year, too. Offering smaller, more frequent gatherings help keep your store top of mind.

Inviting local experts is a powerful form of free advertising, for both your guest speaker and your store. Reach out to area chiropractors, nurses, integrative doctors, veterinarians and nutritionists, and consider recommendations from your customers as well.

You can also feature one of your own team members on a topic for which they have special expertise. I’ve been very impressed by the passion and knowledge I’ve seen from store staff during such presentations. Or consider being that local expert yourself. When I’ve led events, I’ve often provided staff training beforehand, so the entire team feels confident engaging with customers afterward.

If you have a guest speaker coming, ask them to arrive early to brief your staff and address questions that are likely to be asked. After the main event, if your speaker is occupied in one-on-one discussions, team members can step in to answer additional questions and guide customers toward supplementation and wellness solutions.

Most importantly, whether you host only four events or as many as 40, start planning early. Line up your speakers, create your advertising plan, and ensure your events align with the products you plan to feature.

Prioritize Your Store as the Event Venue: When your goal is to make your store a community destination, hosting events onsite is ideal. This “home-field advantage” helps your audience feel comfortable and familiar with their surroundings. It also allows them to learn about natural ingredients and immediately find products after the event.

There may be exceptions if a larger venue, such as a local chamber of commerce event, offers more exposure. In those cases, bring relevant products for on-site purchase and provide attendees with a coupon to encourage a visit to your store.

Give Attendees Another Reason to Shop: Although I’ve never been a huge advocate of discounting too much or too often, there are times when a special incentive makes sense. When customers take time from their busy schedules to attend an event, offering an exclusive deal is simply good business. But discounting should always play to your advantage.

If discounting isn’t feasible, consider a raffle for a gift basket or care package. It’s simple: give each attendee a ticket or have them enter their name for a drawing. You might be surprised at how much excitement raffles generate. It creates a fun atmosphere and encourages word-of-mouth buzz. And don’t be afraid to promote it. The more enthusiasm and anticipation you create prior to the event, the more likely you are to surpass even your own expectations!

Get the Word Out: Deciding to host an event is one thing, but making sure people know about it is another. Print handouts with event details to distribute at registers or as bag stuffers. Post a large event calendar somewhere highly visible in your store.

If you’ve developed a list of customer emails, send a weekly or monthly newsletter to highlight upcoming events. And, of course, take advantage of social media platforms like Instagram, Facebook or X (Twitter) to reach your broader community.

Consider the Season: Time of year can also affect the turnout for your store event. Here in Wisconsin, we have tremendous variation in our seasons. Our biggest crowds typically come in the spring and fall. Summer events can work, but may compete with busy schedules, while winter’s freezing temperatures can deter travel. Although a relevant topic can sometimes motivate people to venture out. Plan with the seasons in mind and consider when your customers have the most flexibility.

Partner With Local Producers: Lastly, if you don’t currently offer fresh produce or other foods in your store, consider partnering with seasonal farmers’ markets. Offering locally sourced fruits, vegetables, meats and cheeses attracts new customers and supports consistent, community-centered health messages that improve quality of life. VR

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8 Tips for Event Success:

1. Become a destination for your customers with frequent events and partnerships that connect your store to the community.
2. Utilize local experts to strengthen relationships between your business, customers and
community.
3. Offer snacks or coffee during your events featuring brands you carry.
4. Know your audience and promote accordingly via social media, local publications and radio.
5. Keep a large event calendar visible in-store.
6. Place event flyers at all registers and give one to every visitor.
7. Host as many events as you can but make each one count.
8. Cultivate your own in-house experts; they’re key to your store’s success.

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A highly regarded leader in the natural products industry, Terry Lemerond is founder and president of EuroPharma, Inc. He also founded Enzymatic Therapy, Inc. and PhytoPharmica, Inc. and is currently co-owner of the Terry Naturally Health Food Stores in Green Bay & Suamico, WI, which recently won its eighth consecutive consumer choice award as “Best of the Bay.” With more than 50 years in the natural products industry, Lemerond has researched and developed more than 400 nutritional and botanical formulations that continue to be top-selling products in the market. Lemerond shares his wealth of experience and knowledge in health and nutrition through his educational programs, including a weekly radio show and newsletter, podcasts, webinars and personal speaking engagements. He is author of 13 books, including Seven Keys to Vibrant Health, Seven Keys to Unlimited Personal Achievement and 50+ Natural Health Secrets.