How to plan and promote local events or workshops

Why hosting events is a great idea

Hosting events is a brilliant way to fill your space during quiet times, create a buzz, and turn casual visitors into loyal regulars. The key is to start with a simple idea that suits your brand and customers. Think about what your community would enjoy and what you can realistically manage. An acoustic music night, a book club, or a simple workshop can transform a slow Tuesday evening into a profitable, lively one.

Step 1: Choose the right event for you

Before you start planning, think about your space, your customers, and your brand. The goal is to choose an event that feels like a natural fit for your business.

• Who are your customers? If you’re popular with parents, a ‘parent and toddler’ morning with coffee and cake deals makes sense. If you have a younger evening crowd, consider a quiz night or a local DJ.
• What is your brand? A quiet, cosy café is perfect for a book club or a knitting circle. A more modern, spacious venue could host a latte art workshop or a pop-up tasting menu.
• What’s achievable? Start small. It’s better to have a simple, successful event than an over-ambitious one that falls flat. A quiz night requires a host and some questions, while a food workshop needs ingredients, equipment, and a skilled teacher.

Step 2: Plan the essential details

Once you have an idea, it’s time to nail down the logistics. A little bit of planning goes a long way to ensuring everything runs smoothly on the day.

1. Pick a Date and Time: Choose one of your quietest days or evenings to maximise the impact. Make sure you give yourself enough time to promote it properly – at least two to three weeks.
2. Decide on Pricing: Will the event be free to enter, require a ticket, or have a minimum spend? Free events are great for attracting people, but selling tickets guarantees you won’t lose money if people don’t show up. A good middle ground can be a £5 ticket that includes a free drink on arrival.
3. Organise Resources: What do you need? If you’re hosting a music night, you’ll need a musician. For a workshop, you’ll need a host and materials. Make sure you have enough staff scheduled to handle the extra customers.
4. Set a Capacity: Work out how many people you can comfortably accommodate. This prevents the space from feeling empty or uncomfortably crowded.

Step 3: Promote your event effectively

There’s no point planning a great event if nobody knows it’s happening. Use a mix of online and offline methods to get the word out.

• In-Store Promotion: This is your most powerful tool. Put up posters, add details to your blackboards, and place flyers on the counter. Most importantly, get your staff to tell every customer about it. A personal invitation is hard to beat.
• Social Media: Create an event on Facebook and share it regularly in the run-up. Post about it on Instagram, using photos or simple graphics. Use local hashtags and tag any performers or partners involved.
• Local Community Groups: Share your event details in local Facebook groups or on community websites like Nextdoor. This is a free and effective way to reach people in your immediate area.

Top Tip: Don't be afraid to collaborate! Partnering with another local small business, a musician, or an artist can help you reach a new audience and share the workload.

Step 4: On the day

Brief your staff so they know what’s happening and can answer any questions. Prepare the space, welcome your guests, and make sure you have fun! Take a few photos or short videos (ask for permission) that you can use to show everyone what a great time they missed, which will help promote your next event even more.