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Planning the perfect event!

Consumers are smarter than ever when it comes to shopping and want to build genuine relationships with brands. It’s not possible to only engage with customers every 24 months. Those that do risk losing both ‘loyal’ customers and new custom to competitors that are more willing to maintain an ongoing relationship.

Events are one of many proactive activities independents can utilise to keep customers engaged, whether it be a practice anniversary, a sunglass showcase, a local regatta or a new brand launch event.

HGHQ have helped to organise hundreds of events with practices and each time we’ve refined the process resulting in record days and weeks across the group.

That may seem daunting when you test six days a week, have several team members to manage and everything else in-between… but that’s where we come in!

The Marketing Team have worked on hundreds of campaigns and events and have lots of experience when it comes to planning and delivering the perfect event. We’ve put this toolkit together to aid your understanding of the process, the elements involved and to help you gather inspiration.

If you are wanting to organise an event within your practice please contact your marketing lead, they will then work along side Michael Jacques to assist you.

Planning is key when it comes to events, we ask that you give us 2-3 months notice so that we can make it as effective as possible. Ensuring you have ample time to plan and communicate this to your patients.

Although there is no secret formula, we can maximise the potential value with our ‘best practice’ toolkit. The events toolkit is packed with content with top tips, advice on how to plan the perfect event, what to do during the event and things you can do post event. There are also some case studies for you to grab nuggets of wisdom from.

Sounds too good to be true? Have a read and let us know what you think!

How to get in touch:

The marketing team can be contacted on or:

• Catherine Hogan | Head of PR and Communications:

• Mia Joyce | Senior Marketing Executive (South):

• Hannah Park | Senior Marketing Executive (North):

• Sophie Gaul | Marketing Executive (North):

• Dipesh Dhodakia | Marketing Assistant (South):

• Michael Jacques | Marketing Project Coordinator:

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If you have any questions or would like to find out more about the article above, use contact details below to get in touch with Marketing Team.

01254 708422

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