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Terry gave the audience an in-depth look at special events with a focus on a store’s personnel and ensuring you have the right people doing the right jobs, leading to a successful event. He also stressed that it’s important to know what you wish to accomplish with a special event before you start and to ensure each objective is measurable, realistic and challenging.

Terry’s strategies included: 1) Determine the Objective(s) of the Event; 2) Develop a Compelling Call-to-Action; 3) Develop a Marketing Plan; 4) Develop a Communication/Training Strategy; and 5) Develop the Guest Reservation System.