Event Marketing Can Pay Off for Salons

By Paula Whitenight

Marketing your business and staying in front of your target customer base is especially important as we enter the industry's slow season. Accessing social media, offering discounts and running monthly contests are great ways to promote your business, but how about taking your marketing efforts a step further?

As a salon owner, what better way to promote your business than running a booth at the county fair, or setting up space during the local craft sale or block party? You can even exhibit at a related trade show – such as one for brides, beauty seekers or women – putting your business up front and face-to-face with the public. Not only can this be an incredible way to boost your customer base, but it's exciting for your business and staff to become part of a special event.

There are many choices out there that can help get you in front of your customers, but as with any business decision, you also need to consider the potential consequences that may come along with participating in a public event. It can be risky to exhibit at a festival or trade show, and as a business owner, you need to be prepared for the unexpected.

Did you know that if, during an event, an attendee is injured in or around your space, your business can be held liable for the injured party? Before you make the decision to exhibit, it is your responsibility to be certain that your insurance policy will protect you.

You may wonder: "What could possibly go wrong in a 100- or 200-square-foot booth? I am only giving out brochures, small freebies and discount coupons. We will not be doing anything that could cause a claim." Well, many things can and do happen, the most common being what the industry refers to as "slips, trips and falls.” There are numerous claims made every year at publicly held events and parties, some resulting in payments of hundreds of thousands of dollars.

Event organizers do carry insurance; however their policy is only responsible for the common areas outside the exhibitors’ booths. Because of this, it is common for the show organizer to request a certificate of insurance from you for proof of liability insurance coverage as a requirement to qualify for a booth space. This is for both their protection and yours. Naming the event organizer as an additional insured for the dates of the expo is also a common request. In fact, you will most likely not be permitted to set up or exhibit at the event until this certificate is provided.

Your business General Liability policy normally extends coverage for off-premises events that are related to your business. But don't just assume your policy automatically includes the needed protection. Many times, the specific insurance requirements are more than your business policy provides. To be safe, you should discuss your decision with your insurance agent before signing any contracts. Give them a call and explain what you will be doing during the event and how many employees will be working the booth with you. Let them know if you will just be handing out information or if you will be offering a professional service to the attendees. If so, advise them of the specific service(s) you will be doing. If you are bringing equipment and supplies with you, be sure to confirm the value of the products that will be on site so your agent can be sure there is also protection for your business personal property.

Once your agent has all the details, they will review your policy and determine if you have adequate coverage. If it is been established your policy conforms to expo requirements, they will be able to provide you with a certificate of insurance naming the organization and protecting you and your business while working the event.

In some cases, your business policy may not provide adequate liability limits or coverage that is required by the event organization. Again, your insurance agent can help. They will be able to purchase a short-term event policy which will give you the protection you need. Special event policies are very affordable and many times will be the best choice for you. When purchasing a one-time event policy, you are protected in case of an unforeseen incident, giving you peace of mind without putting your business insurance policy at risk.

Remember, anytime you promote your business away from the salon, hold an event in the salon or out in the parking lot such as a salon appreciation day, or even treat your staff to an employee appreciation party, you put your salon insurance at risk. Keep the lines of communication open and check in with your agent whenever you plan an event or party, no matter how small or large. Be proactive by confirming your business has adequate insurance protection prior to committing to the event. It just takes a moment to make the call and, believe me, you will be glad you did if that unexpected loss occurs.

Paula Whitenight is the tanning salon program manager for Universal Insurance, which has been serving professionals in the indoor tanning industry since 1993. For a competitive, personalized quote or additional information about Universal’s exclusive Tanning Salon program, call 800.844.2101 or visit www.uitanning.com.