Create a buzz

The team displays a list of upcoming events in the shop window, the local newspaper and church hall. “We hand it to people coming into the shop, include a copy when sending documents to clients, and call others to inform them. They love it and always want to know what we are planning.”

Work with suppliers

Each event has a specific theme and is co-hosted by one supplier, with a presentation and time for questions. Woodley always briefs the presenter in advance about the client demographic attending. Suppliers are also asked to offer exclusive deals for those booking on the night.

“Customers appreciate having a specialist come in and speak to them, as they can hear their USPs and it really gives them the confidence to book. It’s also fantastic for our supplier relations.” Woodley expects to secure at least two bookings per event.

Keep it small

“I find people are more likely to ask questions in small groups, and a smaller gathering feels exclusive,” Woodley says. She invites 40-50 customers to each event, expecting a 50% attendance rate. Attendees are called a few days before to confirm.

Cut costs

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Woodley’s team create the invites in-house and post them to attendees. Events are held in the Myriad Travel lounge to avoid venue costs, normally between 6-8pm, and are free for customers and suppliers.

Serve up a treat

Woodley uses food and drink to help ensure her events stand out, themed to the supplier and chosen topic.

“I want the catering to be lively and fun, so people remember it,” she explains. To celebrate Air Lingus’s new Liverpool to New York via Dublin route, the team is hosting an American feast, with burgers, hotdogs and popcorn. Woodley works with several local restaurants, a wine bar and coffee shop to supply the catering.

Add a twist

Woodley includes quirky talking points, with customers collected from their homes in tuk tuks for the launch of the store last year. The vehicles are also booked for an Asia-themed event this spring. “I hired them from a local company, and everyone arrived with a smile. It’s about thinking of ideas that will really tempt people to come.”

Involve everyone

The team brainstorms event ideas together, and are encouraged to take ownership of their suggestions. “Our 19-year-old sales consultant Jessica Matthews suggested we look at the younger crowd, so she’s working on a pizza and beer night with Topdeck Travel. She’s sent the invite to local colleges, universities and clients with children that age.”