Organization-Wide Standard
AMP Event SOP
Advanced MedAesthetic Partners · Weramp Operations · Applies to all major partner practice events across the AMP network
$100K+
Avg Event Revenue
70+
Avg Attendees
$2,500
Avg Spend / Person
3 hrs
Avg Event Length
$30K+
Post-Event Revenue
10:1
Minimum ROI Target
Revenue Formula
Revenue Target = Attendance Goal × Average Spend Per Person
Example: 80 attendees × $2,500 avg spend = $200,000 revenue target
This SOP Applies To
Open Houses
Anniversary Events
Grand Openings
Seasonal Events
Service Launches
Multi-Location Promos
Not required for: Happy hours · Small in-office gatherings · Influencer visits · Minor appreciation events
What a Strong Event Does
- Drives immediate, trackable revenue through exclusive offers
- Reactivates patients who haven't visited in 90+ days
- Introduces new patients in a low-pressure, high-experience environment
- Builds community and loyalty through shared experiences
- Increases rebooking rates with natural follow-up conversation points
- Creates urgency that digital marketing alone cannot replicate
Roles & Responsibilities
AMP Marketing
Event webpage & RSVP form
Event planner setup & tracking
Paid ad campaign (14 days out)
Automated SMS text reminders
Online store & QR check-in
Post-event reporting
Together (Design)
Pre-event flyers & graphics
Event-day signage & banners
Attendee handouts & menus
Ad creative & design support
Partner Practice
Submit request 90+ days out
Define specials (AMP approval)
Drive organic RSVPs
Coordinate logistics & catering
Staff the event
Capture content & follow-up
Package Tier Structure
Every event must include a tiered offer mix. Limit to 8–12 packages maximum.
Entry
$200–$500
Mid-Tier
$1K–$2K
Core Revenue
$2K–$4K
Premium
$5K+
VIP
$8K–$15K
When to Do What
90-Day Planning Timeline
Submit your marketing request at least 90 days before the event. Late submissions directly reduce performance.
Timeline
Who
Key Actions
RSVP Show Rates by Source
| Source | Show Rate | Notes |
|---|---|---|
| Meta Ads | ~17% | Broadest reach, lowest intent. Volume play — need high RSVP counts. |
| Organic Social | 30–50% | Warmer audience. Followers who already engage with the brand. |
| In-Office / Front Desk | 50–70% | Highest intent. Personal invite from a trusted provider. |
| Email / SMS (Existing Patients) | 25–40% | Existing patients. Depends heavily on list quality and segmentation. |
Step-by-Step
Event Planning Steps
Follow every step in order. Skipping steps is the most common cause of underperforming events.
1
Define Event Strategy
90+ Days Out
- Set event type, theme, and concept
- Establish revenue goal, attendance goal, and RSVP target
- Identify target audience (new patients, lapsed, VIPs)
- Select featured services and vendor partners
- Set staffing requirements and budget
- Best times: Thursday 5–8 PM · Friday 2–7 PM · Saturday 12–4 PM
2
Submit Marketing Request
90 Days Out
- Submit via #amp-marketing-requests ↗ in Slack only — no DMs, no email
- Include: date, theme, revenue goal, attendance goal, proposed specials, budget
- Add event to the Events/Offers tab in the Master Marketing Sheet ↗
- Review Turnaround Sheet ↗ before submitting to confirm timeline requirements
3
Review Past Event Data
85–90 Days Out
- Pull previous RSVP lists — past attendees are your warmest leads
- Review Alle reports for loyalty engagement and spending patterns
- Analyze previous revenue, attendance, and top-selling specials
- Check show rates by source to optimize channel mix for this event
- Review past themes and creative — build on what resonated
4
Set Revenue & RSVP Targets
75 Days Out
- Formula: Revenue Target = Attendance Goal × Avg Spend Per Person
- 100 attendees = 75–100 organic RSVPs + 200–400 paid RSVPs needed
- 150 attendees = 100–150 organic RSVPs + 350–600 paid RSVPs needed
- Set minimum 10:1 ROI target on total event investment
5
Finalize Event Specials
60–75 Days Out
- Bundle, don't slash — package at combined price rather than discounting individual services
- Add value (complimentary add-ons) instead of percentage-off markdowns
- Cap availability to drive urgency: 'first 20 attendees' or 'event-day only'
- Tier all offers: entry ($200–$500) · mid ($1K–$2K) · core ($2K–$4K) · premium ($5K+) · VIP ($8K–$15K)
- Stack with Allergan, Galderma, Merz promotions for maximum value
- Limit to 8–12 packages maximum — more options reduce conversion
- Rule: Never run a special you wouldn't be proud to promote on your website
6
Build Packages in Zenoti
21 Days Out
- Coordinate with Zenoti support at least 3 weeks before event
- Each special = distinct package with clear naming (e.g., "Spring Event — Tox & Filler Bundle")
- Generate purchase links for text and email distribution
- Test all packages: pricing, descriptions, purchase flow, checkout, confirmation emails
- Deactivate all event-specific packages immediately after sale window closes
7
Confirm Logistics & Staffing
30–45 Days Out
- Confirm vendor participation, table setup, samples, and giveaways
- Book catering based on attendance estimate; confirm dietary options
- Finalize staff: 2–4 Providers · 1–2 Front Desk · 2–3 Sales Staff · 1 Manager · 1 Content Capture
- Ensure at least one staff member is trained on PatientFi / Cherry financing
- Confirm WiFi capacity (100+ concurrent), payment terminals, Zenoti access
- Order decor, signage, and printed handouts — allow 3+ weeks for production
Day-of Operations
Event Execution
A well-planned event can still fail if day-of execution is disorganized. Follow this section precisely.
The Most Important Truth in This Entire SOP
"The highest-performing events generate 40–50% of total revenue BEFORE the event begins. Pre-selling is not optional — it is the strategy."
Pre-Sell Strategy — 7–10 Days Before Event
| Segment | Action | Why They Convert |
|---|---|---|
| VIP / Top Spenders | Personal phone call | Highest conversion; already trust the practice |
| Clients with Open Consults | Call + email with event offer | Event creates the urgency to close |
| Past Event Attendees | Email + SMS early access | Already bought before; warm to the concept |
| Interested in Featured Services | Targeted SMS with package link | Relevant offer = higher purchase intent |
| Expiring Rewards/Credits | Personalized outreach | Natural urgency already exists |
Pre-Sell Script: "We're hosting a private event next week with limited packages. Because you're one of our VIP clients, I wanted to offer early access before they sell out. Would you like to hear about what we have available?"
Pre-Event Setup (2–3 Hrs Before)
- Set up check-in station with QR code (test first)
- Display all signage and vendor tables
- Confirm food and beverages are set and stocked
- Brief staff on roles, packages, and specials
- Test WiFi, payment terminals, and Zenoti access
- Designate dedicated content capture person
- Prepare attendee handouts and package menus at check-in
- Confirm financing staff member is trained and ready
- Financing QR codes visible at check-in and all sales tables
During the Event
- Greet every guest personally at check-in
- Guide guests toward providers and consultations immediately
- Sales staff stationed and ready for immediate close
- Post Stories and Reels in real time — every 30 minutes
- Track all sales in real time through Zenoti
- Announce limited package availability to drive urgency
- Actively promote financing options throughout event
- Capture client testimonials and provider education content
- Energy is strategy — keep the room alive
Timed Promotional Strategy
| Window | Strategy | Focus |
|---|---|---|
| Before Doors Open | Pre-sell VIP clients by phone | Highest-value packages to warmest clients |
| First 60 Minutes | Best pricing / highest value packages featured | Early arrivals are most motivated buyers |
| Mid-Event | Strong value packages; remind of limited availability | Drive mid-tier packages; push financing |
| Final Hour | Last-chance urgency messaging from staff | Close remaining hesitant buyers |
| Post-Event (48–72 hrs) | Extend sale with time-limited messaging | Capture no-shows and interested leads |
Staff Sales Incentive Structure
| Contest | Reward Example | Purpose |
|---|---|---|
| Top Package Seller | Cash bonus ($100–$250) | Drives high-ticket package focus |
| Top Product Seller | Free retail product | Increases skincare attach rate |
| Top Clinic Revenue | Team dinner or shared reward | Aligns whole team to revenue goal |
| Most RSVPs Driven | Gift card ($50–$100) | Motivates pre-event invitation effort |
Promotion Strategy
Marketing Plan
Marketing begins 4–6 weeks before the event. Ads launch exactly 14 days out — shorter windows increase cost-per-RSVP.
Ad Budget Tiers
Standard
$1,000–$2,000
Single-location events with local audience
Growth
$2,000–$3,500
Multi-location or high-revenue-target events
Premium
$3,500–$5,000
Grand openings, milestone events, major launches
Note: Ads launch 14 days before the event. Shorter windows reduce reach and increase cost-per-RSVP.
Social Media Posting Cadence
| Timeframe | Feed Posts | Stories | Focus |
|---|---|---|---|
| 8–12 Weeks Out | 1/week | 2/week | Save-the-date, early bird teases, build anticipation |
| 4–7 Weeks Out | 1/week | 3/week | Reveal details, spotlight providers, giveaway reveals |
| 2–3 Weeks Out | 2/week | 4/week | Specials reveal, countdown, RSVP push |
| Final Week | 3/week | 5+/week | Final push, last-chance, FOMO content, sneak peeks |
| Event Day | Live | 10–15+ | Real-time coverage, highlights, Stories every 30 min |
Provider Social Requirements
- Share event on personal accounts with a personal note (not just a repost)
- Record a 15–30 second personal invitation video for Stories
- Personally invite patients during appointments leading up to event
- Repost and engage with practice content throughout promotion window
- Provider content drives the highest organic show rates
What AMP Marketing Delivers
- Branded event webpage with mobile-optimized RSVP form
- Paid Meta ad campaign (launches 14 days out) with retargeting
- Automated SMS reminders at 7 days, 3 days, and day-of
- Dedicated event online store with QR check-in system
- Together designs flyers, signage, handouts (approve 3+ weeks out)
- Post-event performance report: revenue, attendance, top specials
Capture Remaining Revenue
Post-Event Playbook
The 48-hour post-event window generates $30K–$45K+ in additional revenue. Promote the extension within 12 hours of event end.
Post-Event Revenue Timeline
Post-Event Report Requirements
Submit to AMP Marketing within one week. Required — not optional.
- Total revenue (in-person + extension)
- Attendance count vs. goal
- RSVP count broken down by source
- Top 3 selling packages with units sold
- Product/retail revenue total
- Post-event extension revenue
- Qualitative staff feedback and 3 improvements
The 5 Factors That Drive $200K+ Events
1
Strong Pre-Selling
40–50% of revenue closes before doors open. The phone call is your most powerful tool.
2
High-Value Packages
Bundles drive larger tickets. Never compete on price — compete on value.
3
Vendor Support
Reps increase credibility, educate guests, and drive purchase decisions.
4
Financing Front & Center
PatientFi/Cherry turn $500 hesitations into $3K+ closes.
5
Staff Incentives
A motivated staff is a selling staff. Set contests. Brief the team.
Common Event Mistakes to Avoid
Interactive Checklist
Master Event Checklist
Check off items as you complete them. Each event must pass all three phases.
Before Event
Day of Event
After Event
Links & Contacts
Resources
Everything you need to plan, execute, and report on AMP events.
Quick Reference Links
Staffing Minimums
| Role | Min |
|---|---|
| Providers (Consultations, Demos) | 2–4 |
| Front Desk (Check-in, Guest Support) | 1–2 |
| Sales Staff (Package Sales, Financing) | 2–3 |
| Practice Manager (Oversight) | 1 |
| Content Capture (Photos, Videos) | 1 |
Best Event Day & Time
- Thursday evening (5–8 PM) — strong for working professionals
- Friday afternoon/evening (2–7 PM) — captures early-leavers and after-work crowd
- Saturday afternoon (12–4 PM) — ideal for open house formats
Avoid: Mondays, Tuesdays, Sunday evenings, major holidays, and local competing events.
Ideal Frequency: 3–4 major events per year per practice. Too many events reduce urgency and conversion.
Event Forecasting Tool
Revenue Calculator
Set your targets, then work backward to confirm you have the RSVPs, packages, and channel mix to hit the number.
Step 1 — Set Event Targets
Pre-sell: 40%
Revenue Target
$180,000
Step 2 — Revenue Stage Breakdown
Pre-Event Sales
VIP calls · Pre-selling · Early access
$72,000
Event Day Sales
Packages · Retail · Financing closes
$81,000
Post-Event Extension
No-shows · 48–72 hr extension · Follow-up
$27,000
Step 3 — RSVP Forecast by Channel
Avg show rate: 25% → RSVPs needed: 300
| Channel | Show Rate | RSVPs Needed* |
|---|---|---|
| Meta Ads | ~17% | — |
| Email / SMS | 30% | — |
| Organic Social | 40% | — |
| In-Office / Front Desk | 60% | — |
*RSVPs needed per channel to hit attendance goal if that channel alone was used. Use as a mix guide.
Step 4 — Package Revenue Forecast
Adjust units to model how you hit your revenue target. Target total should meet or exceed your goal.
| Package | Price | Units | Revenue |
|---|---|---|---|
| Entry / Facial Bundle | $399 | $9,975 | |
| Botox / Tox Package | $1,200 | $30,000 | |
| Filler / Injectable Bundle | $2,200 | $66,000 | |
| Device / RF Package | $3,500 | $70,000 | |
| VIP / Ultimate Package | $9,500 | $47,500 |
Projected Package Revenue
$223,475
Staff Training
Sales Scripts & Floor Flow
Every staff member should be able to deliver these confidently. Practice before every event, not on the day of.
Opening Script
When a Guest Arrives
"We're offering limited event packages today that aren't available outside the event. I'd love to show you the ones that would work best for your goals — do you have a few minutes to walk through them?"
Use within the first 2 minutes of arrival. Guide immediately toward consultation area.
Package Close Script
When Presenting a Package
"Most clients who want [this result] choose this package because it gives the best long-term outcome — and at today's pricing, it's the lowest we offer this combination all year."
Personalize the result to what the client mentioned during consultation.
Financing Close Script
When Price Is the Hesitation
"A lot of our clients split this into monthly payments through PatientFi or Cherry — it lets you start now instead of waiting. Would you like me to show you what that looks like?"
Always offer financing before accepting a no. One staff member must be financing-trained per event.
Pre-Sell Script
VIP Phone Call (7–10 Days Before)
"We're hosting our [event name] next week. Because you're one of our top clients, I wanted to offer you early access to our event packages before they sell out — a few are already spoken for. Can I walk you through what's available?"
Call top spenders, past event buyers, and clients with open consults. Always personalize the opener.
Client Journey & Floor Flow
Design the space so guests move naturally from arrival to purchase. Every stop should have a purpose.
1
Check-In
Guest scans QR code, enters giveaway, receives event package menu. Staff: "Make sure you visit the consultation area — our providers are doing complimentary goal assessments today."
2
Exploration
Guest visits vendor tables, product displays, refreshments. Goal: create comfort and excitement. Staff circulates and connects guests to providers.
3
Consultation
Provider or sales lead discusses treatment goals, recommends packages, and introduces financing. This is where the package close happens.
4
Purchase
Guest moves to the Sales Station. Staff completes purchase, applies financing if needed, and books first appointment on the spot.
5
Exit Experience
Guest receives gift with purchase, appointment confirmation, and personal thank-you. Leave them with something to share on social.
Staff Position Map
| Role | Position | Primary Goal |
|---|---|---|
| Event Lead | Floor-wide | Oversees execution, resolves issues |
| Check-In Lead | Entrance | Guest registration & orientation |
| Sales Lead | Sales Station | Closes packages, handles objections |
| Providers (2–4) | Consult Area | Goal assessments & recommendations |
| Product Specialist | Product Bar | Skincare education & retail sales |
| Runner | Floor-wide | Guides guests, keeps energy up |