How to Promote an Event or Workshop for your Shop

Let’s get this out of the way. What you are doing at your store is AWESOME But it is absolutely NOT your customers’ job to find out what events and workshops are happening when. In order to keep your shop’s events full and booked out, you have to be constantly marketing. 

But first I have a couple of questions for you:

  • Are you offering the right workshop?
  • Is this workshop for you or for your customers? Sometimes we pick a workshop subject that our customers aren’t interested in. Make sure you are covering something that they want to learn more about. 
  • Is it being offered at the right time? 
  • Are you marketing? Plain and simple, if you aren’t putting your services out there, you can’t expect people to show up. Sending one email and posting one time on social media is not enough. 

It doesn’t have to feel icky

Second, let’s change how you think about “selling”.. you are letting your customers know about cool events: open hours, demonstrations, workshops, etc. that your store is hosting. These are all value-added and life-improving events. Don’t feel guilty about selling AT ALL. Marketing 101 is just telling your customers about it. If you don’t look at your customers as dollar signs, it won’t feel yucky. You are doing them a service by informing them! 

How to Get “Bums in Seats”

To get people to attend your shop’s events, I always call it “get bums in seats.” For my best practices, hit play below on my 15-minute Facebook live (Especially If you’re a listener or multitasker)

Marketing Strategies for Workshops

  • Constantly be Promoting. It is not your customer’s job to find out when your workshops are. It is your job to let the customer know what is going on. 
  • Post pictures of mock-ups on social media. Don’t be afraid to show mistakes, people love that. 
  • Regularly post or run an ad on social media about the workshop. 
  • Print out paper fliers to put in shopping bags at check out. 
  • Include testimonials and pictures from previous workshops. 
  • Go live on Facebook and let people know how excited you are. 
  • Do a good old Press Release in the newspaper.
  • Make sure you include information in your regular emails.
  • Use free demos in-store during peak hours to promote the upcoming workshop. 
  • During your workshop, talk about the next workshop coming up. 

Remember, If you don’t ask, you won’t get it. Don’t be shy about promoting your workshops because you are providing a service to your customers. Make it exciting and fun for them and it won’t feel like selling. 

Want to take your hobby and open a brick-and-mortar shop or studio  – I have full training for you if you want it, you can find it right HERE.


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You are running a real business. 

You are a retailer and an entrepreneur doing all the hard work. This is not a hobby store and you aren’t just playing arts and crafts. I want to encourage you to continue to follow your passion and succeed. 

Running a retail business doesn’t have to be so hard, you’ve got this!

Thanks for popping in!



More weekly tips can be found on my weekly podcast The Creative Shop Talk podcast – listen HERE.


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How to market Workshops & Events for your creative retail shop Creative Entrepreneur by Wendy Batten
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Hi there! I'm Wendy Batten, and I'm obsessed with helping independent shop owners like you achieve success.

With over 20 years of experience as a small business owner, I've owned several retail businesses along the way including a cafe, two retail shops, and a studio (and even a tae kwon do studio), learning first-hand the art of juggling all the balls.

I now dedicate my time to coaching hundred of retailers all around the world, sharing my expertise to help them organize their businesses and maximize profits, paychecks, and JOY in their day-to-day lives.

I created the support, programs, and community that I wish I'd had.

Whether you've been in business for years or are just starting out with your brick-and-mortar venture, you've come to the right place.

If you're serious about your business and ready to stop winging it, I'm here to inspire and guide you toward success.

I'm so happy you're here, and I can't wait to support you on your journey to thriving in the world of retail!



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