Kalye Beets

With a degree in Interior Architecture and Design, I traveled and worked for ZGallerie as a visual merchandiser and manager for 2 years. Working at ZGallerie, I was able to grow my client base and eventually opened my own Interior Design company. Primarily working with CEO’s on their primary homes, vacation properties, and business, I eventually left ZGallerie to pursue my passion full time. I later met my husband and step-son and realized I wanted to be home more with them and so I closed by business and joined forces with originally called “The Catering Company” (now called “Michaelis Events”) to help them transition from solely a catering company to full service event design and planning. We first opened with a floral department where I spent 2 years learning from retired florist professionals, taking every floral class I could, learning everything about flowers in general, and developing softwares and process for the floral department. Within the first year we went from zero floral contracts to over 20, then doubled the year after that. Now we handle over 80% of our client’s floral and decor for their big day.

My Background In Events:

With the family business being events, I started working in the kitchen alongside our chefs since the age of 13 helping out with recipes, unload inventory, and cleaning up around the facility. Once old enough, I started working on-site at events as a server, then bartender, and eventually leader on-site. Even during college, I would work events as extra income hardly ever taking a weekend off. Because my family owned the company, I got behind the scenes experience in running a company, from finances, sales, client relations, and everything that goes into successfully running an event planning, catering, florist, rental, and more.

My Experience In Marketing And Analytics:

When your a leader responsible for helping to build a small company, you tend to take on more jobs then just your specialty. Other than design I have a passion for solving large problems. This requires being able to think far outside the box, being able to approach a problem from different angles, and someone who finds enjoyment from not being able to find the easy solution. That’s me! While working with a nationwide retail company, like ZGallerie, I was able to get one-on-one training from the woman who developed their software systems as well as how she developed their sales analytics for website traffic performance and social media workflows. This knowledge was enough for me to connect the dots as I watched every tutorial available and trained myself on everything from social media campaigns and analytics, SEOs optimization, basic coding, website design and optimization, sales sequencing, workflow development, event/ticket sales on social media, email campaigns, audience analytics and branding, business forecasting, software development, and so much more! After 2 years our Marketing Department has proven successful in selling out in-house events, obtaining at least 40% of the companies in-bound sales, and taken-off 60% of internal work saving the company $100,000’s of dollars each year in hourly wages.

How Marketing and Analytics Helps Me Design News Worthy Events:

Anyone can be creative and come up with cool ideas. But will those ideas result in interest and value to the ticket purchaser or client? When we design events, it has to be around what the client(s) wants, and the trick is figuring out what they want when they might not even know what that is.

So how do we do that? We run campaigns every year, all year long based on certain audience groups (gender, age, location, marital status, annual income, etc.). So if a company of ours, let’s say Ford Motors for example were to reach out to us and say they want to get more women between the ages of 30-45 who make an annual income of $45,000+ a year to buy more of their cars and host an event that resulted in a certain amount or percentage of sales being generated from that demographic during the event. We would design an event and sales plan specifically around that audience base. From how to drive interested to purchase the tickets and fill up the event with that demographic, to how to optimize and prime the audience to hit the targeted sales goal in the “lull” period, their experience at the actual event to share on social media and commit to attending the following year for less marketing dollars and sales hours to be spent in the future, and lastly how to engage them after the event is past for future sales and growth.

Our methods and designs are structured and proven to be successful not just something that sounds fun and cool. This has led us to be trusted by major nationwide news networks, large million dollar companies, and even marketing agencies. It is known that when you work with Michaelis Events, your event and company presence will be news worthy, a “WOW” factor, and generate a consistent and growing profit sector for your business!