You’ve got the creative flair and the practical skills needed for event planning, but do you know the best ways to market yourself as an event planner?
It’s not enough to simply do a great job and rely on word of mouth to do the rest, in order to gain that competitive advantage you need to know what marketing is about and what it is not about.
Marketing is not about getting people to remember you. It’s about letting your clients know you have what they need and getting them to take action and buy your event services.
Your priority is to get your clients to take action and buy.So many event planners waste a lot of money trying to create a cute ‘marketing plan’ to get people to remember them, but you’ll have more success (faster) if you focus on meeting clients one-on-one.
It’s important to talk to your (prospective) clients to know what they’re thinking, to discover their needs and understand them.
Think of marketing like dating. You’re not going to go up to the first cute guy on the street and beg him to marry you, are you?
Treat marketing the same way.
First, have a conversation with a prospective client over a caramel macchiato or a glass of pinot noir.
Then, invite them to an event you’re planning or an educational seminar you’re hosting about event planning.
After that, offer to introduce them to previous clients you’ve worked with or references (give them value).
By doing this you’re building a relationship!
It’s key to give your client everything they need to know to make a decision. Unlike you, clients don’t see your service as the best so show them how your event services work and they’ll be more likely to make a decision to invest in your services.
Once you’ve built relationships with your clients, how do you stay in front of them without being too pushy?…
Market Yourself as an Event Planner
With these marketing tips in mind, here are 4 ways to promote your event coordinator services.
1. Use Your Event Planning Social Media Profile To AdvertiseJust having a Facebook, Twitter or Instagram page is a great start. You should always keep you profiles up to date, make regular (and relevant!) posts and engage with your users. Social media shouldn’t just be to advertise your upcoming events, your aim is to make users want to check in regularly because this means that you’ll be top of mind when they need your event planning services. Share value added content with them, and they’ll feel involved rather than just advertised to. Tip: engage your users by asking questions.
2. Keep Existing Clients UpdatedMarketing yourself as an event planner isn’t just about gaining new clients, it’s also important to maintain relationships with existing clients and turn them into repeat clients. Keep in touch and keep them updated with what you’re doing by sending regular emails or newsletters, and add that personal touch by sending cards on holidays and at birthdays. Even better, why not take them out for lunch occasionally? You’re not only reminding them of your existence, you’re also making them feel valued, and I’ve built many amazing client relationships this way.
3. Network, Network, Network!If you’re looking for ways to market yourself as an event planner, networking should be something you do without even thinking. If you can forge great relationships with other businesses that relate to the industry, you can turn them into trusted partners who’ll recommend your services to their clients. Don’t forget that this should work both ways, so only form these types of business connections with businesses that you’re happy to recommend to other people.
4. Don’t Forget Offline MarketingThe online world opens up a whole wealth of opportunities to connect with potential clients, but you shouldn’t forget your offline presence. As well as sending email newsletters, have you ever considered postcards? They’re a great way to reach out to new and existing clients, just make sure that your message is short, snappy and to the point. You should carry your business cards at all times, even if you’re just going to the dentist or the local store, because you never know where and when you might come into contact with someone that needs your services.
The best marketing tool is to provide value every time because happy clients give you repeat business and referrals.
I’d love to know…
How often do you go to networking events?
Let me know by commenting below.
Have a great day!
You have to fully utilize all the online tools you have at your disposal because you can bet that your competitors are doing it. They are targeting local long tail keywords and focusing on reaching their local prospects. These aint the old days no more. You can’t afford to have that old fashion mentality that word of mouth will be enough. You have to be proactive and you have to become an SEO and social media manager.
Hi Georgia, thanks for your comments. It’s true, social media is important but I know many event planners who use word of mouth as their primary source for new business, and they’re busy! While I agree social media and some understanding of it is important – I disagree that you have to be in all places and do all things. Hiring a social media manager is far better time and money spent, if it’s not your skill set. Event planners are not SEO and social media managers and IMO it’s not time (or money) well spent to become one! Strategic outsourcing is key to building a profitable business.
In learning more about mobile marketing, I can think of a lot of ways companies use mobile marketing. But if you work as an event planner and you are just getting started in mobile marketing, then you might be stuck trying to come up with mobile marketing ideas. The good news is that mobile marketing can be every bit as useful in the corporate marketplace as it is in the private consumer marketplace.
I thought that I was an event planner until I was planning a wedding for a friend of mine and it was just over whelming. I have more respect and thankfulness for the actual event planners now that I have tried to do this and failed. I will keep trying b y learning things like this and maybe one day I can actually call myself that.
It’s not a career for the faint of heart, Jose! 🙂
I agree with Edward about mobile marketing and becoming an event planner, that seems to be the way that people are getting their business off the ground and that is going to be the way to go with this type of business as well. You have done a great job here and the tips you gave here and in your other post are very helpful.
It’s just one other way. Word of mouth and referral based marketing will always be #1!
Hosting a business event like a happy hour or networking event is a great way to get in front of people and learn more about them at the same time. What employee doesn’t appreciate some leisure time during the work shift or even if the mixer has to be scheduled after work hours, most people enjoy the down time before going home.
I have been marketing myself in the old school way and that hasn’t been working very well because not very many people read the paper anymore they get their news and things from the internet so I am going to have to step up and learn to do this on line marketing. Thank you for the post you made here because this is very helpful.
Curtis, like I said above – the ‘old fashioned way’ (aka networking and referrals) are the best way to build a solid business. Internet marketing is important, but there are experts out there who you can hire who will save you time and money!