5 Event Planner Marketing Strategies Used by Top Professionals 2021 – As an event planner, much of your success is based on your ability to bring in new business, organize the best events, and keep your customers coming back. And while you may hope that your event speaks for itself (and it probably does!), the reality is that you need great marketing to stand out from other event planners and attract new clients. That’s where this post about event planner marketing comes in.
5 Event Planner Marketing Strategies Used by Top Professionals 2021
In this post, we explore five proven strategies, tips, and examples every event planner should know to improve their marketing efforts. Competition is fierce — use this post to help you stand out.
Discover the 5 event planner marketing strategies you need to know:
1. Find your niche.
No business can be successful without a clear target audience to serve. In event planning, this means determining the types of events you will be most successful at, as well as the clients you can produce them for. This is the starting point for all your marketing efforts.
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- Instead of focusing on demographics or general terms like millennials, create a specific ideal client using as much detail as possible. These are called customer personas, and they help shape your event planner’s marketing strategy in many ways. By knowing your ideal customer, you can determine which images to show on your website, which social media channels to focus on, where to spend your advertising budget, and which event trends are important to your business. The better you know your customers, the easier it will be to map out your marketing plan.
To find out what your niche is, take a look at your most successful past events. Or, explore shows from other people you want to emulate. What aspects unite them? Are they all a certain size, in a certain type of location, or involve a specific topic? What about the event organizers or attendees — do they come from a specific industry? How would you describe their purpose?
Event planner marketing made simple
All of these questions will help you build an audience targeting statement. This will be a mix of your value proposition, your type of event, your ideal customer, and (sometimes) the venue. Here are some examples:
- “I’m planning amazing weddings for famous couples and celebrities who want to wow their guests.”
- “My company offers seamless, high-impact face-to-face and virtual conferences for nonprofits.”
- “We help charities connect with passionate supporters through fundraising sporting activities.”
- “I organize small-scale concerts in malls, parks, and outdoor theaters for up-and-coming local artists to gain a following.”
- “My business is focused on hosting virtual corporate events for the financial industry.”
Once you’ve created an audience targeting statement, share it with your team and discuss what it means for your marketing. Where will you find the ideal client of your statement? How will you communicate the value proposition through your website? What branding makes sense for the type of event you’re planning? Together with your mission statement, it will provide you with a clear path forward for your event planner marketing strategy.
2. Make your website a priority.
With your audience targeting statement in mind, it’s time to take a look at your website. Go ahead and navigate now, imagine you are seeing it for the first time. Note a few important things.
- What’s the first thing you notice?
- Without scrolling, can you clearly see the business name, logo, and what it has to offer?
- Using up to three clicks, can you easily contact someone to talk about an event?
- Do the images on the site convey what type of event is planned? Are they high quality, visually appealing, and compressed for fast loading?
- Does the website build credibility by letting other people tell stories? Does it feature testimonials, reviews, and participant pictures and videos?
- Do pages load quickly, with all content displayed easily even for those with limited vision or images turned off?
- Does the planner sound appear on the about page, the copy on the homepage, and in the list of services?
- Is the navigation clear and easy to use?
- Does the website include links to social media channels?
Use your answers to these questions to make sure your website is clear, attractive, and fits the style and tone of your event. If you need inspiration, check out these 7 amazing event planner website designs examples.
3. Create and develop relationships, both online and offline.
One of the great things about marketing your event planning business is that you don’t have to do it yourself. By forming relationships in your community and industry, you can create a support network that can help you achieve your goals.
Here are some simple ideas for developing and leveraging your connections.
- Partner with local vendors who offer the services you use at your event. By owning a caterer, florist, printer, transportation provider, audio/visual company, etc., you will ensure high-quality service and referrals for future business.
- Pick a social media channel or two and commit to it. Ask questions, rate them, make suggestions, and get to know the people in your audience.
- Consider going offline and creating a closed or membership-based community. These communities are on the rise. They give planners a way to interact more closely with groups of people, get to know them, and help them solve problems along the way.
- Find ways to co-market with local organizations. You can offer a restaurant gift certificate as a door gift, feature artwork from a local artist in your event chart, offer a mini massage session from a local spa during a break in programming, or even ask a local food truck to serve.
- Be seen and heard in your community. You probably have a lot of opinions about your industry and local events, so make sure you share them. You never know who will hear your message and decide to learn more about you.
4. Show off your style… everywhere.
No matter what type of event you host, you can create a reputation by having a clear point of view. Your goal here is for clients and attendees to know that this is one of your events without knowing that you were involved. This can come through a distinctive welcome gift, the way you handle breakout sessions, fun interactive elements, or the overall tone or theme of the event.
Once you’ve identified your style, highlight it to achieve maximum visibility. Curate images on your website and social media to show off your style and point of view. Create a digital portfolio that you can show potential clients during sales meetings. Share pictures and videos of past events that really tell a story about you as an event planner.
Your style doesn’t have to be a specific visual element. The idea is not to be “a wedding planner who always goes with the color purple.” Instead, try to find something unique that you can offer in your market. Perhaps you are known for turning an empty country place into an outdoor dreamland. Maybe your event is sustainable and environmentally conscious. You can even be known as being on trend and understanding all the latest event technology. Whatever your unique offer is, highlighting it for your target audience will help bring in new customers.
5. Manage the user journey from start to finish.
Marketing sometimes feels like it’s about awareness. You may feel like you are constantly looking for new clients, trying to bring visitors to your website in an effort to increase your visibility. But while awareness is essential, it’s not the only piece of the event planner’s marketing puzzle.
Each prospect will go on a journey before finally choosing a planner for their next event. And while that journey will be different for each customer, there are a few things we can announce. Clients will generally have a period of inspiration and research as they visualize their future events. Then they will begin to narrow down the options for planners based on concrete criteria such as budget, location, and area of expertise. They will contact a shortlist of people and choose the one that feels right. And after the event, they will potentially share their experiences with others.
This journey means you have many opportunities beyond your initial web search to connect with your potential clients. Here are some ideas for marketing throughout the customer journey.
- Optimize your website for search engines by choosing strategic keywords for your market. Use a tool like Google Keyword Planner to strategize and pursue keyword phrases.
- Create separate landing pages for each type of event and audience you serve. This way, you can write more specific copy on each page and rank better for the search terms associated with that page.
- Create an email newsletter with tips for your type of event. Attract customers with free downloads, such as a planning checklist or event calendar.
- Provide high-quality content to educate potential clients about events in their industry.
- Regularly reach out to customers who aren’t actively planning an event, so you stay ahead of the curve for the next event.
- Manage your reputation by responding to reviews and feedback online.
- Display testimonials and pictures or videos from past events on your website.
- Include answers to frequently asked questions on your website so customers can easily choose you.
- Encourage user-generated content at your event, and share it through your social media channels.
- If necessary, create loyalty programs or customer appreciation events and offers for customers who book more than one event.
Remember that your customers are busy people with more going on in their lives than this single event. Show them that you can make the planning process easy and that you are well on your way to getting their business.
Put this event planner marketing strategy to use today!
Remember, there is no one-size-fits-all approach to event planner marketing. But if you follow the strategy above and shape it for your specific business, you will be well on your way to reaching more potential clients.
Thank you For reading the article.