Given that each market segment has different needs, your marketing
strategy will vary depending on the market segment that you cater.
If you are focusing on social events catering to individuals, your pitch
may be based on the premise that your services can release them from all the
tasks required to create a great and worry-free event. By outsourcing the
event to you, your customers can have more free time for their family and
friends.
When marketing to public or private organizations, your main selling
point should be greater efficiency for the money and a professional event
without error. Groups, especially large ones, do not wish to deal with
problems that arise due to oversight on their part. If the guarantee of
worry-free, error-free events is available at a cost benefit to them, there
really appears to be no better choice.
The two most effective marketing techniques used by other event planners
include:
Networking. Event planning is a business wherein networking counts
tremendously. Networking allows you to meet and know people who may refer
business to you or use your service themselves. Furthermore, networking with
hotels, caterers and so on will give you a chance to meet some of the people
whose services you may need as you plan events. Active participation in
industry meetings, chamber of commerce activities, professional
organizations, among others are especially important if you are focusing on
the corporate market. Community and social gatherings can expose you to
potential customers who may need assistance in the planning of parties,
reunions or other social events.
Word-of-mouth. This is a business where your reputation precedes
everything else. Clients hire only those they think they can trust, and
these are event planners with reputation for honesty and integrity.
Other marketing strategies you can use are:
Advertising. Advertising for an event planning business may be a
more effective branding strategy, than as a way to directly get customers.
Ads in local papers, telephone directories, among others can help build name
recognition. Direct mail can also be used to attract new clients, albeit
less effective.
Web Site. A web site can allow you to reach Internet savvy
customers who may not be responsive to direct mail or any other type of
marketing. A site can be an effective sales tool by serving as an online
brochure where potential customers and clients can read more information
about the services you offer, your background, professional affiliations,
client’s testimonials, and contact information.
The Washington DC-based event planning business The TCI Companies even
include a “Strategy for Success” section that outlines how they work to make
sure that every single event they handle is successful, complete with case
studies about their most prominent clients. This type of web content
instills confidence and trust to potential customers, which are the key
elements in getting clients in this business.
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March 28, 2005
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