If you have been planning weddings and social events for awhile, you might be considering expanding your services to include corporate event planning.
Maybe the idea of planning workshops, retreats, meetings, fashion shows, open house events, launch parties, and conferences sounds appealing.
While there are some similarities to marketing for weddings, attracting corporate clients requires a different marketing strategy to capture their attention and trust.
Here are 4 Marketing Strategies to Expand from Wedding Planning into Corporate Event Planning
1) Reach Out to Current Connections
Get in touch with a personal email sent to friends, family, former co-workers, and industry peers who work for businesses (or offer services to businesses) that may need assistance with planning meetings, events, workshops, or retreats.
Give examples of your service offerings for these types of events and explain that you are expanding this side of your event planning business. Ask each contact if they have connections in their workplace who you can speak to and have them give you the direct contact information for that person or department. Keep a spreadsheet of these leads so you can follow up with them every 3-6 months to check on their event planning needs.
2) Use Social Media and Blogging
On your social media outlets and on your blog, start publishing posts that talk about your expansion into offering planning for corporate events such as meetings, incentive trips, holiday parties, retreats, and conferences. Give examples of what you offer for corporate planning, share photos of corporate events (these can be stock photos as long as you aren’t implying they are your own work), and share your experience with these types of events.
It is important to promote the benefits of what you do such as explaining how a strategically branded event can significantly increase a company’s brand awareness and profits. To reach your ideal clients, consider boosting and targeting your Facebook posts about corporate event planning.
3) Use LinkedIn
Update your LinkedIn profile to include your corporate event planning services. Take time to connect with people from past jobs and reach out to connect with new people.
When you write a new blog post about planning corporate events, share it to your LinkedIn profile. There are corporate event planners who receive a majority of their business through LinkedIn.
4) Connect with Industry Pros Who Work with Corporate Clients
Reach out to your current vendor network (caterers, photographers, florists, etc) who do corporate events. Explain that you are expanding into corporate event planning and what types of corporate clients you enjoy working with.
There is a big difference in planning business meetings for a group of lawyers versus planning branded social events for a liquor brand. Ask your professional connections if there are certain companies they think you should connect with then ask if they will send an email introduction for you.
Ask your industry peers if there are certain organizations they recommend joining that will help you connect with companies and business owners who would hire corporate event planners.
These strategies will set you on the path to getting your business name known as a corporate event planner in addition to your current reputation in weddings and social events. Hear great advice from a successful corporate planner in this day in the life of an event planner post.
As with all of your marketing, being published, winning awards, belonging to industry organizations, and having solid testimonials are essential to establishing trust and reputation for your event planning business.
The truth about owning an event planning business is that there are a million things that you are responsible for in addition to planning and designing events.
From setting the annual business budget and decluttering your workspace to updating social media bios and filing your annual report, the Ultimate Business Success Checklist for Wedding & Event Planners empowers planners to grow a successful and sustainable business by providing the tasks necessary to help your business thrive instead of just survive.