You’re not a banquet hall.
You’re not a concert venue.
You’re not a conference center.
You’re something else.
That’s a good thing! In fact, event planners are currently trending toward unusual and interesting venues -- non-traditional venues. Like yours!
These places give a fresh twist compared to regular event halls and conference centers, making the in-person events they host indelible. Unforgettable. But getting the right events for your unique venue can be tricky. This guide will show you how to find the right people to book in-person events and build strong relationships with them using our strategic event sales tips!
Understanding Your Unique Story: Two key parts of our event sales tips
Every non-traditional venue has a story that sets it apart from cookie-cutter locations. Whether it's a historic building with rich heritage or an art gallery brimming with creative energy, your venue's narrative is compelling and deserves to be shared. There are so many new customers waiting to hear from you!
Event Sales Tip #1: Define Your Venue’s Identity
Start by clearly defining what makes your venue unique:
- Historical Significance: Does your space have historical importance or architectural uniqueness?
- Artistic Ambiance: Is it filled with artistic elements that inspire creativity?
- Community Impact: How does your venue serve as a hub for community engagement?
Event Sales Tip #2: Crafting Your Narrative
Once you’ve identified these key attributes, then craft a compelling narrative that resonates with potential clients. This story should highlight:
- The Origins: Share the journey of how your venue came into existence.
- The Vision: Explain what you aim to achieve within the community.
- The Experience: Describe the unique experiences guests can expect when they choose your venue. (This will double as your differentiator from the competition.)
- ***Why it matters****: Make sure you answer the question “why should I care?” for your audience. In other words, know why your stories is valuable to them.
Identifying Aligned Event Planners: Most important event sales tip of them all!
Once have answered the question “why should I care” for your people -- it will make it much easier to find and attract them to your place. Here’s a few event sales tips to help you connect with your target audience:
Research and Network
Dive deep into research:
- Industry Publications: Read industry magazines and blogs focused on event planning.
- Social Media: Follow influencers and organizations in the event planning space on platforms like LinkedIn and Instagram.
- Networking Events: Attend trade shows, workshops, and networking events related to the PEOPLE that will want to host an event at your place. (These do not necessarily need to be event industry events.) For example: Is there a company in the area that seems to resonate with your values? Who books company events for them? Where might that person network?
Leverage Data Analytics
Utilize data analytics tools to gain insights into potential clients:
- Customer Profiles: First and foremost, create detailed profiles from past bookings. These profiles include key info about your event clients, such as their preferences, past events, and interactions with your venue. Moreover, gather details like event type, budget, client goals, feedback, and the experiences they value most. AI tools can help by analyzing data and spotting patterns; thus making it easier to customize your approach. Consequently, this helps you understand what attracts clients and tailor your offerings to fit their needs better.
- Engagement Metrics: Additionally, analyze which types of content generate the most interest among your audience. Again, AI can help with this task. Most marketing tools have workspaces or reports dedicated entirely to analysis. Therefore, find one that you like and use it!
Engage Through Content Marketing
Creating content that speaks directly to aligned planners is one of VPG's key strategies. Here’s how to make your content work for you:
- Blog Posts: Write about cool events hosted at your place. Show what made each event special, the problems you solved, and the key things that made it awesome. This shows you're flexible and builds trust with future planners.
- Case Studies: Share detailed stories showing how past events rocked because they chose your venue. Use specific numbers, pictures, and client quotes from the live event to show the real value of your space.
- Social Proof: Share testimonials and reviews from happy clients. Social proof is super powerful for building trust. Think about making video testimonials or sharing content from past events to make it more real and relatable.
Building Lasting Relationships
You’re action doesn’t end when the event does. It is important to continued to engage with your event clients in order to maintain your pipeline. Here are some strategies:
Personalized Communication
As a sales rep (or manager of a sales rep) Here’s how you tailor communication efforts as part of a lead nurture campaign:
- Direct Outreach: Send personalized emails or messages acknowledging their work and proposing collaboration. This is an important step in nurturing leads and building a relationship from the very beginning.
- Follow-Up Strategies: Implement follow-up strategies post-event to gather feedback and express gratitude. These follow-ups are crucial parts of a nurture sequence, ensuring ongoing engagement and strengthening the relationship over time.
Offer Value Beyond Space Rental
Provide additional value-added services:
Event Planning Support: Help with planning things like décor, food, or entertainment by working with local vendors. An event sales person can:
- Make a list of trusted local businesses that are your vendors
- Create packages that include these services
- Act as a go-between for the client and vendors to make planning easier.
Exclusive Perks: Your event sales person can design special deals like lower prices for regular customers or loyalty programs.
- Set up loyalty programs to reward repeat clients and introduce them to new products.
- Provide personalized discounts for repeat bookings, including offers on new products.
- Create VIP experiences with early booking access or exclusive extras, featuring sneak peeks of new products.
- Foster client loyalty and encourage repeat business through tailored perks that highlight our latest new product offerings.
Conclusion
Attracting the right events to a unique PLACE involves knowing what makes your PLACE special and finding planners who align with that vision through thorough research. Utilizing data analytics can guide your decisions, while engaging with targeted content marketing helps create interest. Personalizing communication efforts and offering value-added services beyond just renting space are crucial event sales tips. Following best practices such as building strong community connections further enhances your PLACE's appeal. By focusing on these strategic steps, you'll make your PLACE irresistible, drawing in those who will truly appreciate it and turning every event into an unforgettable experience.
And remember: be exactly who you are.
Don't be afraid to say no to the wrong client.
You are special, and people want to know about you.
Tell them your story.
Ready to Make Your Venue Shine?
Your unique venue deserves the spotlight, and we're here to help you make it happen! Connect with us today by filling out the form on our website. Let’s start a conversation about how we can work together to create unforgettable events that highlight what makes your place special. Don't wait—your story is waiting to be told, and we can't wait to hear it! 🌟
