Non-traditional venues like art galleries, rooftop bars, small theaters, and historic property have a unique challenge: keeping their charm while using smart marketing. Regular marketing often misses what makes these places special. And though databases like Peerspace are a good option, they won’t always bring in big dollars. So, what does good venue marketing look like? By embracing authenticity, vulnerability, and genesis (bold creativity). To help with this, we're launching a 30-Day Authentic Marketing Challenge to help you dive in and make a difference. But first, let’s break it down!
1. Authenticity in Venue Marketing: Show Who You Truly Are
Non-traditional venues, unlike the more classic wedding venues, have a unique story and character. Authentic marketing shows off your venue's true personality and quirks, highlighting what makes it special. People love real experiences, so make sure your marketing reflects the genuine vibe of your place.
How to Embrace Authenticity in Venue Marketing:
- Share Your Story: Every venue has a history—maybe it’s an old warehouse, a historic building, or the site of past events. Sharing this helps people connect with your space. Ask yourself: What stories haven’t you told about your venue? It might be time to share them.
- Say the Things That Feel Scary: Talk about the challenges you faced, mistakes made, or doubts you had when starting out. Being open makes your venue more relatable and human. What part of your venue’s story makes you feel vulnerable?
- Highlight How You Are Unorthodox: This goes beyond just being unique. The story that connects most with people is the one that defies convention—the WILDEST part of you. Are you showcasing your venue’s wildest qualities, or are you holding back to fit in?
2. Vulnerability in Venue Marketing: Connect Through Your Story
Share the reality behind your venue, including the struggles, efforts, and passion that go into making each event special. By opening up, you invite your audience to see the human side of your business, fostering a sense of trust and connection.
Ways to Incorporate Vulnerability in Venue Marketing:
- Show Behind-the-Scenes Moments: Let people in on the prep work, challenges, and wins. Share short videos or stories of your team setting up for an event, dealing with unexpected problems, or celebrating a job well done. People love bloopers. If you are a restaurant, this type of content works extremely well! What behind-the-scenes story could you share this week?
- Share Personal Stories: Introduce your audience to the people behind the venue—your team, local artists, or even guests who have made unforgettable memories there. Making it real for your audience is what transforms them into your people. Who are all the people that make your place, the PLACE?
- Ask for Feedback: Vulnerability means admitting that there’s always room for improvement. Invite feedback from your audience about what they loved or what could be better. This not only helps you grow but also shows that you care about creating the best experience possible. When was the last time you asked your guests, or better yet -- corporate event planners for honest feedback?
3. Genesis in Venue Marketing: Fearless Creativity
Genesis here means using bold creativity to change what an event venue can be. Unique venues should use their originality to make unforgettable marketing moments with daring ideas.
How to Unleash Fearless Creativity:
- Create Spectacles: Use your venue's unique features for eye-catching events. Turn an unused corner into an art space, make a rooftop garden, or host a light show. Big impact doesn’t need a big budget—it's about using what you have in surprising ways. Capture video content! What part of your venue could you turn into something amazing? How will you use the video clips? (Here’s an older article but such a good breakdown of creating a spectacle.)
- Engage in Collaborative Projects: Partner with local artists, musicians, local event planners, or businesses for collaborative events that bring new life to your space. Fearless creativity means opening your venue to new ideas and shared experiences, creating buzz locally and online. Who could you team up with for a buzzworthy event?
- Experiment with Technology: Mix traditional elements with modern tech. Use simple AR (augmented reality) for interactive experiences, or create virtual tours showcasing versatility. Innovative tech can add excitement and make your venue memorable. What’s one technology you could use to surprise and engage guests?
And don't forget the power of search engine optimization! By optimizing your content for SEO, you'll ensure that all those tech-savvy guests can find your amazing venue online before they even step through the door. 🌟
The 30-Day Authentic Marketing Challenge
Ready to turn these ideas into reality? For the next 30 days, we challenge you to use these strategies and add more authenticity, vulnerability, and creativity to your venue’s marketing. Here’s how:
- Week 1: Embrace Authenticity – Share a behind-the-scenes story on your social media. Highlight a struggle, a quirky detail about the venue, or something personal from your journey. Post this on ALL social channels (including LinkedIn) 2x per day. What story are you ready to tell?
- Week 2: Show Vulnerability – Post about an event mishap or a challenge you've faced as a venue owner and how you overcame it. Ask your audience for their input or stories to build community. You can add this in your newsletter or write about it in a series of blog posts. How can sharing this help you connect with your audience? (This is an excellent book on transparency in sales by Todd Caponi and it applies beautifully to marketing.)
- Week 3: Ignite Fearless Creativity – Host an unconventional, low-budget event or create something unique in your space. Try to think outside the box and do something different than what you’ve done at previous events. Document the process and share the results online. Meet with your team at least 2x per week before the event for planning sessions and details. What fearless idea have you been holding back on?
- Week 4: Reflect and Share – Invite participants to reflect on the experience, what they learned, and how their audience responded. Share insights on social media or in a blog post using a specific hashtag to foster community and inspire others to join the conversation. Review all engagement data together as a team. What worked well? What would you do less of next time?
Bringing It All Together
Marketing for unique venues isn't about sticking to a script—it's about highlighting what makes your place special. By focusing on authenticity, you tell a real story that connects with people. An effective marketing plan shows vulnerability, helping to build a bond and turn visitors into loyal fans. And through genesis, you unleash bold creativity to craft unforgettable moments.
So, are you ready for the challenge? Your venue is more than just a space; it's a story waiting to unfold, an experience ready to be felt, and a canvas for fresh ideas. Embrace these three elements in your marketing, and you'll not only stand out but also create lasting relationships with your audience beyond just one event.