The easier your event planning business is to describe, the easier it is to refer. Give past clients, vendors, NYC venues, and industry contacts a clear answer to one question: “Who should I send your way?”
Referrals are huge in the events industry. But “I know a great planner” only gets you so far. Give people something more specific to remember and repeat.
Be Known for Something
You don’t have to pick one tiny niche for the rest of your career. You do need a reputation people can put into words.
Maybe you’re the planner for:
- High-end milestone birthdays
- Large corporate celebrations
- Mitzvahs that appeal to teens and adults
- Logistically complicated NYC events
- Experiential brand activations
- Events in unconventional venues
“I know exactly who you should call” is the goal.
Give People a Better Way to Describe You
What would a venue manager say about your business right now?
“They’re great” is nice. “They’re incredible with complicated corporate events and never lose their cool” is useful.
Look at the language on your website, social profiles, LinkedIn, and marketing materials. Pick a few specific strengths and repeat them consistently enough that other people start repeating them, too.
Tell Your Network What You Want
Your vendor partners can’t read your mind.
If you want more corporate events this year, say so. If you’re trying to grow your mitzvah business, tell the photographers, DJs, venues, caterers, and rental pros already working in that world.
Try something as simple as, “We’re looking to take on more corporate holiday events this season. Keep us in mind if you hear of anyone looking.”
Now they know what opportunity to listen for.
Make Sure Your Website Backs Up the Referral
A referral gets someone to your door. Your marketing still has to invite them inside.
If someone says you’re fantastic at milestone celebrations and your website only shows corporate conferences, you’ve created doubt where there didn’t need to be any.
Build clear service pages. Keep your portfolio current. Feature testimonials from the clients you want more of. Make sure referred prospects can quickly confirm, “Yes, this planner does exactly what I was told they do.”
Give Vendors a Reason to Remember You
Referral relationships aren’t built by handing out business cards at networking events and disappearing.
Refer business to other vendors when you can. Tag them in event photos. Share their work. Introduce them to people. Be easy to work with onsite.
People tend to remember the partners who make their businesses better, too.
Stay Visible After the Event
Your happiest clients are prime referral sources, but six months later, life has moved on.
Stay lightly connected. Share anniversary posts when appropriate. Send occasional updates. Engage on social. Ask for a testimonial shortly after the event. Make sure clients remember your company when a friend, colleague, or family member says, “Do you know an event planner?”
You want your name to come out before they finish the question.
Build a Network That Keeps Your Name Moving
The strongest referral networks don’t happen by accident. They grow when more people understand what you do, trust how you work, and know exactly when to recommend you.
The Event Planner Expo puts NYC event planners, venues, vendors, corporate decision-makers, and industry pros together under one roof. Get your tickets and start building relationships with people who could be saying your name the next time an event opportunity comes up.
