Your portfolio is filled with stunning events, and your clients consistently rave about your work. So why isn’t your calendar completely booked? The gap often lies in your marketing strategy. A successful business is built on two pillars: delivering exceptional service and effectively communicating your value to the right people. Learning how to market an event company is about creating a system that consistently attracts your ideal clients. This guide moves beyond random tactics and provides a comprehensive framework for building a brand, generating leads, and turning your passion for events into a profitable, sustainable business that stands out from the crowd.
Key Takeaways
- Establish Your Digital Authority First: Before anything else, build a professional website and a targeted social media presence. Use valuable content and smart SEO to attract your ideal clients and make a powerful first impression online.
- Turn Connections into Contracts: Your best leads come from genuine relationships. Actively network with vendors, attend industry events, and use personalized email marketing to build a powerful referral engine that consistently brings in business.
- Prove Your Worth, Then Price It Accordingly: Use a stunning portfolio and client testimonials to demonstrate your value, which justifies your pricing. Consistently track your marketing ROI to understand what works, allowing you to invest in strategies that fuel sustainable growth.
Build Your Event Marketing Strategy
Before you design a single flyer or post on social media, you need a solid marketing strategy. Think of it as your roadmap—it ensures every action you take is intentional and moves you closer to your business goals. Without a clear plan, you risk wasting time and money on efforts that don’t connect with the right people. A strong strategy is built on three core pillars: understanding who you’re trying to reach, defining what success looks like, and choosing the right places to communicate your message. Getting these fundamentals right will make every other marketing decision easier and far more effective.
Define Your Target Audience
You can’t effectively market your services if you don’t know exactly who you’re talking to. The first step is to get crystal clear on your ideal client. Go beyond basic demographics and create detailed attendee personas that feel like real people. What industry are they in? What’s their job title? More importantly, what are their biggest pain points when it comes to planning events, and what are their ultimate goals? Are you targeting corporate marketing managers who need to impress their executives, or non-profit directors trying to maximize fundraising? Knowing this helps you tailor your messaging to address their specific needs, making your services feel like the perfect solution.
Set Clear Marketing Goals
Once you know your audience, you need to define what you want to achieve. Vague goals like “get more clients” won’t cut it. Your marketing objectives should be specific, measurable, and tied directly to your business growth. Are you aiming to book five new weddings this season? Do you want to secure three major corporate conferences by the end of the year? Or is your goal to get featured in a prominent industry publication? Each of these goals requires a different approach. For example, if media coverage is your target, your strategy should include building relationships with journalists and preparing compelling press kits. Clear goals give your marketing efforts purpose and allow you to track your progress effectively.
Choose the Right Marketing Channels
With your audience and goals defined, choosing where to focus your marketing efforts becomes much simpler. The key is to be present where your ideal clients are already spending their time. You don’t need to be on every platform. If you’re targeting corporate clients, LinkedIn and targeted email outreach might be your best bet. If you plan social events, Instagram and Facebook could be more effective. Consider forming strategic partnerships with venues, caterers, or other vendors who serve a similar clientele. Collaborating with established sponsors and partners can introduce your brand to a warm, relevant audience and build credibility much faster than starting from scratch.
Establish a Strong Online Presence
Your online presence is your digital handshake, portfolio, and business card all rolled into one. Before a potential client ever speaks to you, they’ll likely search for you online. What they find—or don’t find—will shape their first impression. A strong, professional online footprint builds credibility and makes it easy for your ideal clients to discover your services. It’s not just about having a website; it’s about creating a cohesive digital ecosystem that showcases your expertise, attracts the right audience, and turns curious visitors into loyal clients. Let’s walk through the essential steps to build an online presence that works for you around the clock.
Build a Professional Website
Think of your website as the central hub for your event company. It’s the one place online that you completely own and control. Your site should be clean, professional, and easy for visitors to use. The most important elements to include are a clear description of your services, a stunning portfolio with high-quality photos and videos from past events, and glowing client testimonials. Make your contact information prominent and easy to find on every page. Your website is often the first direct interaction a potential client has with your brand, so make sure it reflects the quality and creativity you bring to every event.
Optimize for Search Engines
Having a beautiful website is great, but it won’t generate leads if no one can find it. This is where search engine optimization (SEO) comes in. SEO is the practice of helping your website appear higher in search results when people look for event planners. Start by identifying the keywords your ideal clients are using, such as “corporate event planner in NYC” or “luxury wedding coordinator.” You can then incorporate these keywords naturally throughout your website content. A well-optimized site acts like a magnet, drawing in qualified traffic from people who are actively searching for the exact services you offer.
Create Valuable Content
Content is how you demonstrate your expertise and build trust with your audience long before they’re ready to hire you. By creating helpful resources, you position yourself as a go-to authority in the event industry. Start a blog and share posts about event trends, venue selection tips, or budget-saving ideas. You could also create downloadable checklists for clients or guides on planning the perfect corporate retreat. This type of content not only helps with your SEO but also shows potential clients that you understand their challenges and have the solutions. For inspiration, see how industry leaders share their knowledge on The Event Planner Expo blog.
Use Local SEO Strategies
For most event planners, clients come from a specific city or region. That’s why local SEO is so important. This strategy focuses on making your business more visible in local search results. The first and most critical step is to create and optimize your free Google Business Profile. Encourage past clients to leave reviews, ensure your business name, address, and phone number are consistent across the web, and get listed in local online directories. When someone in your area searches for an event planner, these local signals tell search engines that you’re a relevant and trustworthy choice nearby.
Master Offline Marketing
While a strong digital footprint is essential, the event industry is built on human connection. Offline marketing is where you forge the tangible relationships that lead to lasting business. It’s about getting face-to-face with potential clients, partners, and collaborators to build trust and demonstrate your expertise in a way that a screen never can. These real-world interactions are what set successful event companies apart, creating a network of advocates who will champion your brand.
From local meetups to major industry conferences, your offline strategy should focus on creating meaningful touchpoints. Think of it as building a community around your business. By connecting with vendors, attending trade shows, forming strategic partnerships, and even hosting your own small events, you create a powerful ecosystem for referrals and new opportunities. These efforts not only generate leads but also solidify your reputation as a go-to professional in your market. The most impactful connections often happen in person, making offline marketing a critical component of your growth strategy.
Network with Local Vendors and Venues
Your local industry peers are not your competition; they are your greatest allies. Building strong relationships with venues, caterers, photographers, florists, and other event professionals creates a powerful referral engine. When a trusted florist recommends your planning services to a client, it carries more weight than any ad. Reach out and introduce yourself. Grab coffee, tour their space, and learn about their business. By establishing a network of professionals who know and trust your work, you create a steady stream of high-quality leads. This collaborative approach helps everyone succeed and cements your company’s credibility within the local event scene.
Attend Industry Trade Shows
There is no substitute for placing yourself in a room filled with potential clients and partners. Attending industry trade shows allows you to make personal connections that accelerate business growth. These events are designed for networking, giving you direct access to corporate decision-makers and other professionals actively looking for event services. A single conversation at a trade show can lead to a major contract. Make it a priority to attend premier gatherings like The Event Planner Expo, where you can meet industry leaders, discover new trends, and showcase your brand to a highly targeted audience. It’s an investment that pays dividends in connections and contracts.
Build Strategic Partnerships
Look for opportunities to collaborate with businesses and organizations that share your target audience but don’t directly compete with you. Partnering with non-profits for their annual galas, local businesses for their product launches, or even corporate wellness companies for their retreats can open up entirely new markets. These strategic partnerships are mutually beneficial, providing valuable event expertise to your partner while introducing your company to their established community. Think about who already has the attention of your ideal client and find creative ways to work together. This approach expands your reach far beyond your own marketing efforts.
Host Workshops and Seminars
Position yourself as an industry authority by hosting your own small-scale events. Workshops or seminars on topics like “Event Budgeting for Startups” or “How to Plan a Hybrid Conference” can attract your ideal clients while showcasing your expertise. These events provide genuine value and give attendees a firsthand look at your professionalism and planning skills. It’s a fantastic way to generate qualified leads, as attendees are already interested in event services. You can also use these workshops to build an email list and nurture relationships, turning attendees into loyal clients over time.
Transform Your Marketing with Social Media
Social media is your digital stage. It’s where you can visually tell your brand’s story, connect directly with potential clients, and build a community around your work. For an event company, a strong social media presence isn’t just nice to have—it’s a powerful tool for showcasing your creativity and proving your expertise. By being strategic about where and what you post, you can attract your ideal clients and keep your booking calendar full. The key is to move beyond simply posting and start building genuine connections through engaging, high-quality content.
Choose the Right Platforms
Your time is valuable, so don’t spread yourself thin trying to be on every social media platform. Instead, focus on where your ideal clients are spending their time. For most event planners, visual platforms are your best bet. Use Instagram, Pinterest, and Facebook to share event highlights, behind-the-scenes content, and engage with your network. These channels are perfect for showcasing the stunning aesthetics of your work. If you specialize in corporate events, don’t overlook LinkedIn. It’s the ideal place to connect with corporate decision-makers and share content that highlights your professionalism and business impact. Research your target audience’s demographics and choose one or two platforms to master first.
Share Compelling Visuals
In the event industry, a picture is truly worth a thousand words. Your social media feed is your living portfolio, so make it count. Use high-quality photos and videos to demonstrate your style and capabilities. Think beyond static photos of finished rooms. Share dynamic content like time-lapse videos of your setup process, short interviews with happy clients, or behind-the-scenes stories that show the human side of your brand. Investing in a professional photographer for your key events is one of the best marketing decisions you can make. These compelling visuals help potential clients envision the incredible experience you can create for them, making it easier for them to say “yes.”
Create Branded Hashtags and Campaigns
A great hashtag does more than just categorize your post; it builds a digital footprint for your brand and your events. Create a unique, memorable hashtag for your company (e.g., #EventsBy[YourName]) and use it consistently. For each event, develop a specific hashtag (e.g., #[ClientName]Gala2026) and encourage guests and vendors to use it. This turns attendees into brand ambassadors and collects all event-related content in one easy-to-find place. To expand your reach, also use popular, relevant tags within your industry and location. This simple strategy can significantly enhance your visibility and help you track the buzz around your events.
Use Interactive Engagement Strategies
Social media is a conversation, not a monologue. The best way to build a loyal following is to actively engage with your audience. Go beyond just posting photos and ask questions in your captions, run polls in your Stories, and host live Q&A sessions where you share your expertise. When people comment, respond thoughtfully. This shows you’re listening and builds real relationships. You can also create branded games or contests to start conversations and generate leads. These interactive strategies make your brand more memorable and foster a community that feels connected to your work. The connections you make can lead to powerful business opportunities and partnerships, much like those found at The Event Planner Expo’s networking events.
Build Client Relationships with Email Marketing
Email marketing is your direct line to past, present, and future clients. It’s one of the most powerful tools in your arsenal because you own your email list—it isn’t subject to the whims of a social media algorithm. This channel is less about blasting promotions and more about building genuine, lasting connections. When you land in someone’s inbox, you have a unique opportunity to share your story, showcase your expertise, and stay top-of-mind for their next big event.
A thoughtful email strategy helps you guide potential clients from their first inquiry to a signed contract and turns one-time customers into loyal advocates. By delivering consistent value directly to their inbox, you build the trust and rapport that are essential in the event planning industry. It’s how you keep the conversation going long after the last guest has gone home, ensuring you’re the first person they call for their next event.
Grow and Segment Your Email List
Your email list is one of your company’s most valuable assets, so focus on growing it with qualified leads. You can collect emails through a sign-up form on your website, at networking events, or by offering a valuable resource like a free event planning checklist. The key is to attract people who are genuinely interested in your services. Once you have subscribers, the real magic happens with segmentation. Segmenting your email list means dividing your contacts into smaller groups based on shared characteristics, like the type of events they’re interested in (corporate, weddings, non-profit) or whether they’re a past client or a new lead. This allows you to send highly relevant content that speaks directly to their needs, making your emails feel personal and valuable rather than generic.
Create Engaging Newsletters
Once someone joins your list, keep them engaged with regular, interesting content. A well-crafted newsletter helps build a relationship and keeps your brand fresh in their minds. Think beyond just sales pitches. Send a warm welcome message to new subscribers, share behind-the-scenes stories from recent events, or offer helpful tips for planning a successful gathering. You can also feature preferred vendors or highlight a recent case study. The goal is to provide value and establish yourself as an expert. By consistently showing up in their inbox with useful and inspiring content, you build trust and make it an easy choice for them to hire your company when the time comes.
Nurture Leads with Automation
Email automation is your secret weapon for saving time while still providing a personal touch. You can set up automated email sequences, or “drips,” that are triggered by specific actions. For example, when someone fills out your contact form, you can automatically send a series of emails that introduces your services, showcases your portfolio, and answers common questions. While automation tools are incredibly efficient, it’s important to maintain a human element. Always review your automated messages to ensure the tone is right and the information is accurate. This combination of technology and personal oversight allows you to nurture leads effectively without letting anyone slip through the cracks.
Gather Feedback and Stay Consistent
The conversation shouldn’t end once the event is over. Following up is crucial for improving your services and securing future business. Send a post-event survey to attendees and clients to gather honest feedback on what they loved and what could be done differently. This information is invaluable for refining your process and demonstrating that you care about the client experience. Staying in touch consistently—whether it’s with a quarterly newsletter or a simple check-in email—keeps the relationship warm. It reminds past clients of the great work you did, making them more likely to rehire you or refer you to their network.
Showcase Your Portfolio to Win Clients
Your portfolio is your most powerful sales tool. It’s the tangible proof that you can deliver on your promises and bring a client’s vision to life. While describing your services is important, showing what you’ve accomplished is what truly closes deals. A well-curated portfolio does more than just display pretty pictures; it tells a story of transformation, client satisfaction, and professional expertise. It allows potential clients to see themselves in your work and feel confident in their decision to hire you, making it a critical piece of your overall business development.
Building a compelling portfolio requires a strategic approach. You need to think like a marketer and present your work in a way that addresses a potential client’s needs and hesitations. This means going beyond a simple gallery of images. By professionally documenting your events, showcasing dramatic before-and-afters, and leveraging the power of client testimonials, you create a multi-faceted presentation of your value. This collection of your best work, backed by social proof, becomes the cornerstone of your event marketing strategy and the key to winning bigger and better clients. It’s what separates a good planner from a sought-after one.
Document Every Event Professionally
Your work deserves to be seen in the best possible light, and that means investing in professional documentation. Grainy phone photos won’t do justice to the atmosphere you’ve so carefully created. Hire a professional photographer and videographer for your key events to capture high-quality visuals that showcase your style and capabilities. These images and videos are assets you can use across your website, social media, and proposals. Focus on capturing not just the wide shots of the room, but also the small details, the candid moments of guest enjoyment, and the overall energy of the event. This helps potential clients visualize what you can create for them and demonstrates a professional commitment to quality from start to finish.
Create Before-and-After Showcases
One of the most effective ways to demonstrate your value is by showing the transformation you can achieve. Before-and-after showcases are incredibly compelling because they visually narrate a story of your creative process and problem-solving skills. Start with a photo of a plain, empty venue, and pair it with a stunning shot of the same space fully decorated and buzzing with energy. This powerful contrast immediately highlights your ability to turn a blank canvas into an unforgettable experience. Use these comparisons on your website’s portfolio page, in social media carousels, and within your client proposals to make a memorable impact and prove your expertise.
Gather and Display Client Testimonials
While stunning visuals capture attention, heartfelt words build trust. Client testimonials are the social proof that validates your skills and reassures potential customers that they’re making the right choice. Don’t be shy about asking for feedback. After a successful event, send your clients a simple, direct email with a link to your preferred review platform, like Google or Yelp. Make it as easy as possible for them to share their positive experience. Once you have these glowing reviews, feature them prominently. Display your best testimonials on your homepage, create a dedicated praise page, and turn powerful quotes into shareable graphics for social media.
Build Trust with Social Proof
Social proof extends beyond client testimonials to include any third-party validation that reinforces your credibility. This can include media mentions, industry awards, certifications, or the logos of well-known companies you’ve worked with. This type of validation positions you as a respected and established professional in the field. You can create an “As Seen In” or “Our Clients” section on your website to display these credentials. Being an exhibitor or speaker at a major industry conference like The Event Planner Expo is another powerful form of social proof, signaling to potential clients that you are a leader in the events world.
Price Your Services to Attract the Right Clients
Your pricing is more than just a number—it’s a powerful marketing tool that communicates your value and attracts your ideal client. When you price your services strategically, you position your brand correctly in the marketplace and draw in clients who understand and appreciate the expertise you bring to the table. It’s about finding the perfect balance between market rates, your costs, and the unique value you deliver.
Research Competitor Pricing
Before setting your rates, take a look at what other event planners in your market are charging. The goal isn’t to copy them or engage in a race to the bottom, but to understand the landscape. A thorough competitive analysis helps you see the going rates for different types of services, from day-of coordination to full-scale event production. This research gives you a benchmark, ensuring you don’t undervalue your skills or price yourself out of potential opportunities. It allows you to position your company confidently, whether you aim to be a premium provider or offer more accessible services.
Create Tiered Service Packages
One of the best ways to appeal to a broader range of clients is by offering tiered service packages. Instead of presenting a single, all-or-nothing price, create distinct options that cater to different needs and budgets. For example, you could offer a basic package for day-of coordination, a mid-tier option for partial planning, and a premium, all-inclusive package for full event design and management. This approach makes your services more accessible and gives clients a clear understanding of what they get at each level. It also creates natural opportunities to upsell clients who may start with a smaller package but realize they need more support.
Communicate Your Value Clearly
Your price tag should always be backed by a strong value proposition. Clients are more willing to invest when they understand exactly what they’re paying for and why you’re the right person for the job. Clearly articulate what sets you apart. Is it your exclusive network of vendors, your impeccable design sense, or your talent for creating seamless guest experiences? Highlight these differentiators on your website, in your proposals, and during consultations. Focus on how your expertise solves specific problems for your clients, turning your service from a cost into a crucial investment for their event’s success.
Handle Budget Constraints Professionally
It’s inevitable that some potential clients will have budget constraints. Instead of seeing this as a dead end, view it as a chance to demonstrate your flexibility and problem-solving skills. When a client expresses concern about pricing, listen to their needs and see if you can offer an alternative solution. This might mean suggesting a smaller service package, customizing a proposal to focus on their top priorities, or breaking the project into phases. The key is to find a middle ground without devaluing your work. Handling these conversations with grace and professionalism builds trust and shows that you’re a true partner in bringing their vision to life.
Measure Your Marketing Success
You can’t grow what you don’t measure. Pouring time and money into marketing without tracking the results is like planning an event blindfolded. To make sure your efforts are paying off, you need to get comfortable with a few key metrics. This isn’t about getting lost in spreadsheets; it’s about gaining clarity on what’s working so you can do more of it. By regularly checking your performance, you can make smarter decisions, refine your strategy, and confidently invest in the channels that bring you the best clients.
Track Website and Social Media Analytics
Your digital presence is a goldmine of data. Start by looking at your website traffic, paying attention to where visitors are coming from. Are they finding you through Google, Instagram, or a referral from another vendor? Also, track how long they stay on your site and which pages they visit most. On social media, go beyond likes and followers. Look at engagement rates—comments, shares, and saves—to see what content truly connects with your audience. These key performance indicators (KPIs)give you a clear picture of your brand’s visibility and help you understand what’s driving interest in your services.
Monitor Lead Generation and Conversions
Attracting an audience is great, but turning that audience into paying clients is the goal. This is where lead generation and conversion tracking come in. A “lead” is anyone who shows interest by filling out your contact form, calling you, or signing up for your newsletter. You should know your cost per lead (CPL)—how much you spend on marketing to get one potential client. From there, track your conversion rate: what percentage of those leads actually book your services? This data shows you how effective your sales process is and helps you evaluate whether your marketing campaigns are truly cost-effective.
Measure Client Retention and Lifetime Value
Winning a new client is exciting, but keeping one is profitable. Client retention measures how many clients return to you for future events. A high retention rate is a sign that you’re delivering an exceptional experience and building strong, loyal relationships. This is far more efficient than constantly chasing new business. Also, consider the lifetime value (LTV) of a client—the total revenue they bring to your business over time. Understanding LTV helps you identify your best clients and focus your efforts on finding more people just like them, ensuring sustainable growth for your company.
Calculate Your Return on Investment
Ultimately, you need to know if your marketing is making you money. Calculating your return on investment (ROI) tells you exactly that. In simple terms, ROI compares the revenue generated from your marketing activities to the amount you spent on them. For every dollar you put into a Facebook ad campaign or a trade show booth, how many dollars did you get back in new business? This single metric is one of the most important for judging the financial success of your strategy. It helps you justify your marketing budget and make informed decisions about where to allocate funds in the future.
Use the Right Marketing Tools
Marketing your event company involves many moving parts. The right tools don’t just make your life easier—they make your marketing more effective. By automating tasks and gathering data, you can focus on creating amazing events and building client relationships. Think of these tools as your expert marketing team, working behind the scenes to help you grow. Here are the essentials.
Choose an Event Management Platform
An event management platform is your command center. It handles everything from registration and ticketing to attendee communication and post-event feedback. With the rise of virtual and hybrid events, a solid platform is essential for keeping your audience engaged no matter where they are. Look for software that offers a seamless experience for both you and your attendees. The best platforms provide robust analytics, helping you understand what worked and how to improve your next event. This is a key investment in streamlining your operations and delivering a professional experience.
Use SEO and Analytics Tools
For clients to find you, you need to appear where they’re looking: search engines. Search Engine Optimization (SEO) helps your website become more visible in search results. Tools like Google Keyword Planner help you find the exact phrases your ideal clients are using. Once they land on your site, Google Analytics shows you how they got there and what they do next. This data is invaluable. It tells you which marketing channels are working and which pages are most effective at turning visitors into leads, allowing you to make smarter marketing decisions.
Automate with Social Media Schedulers
Staying active on social media is crucial, but it can be time-consuming. Social media schedulers are a game-changer. Tools like Buffer or Later let you plan and schedule content weeks in advance across all your platforms, ensuring a consistent presence without daily manual posting. By batching your content creation, you free up time to focus on genuine interaction, like responding to comments and messages. Many of these tools also provide analytics to help you optimize your strategy by showing you what content resonates most with your audience.
Streamline with Email Automation
Your email list is one of your most valuable marketing assets—it’s a direct line to people interested in your services. Email automation platforms like Mailchimp or ConvertKit help you nurture these relationships at scale. You can set up automated email sequences to welcome new subscribers, follow up with potential clients, or send post-event thank you notes. Building a strong email list is a secret weapon for successful event organizers because it allows you to build trust and stay top-of-mind, turning subscribers into loyal clients over time.
Generate Referrals and Word-of-Mouth Buzz
In the event industry, your reputation is everything. While a slick website and a strong social media presence are essential, nothing compares to the power of a personal recommendation. Word-of-mouth marketing isn’t just a bonus—it’s a cornerstone of a sustainable event planning business. When a past client raves about your services to a colleague, that referral comes with a built-in layer of trust that you simply can’t buy. It tells potential clients that you deliver on your promises and create exceptional experiences, cutting through the noise of traditional advertising.
Building a business that generates buzz organically takes time and consistent effort. It starts with delivering outstanding service at every event, but it doesn’t end there. You need a proactive strategy to encourage and capture that positive feedback. By creating a system for generating referrals, maintaining relationships, and collecting reviews, you can turn your happy clients into your most effective marketing team. These connections are what fuel long-term growth and solidify your place as a go-to professional in the industry. Attending industry events is a great way to learn more about building these crucial relationships and strategies.
Develop an Incentivized Referral Program
One of the most direct ways to encourage word-of-mouth is to create a referral program. People are often happy to recommend a great service, but a little incentive can make it a priority. Your program doesn’t need to be complicated. It can be as simple as offering a past client a commission, a discount on future services, or a thoughtful gift card for sending a new, confirmed client your way. The key is to make the reward valuable enough to be motivating and to make the process seamless. Let your best clients know about the program personally after a successful event. A simple, “I so enjoyed working with you, and I’d be grateful for any referrals you send my way. As a thank you, I offer…” can work wonders.
Maintain Relationships with Past Clients
Your relationship with a client shouldn’t end when the event cleanup is done. Staying in touch keeps you top-of-mind for future events and referrals. This doesn’t mean you need to bombard them with emails. A simple, personalized approach is far more effective. Send a handwritten thank-you note after an event, connect with them on LinkedIn, or send a quick email a few months later to check in. Remember to nurture your relationships with vendors, too. Venues, caterers, and photographers can be incredible sources of referrals. When you work well together and send business their way, they’re likely to return the favor. These professional connections are a vital part of your network, and you can meet many top-tier exhibitors at industry conferences.
Ask for Reviews and Recommendations
Positive online reviews are the digital equivalent of a friend’s recommendation. They provide the social proof that new clients need to feel confident in hiring you. But you can’t always wait for clients to leave a review on their own—you often have to ask. The best time to do this is right after a successful event when they’re still buzzing with excitement and gratitude. Make it as easy as possible for them. Send a follow-up email with a direct link to your preferred review platforms, like Google, Yelp, or The Knot. For corporate clients, a recommendation on your LinkedIn profile can be incredibly powerful. Don’t be shy about asking; happy clients are usually more than willing to share their positive experiences.
Turn Satisfied Clients into Brand Advocates
A brand advocate is more than just a happy client; they’re a true fan who actively promotes your business. You can cultivate these relationships by going the extra mile. After asking for a review, consider asking for a more detailed testimonial that you can feature prominently on your website and in your proposals. You could even ask if they’d be willing to act as a reference for high-value potential clients. Another great strategy is to create a detailed case study or portfolio piece about their event (with their permission, of course). Tag them in social media posts showcasing the beautiful photos from their event. When you celebrate your clients’ successes and make them feel like valued partners, you create a powerful bond that turns them into your most passionate supporters.
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Frequently Asked Questions
This is a lot of information. Where should I even start? It can definitely feel like a lot, so start with the foundation. Before you worry about anything else, get absolutely clear on who your ideal client is and what your specific business goals are for the year. Once you know exactly who you’re talking to and what you want to achieve, every other decision becomes simpler. From there, pick just one online and one offline strategy to focus on, like perfecting your website and building relationships with three local venues. Master those before adding more to your plate.
How do I know which social media platform is right for my business? The best platform isn’t the most popular one; it’s the one where your ideal clients spend their time. If you specialize in corporate conferences and product launches, you should be active on LinkedIn, connecting with decision-makers. If your focus is on weddings and social events, a visual platform like Instagram or Pinterest will be far more effective for showcasing your work. Don’t try to be everywhere. Instead, choose one or two channels that align with your target audience and commit to creating great content there.
Is it really worth the money to attend a big trade show? Attending a major industry conference is an investment, but it’s one that can pay off significantly. Think of it less as an expense and more as a shortcut to connecting with high-value clients and partners you might not otherwise meet. The goal isn’t to collect a stack of business cards, but to have meaningful conversations with people who are actively looking for event services. A single connection made at an event like The Event Planner Expo can lead to a contract that covers the cost of your ticket many times over.
I find it hard to ask clients for testimonials. Any advice? You’re not alone in feeling this way, but happy clients are usually glad to help. The key is to make it a natural part of your process. The best time to ask is right after a successful event when your client is thrilled with the outcome. Send a follow-up email thanking them for their partnership and include a direct link to your preferred review site. You can frame the request by explaining that their feedback helps other people who are looking for a great planner make a confident decision.
How can I market my business if I don’t have a big budget? You don’t need a huge budget to make a big impact. Some of the most effective marketing strategies are low-cost or free. Start by optimizing your Google Business Profile—it’s a powerful tool for attracting local clients. Focus on building strong relationships with local vendors and venues to create a referral network. You can also start a blog or share your expertise on social media. These content-focused efforts build trust and establish you as an authority, which often leads to better clients than paid ads.
Stop Being a Spectator—Start Being the Standard
The event landscape moves at breakneck speed, and in a city like New York, “good enough” is already obsolete. You can either read about the trends that defined the year or be the one who sets them.
By securing your space on the floor, you aren’t just buying a booth; you’re claiming your territory in the industry’s most influential room. This is your chance to move beyond the inbox and get face-to-face with the decision-makers who have the power to fill your calendar for the next four quarters. Don’t let your competitors own the conversation—show up, stand out, and turn “maybe next time” into signed contracts. The floor is waiting; make sure you’re on it.
Your next long-term client could be walking the floor right now, comparing options and making shortlists. Make sure your brand is part of that conversation.
Reserve your booth to showcase your brand at The Event Planner Expo and turn exposure into opportunity.
