If You Sound Like Everyone Else, You Get Priced Like Everyone Else
The reality of the NYC market is that it’s extremely competitive. Many event planners will offer similar event production services, visuals, and claims. And if all event planners seem similar from an outsider’s perspective, they’ll be priced the same, too. So, how do you stand out from the crowd? Using the right marketing strategy for messaging is what will differentiate you. Focus on what makes you unique: how you problem-solve, how your approach differs, and how clients feel after working with you. It’s also critical to consistently use the right channels for your message.
Why Most Event Planner Messaging Fails
While you may have the best intentions for your event marketing, there are some common communication problems to avoid:
- The messaging is too vague. Some think a generic message appeals to a lot of people; however, these broad messages end up resonating with no one, making your communication a flop. Instead, event marketers should focus on highlighting the benefits and solutions they can provide.
- The communication is too focused on services instead of outcomes. The average event planner will only describe what they do, E.G., “We offer full-service planning”, rather than how their services can move the needle: “We can save you 35% of planning time.” Accurately describing how your outcomes can make all the difference.
- Playing it too safe makes you forgettable. While event planners must appear reliable, being too safe can actually be a problem. One-size-fits-all messaging gets lost. Attendees want experiences that feel intentional and authentic, building trust. By being risk-averse in their communications, event planners fail to show what makes them unique and lose the opportunity to be remembered.
To avoid event communication fails, be sure the messaging isn’t too vague, focused only on services, or too safe.
The Three-Layer Messaging Framework
For successful event marketing communication, lay out a clear, usable framework:
- Talk about what problem you’re known for solving. Focus on the benefits of working with you. It differentiates you from the rest and builds trust. It’s important to highlight a planner’s strengths in a competitive market.
- Explain how your approach differs in practice. Describe how you approach event planning and production to create memorable experiences through personalization. It increases engagement and ROI by speaking directly to audience needs.
- Highlight how clients feel after working with you. It moves the focus from generic messages to the positive and emotional outcomes of your work. It helps prospective clients resonate with you and demonstrates your dedication to the clients’ needs.
By following these three steps, you can create messages that cut through the noise in a competitive NYC market.
Translating the Framework Across Channels
Once you have the three-layer framework, those same core messages should show up on:
- Your website: Address how you effortlessly solve clients’ problems, show your event planning authority by touting accolades, build trust by sharing positive testimonies from previous clients, and create smart calls-to-action to increase conversions.
- Sales conversations: Personalization is key here. Tailor your message based on experience level and potential interest during sales conversations.
- Event marketing content: Further build anticipation with behind-the-scenes glimpses, share attention-grabbing photos, and show off event personality through email and newsletters.
- Social media: Share behind-the-scenes stories and user content to drive interest. It’s also the perfect space to share fun videos and to share your experience with Q&A boxes.
- Partnerships: Team up with trusted vendors and venues for co-marketing opportunities.
The point is to create a clear, consistent message on all platforms.
How Strong Messaging Attracts Better-Fitting Event Clients
Strong, clear messages filter out clients who may not be a good fit and attract higher-value conversations. By clearly defining your unique strengths, how you solve pain points, and how clients feel after working with you, you’ll be chasing fewer clients and finding better alignment.
Ready to Put Your New Messaging Framework to Work?
Reserve your exhibitor booth (because space doesn’t last) at The Event Planner Expo 2026 and put your live messaging to the test and position your brand in front of serious NYC decision-makers.
