You grew your event planning business by following one simple rule: say yes to everything. From backyard children’s birthday parties to a Harry Potter-themed wedding, no job was too small or too weird for you to build your event planning chops. But now, a couple approached you wanting themselves and their guests dressed as zombies for their nuptials. And you’re wondering if perhaps it’s time to be selective about the types of events you take on. In this article, we lay out the reasons you focus your event planning services in a niche that reflects your event planning goals and passion.
Increase Your Perceived Value (and Your Income)
The perceived value of your business is both an objective and emotional appraisal of your event planning services. It reflects clients’ expectations when they hire your company. Expectations can vary but usually emphasize quality, distinctiveness, and exclusivity. While many factors go into your “perceived value,” they all add up to one thing: clients who are willing to pay more for your event planning services.
Specializing in niche events is one surefire way to increase your event planning business’s perceived value. This is because clients make certain assumptions when you declare yourself a niche event planner.
They assume you’re not desperate for work (otherwise, you’d take anything that comes along). And that must be because you’re really, really good in that niche. Before you know it, your event planning business has taken on a profitable air of chic exclusivity.
Become an Expert in Your Niche
Of course, the assumptions that follow your perceived value are not unwarranted. Becoming a niche event planner allows you to dive deeply into your specialization. You know by heart all of the top wedding gown designers. Or you have a deep understanding of the psychology behind work relationships that informs your corporate retreats.
You simply don’t have time to become an expert in every type of event. If you remain a generalist, you’ll never acquire the expertise that leads to higher prices. Becoming a niche event planner allows you to focus and increase your skills exponentially in one or two in-demand areas of event planning.
Follow Your Passion
Every aspect of event planning, including becoming an expert, is easier when you’re following your passion. That’s why you should avoid the temptation to specialize in a niche simply because it’s profitable. You can accomplish more, be more innovative, and unleash your event-planning genius when you focus on planning the types of events that light you up.
Simplify Your Business (and Your Life)
Different types of events often require a unique set of resources. Your favorite wedding venue will not work for a bar mitzvah. Your go-to wedding photographer doesn’t have the A/V equipment to create a dynamic corporate event video.
You also have to work double-time to keep up with the latest trends when you’re a generalist event planner. Much of your workload may involve wedding planning. However, you still have to learn about the latest in experiential entertainment to stay competitive for the few corporate events you plan.
Specializing in a niche will simplify nearly every aspect of your event planning business. You’ll have fewer vendors to keep track of, fewer trade magazines to subscribe to, and fewer social media campaigns to plan.
Differentiate Yourself as a Niche Event Planner at The Expo
Rise above the event planning noise when you specialize in niche events. By narrowing your focus on niche event planning, you can follow your passion, become an expert, and, ultimately, increase your event planning income.
You can also differentiate yourself when you exhibit at The Event Planner Expo. For three days, thousands of potential clients gather together at The Event Planner Expo. You can stand out in your niche when you sign up to be an exhibitor. Learn more today and reserve your space!
