Broadway isn’t the only reason New York City is the City of Dreams, and the nightlife isn’t the only reason it’s the City That Never Sleeps. Ambitious go-getters instinctively flock to NYC, where they hustle and put in long hours to make it big. NYC event planners are no exception. A roster chockful of big, corporate clients is the event planner’s picture of success. But how do you land those big fish? In this article, we share our best advice for tapping into NYC’s corporate market and winning big clients in 2025.
Set the Stage for Corporate Event Planning Success
Look the part of a corporate event planner. This one’s obvious, but it’s so crucial we have to say it off the bat. When you get your chance to present your Big Idea to your dream client, you don’t want to dash your chances because your website isn’t shipshape, and your content focuses on weddings without a hint of corporate event experience.
- Update content on your website to reflect your corporate event planning know-how.
- Pivot your social media marketing as well.
- Exchange “I” and “me” for “we” and “us” in your online content.
- Make your online presence look experienced and professional.
- Hire a web designer or business branding consultant, if necessary.
Corporate event decision-makers will look into your event planning company before signing the contract. Make sure what they find establishes your corporate event planning street cred. However, these same bigwigs won’t necessarily look for their next event planner online. The rest of our tips follow the maxim that “proximity is power” and show you how to attract corporate event clients in the real, i.e. offline, world.
Launch a Referral Program
Launch an attractive referral program for existing clients. Chances are that your previous clients have neighbors or associates who work in high places within Corporate America. Create a referral program they can’t resist in the hope they’ll send key corporate contacts your way.
Narrow the Gap Between Yourself and Your Dream Corporate Event Client
Make satellite connections that can bring you closer to your dream client. Many corporations work with smaller businesses. Identify the small businesses that work with your dream event clients and begin marketing to them.
Go gangbusters, and deliver stellar events for these proximity clients. Tactfully hit them up for testimonials, and don’t forget to entice them with your killer referral program.
Attend Open Corporate Event Gatherings
Look for open corporate events your dream clients are hosting, such as product launches or charity events. Their current event planner will be at these events and won’t take kindly to you openly marketing yourself, so leave your elevator speech at home. However, these events are an opportunity to establish relationships with people within the organization. You can also take mental notes that will help you nail the corporate event presentation in your future.
Hang Out in the Right Places
Attend events where you’re likely to meet high-level corporate decision-makers. Golf outings, charity galas, gallery openings, and more are ripe for expanding your network and getting closer to landing a corporate client. You can even do some shameless internet sleuthing to determine the events high-level individuals are planning to attend.
Submit Articles to Trade Publications
Get your name into the trade publications the bigwigs read. Publishing an article in these trade magazines is an excellent way to increase your brand’s trust and reach. In addition to your byline, these publications also publish your website and contact information, making it easy for readers to reach out.
Drop off a Gift Basket
Gift a basket of irresistible goodies to your ideal client. Being in and out quickly is the key to making this marketing move effective. Tuck a business card in the basket, and also give your card to the receptionist. Consider including an event case study or a print version of one of your eBooks. Politely introduce yourself and thank the receiving party for passing the basket along, then make a graceful exit.
Reserve Your Booth at NYC’s Event Planner Expo 2025
Be a commanding presence at The Event Planner Expo 2025 with your exhibitor’s booth. The Event Planner Expo is your direct line to corporate event decision makers. Over the course of three days, thousands of event industry professionals and corporate decision-makers come together to talk shop, see what’s new, and learn the latest on all things event planning related. You can get those eyes on you and your event planning business when you create a show-stopping exhibition booth. Don’t miss out on your chance to meet face-to-face with your ideal corporate clients. Reserve your booth today.
