Marketing Your Meeting Planning Business
February 15th, 2010
Since different meeting planning market segment have different needs, your marketing strategy will need to vary depending on the market segment to which you want to cater.
When marketing to public or private organizations, your main selling proposition should be greater efficiency for the money and a professional meeting event. Groups, especially large ones or corporate groups, do not want to deal with problems that arise due to oversight on their part. If the guarantee of a worry-free, flawlessly executed meeting is available at a cost advantage to them, there is really no better choice.
The two most effective marketing techniques used by many meeting and event planners include:
Networking.
Meeting planning is a business where networking counts tremendously. Networking allows you to meet and get to know people who may refer business to you or use your service themselves. In addition, networking with vendors such as hotels, caterers and so on will give you a chance to meet some of the people whose services you may need as you plan events. Active participation in industry meetings, chamber of commerce activities, professional organizations, among others are especially important if you are focusing on the corporate market. Community and social gatherings can expose you to potential customers who may need assistance in the planning of parties, reunions or other social events.
Word-of-mouth.
This is a business where your reputation precedes everything else. Clients hire only those they think they can trust, and these are event planners with reputation for honesty and integrity.
Other marketing strategies you can use are:
Advertising.
Advertising for an event planning business may be a more effective branding strategy, than as a way to directly get customers. Ads in local papers, telephone directories, among others can help build name recognition. Direct mail can also be used to attract new clients, albeit less effective.
Web Site.
A web site can allow you to reach Internet savvy customers who may not be responsive to direct mail or any other type of marketing. A site can be an effective sales tool by serving as an online brochure where potential customers and clients can read more information about the services you offer, your background, professional affiliations, client’s testimonials, and contact information.
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