Looking To Grow Your Event Planning Business In New York City?

The event planning business is a multi-billion dollar industry and growing every year

. So theres obviously a huge demand out there. For event planners interested in growing their business and taking a bigger piece of this ever-expanding pie, take some tips from those that have done it successfully. Especially in a city like New York, theres a wealth of opportunity for event planners that are smart, persistent, and above all, creative.

1. Clearly define your audience. With so much to choose fromcorporate events, conferences, weddings, special birthdays, etcit can be hard to know where to start. One of the biggest mistakes new planners make is trying to be everything to everyone. Focus instead on your strengths and interests not only are you likely to be better at the things you are passionate about, but its easier to sell to potential clients when youre focused on a specific market and can demonstrate expertise in that area. It is common for planners to expand to other types of events or other customer segments once established, but having a niche at first will help build traction and credibility.

2. Focus on the need, not the want. Theres a reason people go to doctors when theyre sick and lawyers when theyre in trouble. These professionals clearly offer something that people cant do themselves. Think of event planning in the same way. Most people are too busy, disorganized, clueless, or nervous (or all of the above) when it comes to having to organize an important event. When talking to potential clients, focus on what you bring to the table in a way that makes someone realize why they not only want to hire you, but why they need to. In sales, its called the FUD principle fear, uncertainty, and doubt. This doesnt mean scare them away! It means appeal to the side of them that you know is afraid of doing this on their own and dealing with all the overwhelming details. Really believe in what an event planner does for clients reduces stress, brings unique ideas, handles execution so the organizer can enjoy the event and then sell it that way.

3. Keep your friends close, but be sure to make new ones too. Networking can be one of the best sources of new clients, new partners, and new referrals. Existing friends and contacts are great sources for getting the word out, but every new person you meet may know someone else in need of help. One of the best marketing techniques is to attend events where there are likely to be buyers or strategic partners. And remember that event planning is not like saying youre an insurance broker or accountant (sorry); its a natural ice breaker that most people will be curious to hear more about once the initial words are dropped. Also, seek out vendors that are willing to form mutually beneficial relationships. If theres a well known caterer in the area, either partner with the caterer for the events you plan and/or set up a commission-based referral structure that incentivizes them to promote for you.

Growing an event planning business isnt as easy as following a 3 step process, but in the end, its all about finding a space to own, continuously adding value, and flawlessly delivering. Find a way to do that in NYC and youll find a path to success.

by: James Taylor

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