Every so often, external factors present shocks to various industries. The COVID-19 pandemic and harsh financial climate produced just such a downturn in events planning. Event demand and needs have changed, upending the status quo. Here are some ideas to help your event planning business market itself during good times and bad.
Communication is Key
If you have an existing client base or set of followers on social media, apprise them of relevant regulatory changes. Sympathize with their own changing circumstances. You demonstrate expertise and nurture customer relationships by displaying compassion and sharing knowledge.
It may also be a good idea to let customers know what’s going on with your business. Storytelling can be pretty powerful and consumers become invested in your success as an SME. You don’t want to pull the sympathy card out all the time, but if it’s brand-appropriate, it can keep your company afloat during a crisis.
Pay attention to your digital marketing if you’re venturing down new paths. You don’t want to confuse your social media audience. Maintain clarity by directing followers to new company-related accounts that cut down the clutter in your feed. Data and analytics can give you necessary clues about what’s working and where there is potential.
Think Out of the Box
Mentally prepare to change the way you do business. Aim to make your company more versatile and flexible, so there’s less chance that financial or natural disasters can bring you to your knees.
You have to pull up your mental sleeves and get creative to survive trying times. Be strategic and look for glimmers of opportunity in your current context. Remote events, for example, allow so many more people to participate in events.
In addition, consider how you can offer clients value without taking a knock. Ask for feedback when you experiment, and you’ll be able to finesse your approach to ensure satisfaction. In the events profession, customer service is king no matter the season.
Explore Digital Events
If you’re in the corporate events and conferences game, you’ll have realized quite early on in the pandemic that digital events are no longer the future; they’re the present. And additional capabilities such as holograms are going to become popular in the age of the metaverse.
For everyone else, consider using now-common platforms like Zoom to plan new takes on traditional events, whether wholly virtual or hybrid. You can ratchet up anticipation or the experience itself with teaser packages, event boxes, and other tangible deliverables.
Contact Big Bold Thinkers in Dubai
We live in a dynamic world, and if you’re marketing an event planning business, you’ll need to respond to various challenges quickly. Our integrated marketing agency can help you navigate new realities with optimism and insight. Subscribe to our blog or get in touch for more information about our wide array of services.