7 Effective Methods for Attracting Corporate Event Clients

Attracting corporate clients to your event planning business is the lifeblood of your success. Forget stuffy sales pitches and pushy tactics. Think connection, understanding, and providing solutions that resonate with their needs. This isn’t just about landing a gig; it’s about building lasting relationships. Here are seven powerful, proven methods for attracting those high-value corporate clients and growing your event planning empire.

1. Mastering the Art of Targeted Networking: Building Authentic Connections

Networking is more than just swapping business cards. It’s about building genuine relationships and becoming a trusted resource within the corporate event planning landscape.

1.1 Identifying Your Ideal Corporate Client

Before diving into networking, define your ideal corporate client. Ask yourself:

Industry: Which industries align best with your expertise and passion? (e.g., technology, finance, pharmaceuticals)
Company Size: Are you better suited for small startups, mid-sized companies, or large corporations?
Event Types: What types of corporate events do you excel at planning? (e.g., conferences, product launches, galas, team-building retreats)
Budget Range: What budget range do you typically work within?
Values: What are the core values of companies you want to work with?

This clarity allows you to focus your networking efforts on events and organizations where your ideal corporate clients are likely to be present.

1.2 Strategic Event Selection: Where to Find Your Audience

Don’t just attend any event. Choose wisely. Consider:

Industry Conferences and Trade Shows: These are goldmines for meeting potential corporate clients in specific industries. Research conferences relevant to your target industries and attend those where decision-makers are likely to be present.
Business Associations and Chambers of Commerce: These organizations offer networking opportunities with local businesses, including potential corporate clients.
Professional Development Workshops and Seminars: Attend workshops related to areas relevant to your client’s needs (e.g., marketing, leadership, technology). This positions you as someone who understands their challenges and can offer solutions.
Charity Events and Galas: These events attract business professionals and can be a great way to network while supporting a good cause.
Online Networking Groups (LinkedIn Groups): Participate in industry-specific LinkedIn groups, share your expertise, and engage with potential corporate clients online.

Example: If you specialize in technology events, attend tech conferences like Collision or Web Summit. Join relevant LinkedIn groups for tech professionals.

1.3 The Art of the Conversation: Making a Lasting Impression

Networking isn’t about aggressively selling your services. It’s about building rapport.

Prepare an Elevator Pitch: A concise and compelling summary of your event planning services that highlights your unique value proposition.
Focus on Listening: Ask questions about the other person’s role, company, and challenges. Show genuine interest in their needs.
Share Your Expertise: Offer valuable insights and advice related to event planning. Demonstrate your knowledge and problem-solving skills.
Follow Up: After the event, send a personalized email or LinkedIn message to connect and reiterate your interest in helping them with their corporate event needs.

Template Email Follow-up:

Subject: Great meeting you at [Event Name]

Hi [Name],

It was a pleasure meeting you at [Event Name] yesterday. I particularly enjoyed our conversation about [specific topic you discussed].

At [Your Company Name], we specialize in creating unforgettable corporate events that achieve specific business objectives. I was thinking about your company’s upcoming [mention a potential event type] and believe our expertise could be a valuable asset.

I’ve attached our company brochure for your reference. Would you be open to a brief call next week to discuss your event planning needs further?

Best regards,

[Your Name]

1.4 Building Long-Term Relationships: Nurturing Your Network

Networking is an ongoing process, not a one-time event.

Stay in Touch: Regularly connect with your network through email, social media, or phone calls.
Offer Value: Share relevant articles, resources, and insights with your connections.
Attend Industry Events Regularly: Maintain your presence in the industry and continue building relationships.
Be a Resource: Become a go-to person for event planning advice and information.

By consistently nurturing your network, you’ll position yourself as a trusted advisor and increase your chances of landing corporate event contracts.

2. Showcase Your Expertise: Creating a Portfolio That Sells

Your portfolio is your visual resume. It’s your chance to demonstrate your skills and experience to potential corporate clients.

2.1 High-Quality Photography and Videography: Capturing the Magic

Invest in professional photography and videography to showcase your best work.

Professional Photos: Capture stunning images of your events, highlighting the décor, ambiance, and attendee engagement.
Event Highlight Videos: Create short, engaging videos that tell the story of your events and showcase your capabilities.
Testimonial Videos: Feature testimonials from satisfied clients who rave about your event planning services.

Tip: Offer discounted rates to clients in exchange for permission to use their event photos and videos in your portfolio.

2.2 Case Studies: Showcasing Your Success Stories

Go beyond just showing pictures. Tell the story behind each event and highlight your achievements.

Problem: Describe the client’s initial challenge or objective.
Solution: Explain how you addressed the challenge and developed a successful event plan.
Results: Quantify the results of the event and demonstrate the value you provided to the client (e.g., increased sales, improved brand awareness, enhanced employee morale).

Example Case Study Outline:

Client: [Company Name] – [Industry]

Event: [Event Name] – [Type of Event]

Challenge: [Company Name] wanted to launch their new product, [Product Name], to key stakeholders and generate media buzz. They needed an event that was both informative and engaging, while staying within a strict budget.

Solution: We developed a multi-faceted event that included a product demonstration, keynote speakers, interactive exhibits, and a networking reception. We secured a unique venue that aligned with the product’s brand image and negotiated favorable rates with vendors to stay within budget.

Results: The event was a resounding success. Attendance exceeded expectations by 20%, media coverage was extensive, and [Company Name] reported a significant increase in sales leads in the weeks following the launch.

2.3 Website and Social Media: Your Online Showcase

Your website and social media profiles are your online portfolio.

Dedicated Portfolio Page: Create a dedicated page on your website to showcase your best events.
Social Media Presence: Regularly share photos, videos, and case studies of your events on social media platforms like Instagram, Facebook, and LinkedIn.
Blog Posts: Write blog posts about your events, sharing insights and tips for event planning.
Client Testimonials: Feature client testimonials prominently on your website and social media profiles.

Tip: Use relevant keywords in your website copy and social media posts to improve your search engine ranking and attract corporate clients searching for event planners.

2.4 Tailoring Your Portfolio: Speak to Your Audience

Customize your portfolio to appeal to specific corporate clients.

Industry-Specific Examples: Showcase events you’ve planned in their industry.
Event-Type Specific Examples: Highlight your expertise in the types of events they’re interested in.
Highlight Relevant Skills: Emphasize the skills and experience that are most relevant to their needs.

By tailoring your portfolio, you’ll demonstrate that you understand their specific needs and are the right event planner for them.

3. Leverage Online Marketing: Reaching a Wider Audience

Online marketing is essential for reaching a broader audience of potential corporate clients.

3.1 Search Engine Optimization (SEO): Getting Found Online

Optimize your website and content for search engines to improve your visibility in online search results.

Keyword Research: Identify the keywords that your target corporate clients are using to search for event planners (e.g., “corporate event planner [city]”, “conference planner”, “team-building events”).
On-Page Optimization: Optimize your website pages with relevant keywords in the title tags, meta descriptions, headings, and body text.
Off-Page Optimization: Build high-quality backlinks from other websites to improve your website’s authority and ranking.
Local SEO: Optimize your website and Google My Business listing for local search to attract corporate clients in your area.

Tip: Use a keyword research tool like Google Keyword Planner or SEMrush to identify relevant keywords for your event planning business.

3.2 Content Marketing: Providing Value and Establishing Authority

Create valuable and informative content that attracts and engages potential corporate clients.

Blog Posts: Write blog posts about event planning trends, tips, and best practices.
Ebooks and White Papers: Create in-depth guides on specific event planning topics.
Infographics: Create visually appealing infographics that present data and information in an easy-to-understand format.
Webinars: Host webinars on event planning topics to educate and engage your audience.

Example Blog Post Topics:

“5 Ways to Increase Attendee Engagement at Your Next Corporate Event“
“The Ultimate Guide to Planning a Successful Product Launch”
“Top 10 Team-Building Activities for Boosting Employee Morale”

3.3 Social Media Marketing: Connecting and Engaging with Your Audience

Use social media platforms to connect with potential corporate clients, share your content, and build relationships.

Choose the Right Platforms: Focus on the social media platforms that your target corporate clients are most active on (e.g., LinkedIn for B2B networking).
Share Valuable Content: Share your blog posts, ebooks, infographics, and other valuable content on social media.
Engage with Your Audience: Respond to comments and questions, participate in relevant discussions, and run contests and giveaways.
Use Paid Advertising: Consider using paid advertising on social media to reach a wider audience of potential corporate clients.

Tip: Use social media scheduling tools like Hootsuite or Buffer to schedule your posts in advance and save time.

3.4 Email Marketing: Nurturing Leads and Closing Deals

Build an email list and use email marketing to nurture leads and close deals.

Offer a Lead Magnet: Offer a valuable free resource (e.g., ebook, checklist, template) in exchange for email addresses.
Segment Your Email List: Segment your email list based on industry, company size, and other relevant criteria.
Send Targeted Emails: Send targeted emails to each segment of your list with content and offers that are relevant to their needs.
Track Your Results: Track your email open rates, click-through rates, and conversion rates to measure the effectiveness of your campaigns.

Example Email Sequence:

Email 1 (Welcome Email): Thank the subscriber for joining your list and provide them with the lead magnet.
Email 2 (Value-Added Content): Share a relevant blog post or article that provides valuable insights into event planning.
Email 3 (Case Study): Share a case study of a successful corporate event you planned for a similar client.
Email 4 (Offer): Offer a free consultation or a discount on your event planning services.

4. Generate Referrals: Leveraging Your Existing Network

Referrals are a powerful source of new corporate clients.

4.1 Ask for Referrals: Don’t Be Afraid to Ask

The simplest way to get referrals is to ask your existing clients, vendors, and contacts.

After a Successful Event: After planning a successful corporate event, ask the client if they know anyone else who might benefit from your services.
Regularly Reach Out: Periodically reach out to your contacts and ask if they know of any potential corporate clients.
Make It Easy to Refer: Provide your contacts with information about your services and make it easy for them to refer you.

Example Email Asking for a Referral:

Subject: Sharing the Success of [Event Name] and Looking for More Opportunities

Hi [Name],

I hope this email finds you well.

I’m writing to you following the successful completion of [Event Name] for [Client Name]. The event was a huge success, and we received fantastic feedback. We’re incredibly proud of the results we achieved for them.

Knowing you’re well-connected in the [Industry] industry, I was wondering if you might know of any other companies or individuals who could benefit from our corporate event planning services. We specialize in [Your Speciality].

If you have any recommendations, I would be grateful if you could connect us. Of course, I’m always happy to return the favor.

Thank you in advance for your help!

Best regards,

[Your Name]

4.2 Reward Referrals: Incentivize Your Network

Offer incentives to encourage referrals.

Discounts: Offer a discount on your event planning services to clients who refer new business.
Gift Cards: Give gift cards to people who refer new clients to your business.
Commissions: Pay a commission to people who refer new clients to your business.

Tip: Make sure your referral program is well-defined and easy to understand.

4.3 Provide Exceptional Service: The Best Referral Generator

The best way to generate referrals is to provide exceptional service that exceeds your clients’ expectations.

Go Above and Beyond: Go the extra mile to make your clients happy.
Communicate Effectively: Keep your clients informed throughout the event planning process.
Be Responsive: Respond promptly to your clients’ questions and concerns.

Happy clients are more likely to refer your event planning services to others.

5. Strategic Partnerships: Expanding Your Reach

Partnering with complementary businesses can expand your reach and attract new corporate clients.

5.1 Identify Potential Partners: Complementary Businesses

Identify businesses that serve the same target market as you but offer different products or services.

Venues: Partner with venues to offer packaged event planning services.
Caterers: Partner with caterers to provide food and beverage services for your events.
Photographers and Videographers: Partner with photographers and videographers to capture the magic of your events.
AV Companies: Partner with AV companies to provide audio and visual equipment for your events.
Marketing Agencies: Partner with marketing agencies to promote your events and reach a wider audience.

Example Partnership Ideas:

Partner with a local hotel to offer a “conference package” that includes venue rental, catering, and event planning services.
Partner with a florist to offer customized floral arrangements for your events.

5.2 Develop Mutually Beneficial Partnerships: Win-Win Scenarios

Create partnerships that are mutually beneficial for both businesses.

Cross-Promotion: Promote each other’s businesses to your respective audiences.
Joint Marketing Campaigns: Collaborate on joint marketing campaigns to reach a wider audience.
Referral Agreements: Refer clients to each other’s businesses.
Shared Resources: Share resources, such as office space or equipment, to reduce costs.

Tip: Formalize your partnerships with written agreements that outline the responsibilities and benefits of each partner.

5.3 Nurture Your Partnerships: Long-Term Relationships

Nurture your partnerships to ensure they are long-term and mutually beneficial.

Regular Communication: Communicate regularly with your partners to discuss opportunities and challenges.
Attend Joint Events: Attend each other’s events to show support and build relationships.
Provide Value: Offer value to your partners by sharing your expertise and resources.

Strong partnerships can be a valuable source of new corporate clients and help you grow your event planning business.

6. Participate in Industry Awards: Gaining Recognition and Credibility

Winning or being nominated for industry awards can significantly boost your credibility and attract new corporate clients.

6.1 Research Relevant Awards: Identify Opportunities

Research industry awards in the event planning sector and identify those that are relevant to your expertise and experience.

Local Awards: Look for awards offered by local business organizations or chambers of commerce.
National Awards: Consider applying for national awards that recognize excellence in event planning.
Industry-Specific Awards: Look for awards that are specific to the industries you serve (e.g., technology awards, hospitality awards).

Example Award Programs:

The Special Events Gala Awards
The BizBash Event Style Awards
International Live Events Association (ILEA) Esprit Awards

6.2 Craft a Compelling Application: Showcase Your Achievements

Craft a compelling award application that highlights your achievements and demonstrates your expertise.

Highlight Your Successes: Showcase your most successful events and the results you achieved for your clients.
Quantify Your Results: Use data and statistics to quantify the impact of your events (e.g., increased sales, improved brand awareness).
Showcase Your Creativity: Demonstrate your creativity and innovation in event planning.
Highlight Your Client Relationships: Emphasize your strong client relationships and testimonials.

Tip: Get feedback on your application from colleagues or mentors before submitting it.

6.3 Promote Your Achievements: Leverage Your Recognition

If you win or are nominated for an award, promote your achievements to your target audience.

Website and Social Media: Announce your award on your website and social media profiles.
Press Release: Issue a press release to local media outlets.
Email Newsletter: Share your award with your email subscribers.
Update Your Marketing Materials: Include your award in your marketing materials (e.g., brochures, website copy).

Industry recognition can significantly boost your credibility and attract new corporate clients.

7. Offer Free Consultations: Building Trust and Demonstrating Value

Offering free consultations is a great way to build trust with potential corporate clients and demonstrate the value of your event planning services.

7.1 Clearly Define the Consultation: Set Expectations

Clearly define the scope and objectives of the free consultation.

Purpose: Explain that the purpose of the consultation is to understand their needs and provide them with preliminary advice.
Time Limit: Set a time limit for the consultation to manage your time effectively.
Deliverables: Outline what the client can expect to receive from the consultation (e.g., a high-level event concept, a budget estimate).

Example Consultation Description:

“Our free consultation is a 30-minute session where we’ll discuss your corporate event goals, budget, and desired outcomes. We’ll provide you with preliminary ideas and a customized proposal outlining how we can help you create a successful and memorable event.”

7.2 Ask the Right Questions: Understand Their Needs

Use the consultation to ask questions and understand the client’s needs, goals, and budget.

Event Objectives: What are the primary objectives of the event?
Target Audience: Who is the target audience for the event?
Budget: What is the budget for the event?
Desired Outcomes: What are the desired outcomes of the event?
Past Experiences: What has worked well (and not so well) in the past?

Tip: Listen carefully to the client’s answers and take detailed notes.

7.3 Provide Value and Expertise: Showcase Your Knowledge

Use the consultation to provide value and showcase your event planning expertise.

Offer Creative Ideas: Share creative ideas and suggestions for the event.
Provide Budget Estimates: Offer preliminary budget estimates for different event components.
Share Best Practices: Share best practices for event planning and management.
Answer Their Questions: Answer their questions honestly and thoroughly.

Tip: Position yourself as a trusted advisor and a valuable resource.

7.4 Follow Up After the Consultation: Nurture the Lead

Follow up with the client after the consultation to nurture the lead and increase your chances of closing the deal.

Send a Thank You Note: Send a personalized thank you note expressing your appreciation for their time.
Provide a Proposal: Send a detailed proposal outlining your recommended event planning services and associated costs.
Answer Any Remaining Questions: Address any remaining questions or concerns the client may have.
Follow Up Regularly: Follow up with the client regularly to stay top-of-mind and demonstrate your continued interest.

Offering free consultations can be a highly effective way to attract new corporate clients and convert them into paying customers.

Learn Business: Your Partner in Event Planning Success

At Learn Business, we understand the challenges of starting and running a successful event planning business. That’s why we offer a comprehensive range of resources and tools to support your growth and help you attract more corporate clients. We provide guidance and templates tailored to the specific needs of event planning businesses, empowering you to succeed in this competitive industry. From marketing strategies to client management tools, Learn Business is your partner every step of the way. We are the ultimate educational and self-development platform for entrepreneurs and business professionals. We help businesses like yours reach new heights by providing the latest tools, resources and ideas to grow, develop and innovate.

These 7 methods, when implemented strategically and consistently, will significantly increase your chances of attracting corporate clients and building a thriving event planning business. Remember, it’s about building relationships, demonstrating expertise, and providing exceptional value. Good luck!