It’s the end of October. Right now, office managers and team leads all over the country are trying to figure out where to hold the company holiday party.
Some venues will get those calls. Most won’t, even with open dates and a great space. Not because anything is wrong with the venue. It’s simpler than that. The people planning those parties don’t know you’re an option.
Some venues do best with weddings. Others do best with corporate events. Knowing how to attract and book the type of events you want is a big part of what keeps a venue growing. Here’s how I’d go about getting more corporate events at your venue, starting this holiday season.
Decide which corporate events you want
“Corporate events” covers a lot. Holiday parties. Team dinners. Client appreciation nights. Offsites. Nonprofit fundraisers. Product launches.
Pick the two or three that fit your space best and that you actually want more of. A rooftop is great for a 100 person holiday party. A private dining room is great for a 20 person team dinner. When you know what you’re selling, every other step gets easier.
Show the exact event you want to book
If someone asks me what makes a venue book more corporate events, my answer is simple. Run targeted ads with content that shows the exact type of event you want to book.
Most venue content is made for couples. Ceremony arches, first looks, sunset photos. That’s great for weddings. But a company planning a holiday party can’t picture their team in that photo. They want to see a long table set for dinner, a room full of coworkers with drinks in their hands, a stage for a quick toast or awards.
We show different content to different people to get different results. Weddings get wedding content. Corporate and nonprofit events get content that looks like their event. If you don’t have those photos yet, take them at the next company party you host. One night of good photos can carry a whole season of marketing.
Start with the people who already know you
Your easiest holiday bookings come from people who have already been to your venue or already asked about it. Go back through every past corporate client and every inquiry that never booked. Send them a short, personal note asking if they’ve picked a spot for this year’s party yet.
One venue owner told me their whole holiday plan was a reminder email to past clients and no ads. Past clients and word of mouth are a great start. But if that’s all you do, you’re limited to the people who already know you. The new bookings come from the companies that have never heard of you.
Run ads now, not in January
This is where ads come in. Organic posts are slow. Ads can start working this week.
Most venues have hidden capacity: dates that should be booked but aren’t because nobody knows you’re available. One venue I spoke with already had its first three Saturdays of the holiday season booked. That’s great. But the season has a lot more nights than Saturdays. A Tuesday or Wednesday team party is still a booking.
Point your ads at the people near you who plan these events, show them your space set up for their kind of party, and make it easy to ask about a date. Don’t wait until December to start. By then most companies have already picked a place.
Answer fast, and assume they’re shopping around
A person planning a company party usually sends the same message to a few venues at once. Speed matters. So does making it easy. Venues that treat a lead like they’re the only place that person has reached out to are bound to lose.
Every inquiry should get a fast, personal reply so nothing goes cold. Ask for the guest count, the budget and a backup date, since the first choice is often gone. If you’re slow to respond after hours or on weekends, this is where automation helps. I wrote about how to automate your venue’s booking process if you want to see how we set that up.
Text them photos and get them in for a tour
Getting people to tour is the biggest hurdle most venues face. People really only fall in love with a space once they see it in person.
That’s why we text prospects photos of the venue. People don’t buy in unless they can see the space. After a first call, I like sending photos of a similar event the venue just hosted. A team dinner in the private room last Friday. A holiday party on the patio last weekend. Then invite them to come walk the space. Even a quick walkthrough on their lunch break counts.
Don’t lead with a discount
When things get slow, the first move a lot of venues make is an early bird discount. We hardly ever use discounts. They lower what each event is worth and they cause problems down the road.
Instead, make the event feel special and easy. Show great photos. Have clear packages with a few simple options. Answer the questions people ask before they book, like how far in advance they should book their holiday party. When the planner can see exactly how their night will go, price matters a lot less.
It’s not too late for this year
If you haven’t started yet, start this week. Reach out to past clients today. Get a few photos of your space set up for a party. Turn on ads for the weeknights you still have open. And some companies end up pushing their party into January once December fills up, so sell those dates too.
Growing a venue comes down to three things: when you get leads, how fast you respond to them and whether your team can close. Corporate events are no different. Get in front of the right people early, answer fast and get them in the door.
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