Driving Repeat Business with Event Design
The event industry is not generally know for its repeat business opportunities as many life events and celebrations are once-off parties. This makes it much more difficult for event businesses to take advantage of repeat customers.
On the corporate side however, competition for events that do repeat is FIERCE. For this reason, you must be at the top of your game at all times. You want to secure the confidence and commitment of companies looking to use your services as they face increased scrutiny over their ever-shrinking budgets.
Even with these industry challenges, it’s not necessary to rule out repeat business for your event company! Instead, take the steps necessary to up your design game and capture the hearts and loyalty of your current clientele.
Make Your Designs Personal
To earn loyalty and return business, it’s imperative to connect with your clients on a deeply personal level. You want to get a real feel for who they are and what makes them tick. Through meetings, conversations and research, find out what would fill their hearts with joy at their events. What are their priorities?
If you’re dealing with a corporate client, what are the company’s values?
Take this connection and intimate understanding of your clients and infuse it into your final design. Satisfy their need for something personal and unique, adding details to events that could only have been created for them. Your clients will be more likely to return to you for their future event needs if they are confident that only you know them well enough to design for them so personally.
Focus On The “Wow”
Expect that your clients’ guests are experienced at attending events, and make it your goal to completely “wow” them with something new or outside of the box. Break out of the routine round tables in your floorplan adorned with plain linens and tall centerpieces and go in a different direction. Choose various table shapes and sizes, colorful, textured linens and unique table decor.
Think dynamic! Begin with an incredible entrance complete with thousands of pillar candles, then, line paths with luminaries to lead your guests to the next experience. Connect with them through food, décor and entertainment throughout the event. Ensure that everything that you include has a purpose, and that each element supports your theme and overall goal.
Promote Your Clients’ Events
There is something extremely rewarding about seeing an event that was designed especially for you featured on a hot blog or in a popular magazine. Help your client not only take pride in their final product, but to share it with others by actively promoting your work on social media. Tag them in your posts to bring in potential new business, but also to remind them as they consider future events that you are the right one for the job – every job!
By designing incredible custom events for each of your clients you add a signature to your product and services that only you can provide. Make your signature one that can’t be easily duplicated so your clients have no choice to come back to you time and again for the experience only you can provide. That is the key to driving repeat business back to your company through design!
Audrey Isaac is the spokesperson of 100 Candles, a wholesale market for candles and lights. Since 2002, thousands of wedding and event professionals have entrusted 100 Candles with their wholesale candle accounts. For more information, please visit https://www.100candles.com/.
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