10 Ways to Generate Leads for Events as an Event Manager in the Hospitality Industry

Jonathan Morse July 1, 2024

Leads are one of the keys to success for sales and event managers, whether they work in hotels, restaurants, or unique venues. So what is the magic bullet to get more leads for your business? Unfortunately, there isn’t one. It takes a lot of hard work and a lot of different tools to generate new business.

Fortunately, you’re not on your own to figure it out. Many of us at Tripleseat have worked in hospitality and events, and we are constantly learning new tips from our customers on how they find leads. We’re sharing ten tactics you can use to attract more leads for your events business.

1. Have an Up-To-Date Website

This might seem obvious, but if your website is not up to date, you could be losing a lot of business because event planners do not spend a lot of time on an old website. It is love at first sight or they bounce. Make sure that you are super obvious that you do events. Have a large call to action button that says something like “Book your event here” on the homepage and make sure you have a Request For Proposal (RFP) lead form on your page that event planners can fill out with their preferred date, type of event, number of people, and other information.

PRO TIP: Don’t ask for too much information. Filling out an endless webpage of blank spaces or checkboxes will annoy your prospects and they will leave your website mid-form.

Take advantage of Meta and Instagram ads. Create a fun and informative presence, and start to build up your following. If your restaurant or hotel already has a good following, start posting every day, whether that’s photos of your event space and food or content that’s interesting and relevant to your followers.

PRO TIP: Use Tripleseat to add your lead form on your Facebook page to generate get leads from your social media presence.

3. Use Google Ads to Get More Event Leads

Google Ads may seem complicated to set up, but, the good news is that it is easy to do. Take a brief tutorial on Google Ads and you will be up and running in no time. Google Ads work and they can drive target leads to you in a hurry.

PRO TIP: If Google Ads is too intimidating, you can always use ad word experts like OneIMS to set it up and monitor your AdWords.

4. Target Prospective Event Bookings with Email Marketing

You probably already have your customer’s email addresses, and if you use Tripleseat you already have a customer relationship management solution that enables you to easily find and email your customers. Marketing to your current customers is the easiest way to generate new business because they’ve already built a relationship with you. Don’t wait until the holiday season to email them. Send your customers relevant information about your venue, your event space, your current event packages, deadlines, available dates, and anything else that customers need to know to book an event.

PRO TIP: Always include a link to your Tripleseat lead form in all your emails.

5. Pick up the Phone & Call Potential Event Prospects

No one, I mean no one, likes to do cold calls. But the truth is that cold calls do work. A simple call of just checking in and telling your prospects that you are thinking of them and wanted to let them know what is new with your venue goes a long, long way.

PRO TIP: A majority of restaurants and hotels do not do cold calling so you would definitely stand out — in a good way.

6. Leverage Content Marketing to Attract Event Leads

Creating valuable content that resonates with your target audience is a great way to generate leads for your events. Write blog posts, produce videos, and create guides that speak directly to the needs of event planners and organizers. For example, share your expertise on how to plan the perfect corporate event or what to look for in a venue. These pieces of content can position your venue as a thought leader in the industry. Make sure to include calls to action in your content, directing readers to your lead capture forms.

PRO TIP: Use SEO strategies to ensure your content ranks highly on search engines and drives organic traffic to your website.

7. Market Using Video to Showcase Your Event Space

Video marketing is an incredibly effective way to showcase your event space and generate leads. Create virtual tours of your venue, highlight previous events, and get testimonials from satisfied clients. Videos can bring your event space to life and allow potential clients to visualize their events happening in your venue. Post these videos on your website, YouTube, and across your social media channels to reach a wider audience.

PRO TIP: Don’t forget to optimize your video titles and descriptions with keywords to improve searchability.

8. Partner with Local Businesses & Influencers

Networking with local businesses and influencers can open up new lead generation opportunities. Partner with nearby florists, caterers, photographers, and event planners to cross-promote services. For example, you could offer bundled packages or discounts to clients who use both your venue and a partner’s services. Additionally, collaborating with influencers in your area can extend your reach. Invite them to your venue for a tour or an event and encourage them to share their experience on their social media platforms.

PRO TIP: Select influencers whose audience matches your target market for the best results.

9. Use Retargeting Ads to Reconnect with Potential Leads

Retargeting ads are a powerful tool for keeping your venue top of mind for potential clients who have visited your website but haven’t booked an event yet. By placing a small piece of code on your website, you can follow visitors around the internet with ads promoting your venue. This keeps your venue in front of them as they browse other sites, increasing the likelihood that they’ll return to your website and convert into a lead.

PRO TIP: Make sure your retargeting ads are visually appealing and have a clear call to action.

10. Host an Open House or Showcase Event

There’s nothing quite like experiencing your event space in person. Host an open house or a showcase event where potential clients can tour your venue, taste menu offerings, and meet your team. This allows prospects to see firsthand what you can offer and gives you the opportunity to make a lasting impression. You can also invite local businesses and media to create a buzz around your venue.

PRO TIP: Collect contact information from attendees and follow up with a personalized email or call to continue the conversation.

BONUS: Generate Leads for Events with EventUp

As a Tripleseat customer, you are automatically added to our venue directory, EventUp by Tripleseat. Our venue directly receives more than 100,000 unique visitors per month, so it’s important that you have a complete listing that includes professional photos, private dining room information, and details about your venue. Make sure you are putting your best foot forward.

Be Thoughtful in Choosing Your Tools to Generate Event Leads

As you go on your journey for event leads, remember that the road is full of companies making promises of delivering leads to you. There is a catch though, these companies want to charge you a commission of 10% of the booking value or a flat fee of $50 per lead. Don’t do it! You could have spent that money on Google Ads, or, you know, pay yourself commission, because after all you did all the work.

If you’re a Tripleseat user, log in and start using our features to capture more event leads. Need help? Contact Tripleseat’s Support team by submitting a request online or calling our Help Desk at 978-716-2862 between 9 am and 5 pm EST Monday through Friday.

If you’re not a Tripleseat customer and you’re interested in learning more about Tripleseat’s features, schedule a demo at your convenience to take a closer look.