Proven Event Sales Strategies to Drive More Bookings at Your Venue
If you are an event manager, an event salesperson, or a venue owner in the hospitality industry, you probably have some event sales techniques and best practices for driving sales for private dining, events, buy-outs, and groups. But event planning is competitive and depending on the time of year, the scope of your offerings, or any other factors, event sales may not always be where you want them to be. Additionally, while always using the same techniques, you could be missing out on potential event sales.
With the right event sales strategies and a bit of creativity, you can significantly boost event sales at your venue. Here are some easy-to-do tips to help you boost event bookings and ensure your calendar is consistently booked.
1. Highlight What Makes Your Venue Stand Out
What’s unique about your venue? Maybe it’s a nontraditional space, or it has a rooftop, or it’s got built-in attractions, like a winery’s tasting room. Whatever it is that makes your venue stand out, make sure to highlight that in both your discussions with prospective clients and in your business’s overall branding. Include photos of past events (with permission from your client) on your website and listings site, EventUp so prospects can visualize their next wedding or corporate event at your venue. This will help potential event customers easily differentiate you from the competition and help with driving event sales.
2. Target Event Sales to Your Audience
Depending on the size, type, and availability of your venue, determine who you want your audience to be in order to properly target them for events. If you’re a big-name restaurant group, you can broaden your reach beyond your regular in-town customer base. More than likely, event prospects have heard your name and know about your space. If you’re a one-off venue with a smaller event space or more limited event-throwing hours, that should factor into your marketing plan.
3. Encourage Word-of-Mouth Buzz
Word of mouth is a huge way to take your private events program to the next level — happy customers can be repeat customers, and they’re likely to spread the word about their successful event experience at your venue. You can encourage this by offering a discount or extra amenities for return customers or those who recommend someone who successfully book an event within a certain amount of time. Look for other word-of-mouth marketing techniques to help.
4. Make Venue Details Easy to Find
While you don’t necessarily need an exhaustive breakdown of the dimensions and offerings of your event space, it’s helpful to ensure information regarding your events program is front and center when people are searching or scrolling through your restaurant or venue’s website. Consider creating a page dedicated to private dining or events where you can showcase more information and photos. You can also host our lead form on this page that allows customers to instantly send an event inquiry 24/7 that you’ll be alerted of instantaneously via our software platform.
5. Invest in Professional Photography and Videography
High-quality visuals are a cornerstone of an effective event sales strategy for venues, transforming the abstract concept of an event into a tangible, enticing reality. By investing in professional photography and videography, venues can highlight their unique features, such as architectural beauty, scenic views, and versatile spaces, in a way that words alone cannot convey. These visuals create an immediate and powerful impression, capturing the attention of potential clients and allowing them to emotionally connect with the venue. Well-crafted images and videos can showcase the atmosphere and potential of the venue, helping clients to visualize their own events in the space. Furthermore, high-quality visuals enhance marketing efforts across all channels—websites, social media, and promotional materials—ensuring a consistent and polished image that builds credibility and trust.
6. Close More Event Business with Floorplans and Virtual Tours
Many clients prefer to get a feel for a venue before visiting in person, and offering floorplans and virtual tours on your website can attract those in the early stages of planning who may not yet be ready to commit to a site visit. Diagramming and 360-degree video tours provide an immersive experience that allows potential clients to explore your venue’s best features from the comfort of their homes. Additionally, incorporating Tripleseat Floorplans can enhance this virtual experience by offering detailed, interactive layouts of your event spaces. These floorplans help clients visualize the flow and setup possibilities, making it easier for them to envision their event at your venue. Tripleseat offers comprehensive virtual tours that not only saves time for both parties but also helps build excitement and confidence, increasing the likelihood of securing a booking.
7. Create Attractive Event Packages
Packaging your services can make it easier for clients to see the value in booking with you. Offer a variety of packages that cater to different types of events and budgets. Include essential services like catering, decorations, and AV equipment, and consider partnering with local vendors to provide additional perks. Highlight the convenience and cost savings of choosing a package deal.
8. Use Social Media and Email Marketing for Promotion
Using social media is a great way to promote your event venue without breaking your budget. Platforms such as Instagram, Twitter, Pinterest, and Facebook allow you to post photos, details, and any promotions you offer. It also allows event clients to tag your venue, create a searchable hashtag, and post their photos showing off your space. You can even reach new prospective clients who wouldn’t know about your venue otherwise. It’s crucial, however, to be consistent in your posting so that those accessing your accounts see up-to-date photos and the most credible information.
Most venues and restaurants typically fall into the trap of sending monthly emails that include a few news updates. Make your emails stand out through a streamlined design, a short copy, and a call to action. Get to the point in your email — prospects don’t want to read through paragraphs of text to see what you’re trying to market. An added reason that people aren’t opening your emails could be that they seem impersonal. Personalize it and try to relate to your consumer; your response rate will surely increase
9. Personalize Your Event Sales Approach
Every client is unique, and a one-size-fits-all sales pitch won’t work for everyone. Take the time to understand your client’s needs, preferences, and budget. Tailor your proposals to address their specific requirements and demonstrate how your venue can bring their vision to life. Personalization can significantly increase your chances of closing a sale.
10. Showcase Event Client Testimonials and Reviews
Word-of-mouth recommendations and positive reviews can be powerful motivators for potential clients. Display testimonials and reviews prominently on your website and social media profiles. Encourage satisfied clients to leave reviews on popular platforms like Google, Yelp, and WeddingWire. Respond to reviews—both positive and negative—to show that you value client feedback and are committed to providing excellent service.
11. Make Event Booking Easy
Making event booking easy is a crucial event sales strategy. When the booking process is streamlined and user-friendly, potential customers will likely complete their purchases. A simplified process reduces the frustration and time spent solidifying the event, increasing customer satisfaction and the likelihood of repeat business. This is especially important in a digital age where consumers expect quick and efficient service. An easy booking experience can encourage positive word-of-mouth and online reviews, which are invaluable for attracting new customers. Be sure to remove any obstacles in your booking process to boost your sales significantly.
12. Optimize Your Venue Website for SEO
A well-optimized website can help potential clients find you more easily through search engines. Use relevant keywords throughout your site, including in your content, meta descriptions, and image alt tags. Regularly update your blog with fresh content related to event planning, tips, and trends. SEO not only improves your search engine ranking but also positions you as an expert in the field.
13. Host Open Houses and Networking Events
Invite event planners, corporate clients, and potential clients to open houses and networking events at your venue. These events provide an opportunity for people to experience your space firsthand, meet your team, and see the potential for their own events. Offer refreshments, live entertainment, and tours to create a memorable experience that leaves a lasting impression.
14. Offer Exceptional Customer Service
Lastly, exceptional customer service can set you apart from the competition. Be responsive, attentive, and flexible in your interactions with clients. Go above and beyond to exceed their expectations and make the event planning process as smooth as possible. Satisfied clients are more likely to recommend your venue to others and return for future events. Event management technology can help you provide amazing customer service to potential and booked event clients.
The Best Move to Improve Your Event Sales: Tripleseat
Once you start using these event sales tips and grow your bookings, Tripleseat can help you manage and streamline your private dining events.
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.
