BOOK EM. Proven Ways to Keep Your Event Space Booked. presented by Christie Leigh Bellany

Transcription

1 . BOOK EM Proven Ways to Keep Your Event Space Booked presented by Christie Leigh Bellany.

2 TODAY S AGENDA 1 Revenue Opportunities 5 Focusing on Strengths 2 Hiring a Salesperson 6 Creating a Marketing Plan 3 Developing an Event Kit 7 Goals and Metrics 4 Communication & Response 8 Q & A

3 REVENUE OPPORTUNITIES Corporate Corporate Dinners Corporate Luncheons In a 2015 corporate dining forecast, Dinova predicted year-over-year client spend increases between 5 percent and 8.5 percent, and a transaction volume increase of 5.5 percent. Corporate Meetings Retirement Parties An average of 200 people retire every day in Massachusetts. Product Launches Convention Groups Holiday Parties In 2015, 1/3 of companies increased their holiday party spend by 5-10%

4 REVENUE OPPORTUNITIES Social Birthday Parties Wedding Receptions The average cost in the US is $26,444 Anniversaries Engagement Parties Rehearsal Dinners Mitzvahs In 2015, the average cost of a wedding rehearsal dinner was between $1,198 - $1,414 The average mitzvah runs $15,000 Quincenearas Class Reunions Graduations Great revenue add for Thanksgiving weekend

5 REVENUE OPPORTUNITIES Other Non-Profit Events Networking Events Be flexible with rental fees and waive minimums on slow nights to get more customers thru your door. Meet-Ups On average, bars that offer Paint Nite and it s other concepts are making an extra $300-$700 in sales per night, which can equal $26,000 per year. 89% of Paint Nite customers have never been to your venue 78% of Paint Nite customers have never heard of your venue Special Events 68% of Paint Nite customers will return to your venue Paint Nite provides free promotion and advertising.

6 HIRING A SALESPERSON Hire a dedicated staff person for private event sales An experienced salesperson will make you more money Salary vs. Part-Time vs. Commission-Only FOUR KEY CHARACTERISTICS OF A STRONG SALESPERSON 1. HIGHLY DRIVEN 2. ORGANIZED 3. DETAIL-ORIENTED 4. GOOD LISTENER Don t expect immediate results. Allow for a period to ramp up.

7 USE AN OUTSIDE SALESPERSON No Risk to You We Get Paid Based on Net Sales Only Handle All Your Incoming Leads Bring Outside Business to your Existing Salesperson Cost is Between 5% and 15% of Net Sales

8 DEVELOPING AN EVENT KIT LOOKS PROFESSIONAL CONTAINS CLIENT TESTIMONIALS You never have a second chance to make a first impression. CONTAINS GREAT PHOTOS YOUR PRIVATE EVENT KIT IS HOSTED ON YOUR WEBSITE IS EASY FOR STAFF TO FIND IS UNDER 5MB

9 YOUR EVENT KIT Do s and Don ts DON T: DO: Create event kits on your own Send word documents Send huge files Send Dropbox links Send dark or blurry pictures Send kits in cold call s Hire a designer Send PDF documents Send low res files under 5MB Attach files to an Send great photos Ask for permission to send

10 EVENT KIT EXAMPLES Need Work Amateur-looking presentation No photos or consistency in layout No name or logo Good effort with design but no photos of spaces

11 MORE EVENT KITS Good Examples Succinct, Great Layout Clear & Informative Easy-to-Update Document Branded w/ Logo Well-Designed Great Photos & Branding

12 MORE EVENT KITS Great Example

13 COMMUNICATION Key to Success Your SUCCESSFUL salesperson will: 1. Take customer s/calls about an event 2. Respond within 4 hours, NO LATER than 24 hours 3. Send event packet and ask customer about their vision for the event (LISTEN!) 4. Respond QUICKLY to follow-up s, schedule a call if possible 5. Follow-up once a week to check in 6. If client does not book, thank them and let them know you would like to stay in touch 7. If client does book, send contract and deposit receipts in timely, organized fashion 8. Create a BEO for client to review 7 days prior to event 9. Check-in with client during event to ensure their satisfaction 10. Send handwritten thank you notes after the event

14 COMMUNICATION A Test Study THE SECRET SHOPPER TEST Hi, My name is Bridget Kelly and I m planning an event for a nearby company for Wednesday, April 20 th, Thursday, April 21st or Friday, April 22 nd from 6-9pm for about guests. We are looking for open bar and heavy passed appetizers. Do you have a private room or can we buyout the entire venue? Can we bring in cupcakes? Is there a room fee? This is for a surprise retirement party, so please use my personal to respond. I look forward to hearing from you soon. Thanks! Bridget Kelly Potential Sale: $3K - $4K

15 COMMUNICATION Test Results 39 MRA Member Restaurants Contacted 36% Responded within one day (14 total responses) 8.8 Average professionalism rating (Scale of 1-10) 64% Still had NOT responded as of 5 days later 20% of respondents sent an event packet (5 total)

16 KNOW YOUR STRENGTHS Focus on the what you re good at Know what events work best in your space Don t promise menu items you don t offer (Coffee, anyone?) Don t promise space you don t have When in doubt, outsource and upcharge Don t try to be everything to everyone.

17 THE MARKETING PLAN Part I YOUR COMPETITION ONLINE LISTINGS GET NETWORKING EDUCATE WAITSTAFF ADVERTISE IN-HOUSE USE SOCIAL MEDIA HIRE AN INTERN Visit your competitor s websites for private event pricing and menus. If it s not listed, secret shop them. A competitive analysis of private events is crucial. Get listed on every online site you can MRA, GBCVB, EventUp, Gathering Guide, The Knot, Biz Bash, Kapow, etc. Join and attend meetings for local Chamber of Commerce, International Special Events Society, Meeting Planners International, and professionial networking events. Educate your waitstaff to speak to guests about your private event options and space. Groups of 6 or more are good targets. Offer an incentive. Advertise private parties and function space in your dining room and bar with table tents, flyers in check presenters, posters, etc. Encourage guests to ask for more information! Advertise private events on your restaurant website, Facebook and LinkedIn. People who follow you and visit these pages are interested in what you offer! Hire a marketing intern. If you re an owner or sales manager then you re a leader. A little effort in managing an intern can be a huge return for you and for the intern.

18 THE MARKETING PLAN PART II CORPORATE Event Marketing BROCHURE MAILING (October) PAID FACEBOOK ADS 1. Create a list of companies in your area (good project for your intern) 2. Find event planners via LinkedIn, contact info & via Google search 3. Design a gorgeous brochure to outline your Holiday Party options 4. Develop a well-written cover letter that will be hand-signed 5. Mail the letter and brochure to area companies 6. Call or one week later to confirm they received it MARKETING (Quarterly) 1. Create a stunning blast promoting Holiday Parties to send mid-october and end of November. 2. Send additional campaigns quarterly promoting dinners, luncheons, etc. 3. Purchase an list of corporate planners in your area. 4. Send to purchased list, list created for brochure mailing and your existing customer list. 1. Use stunning visuals and write catchy copy with a strong CTA (call-to-action) to get more clicks 2. Customize target, test various options GOOGLE ADWORDS (PAY-PER-CLICK) 1. Bid on relevant keywords (ie. Plymouth Holiday Party Venue 2. Do Google searches to determine what terms your competition is bidding on.

19 THE MARKETING PLAN PART II SOCIAL Event Marketing PAID FACEBOOK ADS 1. Develop event specific ads and write catchy copy with a strong CTA (call-to-action) to get more clicks 2. Customize your target audience based on event types MARKETING (Quarterly) 1. Create a stunning blast promoting private events. 2. Mention specific event ideas (ie. Anniversary, Birthday Party, Retirement Party, Quincineara, etc.) 3. Include great photos and special offers GOOGLE ADWORDS (PAY-PER-CLICK) 1. Bid on relevant keywords (ie. Burlington Anniversary Party Venue 2. Do Google searches to determine what terms your competition is bidding on. 3. Monitor results and vary your keywords. Your Online Advertising Budget: As much or as little as you want to spend

20 THE MARKETING PLAN PART II OTHER Event Marketing NON-PROFIT COMPANIES 1. Develop an list of planners at non-profit companies 2. them offering complimentary room fees 3. Offer to donate a percent of sales to their cause NETWORKING EVENTS 1. Every week, look online at what networking events are happening at venues in your area 2. Find the contact in charge of the event and them about your space. 3. Offer to waive minimums and room fees PAINT NITE PLANT NITE 1. Go to or www. plantnite.com 2. Fill out the application to become a host venue. 3. If there is a local creative entrepreneur in your area with space on their schedule for a new venue, they ll call you! A group event for no minimum or room fee on a slow night is better than no event at all

21 HOW TO STAND OUT Respond quickly and professionally Have a likeable, helpful salesperson Have a fabulous event kit Show authenticity and interest in clients Provide an Uber to your high value client site visits Invest in AV (Projector/Screen/Speakers) Business, like life, is all about how you make people feel. It s that simple, and it s that hard. Danny Meyer, Setting the Table

22 GOALS & METRICS DEFINE REVENUE GOALS (Weekly, Monthly, Annually) REQUEST WEEKLY SALES REPORTS (and read them!) MEASURE RESULTS and ROI of marketing efforts GOAL SETTING: # of Bookings Per Week X Average Revenue Per Event X 52 Weeks = YOUR GOAL

23 GOALS & METRICS Examples WEEKLY SALES REPORT Q1 Goal: $10, Q1 Sales To Date: $8, SALESPERSON: WEEK ENDING: CLIENT BOOKING STATUS DATE # OF GUESTS EST. REVENUE NOTES NEXT ACTION Waiting for final OK Sation Management Space on hold 3/10/ $5, from company owner F/U 8/18 Scott will make final Boston Designs Space on hold 2/3/ $80, decision on Tuesday. F/U 8/18 Client may need to Mass CPA Society Space on hold 10/27/17 40 $2, change date. F/U 08/16 STATUS CHANGES # OF EVENT BOOKING STATUS DATE GUESTS EST. REVENUE NOTES NEXT ACTION BEO due 14 $2500 minimum with days in Paraco Gas Contracted 9/29/17 60 $2, dessert station advance BUSINESS TURNED AWAY EVENT BOOKING STATUS DATE # OF REASON FOR GUESTS EST. REVENUE DECLINE NOTES APC Schneider Electric Bethany Gabriele 9/17/ , Space not available Sent info anyway in case their date becomes PRIVATE(EVENT(SALES(,(METRICS(3/9/15 DESCRIPTION(&(DATE COST EVENTS( BOOKED (REVENUE( GENERATED DIRECT( RESPONSES Holiday(Party(Postcard(Mailing(6/1/15 $1, $4, Holiday(Party( (to(Area(Companies(10/1/15 $ $7, Facebook(Ad(3/01/15 $ $2, N/A OUTSIDE EFFORTS Signed up for Local Chamber of Commerce Attending Young Professionals Networking Event on 7/15 Sent campaign to list of area companies found on LinkedIn Reached out to local university administration about staff dinners

24 SUMMARY Extensive revenue opportunities A focused salesperson and professional event kit Communication and response time are critical Focus on your restaurant s strengths Develop a clear and actionable marketing plan Set goals and measure results 5

25 QUESTIONS? Q&A

26 . Thank You. Christie Leigh Bellany Infinite Event Concepts infiniteeventconcepts.com