If you’re looking for a fast way to generate more event bookings – try this strategy. You can actually increase the amount of advertising you do AND decrease your advertising costs … in fact you can even make advertising a source of revenue instead of an expense.
Put together a group of 10 or more event services professionals. In the example I used in the video, an off-site caterer could partner with;
- Wedding Planners
- Event Producers
- Florists
- Limo Services
- DJ
- Entertainment / Talent Agent
- Tent / Marquee Rental
- Amusement Rentals
- Event Designers
- Event Staffer
- Event Marketers
- Speaker’s Bureau
- Awards / Gift Baskets
Next, contact 3 or 4 of each type of event vendor. Look to partner with the those who demonstrate a level of professionalism and entrepreneurial spirit.
Offer each vendor the opportunity to partner with you and a dozen other non-competing businesses who all share a common target market. Show them how, by combining resources, each member of the group will get more value out of their promotional budgets.
By combining forces with a dozen or so other event businesses – you can bundle ads and direct mail … and get a higher open rate. I used this concept to mail out my material to 5,000 prospects at zero cost to me – and I ended up making over $11,00o. The mailer cost the group $6,000 to print, label and mail. Each of my ten partners contributed $600 – I contributed my time and energy and got the project done.
Remember, most event business owners will never take the time to do this themselves. It’s well worth it to pay 10% of the total cost, just to get it done. Off that one mailer, the photographer booked $2,100, the DJ got two jobs for $800 and my caterer grossed $15,000 and picked up a repeat buyer. Not bad for $600 each!
The secret to making this work is to just do it. Make sure each vendor contributes a very exciting discount or special offer to the group mailer. Your cover letter or brochure cover should read something like, “Over $2,000 in Special Event Services Savings.” Or, “Save Over $2,000 on Your Wedding.”
The event buyer will open, read and save a brochure like that. You’ll have more success in attracting new clients by teaming together.
So, are you going to give it a try? Any questions? Let me know.
Good Luck!
Brian
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Great tips, Brian! I do this in a couple of different ways, in the brick and mortar world, I partner with some other businesses to have an office space (check out http://thebridalloft.net), as well as many of the benefits you mention. I also participate in a virtual networking group with its own brand (http://simplychicportland.com) . These are great ways to create community with vendors, share costs, and market to more clients.
By the way, where did you get that nifty “Share and Enjoy” widget? Very cool stuff on your blog.
Hi Emee
Thanks for the note. I like your idea of sharing office space with affiliated business owners.
The “Share and Enjoy” button is called “Sociable,” available at http://yoast.com/wordpress/sociable/.
It works for WordPress … I think you can use Share This on your typepad blog.
BTW … to thank you for commenting, I put a SEO optimized link to your site on a new Event Resources page. The more links, the merrier! Thanks.
Brian
Great idea.
It’s what I am trying to do.
Keep it up, we want more!
Julius
Julius … I am truly honored! Your blog rules!
Brian
Thanks for sharing your ideas. Very generous.
Brent
Thanks for these tips. I had just been starting to think about doing something like this with some vendors I like and trust. (I’m an event planner.) Your ideas really expand my horizons, though. I’m going to put together a plan and pitch it to my favorite vendors to see if we can all make some more money. Thanks for sparking the ideas.
Your blogs are fantastic. This is such a great idea. Please keep the great ideas coming!
LOVE the video. What a great idea and so helpful. Thank you.
Don
I’d love to see an actual copy of the mailing.
Thank you,
Don
hi sir that’s a great idea but i need some help from you i am trying to get some idea that how to meet with company’s facility manager . i am new in marketing line i need some support from you all how can i get corporates please let me know
thanks & Regards
Maidul
Maidul,
Are you trying to get in touch with meeting planners at companies or managers at event venues? There are effective strategies for both, just let me know what your objective is.
Brian
Hello Mr Brian,
Thank you very much, the video was very helpful. Could you please send me the partneship letter sample?
Hi Brian
Very new to your site / blog / articles etc after getting started with the More Clients Now download – I’m already hooked & love to see the latest update coming through to our inbox from you. Great ideas, great energy and extremely transferable strategies that can be applied across a range of businesses. Thanks for all the tools – eagerly await your next email. As a young events company starting out your resources are invaluable.
hi Brian, helpful post. I am new in the event palnning business, I am looking at a strategy to attract corporates, how to get that appointment to pitch my ideas to corporates.
Brian,
Thank you so very much for sharing this information. Cross-promotion is huge, but I hesitated as I was unsure of how to begin. Any suggestions on how to approach other businesses?
Great video, Brian!
You were saying this is more effective on corporate events, as you can get to the targeted leads more effective, but I am thinking this could work great for weddings too. I am thinking of partnering for the big bridal shows or even creating smaller ones from zero with the partners we identify.
Very inspiring, thank you very much!