Do you have a talent for event planning? Are you always the go-to person for putting together birthday parties, baby showers, and other special events?
If so, then event planning may be the perfect field for you!
But before you can professionally start planning events and make a business out of it, you will need to identify your target market.
In this article, we’ll discuss the target market for event planners by answering two fundamental questions: When are event planners essential? And what do prospective customers look for in an event planner?
Let’s jump right in!
Target Market for Event Planners: When do you call the Pros?
Companies and individuals turn to professional event planners for planning large events that are either too time-consuming or complex to plan on their own.
Some examples of the types of events that would require the help of an event planner include conventions, corporate retreats, galas, and weddings.
In most cases, these are one-time events that occur infrequently, and planning for them requires a high level of expertise. Let’s see what it entails.
Conventions
Event Planners are essential for the smooth planning and running of a convention.
A good event planner will have a network of reliable suppliers and contractors who can provide the necessary services and equipment for the event.
A full-service event planner should be able to handle all aspects of the management of the convention from renting the location to managing the staff, to handling the catering, decor, invitations & RSVPs, managing contractors, sponsors, photographers, video production units and event logistics.
Corporate Retreats
Planning a corporate retreat requires a lot of forethought and coordination. First, the event planner needs to understand the company’s goals in hosting a retreat.
A retreat could be for its employees, its partners or its customers. In each case, the company’s goals will be different, and the event planner will need to design the retreat accordingly.
The event planner is responsible for finding and booking the venue, the hotels, the activities, the catering and the transportation for attendees from their hotels to the venue and back as well to and from other places they may need to visit.
It’s the event planner’s job to make sure that everything runs smoothly from start to finish.
Galas
Galas are large, formal events that are often held to raise money for a cause or to celebrate a milestone.
They usually involve a dinner, dance, and entertainment.
The event planner is responsible for finding the venue, booking the caterer and entertainment, managing the guest list, sending out invitations & RSVPs, handling the decor, and coordinating the day-of logistics.
Weddings
A wedding is a very special event, and couples often spend months or even years planning every detail to make sure that their big day is perfect.
However, the actual day of the wedding can be very stressful for the couple, as they have to worry about greeting and seating guests, dealing with family dynamics, and making sure that the ceremony and reception run smoothly.
This is where a wedding planner comes in!
A good wedding planner will take care of all the details leading up to the big day, as well as manage the wedding day logistics so that the bride and groom can relax and enjoy their wedding day.
What do Prospective Customers Look for in an Event Planner?
When prospective customers evaluate an event planner they look for the following four broad characteristics:
- Services offered
- Experience
- Reputation
- Cost
Services Offered
All potential customers will look at the range of services offered by an event planning company. Customers will want a company that can at least manage the basic logistics of their event such as finding a venue, handling catering, and managing day-of logistics.
Ideally, customers will want a full-service event planner who can handle all aspects of the event from start to finish. This includes everything from booking the location to managing the staff, to handing the catering, decor, invitations & RSVPs, managing contractors, sponsors, photography, video production, and event logistics.
Experience
Customers will also want to know that the event planning company has experience in handling events like theirs. If a customer is looking for someone to plan their corporate retreat, they will want to make sure that the company has planned similar retreats in the past – ideally at the same venue.
Prospective customers will want to know how many events the planner has planned, what type of events they specialize in, what kind of results they were able to achieve, and whether they can provide references. No one will want to hire an event planner who has little or no experience in handling a similar event in the past.
Reputation
A good reputation is essential for any business, and this is especially true for event planners.
Prospective customers will want to hear what other people have said about the planner’s services. Were they happy with the results? Did the planner meet their expectations? Was the planner easy to work with? These are the types of questions that customers will want to be answered before they hire an event planner.
Customers will make background inquiries about an event planning company, they will go through social media looking for anyone who has hired the planner in the past, and they will look for any reviews that have been left online.
Cost
Another factor that customers will consider when hiring an event planner is cost. Most people want to know what they can expect to pay for the services of an event planner.
Customers will often compare quotes from different planners to see which one offers the best value for money. But since most events that require an event planner are one-time events, companies and individuals are usually willing to pay a bit more for superior service because of the peace of mind that it will bring.
In fact, a good event planner should use price segmentation techniques to segment the target market into different segments based on their willingness to pay.
Summary
As you can see, there are many types of events that would require the help of a professional event planner. The most common ones are Conventions, Corporate Retreats, Galas and Weddings.
There are many factors that go into choosing an event planner. If you want to be successful in this industry, it is essential that you understand what potential customers are looking for in a planner. In most cases, it boils down to Services Offered, Experience, Reputation and Cost.
So, do you have what it takes to be a successful event planner? If so, select your target market for event planners and start promoting your services today!