How to Get Clients for Your Event Planning Business

In 2024, the event planning industry is valued at over $5 billion in the United States, showing strong growth from previous years. 

Starting an event planning business can feel like a thrilling adventure, full of opportunities to bring your creative ideas to life. It’s like painting on a blank canvas, where your imagination sets the limits. But alongside the excitement comes the challenge—finding clients who trust you with their important moments. The real test isn’t just attracting these clients, but proving that you have the skills and expertise to deliver their vision. 

What is Event Planning?

Event planning is the process of organizing and coordinating all the details needed to host an event. This includes everything from choosing the location, setting a budget, and selecting vendors, to managing logistics like catering, entertainment, and guest lists. Event planners ensure that everything runs smoothly on the day of the event, be it a wedding, corporate conference, festival, or party.

Here are the examples of event planning:

• Weddings: Choosing the venue, photographer, and managing the guest list.
• Corporate Events: Booking speakers, catering, and handling tech.
• Festivals: Arranging entertainment, stages, and vendors.
• Birthday Parties: Setting up the venue, food, and decorations.
• Charity Galas: Organizing fundraising activities and guest experiences.

7 Tips to Get Clients for Your Event Planning Business

When starting an event planning business, getting clients is important for your success. You’ll need simple tools like an online invoice maker or accounting software to keep things organized. However, the real key to success lies in attracting and securing clients. 

1. Target a Specific Niche

Focusing on a particular type of event makes it easier to stand out. For example, if you specialize in weddings, you could offer services like wedding planning, venue selection, or flower arrangements. 

Similarly, if you target corporate events, you might focus on organizing seminars, business meetings, or product launches. Offering virtual event services can be another great niche, especially for companies looking to hold online conferences or workshops.

2. Create a Professional Website

Your website is usually the first thing potential clients see. Make sure it includes high-quality images of past events, easy-to-find contact information, and testimonials. Use SEO techniques so that when someone searches for event planners in your area, your website appears at the top of the results.

For example, an event planner's website can feature a portfolio of successful events, including photos, client feedback, and event themes. A planner specializing in corporate events could have a section on planning team-building retreats and company parties.

3. Use Social Media

Take advantage of social media platforms to show your event planning skills. Post photos and videos of your past events on sites like Instagram for social events or LinkedIn for corporate events. Engage with your followers by responding to comments, liking posts, and joining conversations related to your industry.

For instance, a birthday party planner could use Instagram Stories to show behind-the-scenes footage of setting up decorations or organizing a children's party, adding hashtags like #BirthdayPlanner or #KidsPartyIdeas to reach more people.

4. Work with Nonprofits

Partnering with local charities can be a great way to get your name out there and build your reputation. Many nonprofits need help organizing events like fundraisers, galas, or community outreach programs. Offering your event planning services, especially at a lower cost or even for free, can give you valuable experience, increase your visibility, and help you make meaningful connections.

For example, offering to organize a charity dinner for a nonprofit organization not only showcases your event planning abilities but also exposes you to guests who may need your services for their personal or business events.

5. Host Event Pop-Ups

If you’re new, hosting a sample event is a great way to show your skills. Pick a unique theme, invite potential clients, and set up everything as if it’s a real event, complete with food, decorations, and entertainment. This helps people experience your work firsthand and allows you to network with local vendors. Promote it on social media and offer special discounts to attendees who book your services.

For example, a planner could create a pop-up "mini-wedding" with a beautiful ceremony setup, music, and food tasting to show potential brides and grooms what they can expect from their services.

6. Use Word-of-Mouth Marketing

Happy clients are your best promoters. After a successful event, ask them to leave reviews on platforms like Google or LinkedIn. Encourage them to refer your services to others by offering a discount or incentive for future events.

For instance, a corporate event planner might ask satisfied clients to leave reviews on LinkedIn or Google, and offer a discount for future events if they refer another company.

7. Ask for Referrals

Don't hesitate to ask previous clients for referrals. After a successful event, like a wedding, ask if they know anyone else planning an event. Offering a referral discount or bonus can encourage them to spread the word, making it easier to attract new clients.

For example, after organizing a successful wedding, ask the bride and groom if they know anyone else getting married soon who might need a wedding planner. You could even offer them a referral discount for sending new clients your way.

What to Discuss with Potential Clients?

After attracting a potential client, the next step is to understand their specific needs. Here are key topics to cover:

• Budget and Costs: Discuss the client's budget in detail. Make sure to explain all expenses clearly, such as venue fees, vendor costs, decorations, and any other possible charges. This helps avoid misunderstandings later on and ensures the event stays within their budget.
• Event Goals: Ask the client what they want to achieve with the event. This could be creating a specific atmosphere, conveying a message, or achieving a business objective. Understanding their vision helps you plan the event around their goals.
• Venue Details: If the event requires a venue, talk about the location, size, and specific requirements. Make sure the venue can accommodate the number of guests and meets the client's expectations for the type of event they want. Also, check if the venue has any restrictions, like noise limits or vendor rules.
• Event Schedule: Discuss the timeline for the event, including important milestones like when vendors need to be booked, when invitations should go out, and the overall schedule on the day of the event. This helps keep everything organized and on track.
• Logistics: Review details like seating arrangements, catering options, and transportation for guests. If there are any special requests (like dietary restrictions or entertainment preferences), make sure to note them.

Nurture Relationships, Build Connections!

Attracting clients for your event planning business is like nurturing a garden. You invest time and effort to grow your skills, form relationships, and maintain those connections so they can flourish. Focusing on a niche, building a strong online presence, and using social media and referrals, you're setting the stage for future success. Collaborating with charities and hosting sample events further strengthens your credibility.

Are you building a business that’s rooted in genuine passion and service, or is it driven by the need to keep up with others? Are your actions today planting seeds for meaningful connections, or are they just short-term fixes? The outcome depends on how you choose to grow and nurture your business.

FAQs

How to get new clients as an event planner?

To get new clients, you can start by promoting your services to people you already know, such as friends and family. Networking is key—attend local events, join business groups, and build relationships with vendors. Make sure to ask happy clients for referrals and reviews. Also, showcase your work on social media platforms like Instagram or Facebook.

How do I market my event planning business?

Create a professional website that showcases your past events and includes client testimonials. Use social media to share your work and engage with potential clients. You can also try email marketing and attend networking events or partner with local businesses to increase visibility.

How to become a party planner?

To start an event planner business, gain experience by helping with events or volunteering. Learn essential skills through courses, then build a portfolio and establish an online presence to showcase your work. Network with vendors and clients, offer discounts to attract customers, and ask for referrals to grow your business. 

How to start an event space business with no money?

Starting an event space business with no money is possible with creativity. Partner with someone who owns a space, or manage existing venues for a share of rental fees. Start small by hosting pop-up events or bartering your services for space use. Crowdfunding and pre-selling bookings can help raise funds. Use your network and social media to promote your services for free. Focus on building relationships and starting small for success.