How to Fill Up Your Venue’s Calendar with Corporate Events

By Katy Mullet | 2 min read

As you look at your calendar and figure out opportunities to fill your space, it’s worth taking a look at what corporate events are in your city throughout the year. You may have hosted some of these groups before – groups that meet on a quarterly or annual basis or even larger scale conferences that take over a city. In both cases, guests are looking for a unique location where they can host after-parties, networking events, or meetups over a meal.

So how do you target and close corporate event leads? There are proactive and passive strategies your venue should use to get your name out there and start closing business. 

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1. Make sure it’s easy to collect leads. 

You’ll want to make sure to list your private events capabilities on your site. That way, corporate event managers can reach out to you on their own time while doing research. Consider adding a private event lead form to other spaces where your name comes up – like your social channels or even listing on marketplaces like Yelp, OpenTable, Eventup, Cvent’s Kapow, and Bizly. Providing a smooth experience and casting a wide net will give you more potential leads as you start booking your space.

2. Keep your calendar up to date.

You don’t want to double book when dealing with high-profile clientele or large groups. However you manage your calendar, make sure it’s transparent to your team, includes the information needed for each event and is always up-to-date. 

If you use an event management platform like Gather, this is a breeze! With unlimited users and mobile app to respond to leads on the go, everyone can stay up to date whether you’re in the office or not. 

3. Build loyalty with past clients. 

Repeat customers are easier to sell to. According to Constant Contact, your likelihood of booking new business is around 13%, but your chance of booking repeat business is over 60%. If you have experience with corporate groups or conferences in the past, reach back out to them. An incentive might make them more likely to book. Or just letting them know you are available puts you top of mind. A little communication goes a long way with past relationships, and reaching out may be the quickest way to fill your calendar.  

4. Be proactive. 

If you have the time, doing a little bit of research and proactively targeting corporate companies may provide a payoff. Searching “conferences near me” can give you an idea of what types of events are happening and during what time of year. Reaching out to employees at sponsor companies with an event focused title like “event manager” or “event coordinator” can help get your name out there. If you have a Director of Sales, it’s their time to shine. 

5. Simplify the process for you and your guests.

Once you’ve got some leads, creating a streamlined experience for your guests to plan and book their event will save you time and energy. Have set menus, preferred vendor lists, and tailored pricing descriptions updated and on hand before you start the process. This setup will keep you from spinning your wheels once a significant lead comes through. The speed and attention you give them early in the process may be what sets you apart from the competition. 

Happy booking!

Katy Mullet
Content Marketing Manager

I'm the Content Marketing Manager here at Gather. Outside of writing and creating campaigns, I love to try new restaurants here in Atlanta or wherever I'm traveling.

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