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

By Katy Mullet | 2 min read

As you look at your event calendar and brainstorm ways to fill your space, consider researching corporate events in your city throughout the year. These events can range from business groups that meet on a regular basis to annual conferences that take over the city. Capitalizing on the opportunity to bring corporate clients into your venue can result in large-scale events and repeat customers. 

So how do you target and close corporate event leads? Here are some different strategies your venue can use to get your name out there and start closing business. 

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1. Make collecting leads easy 

Make sure your site clearly lists your venue’s private event capabilities and amenities. 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 your online portals like social channels, as well as marketplaces like Yelp, OpenTable, Eventup, Cvent’s Kapow and Bizly. Providing a smooth experience and easy-to-find venue info will bring in more potential leads as you start booking your space. 

2. Keep your calendar up to date.

The last thing you want to do is accidentally double-book a high-profile client or large group. However you manage your calendar, make sure it’s transparent to your team, includes necessary info for each event and is always up to date. 

If you use an event management platform like Gather, this step is a breeze! With unlimited users and a mobile app for on-the-go lead responses, it’s easy to keep everyone on the same page. 

3. Build loyalty with past clients. 

Re-selling to previous customers is easier and less expensive than selling to new ones. According to Constant Contact, the likelihood of booking new business is around 13%, while the probability of booking repeat business is over 60%. If you’ve hosted corporate groups or conferences in the past, reach back out to them. Letting them know you’re available puts you top-of-mind, and you might even try offering an incentive like a booking coupon. 

4. Be proactive. 

If you have the time, doing a little bit of research and proactively targeting corporate companies could pay off. Simply search “conferences near me” to get an idea of what events are happening when in your city. Reaching out to employees at sponsor companies with titles like “event manager” or “event coordinator” will often get you in touch with the right person. If your venue has a Director of Sales, this type of selling is right up their alley. 

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 time and energy on both sides. Have current menus, preferred vendor lists and tailored pricing descriptions on-hand before you start the process. This prep work will keep you from spinning your wheels once a significant lead comes through. The speed and attention you provide early in the process may be what sets you apart from the competition. 

Happy booking!

This article was originally published in September 2019. 

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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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