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Your Event Career

4 Goals to Set For Your Event Planning Business This Year














With 2018 on the horizon, it’s the perfect time to make some professional and personal New Year’s resolutions. That being said, we much prefer making concrete goals for the year ahead instead of simple resolutions – they’re more specific and attainable. Nothing against New Year’s resolutions, of course!

As the owner of an event planning business, you know the importance of setting regular goals, as they’re what propel your business to success! So what should you be focusing on for the year ahead? We’ve put a list together of four goals that you should set for your event planning business in 2018, and how to lay the groundwork to achieve them.

Read on and take note!

1. Stronger social media presence

Let’s start with an area we know you’re familiar with – social media! Facebook, Twitter, Instagram, and Pinterest are just some of the platforms you should be using on a regular basis as the owner of an event planning business. Not only will they help you build your brand identity, they’ll also help you connect with potential clients. If you’ve already been using social media, great! However, with a new year ahead, there’s never been a better time to step up your social media game, and there are a number of different ways to do so…

wedding planner working on laptop

First and foremost, you really need to be generating original content on each platform you use, and targeting it to your specific audience. This can be done through emotional appeals, tips, ideas and trends that will draw new followers in. In order to set this up as a goal, you’ll need to come up with an editorial schedule for yourself and set specific checkpoints (such as weekly or monthly milestones) to make sure you’ve achieved the followers you want and that your content is engaging.

Think of growing your social media presence as a marathon, rather than a sprint. Be sure to interact with your followers instead of simply sitting back and watching your numbers increase. You’re much more likely to gain likes and followers if you’re liking and following other people!

2. Increased revenues

We know that this is a broad title, but don’t worry — we’re going to unpack it for you. As a business owner, you know the importance of charging the right amount, making sure you get paid, and keeping your event business afloat! A common goal that many business owners have at the start of a new year is to increase their revenue, but it can be tricky to know where to start.

Setting a goal to increase the revenue of your event planning business will require you to look closely at your sales strategy, including your list of clients, how many events you plan per year, and what the competition is like. Take time to add sections to your strategy, including what opportunities you can take advantage of, where the competition is falling short, and what your clients are up to. Depending on the size of your event planning business, you may need to hire some employees to grow your team. The right people are really the heart of a successful business, and so is having the correct processes to execute amazing events!

outdoor decor for events

Once you’ve organized the pieces above, write down what your exact goals are for 2018 and how you’ll achieve a certain improved level of revenue. A goal won’t work unless you take it seriously, and this means putting a real plan in place to help you get there. Actually writing your goals down somewhere in view will be a constant reminder of what you want to achieve and what you’re working towards.

3. Improved customer satisfaction

This one is huge! During your event planning career, you’re going to work with countless personalities and plan all kinds of different events. Event planners know that they need to go above and beyond on a regular basis to keep their clients satisfied (and encourage them to tell their family, friends, and colleagues about you!). Because of this, a great goal to set for 2018 is to improve customer satisfaction.

Don’t take this the wrong way, of course, but there is always room for improvement when it comes to your business. Look at it this way – a new year is a prime opportunity to sharpen your customer service skills, such as making a professional first impression, being accessible, and going the extra mile with written proposals. You may think you’re currently providing stellar service to your clientele (and we’re sure you are!), but setting a goal to take things even further in 2018 will only make your clients happier, and add more to your list.

Similar to your social media goals for 2018, draw up a few documents to help you meet this one. Use a call schedule to regularly let clients know the status of their upcoming event, and keep detailed planning timelines to ensure nothing is overlooked. These type of schedules will keep you on track and help you achieve your goal of more satisfied clients!

4. Business networking

Event planners are social by nature, which comes in handy when building a network! One of the most critical aspects of your business’s success is networking – getting out there and meeting other industry professionals can only improve your reputation, clientele, and knowledge of the field. However, there is a right way to go about networking, and it doesn’t involve spending hours mingling aimlessly with strangers.

event planners working together

Setting a goal to network in 2018 is not only reasonable, it’s perfectly attainable with the right strategy. Do your research into upcoming trade shows and conferences, and make sure they’re right for your business (think wedding shows and food expos, for example). Once you have a short list, set a goal for each show, such as to collect names for a mailing list, network with new vendors, and schedule free client consultations afterwards.

Having goals in mind will keep you focused throughout the events, and you won’t find yourself spinning your wheels while your precious time fades away. Be prepared at trade shows with a professional booth, signage, and marketing collateral – this is a wonderful opportunity for you to make yourself known, and make the most of your time at the event.

Share your 2018 goal in a comment below, and check out some New Year’s resolutions for event planners!


One response to “4 Goals to Set For Your Event Planning Business This Year”

  1. Event planning is quite a tricky task, making the day memorable and keeping every one elated is a big thing. Thank you for sharing the goals that I can set for my business to attain great revenues.

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