It is shocking to me how many businesses in the Melbourne events industry operate without a strategic sales and marketing plan.
In an industry where there is so much competition and high operating costs, a strategic plan can not only help you make more money but it can also help you save money in the long term. Just ‘doing’ marketing on an ad hoc basis or on a whim when sales are slow will never provide your events business with results. January is the perfect time to assess what happened last year and to plan for the year ahead. If you don’t have the time or resources to undertake developing a detailed strategy for the year, here is a list of items to consider.
You should be able to take your answers to all of these questions and develop strategies to counteract any negative issues and to exploit your strengths. Putting pen to paper to identify your aims, weaknesses, what is happening in the industry and what is happening in your own sales office will ultimately aim to give you back a sense of control and the ability to be clever with your marketing. All of these pieces fit together to help you formulate your best course of action to exceed your sales budget this year and beyond.
Black and White Marketing is a Melbourne based marketing agency and hospitality consultancy that specialises in helping events, wedding and hospitality businesses grow.