Marketing to Planners Should Never Be a One Night Stand

one night stand

Marketing to event professionals is unique. One-off ads or cold calling will not get you the results you want. Traditional drivers, such as promotions, sales, time-sensitive offers, or discounts, often do not apply. The event itself drives the decision, and that may come tomorrow or six months to a year from now.

So, how do you effectively market your brand, product or service to people who plan events? By staying connected to your market and being visible.

To market to planners, you need to approach your business development like a courtship rather than a one-night stand. Think long-term and choose comprehensive solutions, incorporating multiple platforms, products, and live events to help you keep your brand out there. Consider industry associations to connect your brand to planners who are the most active in their industry sectors.


Use content as a strategy to create engagement. Remember, though, that the type of content you offer is important. You can be funny, offer an interesting anecdote, ask questions, or offer helpful suggestions. Just don’t brag about yourself, or there won’t be a second date. Another great way to fine-tune your content strategy is to ask your current clients what they would like to see in terms of ideas.

I’d like you to please focus on online, sponsorship, and in-person first, then consider including select print in your plan to raise visibility to your target audience. Choose print for highly focused issues or special editions, but as a rule, avoid monthly print advertising because it is costly, and the ROI is not there. Print has a limited shelf life unless it’s a book or keeper issue.

Very few success stories happen by accident. It will take an active effort to design an overall strategy incorporating many different touch points. There are no shortcuts to growing your business, but there are strategies that work and those that don’t.

You can work with a qualified expert who specializes in marketing to event planners who can help you develop a cohesive and effective plan.