One way to ensure success in your event planning business is to identify your niche. Do not make the common mistake that so many event planners do by trying to serve every client. Identify who your ideal clients are, what you're passion about and what skills you can offer. These three items will help you to identify your niche and know exactly which clients to target.
This of course do not mean that you cannot work with clients or provide services outside of this range. It only means that you will be able to direct your marketing efforts specifically at the clients that will be best for your business.
Make A Wishlist
Who are your ideal clients? Be as specific as you can. Identify the geographic range and the types of businesses or customers you want to target. If you don’t know whom you want to do business with, you won’t be able to make contact with potential clients. For Example, are you looking to work with everyday or low budget brides? or would you prefer to work only with high budget brides? Regular budget clients will provide you less per event income but will provide you with a larger client base.
Focus Your Passion
Clarify what you want to sell or what service(s) you would like to provide, keeping in mind that you can’t be all things to all people. Your niche isn't the same as the field in which you work. For example, an event planning business is not a niche but a field. Your niche should arise naturally from your interests and experience. For example, maybe you would like to focus your wedding planning business on Destination Weddings or Cultural Weddings.
Uncover Your Clients Needs
Find out what your ideal clients are looking for within your chosen niche, and design your services to address these. When you look at the world from your prospective client’s view, you can identify their needs or wants. The best way to do this is to research, talk to prospective customers and identify their main concerns.
Get Our Free 7-Step Worksheet on Finding Your Event Planning Niche
This worksheet provides a step-by-step guide to identifying your passion, ideal customer and niche area to focus your business and increase your success.
Once you have identified your niche service you will need to evaluate it. Is it a viable idea? Is it Financially feasible? Will it contribute to your long-term goals? If it does then you should test it. Offer a free wedding consultation meeting for example and see if clients are interested in your particular service. If they are then you idea can be considered proven and you are ready to launch.