IG Live: Event Client Acquisition
Hello! Thanks for joining us and welcome.
Here is an edited version of the IG Live session. Next month, we’re talking about hiring strategies and then we’ll be be asking you again for your input on future IG Live sessions. As always, we welcome your feedback and ideas any time, so please share your thoughts at will.
Scroll down to see notes and download links related to the video. These resources will also be added to the Downloads page.
Proposal template for use in Canva
.PDF sample of finished proposal (except invoice link)
Determine what kind of client you want to work with. In this live session I share how I built our wedding/event studio up to 14 employees and budgets from a a few items to “unlimted” as described by the clients- crazy!
Communicate clearly to your prospective clients and in a way that will help you streamline communications. I dislike receiving cold calls. So I have a message on my phone that sends everyone to my website or encourages them to leave a message.
Once on my website I use very clear language to explain our services. Whatever they are. Now, we are mostly doing pick up orders. For full service clients we require an inquiry form:
The inquiry form includes windows for: name, email, phone number, date, venue, color palette, anticipated floral budget, days and times when the client is available to talk briefly for about 20 mins. OR - now with scheduling programs, you can have people sign up for appointments themselves on your website.
If you’re just starting out, my recommendation is to start with lower budget, smaller events that are easy to manage, if you’re able to. Of course— If an amazing project comes along, I’m not going to turn it down. I have a certain level of “I’ll figure out” in me.
I first gained wedding work through a farmer’s market that caters to a mixed socio-economic customer base— definitely with some higher end customers sprinkled in— and, in hind sight, that was a good place to find people that fit my “first client” demographic — they had a certain appreciation for farms and local products.
Some things that helped:
I showed up every week with my farmers market stuff, but also signage that said “weddings and events” and a binder with printed photos (some professionally taken) of my design work AND a notebook where I could collect customer contact information. One of the BEST things I’ve done for my business is not have business cards on hand in situations like this. Instead— I collect THE customer’s contact info and I reach out to them. Of course- if some one asks for my email address, I’ll give it to them. And I talked with my passion and heart when people visited my stall and mentioned that they knew someone who was getting married in the area or were getting married themselves.
My sequence of growth:
From there I earned a small delivery order (I’d never deliver this sort of event now, but then I was so excited!) We all start somewhere. It was a bridal bouquet. A few maids bouquets, a few boutonnières, and maybe a few other arrangements.
Then I got another job just like the first one, but this time I was contacted by a local planner trying to help some clients with a last minute small event.
Then another local planner— but this one was weird. all money went through her. Didn’t like that and for all future jobs require direct billing to the client, so a planner can’t take advantage and mark of my florals to clients.
I got a job for a local high profile anniversary party. That was an opportunity to prove myself to the “event” world here and earn some believers in our local flowers. (This is all still my first season growing - gasp!)
Then I got a job from someone who wanted to work on a BIG job the next summer. YES! They wanted local flowers. They wanted their event to look different. They wanted to try some unconventional things. They were friends with Emily Thompson. GASP. I needed to come up with a proposal that would show them I could do this. It worked. I also agreed to coordinate on part of it with another vendor— big mistake. The other farmer struggled to deliver on the live mushroom logs he promised he could make. (seen in video)
End of the first season: I got invited to help with a photo shoot set up a new event planner (because none of the “known” florists were willing or able to). Small stipend.
I had more photos to show my work.
My first winter:
I took some proactive steps to make sure people knew about me. I called and emailed every venue in our area to let them know that we are an option. And I offered to meet with their event coordinators and I offered to tour their facilities.
I introduced myself to every industry vendor in the area that I could find and I found a way to feature them on my website as local vendors with links back to their websites and images of their work.
Second Summer:
If I was doing a project with extra flowers — an installation like I talked about before— I gave them a heads up, so they could take clients there or grab photos if they wanted.
That new event planner now had her own florist hook up (me) in the area. So she came to me first when ever she had a client in this area. Or relationship mirrored those of the established planners in our area who already had their “preferred florists” to work with.
A newly renovated hotel was getting a new brand identity and needed a whole suite of wedding photos. The project was coordinated by a young, motivated, and forward thinking event planner. The other florist that helped with winter time photos at the hotel was too busy. I got the job. Stipend to cover costs. BINGO. That’s when things really took off.
In my first seasons I learned:
I could earn more jobs just by responding quickly to people.
The couple photoshoots I did were an INTEGRAL part of proof of concept for my business.
My pro-active communications in reaching out to everyone worked
I COULD DO HARD THINGS.
I hope that sharing an insider’s look in to my experiences and the methods and strategies that seemed productive here is helpful. I’m happy to answer your questions about wedding and event client acquisition.
Best,
