Issue 58
The UK's outdoor hospitality business magazine for function venues, glamping, festivals and outdoor events
The UK's outdoor hospitality business magazine for function venues, glamping, festivals and outdoor events
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FUNCTION VENUES<br />
Venue MOTs<br />
What is a wedding venue deep dive audit and why do you need<br />
one? The Venue Experts’ Stacey Ferguson-Czersovski explains<br />
NO MATTER the time of year, it is always<br />
the perfect time to undergo a deep dive<br />
audit. Deep dive audits are all about<br />
getting your venue ‘shop front ready’. The<br />
wedding venue market is a competitive<br />
one, and if you’re not meeting the needs<br />
of your potential customers effectively or<br />
marketing your venue correctly, you are<br />
going to miss out on those all-important<br />
bookings.<br />
We all know that when you’re close to<br />
and involved in something it can be very<br />
hard to pinpoint areas where you can<br />
improve, or work on how to do that. Think<br />
of a deep dive audit as your wedding venue<br />
MOT. Every venue needs to keep evolving<br />
and reassessing to exceed the expectations<br />
of couples.<br />
If you fancy giving it a try yourself, I have<br />
put together a summarised list on how to<br />
get started on turbocharging your venue.<br />
1<br />
DETERMINE YOUR VENUE<br />
GOAL AND DEFINE YOUR<br />
PRODUCT<br />
The first thing to do is assess what<br />
your goal is. Would you like to increase<br />
the number of bookings? Increase<br />
the revenue per booking? Perhaps<br />
you want to reposition yourself in the<br />
market. Whatever your goal is, you<br />
must ensure that all of your marketing<br />
activities and sales processes align<br />
with this goal. Is your team on the<br />
same page in terms of what you’re<br />
offering? You must establish a clear,<br />
refined product that will attract your<br />
chosen clientele and consider your<br />
tone of voice and language when<br />
communicating with these couples.<br />
2<br />
KEEP A TRACK OF<br />
YOUR FIGURES<br />
It is vital that you record<br />
your figures in order to work<br />
out your conversion rates and<br />
then compare these against<br />
the industry averages. This<br />
highlights the weak points<br />
in your sales journey and<br />
where you need to improve.<br />
For example, if your enquiry<br />
to viewing rate is low, then<br />
this might be because your<br />
pricing is not advertised on<br />
your website or your third<br />
party sites aren’t optimised.<br />
If your viewing to booking<br />
rate is low, this might be<br />
because your couples haven’t<br />
been pre-qualified or your<br />
viewing process isn’t selling<br />
your product. You should<br />
be analysing these figures<br />
monthly to ensure that you<br />
are aware of which areas<br />
need improvement.<br />
22 WWW.OPENAIRBUSINESS.COM
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