Issue 58

FUNCTION VENUES
3
ASSESSING YOUR
MARKETING ACTIVITIES
Create a marketing
strategy and assign an annual
marketing budget. Keep in mind
your venue goal when looking at
your strategy and only advertise
on third party sites that align with
your desired couple. Monthly
analysis will help maximise your
return on investment.
4
YOUR SALES PROCESS
Don’t ghost your couples, make sure
you respond to their initially enquiry
as soon as possible. Make it memorable
and don’t say congratulations on
your engagement! Ensure all
emails have a great call to
action to come and view
your venue. Consider
implementing a five week
email journey to subtly
remind the couple of your
venue and keep you at the
forefront of their minds.
5
QUALIFY YOU COUPLES
Self-qualification and
prequalification are vital parts
of your sales process. Allow couples
to self-qualify by having all of your
pricing and FAQs online. This allows
couples to save time as they don’t
need to send an email to find the
information and allows them to
easily compare you against other
venues.
Pre-qualification before a viewing
is just as important. Make sure that
you are the right venue for them
and they are the right couple for
you. Are you within budget? Do you
have the date available and do you
have the correct capacity? Asking
these questions before a viewing will
ensure that your time is spent with
the couples most likely to book your
venue.
6
NAILING YOUR VIEWING
AND POST VIEWING
PROCEDURES
Tailor your viewing to the couple.
What is the most important
aspect of their wedding day?
What time of year are they
looking at? Use this information
to conduct a bespoke viewing.
Remember to match the couples’
excitement – they don’t just buy
into the venue, they buy into you
too! Make sure you follow up on
the day of the viewing and don’t
be afraid to ask for the sale.
ABOUT THE AUTHOR
Stacey Ferguson-
Czersovski is the
founder and CEO of The
Venue Experts which
offers deep dive audits to
make sure wedding venues
are in the best possible shape. The
team will comb through your website in
tiny detail, look at how well your social
media is working for you and analyse
your customer sales journey from initial
enquiry to showround and beyond. The
resulting advice and plan ensures your
venue has everything in place to perform
to its fullest potential.
It’s not too late to book a deep dive audit
before the summer wedding season
really kicks off. 07880 312303 / hello@
thevenueexperts.co.uk
WWW.OPENAIRBUSINESS.COM 23