The event industry in 2020 took a big hit with shutdowns and COVID protocols have changed how we have events; you are left unsure of what the future holds. I believe this industry is not dead and putting this time to good use to make positive changes or to re-brand your business can be the push your business needed.

2021 is a time for new beginnings, this is an opportunity to grow and or pivot your business into something bigger and better than what it was. You are exploring new opportunities within your rental business as you consider micro-weddings and elopements, subleasing your warehouse, or even listing your delivery vehicle on a truck share app.

You are getting crafty and thinking outside the box as you shine and stand out from the rest. But what else can you do to make the best use of this new time you have on your hands?

Here are six things you can do to make your event business stronger during these times of flux.

1.) Update or Sell Inventory

When was the last time you updated your equipment? When was the last time you edited your Inventory online? Or maybe you have equipment stuck in storage that is not relevant to your business anymore, sell it! Cash in your old electronics and inventory, recycle that pays. Other places to cash in a sale are eBay, host a virtual sale or Craigslist. Now is the perfect time to add your unlisted inventory and write thorough descriptions for each item. Remember, if they cannot see it, they will not rent it

Your inventory photos are equally as important and should not only showcase the item, but that item styled and in use. A crisp, white background is recommended as your main inventory photo (this makes it much easier to do mockups) but showing the result of how amazing that item looked during a wedding is even more powerful (and a great sales strategy).

Lastly, use keywords or tags to help your clients drill down deeper into your inventory, giving them ideas and showcasing inventory around themes, mood, or colors. Let your collection, the beautiful images, and descriptions help do the selling for you!

2.) Tackle Maintenance Projects

Do you have a pile of repair projects that have been haunting you? Or maybe a list of custom builds that you have been wanting to tackle? Now is your opportunity to freshen tables and chairs with a new coat of paint, spot clean upholstered seating and textiles, and make repairs to your inventory that’s been sitting there un-rentable.

It is also a great time to spruce up your warehouse and office. Clean floors, replace missing light bulbs and touch up paint on walls. Re-organize your office space for efficiency and functionality and organize the inventory in the warehouse. This is a good time for all equipment accounted for working properly and it in its proper place. Your event business will be stronger in no time.

3.) Refresh Your Website

Your website and other social media sites are your resources for getting in front of potential clients. Make sure your online presence tells your clients about you and how your company can help them with their next event. If you have not touched your website in over a year, make this a priority. Google is constantly crawling your website and when it sees fresh content, it re-arranges your site’s ranking. So, if you want to get found in a higher search ranking, update the content on your website regularly.

Since your website can be intimidating, start with your photos first. One simple change is to optimize your images for SEO. This is one of the best ways to have your images show up on Google. Use a short filename that describes what is shown in the image as this helps Google understand what your image is about. An example is yale-union-vintage-wedding.jpg. Noting the venue name (which is highly searchable online) as well as the dashes in between words.

While there are a million other things you can do with your website, now is also a great time to update your copy so it is conversational and speaks directly to your ideal client. Include a short testimonial on every page as well as a call to action (what is it you want your audience to do on that specific page).

4.) Reach Out to Prospects and Clients

Did you have a wedding scheduled for today or tomorrow that had to be postponed? Reach out to them to let you know that you are thinking of them. You know that they are even more broken-hearted than you are that their day is not what they expected it to be. So, let them know you cannot wait to help them to celebrate before long! Simply reassuring your clients, and connecting with potential clients, can help calm nerves. Remember, we are all in this together.

5.) Make a video

The event industry has changed and making a highlight video on the new ways to have an In-person virtual event (webcasting) can show your clients how you have adapted to the changes. Your video can highlight new treads and colors in the wedding industry. Consider also creating a video with some of your preferred event partners showing different ways your clients can have in-person events while providing a covid safe experience. People need to be reassured that you aren't going back to business as usual.

 

6.) Blog Posts

And last, write a blog! I mentioned above the importance of updating your website regularly. If you tend to “set it and forget it”, blogging is a great way to keep your website current, without all the work of a redesign. It helps you continue to show value, which is crucial at times like these. But it is also a great way to drive traffic to your website (remember to optimize those images!).

Aside from weddings, showcase your blog or magazine features, highlight new inventory, offer rental or styling tips; design tips, or Your Ultimate Virtual Event Guide Planning Guide. Be sure to include outbound links when crediting other vendors as this helps Google understand your niche as well as increases the trust and quality of your website. And do not forget to pin those images to Pinterest to drive even more traffic to your website!

The bottom line is to make good use of your time so you can be ready. Although the events industry is changing, weddings will still take place and you want to make sure you have your ducks in a row once this storm has passed.