Top tips on how venues can get through the Covid-19 crisis
During this strange and unprecedented time (something we have almost become used to as the new ‘normal’ now), our wonderful Events and Hospitality Industries have been hit hard; causing so many people and businesses uncertainty for the future.
And yet in amidst all this anguish, the events industry will bounce back. People will be desperate to celebrate that anniversary they missed, tie-the-knot (perhaps months later than planned), conduct highly important annual general meetings, and rejoice in the presence of friends and family in many-a celebration. And when that time comes, hopefully very soon, venues need to be ready. Not just in fulfilling events, but with a robust strategy which focuses on retaining clients and gaining new ones along the way.
With lockdown looking to ‘ease’ soon, it’s still a long road ahead for our industry and venues and event companies need to be forward-planning now, as much as they can.
The team at Sister have helped to compile a few of their top tips on how to do this, and we hope it will go some way to helping towards a brighter, more fruitful and prosperous year ahead…
1. If venues haven’t already been doing so, then they should be helping clients find alternative dates rather than cancelling. ‘Postpone don’t cancel’ has been a moto shared by many in the industry and will not only help retain clients, but ensure income is guaranteed further down the line.
We suggest holding their existing dates still too, to ensure they have access to their original date if things change sooner than expected.
2. Work to build rapport with your clients.
Make them empathise and understand the challenges you face and try to make it as personal as you can, so they understand how difficult it is for you too. Finding the right venue is not only chosen on the style and location of the site, but on the people that it is booked through, and the more you can support each other at this stage the better.
3. Build on the relationships you have with your suppliers.
They too are suffering and will rely on your business when things pick up. By supporting one another now, suppliers will be more likely to recommend your venue when business comes back if they recognise a mutual support you have shared. Talk to one another about stories and content you can share on previous events, and share these stories on your social channels and website.
4. Make sure you really understand your venues USP’s and work to build marketing messages around them.
Your venue is unique in many ways – share these with your clients, past and present and they too will instill a confidence and understanding of what your venue is and what it offers.
5. Be prepared.
Ensure you have a written business plan. How well you will do once you can reopen depends on your how you plan ahead. As part of the business plan, devise a clever & clear PR & marketing strategy as you finally have the head space to re-evaluate your brand and previous campaigns. When this crisis is over you are then prepared and can hit the ground running.
6. For anyone struggling with cashflow, offering vouchers that come with added value could be considered.
‘Buy now’ and get 25% added value (or similar) later is a great way of securing new business and bringing cash in, whilst offering the client a tangible benefit for their faith in forward purchasing. This has been hugely successful in the restaurant industry and if a venue owns a lot of stock in-house such as chair covers, table centres, linen etc would translate well as added-value to a client who would otherwise be paying extra for these.
7. Don’t go silent!
Storytelling continues to be crucial and should be so for the coming months. Now is the time to shout about your business, the fabulous and talent people involved and your mission. There is a huge amount of support pouring in for businesses at the moment and it’s easier to build brand loyalty during a crisis.
Positive communications about plans for the autumn/re-opening and importantly how you have managed your team through the crisis are stories in themselves, and are a great reflection on you as a business.
8. Look to diversify.
It’s going to take time to build business confidence and the economy so venues need to look at diversifying the current business model. Is there a new market that might be now interested in using the space? Can your venue be used in a different way to all your previous events? Could you develop partnership opportunities with local or corporate organisations who might be able to support the venue with Partnership agreements? Thinking about your venue in a different way will be very important going forward.
We wish you all the luck and should you need further help and advice or assistance with a new business plan we’d be happy to help.
CONTACT US anytime…
By Jenny Bones, Founder of Sister
