What marketing is (and is not) for a service business
Module 1: Marketing Foundations · 15 min
Marketing for an event business is the work of making the right clients know you, trust you and ask you for a…
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Module 1: Marketing Foundations
Most event businesses are good at the work and uneasy about the selling. This module fixes the ground under your feet before you spend a dollar or post a word. You will…
Most event businesses are good at the work and uneasy about the selling. This module fixes the ground under your feet before you spend a dollar or post a word. You will learn what marketing actually does for a service business, how a stranger becomes a repeat client, and which seven levers you control. You will separate demand you can capture today from demand you have to build over months, and you will learn the handful of numbers that tell you whether any of it is working. Because every email, review request and price you publish is regulated, you will also get a plain-language map of CASL, the Competition Act and Canadian privacy law. It is written for planners, performers, caterers, venues, photographers, rental companies and every other vendor who sells a service. By the end, you will have a daily routine you can keep and a one-page marketing snapshot of your own business, built step by step alongside Lantern & Lane, a two-person planning studio in Toronto's west end.
By the end of this module you can
- Explain what marketing is for in a service business and where it stops
- Map your client journey and the seven Ps of your own offer
- Calculate your leads, conversion rate, average booking value and lifetime value
- Recognize the CASL, Competition Act and PIPEDA rules that touch everyday marketing
- Produce a one-page marketing snapshot and a one-hour daily routine
The customer journey from stranger to repeat client
Module 1: Marketing Foundations · 15 min
Every booking follows a path from a stranger who has never heard of you to a client who books again and sends…
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The marketing mix for services: the seven Ps
Module 1: Marketing Foundations · 15 min
The seven Ps are the levers every service business controls: product, price, place, promotion, people, process and physical evidence. Learn what each…
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Demand you capture and demand you create
Module 1: Marketing Foundations · 15 min
Some clients are already looking for you; others do not yet know they need you. Learn the difference between capturing existing demand…
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Your marketing numbers: leads, conversion, booking value and lifetime value
Module 1: Marketing Foundations · 15 min
Five numbers tell you whether your marketing works: leads, conversion rate, average booking value, cost per booking and lifetime value. Learn how…
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Marketing law in Canada: CASL, the Competition Act and privacy
Module 1: Marketing Foundations · 20 min
Three federal laws touch almost everything an event business does to market itself: CASL for emails and texts, the Competition Act for…
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The one-hour-a-day marketing system
Module 1: Marketing Foundations · 15 min
Marketing done in bursts between busy seasons never compounds. Learn a simple daily hour, split across replying, keeping, creating and measuring, with…
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Module 1 workshop: a one-page marketing snapshot
Module 1: Marketing Foundations · 15 min
Pull everything from Module 1 onto a single page: who you serve, where clients leak from your journey, your seven-P scores, your…
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