Selling an invisible service
Specialist Track: Marketing for Event Planners · 15 min
Planning is a service the client cannot see until the day itself, so the marketing has to make it visible. Learn to…
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Specialist · Fully Booked learning path
Marketing for one kind of event business: planners, performers, food and drink, venues, creatives, décor and rentals, or corporate sales.
The specialist path through Fully Booked, the free EventPlans.ca Marketing Academy. The lessons below are in course order; work through them, complete each worksheet and quiz, and see the learning paths for the other routes.
A portfolio when you have planned three events
Specialist Track: Marketing for Event Planners · 20 min
A new planner can build convincing proof from a handful of events by showing decisions, process and outcomes rather than volume. Learn…
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Venues as a lead source
Specialist Track: Marketing for Event Planners · 20 min
Venue coordinators meet couples and companies months before anyone else, and the planners they mention get the first call. Learn what venues…
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Corporate clients and procurement
Specialist Track: Marketing for Event Planners · 20 min
Corporate events are bought by people who must defend the decision to someone else, through processes built to reduce risk. Learn who…
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Wedding planners: shows, listing platforms and the inquiry season
Specialist Track: Marketing for Event Planners · 20 min
Wedding planning inquiries arrive in a predictable wave after the winter engagement season, and the planners who are ready for it book…
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The show reel and the promo kit
Specialist Track: Marketing for Performers and Entertainers · 15 min
A planner decides whether to recommend you in the first fifteen seconds of your reel and the first glance at your one-sheet.…
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Selling to planners and agents
Specialist Track: Marketing for Performers and Entertainers · 15 min
Planners and entertainment agents control a large share of performance bookings, and they choose acts that make them look good and cause…
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Pricing appearances, travel and exclusivity
Specialist Track: Marketing for Performers and Entertainers · 20 min
A performance fee pays for far more than the minutes on stage: travel, set-up, waiting, rehearsal and the dates you turn down.…
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Corporate and trade show bookings
Specialist Track: Marketing for Performers and Entertainers · 20 min
Corporate clients book entertainment to achieve a business goal, from thanking staff to pulling prospects into a trade show booth. Learn how…
Read moreTurning every show into the next booking
Specialist Track: Marketing for Performers and Entertainers · 20 min
Every audience contains future clients, and every host is a likely rebooking. Learn how to measure your spin-off rate, earn inquiries at…
Read moreMenus as marketing
Specialist Track: Marketing for Caterers, Bars and Food Trucks · 15 min
A catering menu is often the first thing a client reads and the document they forward to everyone else who decides. Learn…
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Tastings that convert
Specialist Track: Marketing for Caterers, Bars and Food Trucks · 20 min
A tasting is the most persuasive sales meeting a caterer or bar can run, and the most expensive if badly managed. Learn…
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Food and drink photography
Specialist Track: Marketing for Caterers, Bars and Food Trucks · 15 min
Clients judge food with their eyes long before they taste it, so your photos do much of the selling. Learn the light,…
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Food trucks: festivals, offices and social
Specialist Track: Marketing for Caterers, Bars and Food Trucks · 20 min
A food truck earns money in three very different markets: public festivals, office and corporate lunches, and private events. Learn how to…
Read moreAlcohol and food advertising rules in Ontario
Specialist Track: Marketing for Caterers, Bars and Food Trucks · 20 min
Ontario's liquor advertising standards, Canada's Competition Act and Ad Standards' guidelines all shape what caterers, bars and trucks can say in a…
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Room photos, floor plans and virtual tours
Specialist Track: Marketing for Venues · 20 min
Planners and couples shortlist venues from photos, floor plans and tours long before they visit. Learn how to build a room photo…
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Filling off-peak dates
Specialist Track: Marketing for Venues · 15 min
Every empty weekday and winter date is revenue a venue never recovers, but careless discounts teach clients to wait for a deal.…
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The venue website and inquiry flow
Specialist Track: Marketing for Venues · 15 min
A venue website has one job: turn the right visitors into tours. Learn which pages and facts planners and couples look for…
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Planner tours, open houses and familiarization visits
Specialist Track: Marketing for Venues · 15 min
People book venues after they have stood in the room. Learn how to run a private site tour that ends with a…
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Listing platforms and directories
Specialist Track: Marketing for Venues · 20 min
Wedding marketplaces, corporate sourcing tools, hourly space-rental sites and directories all promise venue leads, at very different costs. Learn how each type…
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Curating a portfolio by client type
Specialist Track: Marketing for Photographers, Videographers and Creatives · 20 min
A portfolio sells best when each client type sees work made for someone like them. Learn to split your work into wedding,…
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Copyright, usage licences and credit lines
Specialist Track: Marketing for Photographers, Videographers and Creatives · 20 min
Owning your images only helps your marketing if clients and vendors know exactly what they may do with them. Learn to write…
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Vendor sharing and tagging
Specialist Track: Marketing for Photographers, Videographers and Creatives · 15 min
Every event you shoot is full of vendors who need great images and can send you referrals. Learn a repeatable routine for…
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Pricing collections
Specialist Track: Marketing for Photographers, Videographers and Creatives · 15 min
Photo and video collections work when each one is built from real costs and designed to steer clients to the package you…
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Galleries and deliverables as marketing
Specialist Track: Marketing for Photographers, Videographers and Creatives · 20 min
Your gallery, film and album are seen by more potential clients than your website ever will be. Learn to design a delivery…
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An inventory catalogue clients can shop
Specialist Track: Marketing for Décor, Florals and Rentals · 15 min
Clients and planners buy décor and rentals from photos long before they see an item in person. Learn to build an online…
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Styled shoots and honest disclosure
Specialist Track: Marketing for Décor, Florals and Rentals · 20 min
A styled shoot lets a décor, floral or rental company show the work it wants to sell before a client has paid…
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Seasonal and trend content
Specialist Track: Marketing for Décor, Florals and Rentals · 15 min
Décor and floral clients plan months ahead, so your content has to arrive before they start choosing, not when the season does.…
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Delivery zones, minimums and quoting
Specialist Track: Marketing for Décor, Florals and Rentals · 20 min
For décor and rental companies, the truck, the crew and the late-night strike can quietly eat the profit on every order. Learn…
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Planner and venue partnerships
Specialist Track: Marketing for Décor, Florals and Rentals · 15 min
Planners and venues decide which décor, floral and rental companies their clients hear about first. Learn to build a transparent trade programme,…
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How companies buy events
Specialist Track: Selling to Corporate Clients · 20 min
Companies buy events through several people, fixed budgets and approval rules that most event vendors never see. Learn the roles in a…
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LinkedIn and outbound prospecting under CASL
Specialist Track: Selling to Corporate Clients · 15 min
Outbound prospecting means reaching corporate buyers before they start looking for you. Learn to build a focused target list, use LinkedIn as…
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RFPs and vendor onboarding
Specialist Track: Selling to Corporate Clients · 15 min
Requests for proposals and vendor onboarding are where many small event businesses lose corporate and public-sector work before anyone reads their ideas.…
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Proposals for procurement
Specialist Track: Selling to Corporate Clients · 20 min
A procurement proposal is read by evaluators with a score sheet, not by a client falling in love with an idea. Learn…
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Account management and repeat business
Specialist Track: Selling to Corporate Clients · 15 min
The real value of a corporate client appears in the second, third and tenth event, not the first. Learn to calculate what…
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