INITIAL ISSUE

The new owner, with extensive experience in festivals and events, purchased the event venue with an exceptional reputation for weddings. The individual desired to create a new website to also promote to corporate and social event organizers. The client lacked foundational elements for these new market segments, including sales materials and photography.

SOLUTION

A scaled-back event venue website was suggested, which could be expanded later as more answers evolved and content became available. We offered ideas on how to obtain dynamic photography and how to update a mix-match of multiple social media pages under the venue’s name. An unpublished web page was also developed where contracted clients could access more detailed information.

BENEFIT

The ultimate goal was and is to grow revenue for the client. While weddings are typically a weekend activity, sellable weekday space went unused. We worked closely with the client to add key components to the site, making it more helpful to brides and grooms, corporate meeting planners and social event coordinators. We assisted in creating sales packages for each market segment with and without food options, incorporated site plans and floor plans, ensured key questions were answered and played devil’s advocate. Most importantly, we recommended structuring the site and promotional materials flow through a sales funnel.

Time is a valuable commodity for our client. With many of the answers now on the website and within packages, it allowed more qualified inquiries to contact the venue, thus improving booking percentages and reducing tire kickers. Pricing and blocked date conversations also helped guide our client to say no to some events, knowing more profitable bookings were possible based on historical data.

EVOLVING ISSUES

We also recommended eProposals vs. paper contracts and guidance regarding sales contract language.

To learn more about this and other case studies, contact Flying Compass today.