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How to Nurture Venue Relationships: The Ultimate Guide to Event Marketing Success

If you’ve ever had to manage an event, big or small, after the initial planning stage comes the foundations for the success of your event – that all-important venue! As we covered in our previous blog, having the perfect venue is one paramount factor that will help to energise your corporate event. So events professionals, take notes as we’ll be exploring the what, the why and the how of looking after those vital venue relationships:

What does it mean to nurture venue relationships, and why is it so important?

As an events marketing agency, we’re all too familiar with venues and the importance of collaboration with them to provide the best possible experience for our clients. Not only does this make communication a lot easier but it can also lead to long-term partnerships, give you a full understanding of the venue’s offering to work more efficiently and even lead to exclusive benefits like customised offerings and deals. And take it from us, when you start out liaising with a venue, it’s good to keep these relationships solid from the get-go. Keep reading to find out how!

Photo of events venue

How to Nurture Venue Relationships

Regular Communication

Whether you’re in the midst of planning an event, or looking to add some venues to your directory, communication is key! Maintain open lines of communication with venue staff by scheduling regular check-ins, whether via email, phone calls, or in-person meetings. Not only does this promote better ways of working together, but it also means you’ll always be in the loop on things like special offers, refurbishments and more.

Stay in the Know

Linked to keeping up communication, make sure you’re up-to-date with venue policies, procedures and updates in the industry. This could mean adapting your services and approaches to align with venue requirements and evolving industry standards. For example, the cost-of-living crisis has affected the events and hospitality industry, so taking time to check in on venues will show that you care and help nurture that relationship. 

Become a Venue Ambassador

Just like the client you’re organising the event for, the venues you’re working with should feel special too! Be sure to connect with them on their social channels and don’t forget to shout them out before, during and after successful projects so you’re always top of mind. Don’t hesitate to send business their way, and you never know, they could send business back your way too!

Maintain a Continuous Feedback Loop

When it comes to in-person events, feedback is a three-way street: between the events professional (i.e. you), the venue and the client’s experience – and as an events marketing agency, we’re no stranger to feedback! Organise periodic feedback sessions between you and the venue to discuss what worked well and areas for improvement. This demonstrates that you value the venue’s input and are committed to enhancing the partnership for mutual benefit.

Go and visit in person

Choosing the perfect venue is key, so having an opportunity to test out what’s on offer should be encouraged to get a full understanding of exactly what’s possible and how the venue’s offering can be tailored for the event you’re hosting. Meet with events staff – and keep lookout for familiarisation (or ‘fam’) trips!

Events professionals attending industry event

Here’s myself and Georgia at a fam trip exploring venues across Cardiff and Newport

Be a Problem Solver

As an events marketing agency, we know that things might not always go to plan on the run-up to the event (or even on the day!), but it’s important not to sweat it! By maintaining a healthy collaborative relationship with a venue, together you can come up with helpful solutions and support during challenging situations or emergencies. Every problem you overcome is a lesson learned that both you as the events professional, and the venue itself, can take forward to manage an even more successful event next time.

Show up and be a great asset

Much like you would with a client, keep it professional! Honour any commitments you make with venues, stick to deadlines, and always respect venue policies, staff, and property.

Express Gratitude

And last but not least, don’t forget to express gratitude for the venue’s support and hospitality – as without them, there’d be no event! Whether through thank-you notes, small gifts, or public acknowledgements on social media, showing a little bit of appreciation goes a long way in nurturing those positive relationships.

 

So, now you know the importance of nurturing relationships with venues and the best way to do it – so it’s time to start laying the foundations for a great partnership (or strengthening the ones you already have!). By taking the steps above, you can guarantee that any event you plan will start with success.

 

At vbx, we’re an events and marketing agency and we’re proud of the strong relationships we’ve built with our directory of venues, which we tailor to each one of our clients. If you’re looking to plan your next event, let us do the legwork. Get in touch at hello@wearevbx.com.

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