Events companies are most likely to grow their profile through their existing networks.
Some event planners spend thousands of rand on big ads in business magazines and wait for the calls to roll in. Dr. Jeff Goldblatt says this is a mistake. Goldblatt advises new entrepreneurs in this industry to “stay away from the mass market.”
While a listing in the Yellow Pages most certainly won’t hurt, spending large amounts of money targeting the general public is usually not effective.
Try your local business chamber, as well as free business listing sites which are plentiful in South Africa.
MD of SA events company Idea Lab, Peter Panaretos notes that “The best marketing and advertising channel for anyone in the event industry is Biz-Community. It’s the most recognised and the most read. However, events companies are most likely to grow their profile through their networks, via word-of-mouth, and as a result of the success of their last event. It’s that simple. When people know you, they trust you.”
Word of mouth certainly works in our industry – and if needs be try and get a job or contract with an already established company – giving yourself a chance to gain some experience, even if it is under someone else’s banner. However make sure that when you promote yourself, that you do not take full credit for the event – always make sure to note that you worked alongside or with XYZ company.
