5 ways to get more event planning clients

Build a pipeline of dream clients who can't wait to work with you.

Why client acquisition matters

Event planning is relationship-driven. Unlike recurring service businesses, you're always hunting for the next client. A consistent flow of inquiries keeps your calendar full and your business healthy.

1. Build a referral network with vendors

Vendors are your best lead source

The vendors you work with—photographers, caterers, florists, venues—see clients before you do:

• They're often asked "Do you know a good planner?"

• They want to recommend planners who make their job easier

• Strong vendor relationships lead to mutual referrals

How to build vendor relationships

Be excellent to work with:

• Communicate clearly and promptly

• Have organized timelines and floor plans

• Make their job easier on event day

• Give them credit publicly (tag on social media)

Proactive relationship building:

• Meet for coffee with key vendors in your market

• Send thank-you notes after events

• Refer them to your clients

• Feature them in your content (blog posts, Instagram stories)

Create a referral program

• Offer vendor referral incentives ($50-100 gift card for booked referrals)

• Send quarterly "thank you for referrals" gifts

• Keep a vendor contact list and check in regularly

2. Leverage past client testimonials and referrals

Happy clients are walking billboards

After a successful event, your clients become advocates:

• Ask for testimonials (written and video)

• Request referrals to friends and family

• Encourage social media mentions and tags

When to ask

Timing matters:

• Right after the event: Emotions are high, memories fresh

• 1-2 weeks later: Follow up with a thank-you and request

• Milestone moments: Anniversaries, when photos are delivered

Make it easy

Provide prompts: > "I'd love a short testimonial! If you're willing, could you share: > 1. What made you choose me? > 2. What was the best part of working together? > 3. What would you tell a friend considering hiring me?"

Referral incentives

Offer past clients incentives for referrals:

• $100-200 credit toward future events

• Gift card to a nice restaurant

• Charitable donation in their name

3. Showcase your work online

Portfolio website

Your website is your digital storefront:

• High-quality photos from real events

• Client testimonials with names and photos

• Clear information about services and process

• Easy way to inquire or book a consultation

Instagram (essential for event planners)

Visual platforms showcase event planning perfectly:

• Post professional photos from events

• Share behind-the-scenes content

• Feature vendor partners

• Use Reels for engagement

• Local and niche hashtags

Pinterest (often overlooked)

Couples use Pinterest for wedding inspiration:

• Create boards featuring your work

• Pin consistently (use scheduling tools)

• Link pins to your website

• Optimized descriptions with keywords

Real wedding features

Getting published builds credibility:

• Submit to wedding blogs (Style Me Pretty, Green Wedding Shoes, etc.)

• Local publications and society pages

• Industry magazines

Work with photographers to create styled shoots for publication.

4. Attend bridal shows and networking events

Bridal shows

Meet engaged couples face-to-face:

• Book a booth at local bridal expos

• Prepare a beautiful display showcasing your work

• Collect contact information (offer a giveaway to incentivize)

• Follow up within 24-48 hours

Industry events

Network with fellow professionals:

• Wedding industry association meetings

• Venue open houses

• Designer showcases

• Professional development workshops

Local business networking

Don't forget non-wedding audiences:

• Chamber of Commerce events

• BNI or similar referral groups

• Corporate event showcases

5. Invest in strategic partnerships

Venue partnerships

Many venues recommend planners:

• Build relationships with venue coordinators

• Offer to be on their preferred vendor list

• Host styled shoots at venues you want to work with

Wedding planner directories

Get listed on platforms couples use:

• The Knot

• WeddingWire

• Zola

• Local wedding directories

Invest in enhanced listings if budget allows.

Corporate partnerships

For corporate event planners:

• Partner with hotels and convention centers

• Build relationships with HR and marketing departments

• Join corporate event associations

Aligned business partnerships

Partner with related businesses:

• Engagement photographers (refer each other)

• Bridal boutiques

• Travel agents (honeymoon planning)

Bonus: Content marketing

Blog for SEO

Write articles that answer questions couples search:

• "How much does a wedding planner cost?"

• "Do I need a day-of coordinator?"

• "How to plan a wedding in 6 months"

Optimize for local search ("Sydney wedding planner").

Email newsletter

Stay in touch with leads:

• Monthly planning tips

• Recent event features

• Vendor spotlights

• Limited-time offers

Free resources

Offer lead magnets:

• Wedding planning timeline PDF

• Budget template

• Vendor question checklist

Collect emails in exchange.

Track your sources

Ask every client

"How did you find me?"

• Vendor referral

• Past client referral

• Instagram

• Google search

• Bridal show

• Directory listing

• Other

Focus on what works

If 60% of clients come from vendor referrals:

• Invest more in vendor relationships

• Spend less on paid advertising

Set growth goals

• This quarter: Book 3 new events

• This year: Increase bookings by 20%

• Track monthly: Inquiries, consultations, bookings

Action items

This week: Reach out to 3 vendors for coffee or lunch

This month: Ask your last 5 clients for testimonials

This quarter: Submit 1 real event to a wedding blog

Ongoing: Post consistently on Instagram (3-5x/week)