Whew. 2024 has been a pretty incredible year for event planners. But while you’re wrapping up this year’s client holiday parties and corporate year-end festivities, you also need to be thinking ahead. What’s in store for your event planning business in 2025? More importantly, does it include record-breaking revenue? If you’re aligned with your event marketing, for your business and your clients’ events, the magic eight ball says yes. To achieve that alignment, where branding meets marketing meets advertising meets experience, these are the hot insights to explore.
1. Experiential marketing is in (and it spells great news for event planners)
As HubSpot’s “State of Marketing Report” points out this year, experiential marketing is coming in hot. Many marketers and businesses are trying it for the first time while others already dipping their toes in events are looking for new ways to get more out of their event marketing strategies.
What this means for event planners is that come 2025, you’re going to see more corporate budgets for events. And your marketing approach to attract those clients needs to position you as the expert to host those company events.
2. Virtual events still enjoy healthy profit margins
Keep your virtual event planning services rocking in 2025. Virtual event services are expected to continue to be in high demand, as virtual and hybrid events remain profitable and cost-effective options. Offering diverse virtual options will keep you relevant and appealing to clients seeking flexibility and reach. Make sure your marketing reflects your virtual and hybrid event planning capabilities and success stories.
3. Client retention, referral marketing, and relationship-building are key
In 2025, focusing on existing relationships will drive growth. Emphasize client retention and referral marketing to create a loyal event client base that not only returns but recommends your event services. Focus on providing value and memorable experiences that inspire clients to return and refer you to others.
Personalized thank-you notes, post-event surveys, and exclusive client previews for new event ideas can foster long-term loyalty. Additionally, engaging with clients regularly through email marketing, social media, or even hosting small appreciation events will deepen connections and position you as their preferred event planner.
4. Stay niche, but branch outside your comfort zone
Finding a niche is essential, but also stay adaptable by exploring new event types and marketing avenues. Expanding your services can open doors to additional revenue streams while keeping your brand versatile and resilient. Be brave about venturing out of your event planning comfort zone in 2025. There's growth there if you execute it well with your marketing and promotions.
Specializing in a niche, whether corporate retreats, tech events, or eco-friendly gatherings, can make your event planning brand stand out in a big way. However, 2025 may also bring new opportunities, so remain open to exploring adjacent event types. For example, if you specialize in corporate events, consider branching into wellness retreats or executive training events. Expanding thoughtfully within your niche will build your expertise while capturing new clients, keeping your business versatile and future-proof.
5. Get to The Event Planner Expo Next Year
Speaking of planning for 2025, take the time now to lock in your space in line for the premier event planning conference of the year - The Event Planner Expo. Get your hands on tickets now, and don’t miss a single announcement. This year’s Expo may be over, but the planning and coordination are already underway for 2025. If growing your business, landing new clients, and forming strategic partnerships are on your path for next year, getting to The Expo is the place to be.
