Skip to main content

The Lead Machine: How to Build an Event Planner Referral Network That Works

Published Date
Author Desiree Homer

Referral marketing will outshine every other marketing trick in the book. Word-of-mouth recommendations from family and friends is far and away the most trusted form of advertising. 

Demandsage reports that 92% of consumers trust referrals from family and friends. It’s no wonder referral marketing helps business owners (like NYC event planners) triple their conversion rates. Best of all, the time you spend building your referral network pays dividends long after the weeknight mixers and conferences wrap up. 

But how to build a powerful lead machine? Read on for the top ways NYC event planners can build up a lead-generating referral network. 

Develop Goals for Your Network-Building Strategy

You need goals to maximize the effectiveness of your referral network. In other words, where do you want your referral network to take you?

For example, perhaps you’ve been planning high-end social events but want to break into corporate events, then you want a referral network that will put you in proximity to corporate decision makers. 

Or perhaps you’ve been focusing on milestone celebrations for young people, such as children’s birthday parties or bar/bat mitzvahs. But now you want to plan milestone celebrations for groups of all ages, such as for anniversaries and retirements. 

Or perhaps your goals are as simple as bringing in more clients within your current niche. 

Regardless of where you’re starting, knowing where you’re going will help answer these key questions:

  • Who within my current network has connections that will bring me closer to my goals? Be sure to include people in your network who may be two or three times removed from the ideal clients you want to work with.
  • Where can I connect with people who can bring me closer to my goals? Identify the hangouts and networking events your ideal clients (and their first and second-degree connections) attend.

Your goals for developing a strong referral network will also influence the rest of the strategies we outline below. 

Define What You Want to Be Known For

It’s called your differentiating factor, and it’s what sets you apart from the crowd. It’s a unique, defining attribute that makes you both memorable and referable. 

It can be simple, as in, a no-fuss work ethic that exceeds expectations every time. Or it can be dazzling, as in, over-the-top event themes that make waves. Whatever it is, it becomes the thing everyone knows about you, the reputation that precedes you. 

When you define your differentiating factor, incorporate it into every element of your personal and professional brands. Crow about it on social media. Expand upon it on your website. Be prepared to lovingly speak of it at networking events. 

Focus on Relationships

You’ll get more out of your referral network if you focus less on what you can get out of your referral network. Instead, focus on building relationships.

The act of giving a referral is one of trust and vulnerability. The person giving the referral is putting their reputation on the line for you. If referral goes bust, if it results in conflict or dissatisfaction, it will negatively impact the person giving the referral. 

That’s why you need to focus on building genuine event relationships that are built on trust and mutual value to receive event-planning referrals. 

Relationship building looks like this:

  • Remembering important personal details. Make notes in your contact files of your conversations, paying particular attention to children and spouse’s names.
  • Making time for in-person connections. Reach out for coffee meetups. Make it a point to say “hi” when you see them around NYC. Invite them to an event you’re hosting. 
  • Connecting on social media. Like and comment on their posts. Wish them a happy birthday. 
  • Using their professional services or products, when appropriate. If you have need for an insurance broker, and already happen to know a good one, then calling that person will deepen the relationship. 

Strive for Event-Planning Excellence

It’s straightforward and a given. Being personally likable won’t, by itself, earn you referrals. Your network connections also need to have confidence in your event-planning chops. 

Being excellent in all areas of event planning will demonstrate your referral worthiness. But it isn’t enough. 

You also have to ensure that your network knows about your success. Share pics of your events on social media. Don’t be shy when your friends ask you how work is going. 

Adhere to Good Networking Etiquette

Networking for event planning referrals is a step up from networking to build a social circle. While both demand a grasp of good etiquette, there is more riding on professional networking. Missteps within the professional realm are more likely to affect you in the future because your professional network remains the same even after you add more connections. Follow etiquette rules impeccably to safeguard your reputation.

  • Dress appropriately
  • Be well-groomed
  • Arrive on time
  • Have a strong presence with a firm handshake, smile, and eye contact.
  • Master the art of small talk
  • Don’t have too much to drink

Create Consistent Personal and Professional Personas on Social Media

If you’re an NYC event planner who is serious about building your referral network, then take a hard look at your social media presence. Does it reflect how you want potential clients to see you? 

Make sure your personal social media aligns with your professional branding. Approaching social media with common sense will protect your reputation. If there’s a platform where you want to post about your late-night clubbing adventures, then set your account to private to prevent outside connections from viewing it. 

Grow Your Referral Network By Leaps and Bounds When You Exhibit at The Event Planner Expo

The Event Planner Expo is the place where the who’s-who in event planning converge. Looking to meet that event director at a Fortune 500? The Event Planner Expo is your place. 

Exhibiting at The Event Planner Expo is a top strategy for supercharging your referral network because you’ll:

  • Boost your brand’s credibility
  • Maximize face-to-face interactions
  • Be memorable
  • Increase your visibility
  • Showcase your awesomeness

Time is running out. The Event Planner Expo and your chance to level-up your network is just around the corner. Reserve your booth today.