How to Find Your Event Planning Niche

Portrait of an event planner
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Corporate meeting planner. Wedding planner. Conference planner. Party planner. The list goes on and on. In the world of event planning, there are numerous opportunities for specialization. If you are an event planning professional, you may be wondering if you, too, should have an event planning niche. 

The Benefits

When it comes to the business services you provide, having a narrow focus is beneficial. You will become an expert in your niche market, and that quality is very attractive to potential event planning clients searching for a professional with skills, knowledge, and experience in a particular area.

For example, if you are in need of someone to install a fence in your yard, you will search for a professional with experience in fence installation. Next, you will narrow that search to someone with experience installing the type of fence you are considering. Similarly, if a business in your area is hosting a professional industry gathering, they will look for an event planner with experience in corporate event planning. Having an event planning niche makes it easier for you to market your services to potential clients and it makes it easier for them to find you. It will also save you valuable time. By specializing in a particular type of event planning, you will quickly become well-versed in the best practices for planning those events, all the components involved, the latest trends and which vendors to hire. With an event planning business focused on one particular area, you can save on business costs by purchasing supplies only relevant to your specialization. Being an expert in any field has its advantages, and in event planning, it can translate into reduced costs and increased business.

Finding Your Niche

If you are a general event planner who is considering a specialization, how do you find your event planning niche? 

The first step is to determine the needs of the market where you are located. The decision to specialize your event planning business is not based solely on your area of interest. Businesses that succeed do so because there is a demand for whatever products or services they are offering. Don’t try and sell snowballs to Eskimos. Consider the economic climate and businesses in your area. Are there large corporations that hold conferences, special events, and employee meetings? Is your locale an upscale community with a clientele that enjoys catered, tented outdoor anniversary parties and customized children’s birthday parties?

If you are unsure of the local market, take it upon yourself to find out. Ask existing clients about their needs and interests going forward. Talk to them about the range of services you are considering for your business and whether they would be interested in them. Ask vendors that you have relationships with where most of their business originates. This will tell you not only the market demand but may also lead to a reference or the name of a contact for future business. Once you determine the needs and interests of the market where you are operating your business, then it is time to find your event planning niche.

When considering an event planning specialization, the first step is deciding whether you want to focus on corporate event planning or social event planning.

Corporate Event Planning

Corporate event planning includes events hosted by companies, charities, and nonprofit organizations. Companies may host any of the following events:

  • Annual conventions
  • Trade shows
  • Executive board meetings
  • Corporate retreats

Other opportunities within the realm of corporate event planning may include:

  • Business grand openings
  • Local fundraisers
  • Store promotional events
  • Community awards ceremonies

While large-scale corporate events may require greater experience and specialization, smaller local events provide an opportunity to break into a market of interest and test the waters.

Social Event Planning

If you are interested in focusing on social event planning, there are a growing number of areas of specialization, including:

  • Weddings
  • Bridal and baby showers
  • Theme parties
  • Children’s birthday parties
  • Milestone anniversaries and birthdays
  • Weekend events and tours of local areas

Keep in mind that corporations and businesses offer opportunities for social event planning as well, including employee picnics and holiday parties.