There are so many event agencies that there is a separate directory for it called Eventfaqs. But out of all the gazillion players, only the old and established ones keep getting repeat business. Most others have such a tough time getting new clients or a chance to prove their mettle.
I was wondering why is it so tough for a new event agency to make its mark in this over crowded space?
One of the main reasons is the product itself- the Event. It is a one time thing. It is a make or break moment. You cant afford mistakes. Hence, people go with the established names since they have proven track records. Hence, they are sort of foolproof and safe.
This got me thinking, if I were marketing at an Event Agency...what would i do?
Firstly, I would go narrow. Very narrow. As narrow as possible. Instead of being a standard event agency, which is open to any event for any client, I would choose a niche and focus on that alone.
Most event agencies try to be everything to everyone. A full service format. Why!! Focus on a niche and rock at it.
As it is rightly said, if you try to attract everyone, no one will fall in love with you. Court a select few and they will be ready to spend their money and time with you, give you their loyalty.
Be irresistible to a select few. If you manage to make a tiny group fall in love with you, you are home.
But, what sort of niches?
Unusual Clever Niche Event Ideas:
1. Divorce Planners-
Wedding planning is a multi billion dollar business. Weddings are getting more lavish. But there is an equally increasing number of divorces. And not all divorces are amicable. What if there were an event agency specialising in Divorce Planning? They would celebrate the end of the acrimonious divorce proceedings and the closure of a bad relationship. It has tremendous potential.
There is a site called I Do Now I Dont which solely sells engagement rings from people whose engagements have been called off. It’s turned into multimillion dollar business, spawning off competitors too.
So people are increasingly open to celebrating different stages of their romantic lives. Divorce Planning is bound to disrupt the market.
2. Financial Year-End After-Party Planners-
Specialise in offering R&R events to all who went through the rigors of year-end closing i.e. the finance team, the sales team and the senior management. For most companies, year end accounting and finance is a brutal process, completely draining the people involved. They would appreciate some time or event to unwind and restore their energies for the new financial year. Why not pitch such events that time?
3. CEO Events-
4. Time Makers-
5. Adoption welcome/ announcement parties-
6. Event agency for event agencies-