Venue Sales: Why Storytelling Matters
Every event tells a unique story, and the venue sets the stage for that story to unfold. When it comes to choosing a venue, potential clients are looking for more than just a space; they’re seeking a backdrop to tell their story. When selling a venue for an event, storytelling goes beyond the physical attributes and logistics. By evoking emotions and creating connections, it transforms a location into the perfect setting.
Storytelling is a powerful tool in venue sales and marketing. Here’s where to start:
Crafting Your Venue’s Story
Know What Makes You Unique
From a charming countryside barn to a grand historic mansion or a gritty urban warehouse, every venue has a unique story to tell. Understanding what sets a venue apart – its history, location and distinctive features – is crucial. In a competitive market with thousands of venues offering similar services, authentic and emotional storytelling differentiates you. It demonstrates the unique experience your venue can deliver, helping you stand out, creating a personal connection with your audience, and can be the deciding factor when clients are choosing between multiple venue options.
Creating Connection
Once you know the story you want to tell, weaving the human element can make all the difference. This includes sharing the stories of the people who built it, those who lived or worked there, and those who have transformed it into an event space. Highlighting these narratives helps your venue stand out and resonate with potential clients. Share any anecdotes to help clients feel a closer connection to the venue; whose steps are they walking in? if the walls could talk what stories would they tell? Spark your client’s imagination by sharing stories that evoke emotions and make your venue memorable.
Showcase Versatility
Using real-life examples and testimonials, highlight the versatility of your venue. Discuss how the venue can be transformed in different ways to suit various events, from corporate functions to private celebrations. Show how personal touches can be incorporated into each event, demonstrating the venue’s adaptability and broad appeal.
Engage the Senses
When selling venues, a picture paints a thousand words. Use high-quality photos and videos to showcase your venue in different settings. Don’t forget to incorporate the other senses too. Beautiful lighting, scented floral arrangements, complimentary canapés, or the sound of a string quartet playing can help bring a venue to life and create a more immersive and memorable setting.
During a showround, clients are often looking at an empty room or bare space. Storytelling fills these spaces with life, helping clients see possibilities. Events are emotional moments – sharing the joy of a wedding, the inspiration from a conference, or the excitement of a gala dinner taps into these emotions and paints a vivid picture of what the event could be like at your venue.
Trust and Credibility
The venue is often the most significant part of a client’s budget, and they need to feel confident they’re making the right choice. Sharing stories of successful past events can build that trust and credibility. Testimonials, case studies, images and stories from satisfied clients provide the social proof that your venue can deliver on its promises.
Not Sure Where to Start?
Always start with what you want your customers to think about your venue and how you want them to feel.
Three Types of Stories to Share:
- Personal: Stories that relate to people who have lived or work at the venue.
- Successful: Feel-good stories about past events.
- Values: Stories about what matters to your business and team.
By embracing the art of storytelling, you can transform your venue from a physical space into a setting where unforgettable memories are made. This approach not only attracts more clients but also fosters long-lasting relationships that drive repeat business and referrals.
For more ideas, or for more information about venue management and then planning and styling events, don’t hesitate to contact the award winning Evolve Events team. We have the experience and knowledge to assist you with marketing your venue as well as curating and delivering your events.
TEL : 020 7610 2808 – EMAIL : anna@evolve-events.com