• If you’re getting lots of inquiries but not bookings, revisit how you’re communicating value—it may not be as clear or aligned as you think The better you understand what’s working, the easier it is to shape your website, conversations, and offers around what actually moves people to book. The way couples book is changing—are you keeping up? Smaller weddings aren’t a setback—they’re an opportunity. A chance to work with couples who value meaning over excess and to build a business that’s more sustainable, personal, and profitable. But that only works if your process evolves alongside your clients. Couples are more selective. They expect more clarity, trust, and alignment from the start. You don’t need to chase more leads— you need to make the most of every inquiry, every reply, every conversation. This isn’t about doing more. It’s about doing what you already do—better. Christie Osborne is the owner of Mountainside Media, a company that helps event industry professionals and brands develop scalable marketing strategies that bring in more inquiries engagements at NACE Experience, WIPA, ABC Conference, and Catersource + The Special Event. Christie regularly shares industry insight in her Special Events column, as well as on Wed Altered, Rising Tide Society, WeddingIQ, and NACE’s industry blog. and leads. Christie is a national educator with recent speaking
Fewer guests = higher stakes When weddings averaged 150+ guests, there was more room to rely on standard packages and built-in margin. But with guest counts shrinking and spending focused on fewer, more meaningful elements, every decision feels weightier to the couple—and more valuable to you. That means: • Every inquiry matters • Every follow-up must feel personal • Every offer should be positioned as the right fit, not just a list of features It’s easy to assume you’re losing bookings to competitors—but more often, the real issue is confusion, hesitation, or a lack of connection. To stand out: • Speak to what couples care about—values, experience, emotional impact • Make your details easy to understand—no vague pricing or buried FAQs • Don’t assume ghosting means indecision. Many couples book elsewhere and just don’t say so. A kind, simple check-in can bring clarity and free up your time When fewer people are reaching out, you can’t afford to let strong leads fade without thoughtful follow-up.
What you can improve to book more clients In product-based businesses, it’s easy to test and measure results. But in the event industry, disconnected systems and human conversations often make clean data hard to come by. Still, you can apply a mindset of continuous improvement. Even without perfect tools, you can: • Track where inquiries come from • Look for delays or drop-offs in your follow-up • Test small changes—subject lines, form fields, or first replies When you focus on turning interest into action—not just chasing more traffic—you build a business that’s more reliable and resilient. Focus on what’s working—and do more of it You don’t have to offer everything. The smartest move is refining your services around what books consistently, feels good to deliver, and attracts the right clients. Here’s a simple gut check: • If something books easily and runs smoothly, do more of it • If something takes tons of effort and rarely sells, rethink or reposition it
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SPECIAL EVENTS SPRING 2025
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