How to build a resilient event business in a shifting economy

Let’s be honest…the economic landscape can feel like quite the rollercoaster these days. One minute you’re cruising – the next, there’s an unexpected dip. 

But here’s the good news: event businesses can learn to navigate these shifts with grace, strength, and strategy.

The key? Building a lean and adaptable approach. Think of it as trimming the excess baggage and becoming agile enough to dance with whatever the economy throws our way. 

Let’s explore some practical ways to future-proof your passion for events.

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It’s all about agility

When the economic winds change, sitting still isn’t an option. It is vital to keep your event business nimble.

Master financial agility

• Cash is queen: Maintaining a healthy cash flow is your business lifeline. It’s important to keep a close eye on receivables, negotiate favorable payment terms with vendors, and have a solid understanding of your burn rate. Managing debt responsibly is equally crucial – be sure to avoid unnecessary borrowing and definitely prioritize paying down high-interest loans.
• Pricing that bends, but doesn’t break: Rigid pricing can be a recipe for disaster in a fluctuating market. That’s why it’s key for you to develop flexible pricing strategies – think tiered event packages, early bird discounts, or even dynamic pricing models that adjust based on demand.
• Budgeting with a crystal ball (kind of): Be sure to regularly review and adjust your budget based on economic forecasts. Keep yourself and any other business stakeholders informed about potential economic headwinds and tailwinds, and be prepared to make necessary adjustments to your business spending.

Don’t put all your eggs in one event basket

• Virtual and hybrid are your friends: Any modern event business should be embracing the power of technology to expand your reach and offer more accessible options. Virtual and hybrid events can help you tap into new audiences and provide cost-effective alternatives when in-person expenses are out of budget for your event clients.
• Beyond the big day: Challenge yourself to think beyond just managing and executing events. Could you offer consulting services to clients planning smaller events? What about educational workshops for aspiring event professionals? This kind of diversification can play a big role in stabilizing your revenue – and it might help you establish a bigger foothold in the event community, too.
• Productize (yes, it’s a word) your expertise: Would it make sense for you to develop and sell event-related products or resources? Think templates, checklists, e-books, or even curated vendor directories…have a brainstorm with your team and consider the best ways for you to turn your knowledge into additional revenue-generating products.

Use loyalty as your anchor in uncertain times

When budgets tighten, event clients become even more discerning. Which means this is your opportunity to shine through exceptional relationships.

• Communication is ALWAYS key: You should always prioritize excellent communication and customer service in your event business (or any other business, for that matter). Keep your clients informed, be responsive and adaptable to their needs, and take the time to build genuine connections.
• Flexibility builds trust: Offering flexible event cancellation or postponement policies can make a huge difference in a client’s comfort level, especially when economic uncertainty is looming.
• Meeting evolving needs (and budgets): Make sure you’re prepared to adapt your offerings to meet changing client needs and inevitable budget constraints.
  • Tiered service packages: When you offer different levels of service to accommodate a wider range of budgets, you allow clients the opportunity to choose what best fits their current financial situation.
  • Customization: Being willing to customize event plans to meet specific client requirements shows you’re listening and invested in their success, no matter the size of their event.

Build a scalable business foundation

A lean business is an efficient business. Two things that are key to achieving efficiency: technology and smart staffing.

Tech that grows with you

If you haven’t already, it’s time to invest in technology that allows you to scale your operations easily. Think project management software, CRM systems, and communication tools that can handle growth without breaking the bank.

Planning Pod’s customizable platform for event organizations includes task and project management tools, a full CRM suite, and the ability to centralize all business communications and operations. Get started today >>

The power of flexibility in staffing

Consider maintaining a flexible staffing model with access to temporary and freelance talent. This allows you to scale your team up or down as needed, avoiding the burden of high fixed labor costs during slow seasons.

Say goodbye to high fixed costs

It’s more important now than ever to be mindful of your overhead. Avoid high fixed costs that can be difficult to manage during economic downturns, and explore options like co-working spaces or remote work when possible for your event team.

Stay ahead of the curve

Remember that collaboration makes you stronger: Take the time to connect with other event industry professionals and maintain a strong network. Share insights, learn from each other’s experiences, and explore potential collaborations that are mutually beneficial.

Become a trend tracker. Stay on top of economic trends and anticipate potential challenges and opportunities. Subscribe to industry publications, attend webinars, and keep your finger on the pulse of the broader economic landscape.

Showcase your value to event clients

In tough times, clients need to see the clear return on their investment in order to be confident of your worth.

• Articulate your value proposition: Clearly communicate the benefits and value proposition of your event services. What makes what you provide essential in comparison to their other options (even when budgets are tight)?
• Data speaks volumes: There’s nothing better than cold, hard data and testimonials from the horse’s mouth to showcase the success of your past events and services. Quantifiable results and positive feedback are absolutely vital to building trust and demonstrating your impact.

Navigating a shifting economy isn’t always easy, but by embracing a lean, adaptable, and client-focused approach, your event business can not only survive but truly thrive. And remember that resilience isn’t about avoiding the bumps in the road; it’s about learning how to ride them out with skill and confidence. Keep learning, keep adapting, and keep creating those unforgettable experiences!

Streamline your entire event business with Planning Pod, the end-to-end digital platform designed for efficiency. Our customizable suite offers everything you need to work smarter, not harder. Get a free demo >>