How to leverage events to generate more business

5 ways you can do events differently

Below, we’ll discuss how you can leverage events all year-round while standing out from the crowd.

1. Put a new spin on the classics

When it comes to standard annual celebrations, the key to making the most of these days is by offering a unique experience that your customers can’t get anywhere else.

Mother’s Day — If you run a cafe, go beyond bacon and eggs and get creative with an exclusive Mother’s Day brunch menu.

Christmas — With plenty of potential customers who aren’t busy with family feasts (or may not be celebrating at all), it’s a great time to promote your delivery options.

Valentine’s Day — For an additional fee, give lovebirds easy add-on options for their date night. You could offer extras like a box of chocolates, a bottle of wine or a pre-written card.

New Year's Eve — While late nights might come to mind, you could actually open your restaurant earlier than usual and cater to those seeking a family-friendly dining experience.

Easter — Reach out to a local chocolate brand and order some stock for your store. It’s a great way to show your support for local businesses and give your customers something different — plus, these products can double as festive decor.

2. Pick a cause to promote

In addition to these traditional holidays, there are plenty of other fundraising ideas for charity to choose from too.

Find a day that speaks to your brand but be mindful not to go overboard as it could come across as insincere. For example, if your cafe is environmentally conscious, you could raise awareness for Earth Day by offering a discount for every coffee drinker that brings their own cup. If you’ve branded your bar as an inclusive space, you can introduce a new drink for Pride Month and donate the proceeds to an associated charity.

3. Embrace seasonal change

Another way to leverage your calendar is by playing around with offerings that match the season. 

Using seasonal produce can help cut costs since they’ll be an abundance of certain fruits, vegetables, seafood, and meats at different times of the year.

Better yet, if you source the ingredients from local farms, you can promote the freshness of your meals while showing your interest in contributing to your community. Use this produce to craft a seasonal menu, put a twist on an existing item or create product bundles like samples and gift baskets.

You can still use the seasons to your advantage in off seasons too, for example, discounts on hotel bookings during colder months. Whatever you choose, be sure to remind customers these specials are only available for a limited time via social media posts, websites, word of mouth, or front window displays.

4. Cater to your community

Dig deeper by taking the time to research what’s events are happening in your city. This is a great way to tap into a sense of community and tailor your offerings accordingly.

Set up a stall — Find out if there are any carnivals, parades or festivals your local suburb or city regularly puts on and get involved. Get exposure and some extra cash by setting up your own stall.

Create themed menus — If a local attraction or event is known for a certain type of food or drink, create a themed menu around it. For example, if there's a wine festival in your area, create a menu that pairs different wines with different dishes.

Offer discounts to ticket holders — If a big sporting event or concert is happening in your town, host screening sessions or offer a discount to anyone who shows their ticket. This can help attract people who are looking for a place to eat or stay before or after the event.

Partner with local businesses — Reach out to other businesses and local attractions in your area and see if you can create a partnership. You could arrange a cross-promotional deal by teaming up with a local museum or art gallery.

Lifestyle-specific specials — Whether it’s families, young professionals, or tourists, think about your area’s target demographic and what events will be happening for them. Consider offering specials for niche markets, like a student discount during finals week.

5. Host your own events

Who says you have to wait? Whether you’re running a cafe, bar, restaurant or hotel — get proactive and plan your own milestone moment.

Anniversary celebration — Host an event to celebrate your business's anniversary and remind customers of how far you’ve come. On the day, you could offer attendees exclusive menu items, live entertainment or discounts.

Charity event — Create fundraising ideas for charity by setting up a way for people to donate or give a portion of your profits to the cause. You could also tap into issues impacting your community directly by reaching out to particular demographics and giving people a chance to socialise. For example, a bar could host get-togethers for local remote workers or a cafe could put on a senior-specific meet-up on certain days of the week.

Product launch —  Throw an event to launch a new product, service or seasonal menu item. A great option for anything food-related, offer samples of the product and provide information about its ingredients and sourcing.

Ready to get started?

Events can be a powerful tool to generate more business for anyone in the hospitality industry but they require creativity and originality to stand out from the pack.

In this article, we’ve outlined five ways you can leverage events all year round, including

1. Putting a new spin on traditional holidays.
2. Promoting a cause.
3. Embracing seasonal change.
4. Catering to the community.
5. Hosting your own events.

Remember, you don’t need to do them all. By picking something that speaks to you and tailoring it to your business, you can attract new customers and build loyalty with existing ones.

Ultimately, events are an effective marketing strategy that can help drive growth and revenue, but thoughtful planning, execution, and promotion are essential to pulling off a unique and memorable experience.