Learn how the 7 functions of marketing apply to venue marketing. Get actionable tips to build a smart and effective marketing strategy for your venue.
What are the 7 functions of marketing? How do they apply to your venue?
When it comes to marketing your business as a venue, it’s easy to get overwhelmed by platforms, promotions, and planning. But at the core of every successful marketing strategy lies a framework that’s surprisingly timeless: the 7 functions of marketing.
These seven functions are the foundation of any smart venue marketing plan. They help you clarify your goals, connect with your ideal clients, and—most importantly—book more events.
Let’s walk through each of the seven functions and how they apply specifically to venues, along with actionable ideas to put them to work.
Who are you talking to? Before you promote your venue, you need to know who you're promoting it to.
Market research is the foundation of any effective marketing strategy. Before you can build, you have to lay the groundwork. Great market research will help you understand your target audience’s preferences, behaviors, and booking patterns so you can tailor your services and messaging to fit their wants and needs.
For venue owners, this might include analyzing what types of events people in your area are booking. Are you a wedding destination? What about corporate retreats? Venues located in urban areas may be popular for office holiday parties or conferences.
In addition to the type of event, you also need to consider what they’re looking for in a space ( for example: style, amenities, location). You can also gather data by sending post-event surveys or conducting informal interviews with past clients and event planners.
Marketing your business without solid research is like decorating a venue without asking what kind of party it is.
Action items:
It’s time to spread the word about your awesome venue.
Promotion is what most people think of when they hear “marketing.” It’s essentially how you advertise your venue and get in front of potential clients. In the digital world, you have a lot of options including: social media, content marketing, digital ads, email newsletters, partnerships with local vendors, and more. It’s all about getting your venue seen and sparking interest.
With venue marketing, promotion isn’t just about those pretty photos (although those do help!). Creating stories that show what’s possible in your space will set you apart from your competition. Perhaps the wedding decor holds a special significance for the couple, or a community organization hosts a black-tie gala that is significant to a local cause, ultimately showcasing how events often have a deeper personal connection behind them.
Action Items:
Let’s get those leads booked!
“Sales” is a word that can make people cringe. However, selling isn’t about being pushy. It’s about helping people make a confident decision. In the venue world, this often means creating the ultimate client experience.
Your sales process includes everything from how you respond to leads, how you overcome common objections, and how clearly you communicate the value of your venue. Using a CRM, like Releventful, can help you streamline a friendly, professional booking experience that will set your venue up for success.
Action Items:
Pricing is a marketing decision just as much as a financial decision. Your prices signal the experience and level of service your clients can expect.
Set your pricing too low? You could undercut your value.
Pricing too high? Without proper positioning, you may lose bookings to more competitively priced options.
A strong pricing strategy in venue marketing will communicate your value clearly and offer enough flexibility to appeal to different types of clients. Being transparent with your pricing also builds trust and will speed up the booking process.
Action Items:
A venue is more than just the building itself. It’s an experience. This function focuses on what you’re actually offering. How well does it meet the needs of your target market?
Besides the rental space, there are several important aspects to consider. These include amenities, the quality of your staff, lighting, tech options, decor, and more. The goal here is to regularly review and refine your offerings to stay aligned with trends and feedback.
Action Items:
In the classic 7 functions of marketing, this is also known as distribution or channel management.
It refers to how your venue is made available to your ideal clients. In the context of venue marketing, it goes beyond just having a physical address. It’s about where and how easily clients can find your venue, view it, and book it.
Your website, event directories, social platforms, referral partners, and even virtual tours are all part of your distribution strategy. If you're only visible in one or two places, you're missing out on potential bookings from people searching elsewhere.
It comes down to removing friction. If your booking process is clunky or unclear, even interested leads may bounce.
Action Items:
Numbers, numbers, numbers.
This function focuses on how you collect, organize, and apply data to improve your marketing strategy. Without solid data, you’re left guessing.
For venues, this can mean tracking website traffic, monitoring booking trends, and analyzing lead sources. The better your data, the more effective you can be at marketing your business.
Action items for venues:
When you understand and apply the 7 functions of marketing, you’ll stop guessing and start building a strategic, data-informed approach to marketing your business. Whether you manage everything in-house or collaborate with a marketing company, these functions serve as your roadmap for long-term success.
Releventful is the all-in-one platform built to help venue owners manage and grow their business. From lead tracking and automated follow-ups to integrated payments and reporting, Releventful helps you turn your marketing strategy into booked events.
Schedule your demo with Releventful today and start experiencing smarter venue marketing.
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