We all know that at the heart of every seamless celebration is the communicative relationship between a couple and their event planner. Whether that planner is providing months of full-service planning or acting as more of an advisor or stepping in to make sure the day-of festivities are on track, a positive relationship is imperative.
We spoke with Annie Lee, Principal Planner of Daughter of Design and CEO and Founder of PLANNIE, for insight into everything from how to make a great first impression to fostering post-event connections. In her role, Lee coordinates with planners all over the world to provide a high level of service through her on-demand marketplace that allows event hosts to hire day-of coordinators and producers on an hourly basis.
Read on for Lee’s insight into relationship-building in the events industry.
What tips do you have for creating a positive first impression with a potential client?
The most important first impression to set with a client is to respond quickly. I have heard from numerous clients that the speed in which the planners returned their first email or call greatly factored into their decision to work with them as it gives a very positive first impression of responsiveness and eagerness alike.
And we continue that along the journey and ask that all Plannie planners respond within 24-48 hours, even if to say, “I saw the email and will get back to you shortly.”
Can you talk about the role of expectation-setting when working with an event host?
Avoid using phrases like “it’s going to be perfect” because we all know something will probably go wrong — it doesn’t mean it ruins the party, but it won’t be “perfect” according to the original plans.
Instead try saying something that shows that you’re going to do your best, but that the world is not in your total control like, “I hope it turns out perfectly.” Leave yourself a little space for changes and set the host’s expectations throughout the planning that things happen!
What insights can you share about creating an honest space for budget discussions — from talking about your fee to helping allocate funds — with a client?
From step one, by showing that your top concern is not how much is going into your pocket but about the overall success of their event, it creates a safe environment where clients can feel like you’ve got their back. We’ll always be honest with clients that we don’t think planning should be more than 15% of their overall budget (and less if it’s a smaller budget). Starting with this sets the tone that we are mindful of the client’s budget and understand the importance of allotting enough to all the other aspects of the event for its success, not just the planning.
With Plannie’s hourly consultations, the client is able to control how much time and what tasks they ask the planner to assist with, which makes it more flexible to stay within the target budget, which is the transparency that creates honesty. When it comes to budget, approaching with a WYSIWYG (“what you see is what you get”) mentality reduces client qualms when it comes to talking about budgets and money.
What are some ways to make your service especially memorable and meaningful?
Plannie’s hourly services are a new event planning option that gives flexible and affordable support to those planning an event on their own. Now clients can book time with top local planners for as little as one hour if that’s all they need.
What sets Plannie apart from the traditional way of working with an event planner is that it supports those events that are too small for a full-service planner but too big for a host to plan on their own. Often clients who book Plannie are hosting events that could not work with a full-service planner so to have that help, guidance, and access is always a huge relief and godsend.
How can you forge a client relationship that is long-lasting, not just for a single event, but for a lifetime of events?
Make your clients’ lives easier. Once clients have experienced the convenience of a planner or day-of producer from Plannie, they realize how wonderful it is to be able to tap into a professional and not struggle on their own trying to figure it out. It’s like if you had an accountant do your taxes one year, then you can never go back to struggling with filling out the forms on your own — especially if it was affordable and efficient!
What kind of post-event follow-up do you suggest planners do with their clients?
There’s both a short- and long-term strategy on post-event follow-ups. Immediately after, it’s always wonderful to bask in the afterglow of an event and express to the clients what a joy it was to work with them, and of course button up any final details.
For the long-term, it is great to maintain a presence with a former client as they are not only candidates for repeat business, but also a strong referral source for potential new business. It can be as small as liking a social media post or forwarding them something interesting that “made me think of you.” I would never actually say, “Hey do you have any more events you need help with?” but simply engage in a small way to stay top of mind. They know what you do for a living haha!
Annie Lee
CEO & Founder
PLANNIE
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PLANNIE
We love how this New York-based event planning group has a variety of planners who are ready to help clients at moment’s notice – even day of. Plannie will provide expert insight to help bring their client’s visions to life. photographer: Belathée Photography