ICA Corner: How to Increase Advance Bookings

Wouldn't it be nice to have all the time in the world to plan big events? Plenty of time to create the perfect menu, consider all design elements and get everything just right with time to spare. 

As many caterers are noticing, this perfect scenario is happening less and less each year as clients book events closer to their date than ever before. While you can still execute a terrific event in the less-than-ideal window you have been given, some caterers offer incentives for early booking. These incentives allow caterers to book more events and have plenty of time to prepare for each one. 

We spoke with two ICA members to learn about what they're doing to combat the late-booking trend. See how they encourage clients to book in advance and get inspiration for your own measures below.

 

While you can't necessarily get on the phone with a client and find out what would make them book earlier, you can use your sales experience to decide what each type of client would be most interested in. Laura Fabian, vice president and Carizza Rose Villa, director of marketing and public relations for 24 Carrots Catering and Events in Orange County, CA, shared with us how they encourage clients to book early. "We offer upgrades depending on what a client’s priorities may be, including an enhanced bar, a complimentary signature drink, a coffee station, or a passed-tray late-night snack," they said. 

Holiday clients might be more interested in a better bar, and wedding couples might like a complimentary signature drink. You know your clients best of all, so use your experience to try to determine what would make them sign in advance.

 

This might seem self-explanatory, but clients can often be just as swayed by a signature cocktail or extra hors d'oeuvre as a discounted rate. For most caterers, actual food incentives are going to be cheaper giveaways than lowering the price of their contract. We also spoke with Bill Pannhoff, CEO of B&B Catering Inc. in North Carolina, to hear how he encourages advance booking. Bill shared that it was all about giving the client a "promise" and making sure that "clients feel attached" to your business. 

Whatever incentives you choose, we can't wait to see what amazing events you can create with the extra time! 

 

 

An add on bite and sip can encourage a potential client to buy over a discounted rate. Shown: fresh apple chip, brie, and chipotle apricot chutney, served with pinot grigio from 24 Carrots Catering and Events.

 

Late night passed tray snacks are popular, such as this trio of pita pockets. Shown: braised lamb shank, falafel, and Turmeric grilled cauliflower pitas.