ABSTRACT
A venue is in the business of attracting clients. The traditional methods of reaching prospect clients, methods such as the venue website and venue brochure, and appearing in venue directories, are reactive marketing tools, whereby the venue has already produced a website, a brochure or a directory listing and is going to no more effort to attract a client. A venue may believe they are generating inbound business by 'forcing' the client to make an enquiry about how many people the venue can accommodate. Proactive marketing methods are ones where the venue is actively seeking clients and is reaching out to make contact with them. Such activities could include attending venue exhibitions and trade fairs. The art of winning business into a venue is not down to just one thing. It is a combination of procedures which make the whole and drive the client to reach a positive decision and book the venue for their event.
