Most venues’ outside catering package is a transaction document. It’s packed with useful info that couples seek to learn about the venue. Few venues use it as a marketing tool as well.
{Competitiveness}
Most venues have some sense of who they compete with in each market segment they serve. You probably know at least some of the venues you typically compete with for Indian weddings. So phrase the content of the outside catering package accordingly:
- the only venue in this area with outdoor cocktail hour space
- the largest pillar-less ballroom in <city>
Don’t wait for the site visit to share those key details because you don’t know whether leads will even get that far. In fact, the job of the outside catering package is to carry the venue to that next step in the sales cycle.
The reason this is important is because customers don’t want to share what other venues they’re considering, with Catering Managers. So you don’t know what perceptions and conclusions they’re drawing while comparing your venue to others. So be proactive in anticipating that and accounting for that upfront.
And if you’re worried that sharing this info in the package and then emphasizing it on a site visit is repetitive, it’s not. Put yourself in your customers’ shoes. Most couples consider at least 15 venues for an Indian wedding. So they’re in information overflow. In fact, they’ll rely on and continuously refer to the outside catering package as they research and compare venues.
{Benefits Summary}
If the outside catering package represents your property on paper, then how about a summary somewhere inside of it, that lists the benefits of your property i.e.
- lowest service charges
- package includes non-alcoholic beverages
- hospitality room included
- complimentary parking
A list is super helpful because it’s short and concise yet packed with useful, helpful info. It’s ok to to repeat info in the list. In fact you want to. In direct marketing we talk about the 7-1 ratio. That is 7 interactions or “touches” with a cold customer before a message gets through. Seven! That’s a lot! So keep talking about what differentiates the venue, the services, amenities and benefits of having a wedding there.
I have not seen a catering package with a list like this. There’s a lot of copy embedded throughout the package but no list that concisely states why a couple should select that venue.
{Take Aways}
The outside catering package is not just an informational document — it’s also an important marketing tool. Above, we detailed simple things Catering teams can do to transform Outside Catering Packages, from a transactional document to a marketing tool.
The role and objective of the package is to carry you to the next step in the sales cycle. And if you make all the wonderful benefits of your venue clear and easy to access, customers will gravitate towards you.
{ShaadiShop Testimonials}
“We just booked a full Indian wedding through ShaadiShop at the Hilton Waterfront Beach Resort. In addition to the business, we appreciate the exposure ShaadiShop creates about our venue, as the couple didn’t know about our resort until ShaadiShop told them about us. Additionally, we appreciate the pre-qualification work that ShaadiShop does to match couples and venues that are a good fit for each other. We had all the info needed to conduct the initial meeting. What a great service for venues to market to the South Asian community!” – Angie Florence, Catering Manager at The Waterfront Beach Resort, Huntington Beach, CA
“We’re so glad we joined ShaadiShop to market this hotel to the South Asian community in the Orange County area. Every wedding we close from their leads returns more than 3x our investment. Moreover, they pre-qualify leads and educate consumers creating a much better sales cycle for our catering team. Venues looking to reach this market, join ShaadiShop!” – Ryan Hurd, Catering Sales Manager, Wyndham Anaheim Garden Grove
“Shaadishop helped me not only find venues but also understand how they work, the fees, and tips that I wouldn’t have otherwise known. Definitely a need service in the desi community. “ Hinna S., Bride
“Cannot say enough good things about the service from Samta and ShaadiShop who helped us research venues for our wedding this year. We wanted a non-hotel venue, and to get married within 6 months. ShaadiShop immediately found us venues, contacted them and educated us about all the things we needed to think about while selecting a venue. They put all the info together in a fabulous, super impressive, spreadsheet that helped us compare venues – seriously amazing and such a great help. Working with them made the whole stressful process MUCH easier and I can’t believe it was all free! ShaadiShop’s website is fantastic and such a great service for South Asians – so glad I found them!” Anjli S., Bride
“We’re so glad we used ShaadiShop to book our venue. The info on the website is amazing and then they gave us such personalized attention! They were such a valuable resource for selecting venues, helping us understand policies and logistics. Their suggestions saved us a lot money too! They really understood us, what we wanted and helped us get it. AND it’s free! So glad there’s a service like this for South Asians. Awesome that there’s something like this for South Asians!” Janki K., Bride
“I worked with ShaadiShop to find a venue for my daughter’s wedding. The website is easy to use and has so much useful information. ShaadiShop made everything easy for me – getting quotes, suggesting venues, explaining fees and policies. Most importantly, my daughter and son-in-law are happy with the venue. ShaadiShop is a great and service for our community. I’m so glad I found them!” Charu S. Bride’s Mother
Cover image: Lin and Jirsa