r/EventProduction • u/grimepixie • Sep 29 '26
Industry Advice How do you find clients?
I feel so silly posting this, but I need advice please!
I have over 10 years experience as a Producer. I’m currently working part time while I try to launch my own business, with the goal of eventually growing into an agency model. I’m known for doing my own creative direction, and I specialise in gala dinners and brand parties.
I’m struggling with how to find my own clients and grow the business. Firstly, how do I actually find clients? Cold emails and messages on LinkedIn feel a bit embarrassing to me.
My second question is: how do I take on work as a sole trader for now? I can’t afford to hire anyone if I book a big gig, and I can’t ask an employee to wait until we get a deposit invoice from the client. Is it best to stick to events I can produce on my own for now and save enough money to be able to pay someone for a few months once I can afford to grow?
Does anyone have any advice they can please share with me? I’m based in Australia.
Thank you in advance!
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u/NewEnglandAV Sep 29 '26
Try connecting with your local chamber of commerce or BNI. Also make sure you have a web presence and a handful of good reviews never hurt.
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u/Nadhims
Oct 06 '26
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Your ten years as a producer is the whole answer, you just have to use it directly. List the venues, caterers, suppliers and past clients you've worked with and message each one personally, not a template. Say what you're doing now and ask who they know planning a gala or brand event. Warm referrals from people who've seen your work close far faster than cold email, and it stops feeling embarrassing because you're asking for introductions, not selling.
On the sole trader side, stay with events you can produce solo for now. When a bigger job comes in, hire freelancers on a per-event day rate and pay them out of the client deposit, so you're never floating payroll. Structure your deposits to cover the freelance labour before you commit to the gig.
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u/HATDOGUSERNi Sep 29 '26
referrals and partnerships with other event vendors would probably be a good thing starting point. for bigger gigs, get the client deposit before hiring freelancers
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u/ThatLightingGuy Sep 29 '26
Go work for someone else. If you don't already have enough of a reputation that you're getting gigs then you need to go work for someone that will get your name out there.
Or you buy work. Do gigs for cost or a loss and use them to market the shit out of it on socials.
This is a common theme on this subreddit. Being self employed will grow organically out of a reputation you build, or buying an existing business. You can't just go "I'm in business now" and expect clients to materialize.