How Planners Should Take Advantage of Review Sites

By Brad Wayland, November 20, 2018

If you own or manage an event planning firm, review sites like Yelp are more important to your livelihood than you might expect. They’ve become an indispensable part of the digital economy. If you ignore them, you do so at your own peril. Here’s why and how you can leverage them for maximum effect.

In July, user-driven review site Yelp partnered with event management startup Gather. Founded in 2013, Gather is designed to help attendees, event management professionals and venues connect with one another more easily. It was, according to co-founders Nick Miller, Alex Lassiter and Tom Merrihew, a natural response to the many issues they encountered with the planning of corporate events.

“We kind of fell into and uncovered what is a manual and disorganized process,” Miller explained in an interview with TechCrunch. “On both sides of the table. For the person planning the event but also for the folks who work at the restaurants and venues. We set out to fix the problem.”

Gather makes it easier than ever for you to do your job—ie. to connect with prospective clients and venues. That’s a good enough reason to start being active on Yelp on its own. But it’s far from the only one.

For anyone who’s been paying attention to the developing digital economy, a partnership like Yelp and Gather comes as no surprise. Review sites have grown exponentially in importance and prominence over the past several years. It’s gotten to the point that 88 percent of consumers trust these reviews just as much as word of mouth from friends and family.

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