Marketing Your Event Planning Business: A Creative Approach to Gaining the Competitive Edge
Recent years have been tough on the event planning industry. The terrorist attacks of September 11, 2001, economic downturns, wars, and SARS have all negatively impacted the business. There are fewer corporate dollars dedicated to travel budgets and special events, creating even more pressure on businesses in an already highly competitive industry. This book tells you all you need to know to market your business and build your client base in good times and bad.
Marketing Your Event Planning Business shows you how to gain a competitive advantage by setting yourself apart from the competition, pursuing new markets, and soliciting sales. It covers all the vital topics in event planning marketing, including how to diversify your client base, develop niche markets, improve your customer service, establish emergency business plans, and much more.
- Ideal for event planners, marketing managers in the industry, and professionals in the hospitality, culinary, or travel industries
- Includes actionable advice on successfully marketing an event planning business
- Features illustrative examples, practical tips, and useful checklists and other resources
Marketing Your Event Planning Business is packed with practical tips and examples, giving you creative new ways to showcase your talents, build your business, and bring added value to your clients.
Part 1: Marketability 1
Chapter 1:Making Yourself Marketable 3
Target Your Talents 4
Distinguish Yourself and Your Company 10
Manage Your Reputation 16
Chapter 2:Acquiring Areas of Expertise 19
1. Business Development 28
2. Creative Design 30
3. Event Management 32
4. On-Site Production 34
5. Acquiring Expertise 35
Chapter 3:Creating Your Niche 51
Meeting a Need 53
Specialty Market 56
Income Driven 59
Emotional Hot Buttons 62
Specialized Expertise 64
Part 2: Market Development 67
Chapter 4:Defining Your ObjectiveWho Is Your Client? 69
Chapter 5:Targeting Your Talents 81
Matching Your Talents to Your Advance 85
Chapter 6:Customizing Customer Service Requirements 99
Ethics and Etiquette 122
Part 3: Marketing Endeavors 125
Chapter 7:Marketing to Your Audience 129
Lots of Energy 130
A Platform 132
A Strong Hook 134
Sharp Focus 135
Marketing Opportunities 136
Chapter 8:Soliciting Sales: Innovative Ideas 147
Creating Sales Opportunities in Unconventional Ways 150
Bring About an Emotional Response 153
Captivating a Client with Creative Concepts 158
Chapter 9:The Value of Diversification 161
Widening Your Existing Client Base 164
Expanding Your Market 167
Generating New Income Sources 169
Chapter 10: Going Out on Your Own Costs and Benefits 175
Personal and Professional Independence 176
Financial Freedom 177
Unlimited Authority 178
Costs and Benefits of Going Out on Your Own 179
Appendix A:Leading Internationally Recognized Industry Certifications 209
Appendix B:Industry Associations and Councils 215
Appendix C:Industry Magazines, Books, Online Publications and Resources 219
Appendix D:Industry Conferences, Congresses, Trade Shows and Award Shows 223
Appendix E:Sample Creative Concepts 225
Sample A: Concept for Corporate Event 225
Sample B: Concept for a Fundraising Event 229
Sample C: Concept for a Theme Event 235
Highly skilled in staging events that are strategically designed to be one-of-kind experiences and a master of transforming the energy of an event environment by engaging the senses with trademark primary design principles, Allen has worked closely with CEOs, CFOs, presidents and their executive staff around the globe to create, implement and oversee their corporate and social business events.
The many diverse events that Allen has designed and executed extend from complex one-day events to elaborate arrangements of theme productions taking place over the course of a week. These events ranged from very exclusive VIP events to multimillion-dollar, multimedia fantasy extravaganzas including seven new-car product launches and involved high-tech stage and show productions.
Allen, and her 2jproductions (www.2jproductions.com) partner, Joe Shane, are now bringing their dynamic creative energy, innovative style and perceptive insight to home, life and lifestyle design and world class resorts around the world through Sensual Home Living (www.sensualhomeliving.com) and other initiatives.
Marketing Your Event Planning Business
"For event planners who are tired of being a well-kept secret, marketing Your Event Planning Business offers invaluable advice on targeting talents and targeting clients. It's a wonderful boost for event planners looking to expand their client base."
—Lisa Hurley, Editor, Special Events Magazine
"Judy Allen has crafted another meaningful book in her series on event practices. Every business owner must immediately add this treasure chest of useful ideas to their bookshelf."
—Richard Aaron, CMP, CSEP, President of BiZBash Media, NYC
"In an ever-competitive marketplace, a meeting practitioner must know the niche in which she or he wants to establish credibility. Once established, marketing oneself and one's services becomes an exciting challenge. Judy Allen's tips, provided with the insight of experience, and with humor, allow the reader to look differently at the opportunities available."
—Joan L. Eisenstodt, Chief Strategist, Eisenstodt associates, LLC, Conference Consulting, Facilitation & Training; and 2004 CIC Hall of Leaders Inductee
"Judy Allen has given us the ultimate resource guide to event planning. It's everything you need to know to launch a successful company."
—Ramey Warren Black, Partner, Media-Savvy