"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 Recent years have been tough on event planners and the special events industry. September 11, major economic downturns, wars and SARS have all hit the event planning industry hard. There are fewer corporate dollars than ever to go around for travel budgets and special events. In what was already a…mehr
"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 Recent years have been tough on event planners and the special events industry. September 11, major economic downturns, wars and SARS have all hit the event planning industry hard. There are fewer corporate dollars than ever to go around for travel budgets and special events. In what was already a highly competitive industry, many planners and companies are struggling for their business survival. This book tells you all you need to know about how to market your event planning business and build a client base--in good times or in bad. Marketing Your Event Planning Business shows event planners and event management companies how to gain the competitive edge by setting themselves apart, 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 and areas of expertise * Define and customize your customer service * Establish a back-up plan for use during downturns * Solicit sales and develop new business * Market yourself within your company and in the industry * Set up your own event planning business Marketing Your Event Planning Business is loaded with practical tips and examples, offering everyone in the event management business creative new ways to showcase their talents, build their business and bring added value to their clients.
Judy Allen is one of the world's leading authorities on staging, event and lifestyle design and the bestselling author of ten books for the professional, business and consumer markets. Allen, a master of creative design, has flawlessly executed successful special events-corporate, social, and celebrity-for up to 2,000 guests at a time in more than 30 countries around the world. She has designed and produced memorable events such as Disney's worldwide theatrical opening-night gala for Beauty and the Beast, and the orchestration of Oscar-winning director Norman Jewison's 25th anniversary celebration for Fiddler on the Roof. 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 LivingTM (www.sensualhomeliving.com) and other initiatives.
Inhaltsangabe
Acknowledgements xv
Preface xvii
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 Objective--Who Is Your Client?69
Visualization 72
Research 74
Development 75
Planning 75
Execution 77
Reconciliation 77
Chapter 5:Targeting Your Talents 81
Matching Your Talents to Your Advance 85
Chapter 6:Customizing Customer Service Requirements99
Expectation 102
Excel 104
Embrace 105
Enlighten 107
Educate 109
Enrich 111
Energize 112
Excite 113
Environment 115
Employees 116
Efficiency 118
Evaluate 120
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 Benefits175
