Marketing Your Event Planning Business (eBook)

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 (href="http://www.2jproductions.com/">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 (href="http://www.sensualhomeliving.com/">www.sensualhomeliving.com) and other initiatives.

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 Requirements
99

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 Benefits
175

Personal and Professional Independence 176

Financial Freedom 177

Unlimited Authority 178

Costs and Benefits of Going Out on Your Own 179

Conclusion 205

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

Index 241

Praise for

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