Marketing Your Event Planning Business

Judy Allen is highly regarded as an expert in the field of event planning. She is founder and President of July Allen Productions, a full-service event planning production company that specializes in consulting on strategic event design, as well as in designing, producing, and orchestrating special events worldwide. Judy has created special events in over thirty countries for up to 2,000 guests at a time. She has designed and produced memorable events such as Disney's opening-night theatrical gala for Beauty and the Beast, and coordinated Norman Jewison's 25th anniversary celebration for Fiddler on the Roof. The events she has done range from very exclusive VIP events to multimillion-dollar, multimedia extravaganzas such as new car product launches. Judy has been involved not only in event design, but also in multimedia stage production and show flow. She has written a series of weekly columns on event planning for the New York Post Page Six.com, and regularly contributes feature articles and expert columns to industry publications such as Meetings and Incentive Travel Magazine, The Meeting Professional, and the magazine of the Professional Convention Management Association. Judy is also the author of three industry-leading bestsellers: Event Planning: The Ultimate Guide to Successful Meetings, Corporate Events, Fundraising Galas, Conferences, Conventions, Incentives and Other Special Events (John Wiley & sons, 2000), and The Business of Event Planning: Behind-the-Scenes Secrets of Successful Special Events (John Wiley & Sons, 2002), and Event Planning Ethics and Etiquette: A Principled Approach to the Business of Special Event Management (John Wiley & Sons, 2003) Judy Allen can be reached at: judyallen@on.aibn.com

Acknowledgements. Preface. PART 1: MARKETABILITY. Chapter 1. Making Yourself Marketable. Chapter 2. Acquiring Areas of Expertise. Chapter 3. Creating Your Niche. PART 2: MARKET DEVELOPMENT. Chapter 4. Defining Your Objective: Who Is Your Client? Chapter 5. Targeting Your Talents. Chapter 6. Customizing Customer Service Requirements. PART 3: MARKETING ENDEAVORS. Chapter 7. Marketing to Your Audience. Chapter 8. Soliciting Sales: Innovative Ideas. Chapter 9. The Value of Diversification. Chapter 10. Going Out on Your Own: Costs and Benefits. Conclusion. Appendix A: Leading Internationally Recognized Industry Certifications. Appendix B: Industry Associations and Councils. Appendix C: Industry Magazines, Books, Online Publications and Resources. Appendix D: Industry Conferences, Congresses, Trade shows and Award Shows. Appendix E: Sample Creative Concepts. Sample A: Concept for Corporate Event . Sample B: Concept for a Fundraising Event. Sample C: Concept for a Theme Event. Index.