Practical, prescriptive advice on successfully marketing your event planning businessRecent 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 resourcesMarketing 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.

Acknowledgements xvPreface xviiPart 1: Marketability 1Chapter 1:Making Yourself Marketable 3Target Your Talents 4Distinguish Yourself and Your Company 10Manage Your Reputation 16Chapter 2:Acquiring Areas of Expertise 191. Business Development 282. Creative Design 303. Event Management 324. On-Site Production 345. Acquiring Expertise 35Chapter 3:Creating Your Niche 51Meeting a Need 53Specialty Market 56Income Driven 59Emotional Hot Buttons 62Specialized Expertise 64Part 2: Market Development 67Chapter 4:Defining Your Objective--Who Is Your Client?69Visualization 72Research 74Development 75Planning 75Execution 77Reconciliation 77Chapter 5:Targeting Your Talents 81Matching Your Talents to Your Advance 85Chapter 6:Customizing Customer Service Requirements99Expectation 102Excel 104Embrace 105Enlighten 107Educate 109Enrich 111Energize 112Excite 113Environment 115Employees 116Efficiency 118Evaluate 120Ethics and Etiquette 122Part 3: Marketing Endeavors 125Chapter 7:Marketing to Your Audience 129Lots of Energy 130A Platform 132A Strong Hook 134Sharp Focus 135Marketing Opportunities 136Chapter 8:Soliciting Sales: Innovative Ideas 147Creating Sales Opportunities in Unconventional Ways 150Bring About an Emotional Response 153Captivating a Client with Creative Concepts 158Chapter 9:The Value of Diversification 161Widening Your Existing Client Base 164Expanding Your Market 167Generating New Income Sources 169Chapter 10: Going Out on Your Own-- Costs and Benefits175Personal and Professional Independence 176Financial Freedom 177Unlimited Authority 178Costs and Benefits of Going Out on Your Own 179Conclusion 205Appendix A:Leading Internationally Recognized IndustryCertifications 209Appendix B:Industry Associations and Councils 215Appendix C:Industry Magazines, Books, Online Publications andResources 219Appendix D:Industry Conferences, Congresses, Trade Shows andAward Shows 223Appendix E:Sample Creative Concepts 225Sample A: Concept for Corporate Event 225Sample B: Concept for a Fundraising Event 229Sample C: Concept for a Theme Event 235Index 241