Marketing Your Event Planning Business ─ A Creative Approach to Gaining the Competitive Edge

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. An indispensable tool for:
event planners
event planning management companies
suppliers
public relations, communications, and administrative professionals
professionals in the hospitality, culinary, and travel industries

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 Living (www.sensualhomeliving.com) and other initiatives.

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

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.