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

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

by Judy Allen
     
 

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A helpful guide that shows event planners how to market their business
World events and economic trends are challenging the event management industry more than ever before. Planners everywhere are looking for strategies to regroup, diversify, and gain a competitive edge. Marketing Your Event Planning Business is the ultimate guide to showing event management…  See more details below

Overview

A helpful guide that shows event planners how to market their business
World events and economic trends are challenging the event management industry more than ever before. Planners everywhere are looking for strategies to regroup, diversify, and gain a competitive edge. Marketing Your Event Planning Business is the ultimate guide to showing event management professionals how to set themselves apart. Topics covered include: diversifying the client base, developing niche markets and areas of expertise, establishing a back-up plan for use during downturns, and innovative ways to solicit new sales.

Judy Allen (Toronto, ON, Canada) is a highly regarded expert in the field of event planning. She is founder and President of Judy Allen Productions, a full-service event planning and production company that consults on orchestrating special events worldwide. She is also the author of Event Planning (0-471-64412-9), The Business of Event Planning (0-470-83188-X), and Event Planning Ethics and Etiquette (0-470-83260-6).


About the Author:
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 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, show flow and televised events.

Judy is 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), The Business of Event Planning: Behind-the-Scenes Secrets of Successful Special Events (John Wiley & Sons, 2002) and Event Planning: Ethics & Etiquette: A Principled Approach to the Business of Special Event Management (John Wiley & Sons). Judy is also the author of Your Stress Free Wedding Planner: 10 Effortless Steps to Your Dream Wedding (Sourcebooks, Inc, September 2004) a wedding planner for the consumer market. 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, Special Event Magazine and the magazine of the Professional Convention Management Association.

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Editorial Reviews

Charity Village.com
Imagine you had the chance to sit down for a few hours and chat with an expert in your chosen field - someone who was willing to share his or her knowledge and experiences, someone who could help you avoid industry pitfalls and prepare for unexpected challenges. Many people never get such an opportunity, but those in the event management business are lucky enough to have Judy Allen, a highly regarded expert in the field. Marketing Your Event Planning Business is Allen's fourth book about the event industry and it comes at a time when the business of event planning is more competitive than ever. The book shows event planners, event planning management companies, and suppliers how to gain a competitive edge by showcasing their talents, building their business, and bringing added value to clients.

Allen organizes the book into three sections: marketability, market development, and marketing endeavors. In the first part, she explains how event professionals can make themselves marketable and carve out a niche within the industry. The second section delves into the nuts and bolts of defining objectives, targeting talents, and customizing services. In part three, Allen looks at the all-important marketing strategy, the value of diversification, and striking out on one's own. Each chapter concludes with a list of thought-provoking questions that will help guide readers as they move forward with their own pursuits. The book also includes several useful appendices and sample creative concepts for corporate, fundraising, and theme events.

Well-organized and well-written, Marketing Your Event Planning Business is chock-full of expert advice and helpful examples gleaned from Allen's years of experience in the event planning industry. It would be a valuable addition to any event professional's reference library, though much of her advice will resonate with motivated individuals in almost any industry.

Product Details

ISBN-13:
9781118514450
Publisher:
Wiley
Publication date:
10/29/2012
Pages:
260
Product dimensions:
6.00(w) x 9.30(h) x 0.90(d)

What People are saying about this

Joan L. Eisenstodt
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.
Chief Strategist, Eisenstodt Associates, LLC, Conference Consulting, Facilitation & Training; and 2004 CIC Hall of Leaders Inductee
Lisa Hurley
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.
Editor, Special Events Magazine
Richard Aaron
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.
CMP, CSEP, President of BiZBash Media, NYC
Ramey Warren Black
Judy Allen has given us the ultimate resource guide to event planning. It's everything you need to know to launch a successful company.
Partner, Media-Savvy
From the Publisher
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

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Meet the Author

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.

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