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.