Marketing Your Event Planning Business
By Judy Allen; 320 pages; published by John Wiley & Sons
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 endeavours. 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.
Buy the book:
Canada: buy through Amazon.ca: CDN$31.49
International: buy through Amazon.com: US$22.02
