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

by Judy Allen

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

Genres: Business

320 pages, Hardcover

First published May 12, 2004

About the author

Judy Allen is one of the world's leading authorities on life energy investments that maximize personal and professional returns – heart, soul, body and mind - and a world class designer of innovative energy infusing life / lifestyle experiences that are artfully constructed in tactical layers to be enlightening, educational, evolving, elevating, engaging and entertaining as well as meaningful, memorable and magical.

Allen is also the international bestselling author of ten books for the Business/Corporate, Professional, Association and Academic/Higher Ed, Library and consumer markets that have sold over eight million in retail sales and have been translated into seven languages. Harvard recommended Allen’s book on business ethics and business etiquette a “must read” for business people and industry professionals.

Allen is highly skilled in designing, developing and directing one of a kind life experiences – used as corporate business marketing, sales, operation and development teaching and training tools -- that are strategically created to meet and exceed company, supplier, customer and individual objectives (internal and external) to maximize return investments of time, money and energy for all. Allen is known around the world for her creative and critical thinking talents and development of ground-breaking tools, tips and techniques that serve to fast forward businesses and individuals through personal and professional learning curves.

Allen is a master of transforming the energy and emotions of an environment and individuals by connecting their senses using her trademark design elements in original cutting edge (not cookie cutter or tired traditional) ways. Allen’s design principles – based on a solid foundation of practical knowledge, wisdom and insight not theory - deliver transformational results.

For over twenty years, using the diverse mediums available through corporate events and business entertaining, Allen worked closely with corporate CEO’s, CFO’s, presidents and their executive staff creating-producing-orchestrating their corporate training / reward programs in over 30 countries (for up to 2,000 attendees at a time) that were carefully crafted to increase company profits, maximize performance, grow brand awareness and recognition, create loyalty (inside and outside), advance employee learning, introduce Allen’s creative and critical thinking techniques that enabled all to work more effectively and efficiently together in addition to freeing up time for personal and professional pursuits and stimulate growth of both business and individuals. Allen’s international business experience includes the “for profit” and “non-profit” sectors and extensive understanding of the Financial, Automotive, Insurance, Pharmaceutical, Manufacturing, Retail, Fashion, Telecommunications, Technology, Electronics, Entertainment, Public Relations, Publishing, Hospitality, Hotel, Restaurant, Event Management, Tourism and Travel industries and the media billed Disney’s A list worldwide theatrical gala premiere that Allen created- produced-orchestrated a “A Disney Whirl” and a “Beauty of A Bash” and Oscar winning director Norman Jewison’s 25th Anniversary Celebration of Fiddler on The Roof an outstanding success.

Allen is now bringing her dynamic creative energy, innovative style and perceptive insight to self discovery, self development, self investment and life experience and lifestyle design through her new series of life energy investment books -- Life 101: University of M.E.™ -- and companion journals, workbooks, calendars, flashcards, CD’s, DVD’s, online workshops and more.

Reviews

[Robin D · Rating 5 out of 5]

Event marketing isn't just about attracting attendees—it’s about creating a seamless, memorable experience from the first touchpoint to the final follow-up. Judy Allen’s book is packed with actionable strategies that speak directly to this principle.

As someone working in the UK’s event branding and badge printing space through my platform badgeprinting.co.uk, I found her insights on building professional presence and maintaining client relationships especially useful. Much like how a well-designed name badge can subtly reinforce brand perception, Allen emphasizes the value of consistent, thoughtful presentation in every part of the client journey.

Her chapter on networking strategies was a standout, particularly in how it overlaps with the small but significant role that physical branding elements (like printed lanyards, ID cards, and event signage) play in making events feel cohesive and high-value.

If you're looking to elevate your event planning brand and attract higher-tier clients, this book is worth your shelf space.