{"product_id":"marketing-your-event-planning-business-9781118514450","title":"Marketing Your Event Planning Business","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003ePractical, prescriptive advice on successfully marketing your event planning business    Recent years have been tough on the event planning industry. The terrorist attacks of September 11, 2001, economic downturns, wars, and SARS have all negatively impacted the business.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eAcknowledgements xv\u003c\/p\u003e \u003cp\u003ePreface xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1: Marketability 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1:Making Yourself Marketable 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTarget Your Talents 4\u003c\/p\u003e \u003cp\u003eDistinguish Yourself and Your Company 10\u003c\/p\u003e \u003cp\u003eManage Your Reputation 16\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2:Acquiring Areas of Expertise 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1. Business Development 28\u003c\/p\u003e \u003cp\u003e2. Creative Design 30\u003c\/p\u003e \u003cp\u003e3. Event Management 32\u003c\/p\u003e \u003cp\u003e4. On-Site Production 34\u003c\/p\u003e \u003cp\u003e5. Acquiring Expertise 35\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3:Creating Your Niche 51\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMeeting a Need 53\u003c\/p\u003e \u003cp\u003eSpecialty Market 56\u003c\/p\u003e \u003cp\u003eIncome Driven 59\u003c\/p\u003e \u003cp\u003eEmotional Hot Buttons 62\u003c\/p\u003e \u003cp\u003eSpecialized Expertise 64\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2: Market Development 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4:Defining Your Objective—Who Is Your Client? 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eVisualization 72\u003c\/p\u003e \u003cp\u003eResearch 74\u003c\/p\u003e \u003cp\u003eDevelopment 75\u003c\/p\u003e \u003cp\u003ePlanning 75\u003c\/p\u003e \u003cp\u003eExecution 77\u003c\/p\u003e \u003cp\u003eReconciliation 77\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5:Targeting Your Talents 81\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMatching Your Talents to Your Advance 85\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6:Customizing Customer Service Requirements 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eExpectation 102\u003c\/p\u003e \u003cp\u003eExcel 104\u003c\/p\u003e \u003cp\u003eEmbrace 105\u003c\/p\u003e \u003cp\u003eEnlighten 107\u003c\/p\u003e \u003cp\u003eEducate 109\u003c\/p\u003e \u003cp\u003eEnrich 111\u003c\/p\u003e \u003cp\u003eEnergize 112\u003c\/p\u003e \u003cp\u003eExcite 113\u003c\/p\u003e \u003cp\u003eEnvironment 115\u003c\/p\u003e \u003cp\u003eEmployees 116\u003c\/p\u003e \u003cp\u003eEfficiency 118\u003c\/p\u003e \u003cp\u003eEvaluate 120\u003c\/p\u003e \u003cp\u003eEthics and Etiquette 122\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3: Marketing Endeavors 125\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7:Marketing to Your Audience 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLots of Energy 130\u003c\/p\u003e \u003cp\u003eA Platform 132\u003c\/p\u003e \u003cp\u003eA Strong Hook 134\u003c\/p\u003e \u003cp\u003eSharp Focus 135\u003c\/p\u003e \u003cp\u003eMarketing Opportunities 136\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8:Soliciting Sales: Innovative Ideas 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating Sales Opportunities in Unconventional Ways 150\u003c\/p\u003e \u003cp\u003eBring About an Emotional Response 153\u003c\/p\u003e \u003cp\u003eCaptivating a Client with Creative Concepts 158\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9:The Value of Diversification 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWidening Your Existing Client Base 164\u003c\/p\u003e \u003cp\u003eExpanding Your Market 167\u003c\/p\u003e \u003cp\u003eGenerating New Income Sources 169\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Going Out on Your Own— Costs and Benefits 175\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePersonal and Professional Independence 176\u003c\/p\u003e \u003cp\u003eFinancial Freedom 177\u003c\/p\u003e \u003cp\u003eUnlimited Authority 178\u003c\/p\u003e \u003cp\u003eCosts and Benefits of Going Out on Your Own 179\u003c\/p\u003e \u003cp\u003eConclusion 205\u003c\/p\u003e \u003cp\u003eAppendix A:Leading Internationally Recognized Industry Certifications 209\u003c\/p\u003e \u003cp\u003eAppendix B:Industry Associations and Councils 215\u003c\/p\u003e \u003cp\u003eAppendix C:Industry Magazines, Books, Online Publications and Resources 219\u003c\/p\u003e \u003cp\u003eAppendix D:Industry Conferences, Congresses, Trade Shows and Award Shows 223\u003c\/p\u003e \u003cp\u003eAppendix E:Sample Creative Concepts 225\u003c\/p\u003e \u003cp\u003eSample A: Concept for Corporate Event 225\u003c\/p\u003e \u003cp\u003eSample B: Concept for a Fundraising Event 229\u003c\/p\u003e \u003cp\u003eSample C: Concept for a Theme Event 235\u003c\/p\u003e \u003cp\u003eIndex 241\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48866373042519,"sku":"9781118514450","price":17.84,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118514450.jpg?v=1722278338","url":"https:\/\/bookcurl.com\/products\/marketing-your-event-planning-business-9781118514450","provider":"Book Curl","version":"1.0","type":"link"}