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<p>Acknowledgements xv</p> <p>Preface xvii</p> <p><b>Part 1: Marketability 1</b></p> <p><b>Chapter 1:Making Yourself Marketable 3</b></p> <p>Target Your Talents 4</p> <p>Distinguish Yourself and Your Company 10</p> <p>Manage Your Reputation 16</p> <p><b>Chapter 2:Acquiring Areas of Expertise 19</b></p> <p>1. Business Development 28</p> <p>2. Creative Design 30</p> <p>3. Event Management 32</p> <p>4. On-Site Production 34</p> <p>5. Acquiring Expertise 35</p> <p><b>Chapter 3:Creating Your Niche 51</b></p> <p>Meeting a Need 53</p> <p>Specialty Market 56</p> <p>Income Driven 59</p> <p>Emotional Hot Buttons 62</p> <p>Specialized Expertise 64</p> <p><b>Part 2: Market Development 67</b></p> <p><b>Chapter 4:Defining Your Objective—Who Is Your Client? 69</b></p> <p>Visualization 72</p> <p>Research 74</p> <p>Development 75</p> <p>Planning 75</p> <p>Execution 77</p> <p>Reconciliation 77</p> <p><b>Chapter 5:Targeting Your Talents 81</b></p> <p>Matching Your Talents to Your Advance 85</p> <p><b>Chapter 6:Customizing Customer Service Requirements 99</b></p> <p>Expectation 102</p> <p>Excel 104</p> <p>Embrace 105</p> <p>Enlighten 107</p> <p>Educate 109</p> <p>Enrich 111</p> <p>Energize 112</p> <p>Excite 113</p> <p>Environment 115</p> <p>Employees 116</p> <p>Efficiency 118</p> <p>Evaluate 120</p> <p>Ethics and Etiquette 122</p> <p><b>Part 3: Marketing Endeavors 125</b></p> <p><b>Chapter 7:Marketing to Your Audience 129</b></p> <p>Lots of Energy 130</p> <p>A Platform 132</p> <p>A Strong Hook 134</p> <p>Sharp Focus 135</p> <p>Marketing Opportunities 136</p> <p><b>Chapter 8:Soliciting Sales: Innovative Ideas 147</b></p> <p>Creating Sales Opportunities in Unconventional Ways 150</p> <p>Bring About an Emotional Response 153</p> <p>Captivating a Client with Creative Concepts 158</p> <p><b>Chapter 9:The Value of Diversification 161</b></p> <p>Widening Your Existing Client Base 164</p> <p>Expanding Your Market 167</p> <p>Generating New Income Sources 169</p> <p><b>Chapter 10: Going Out on Your Own— Costs and Benefits 175</b></p> <p>Personal and Professional Independence 176</p> <p>Financial Freedom 177</p> <p>Unlimited Authority 178</p> <p>Costs and Benefits of Going Out on Your Own 179</p> <p>Conclusion 205</p> <p>Appendix A:Leading Internationally Recognized Industry Certifications 209</p> <p>Appendix B:Industry Associations and Councils 215</p> <p>Appendix C:Industry Magazines, Books, Online Publications and Resources 219</p> <p>Appendix D:Industry Conferences, Congresses, Trade Shows and Award Shows 223</p> <p>Appendix E:Sample Creative Concepts 225</p> <p>Sample A: Concept for Corporate Event 225</p> <p>Sample B: Concept for a Fundraising Event 229</p> <p>Sample C: Concept for a Theme Event 235</p> <p>Index 241</p>

<b>Judy Allen</b> 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 <i>Beauty and the Beast</i>, and the orchestration of Oscar-winning director Norman Jewison's 25th anniversary celebration for <i>Fiddler on the Roof</i>.<br /> 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.<br /> 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.<br /> Allen, and her 2jproductions (<a href="http://www.2jproductions.com/">www.2jproductions.com</a>) 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 Living^TM (<a href="http://www.sensualhomeliving.com/">www.sensualhomeliving.com</a>) and other initiatives.<br /> <br />

<b><i>Praise for Marketing Your Event Planning Business</i></b> <p>"For event planners who are tired of being a well-kept secret, <i>Marketing Your Event Planning Business</i> offers invaluable advice on targeting talents and targeting clients. It's a wonderful boost for event planners looking to expand their client base."<br /> —<b>Lisa Hurley</b>, Editor, <i>Special Events Magazine</i></p> <p>"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."<br /> —<b>Richard Aaron</b>, CMP, CSEP, President of BiZBash Media, NYC</p> <p>"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."<br /> —<b>Joan L. Eisenstodt</b>, Chief Strategist, Eisenstodt associates, LLC, Conference Consulting, Facilitation & Training; and 2004 CIC Hall of Leaders Inductee</p> <p>"Judy Allen has given us the ultimate resource guide to event planning. It's everything you need to know to launch a successful company."<br /> —<b>Ramey Warren Black</b>, Partner, Media-Savvy</p>

<i>Praise for</i> <p><b>Marketing Your Event Planning Business</b></p> <p>"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."<br /> —Lisa Hurley, Editor, Special Events Magazine</p> <p>"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."<br /> —Richard Aaron, CMP, CSEP, President of BiZBash Media, NYC</p> <p>"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."<br /> —Joan L. Eisenstodt, Chief Strategist, Eisenstodt associates, LLC, Conference Consulting, Facilitation & Training; and 2004 CIC Hall of Leaders Inductee</p> <p>"Judy Allen has given us the ultimate resource guide to event planning. It's everything you need to know to launch a successful company."<br /> —Ramey Warren Black, Partner, Media-Savvy</p>

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