Event Planning: Marketability & Success

Making Yourself Marketable

• The professional meeting, incentive, and special event industry is growing, attracting aspiring planners, with global universities and colleges offering courses and accreditation

Competition and Entrepreneurship

• Many institutions foster an entrepreneurial spirit, leading graduates to start businesses immediately
• Competition for jobs and clients is fierce, but new companies using innovative practices thrive

Adapting for Success

• Thriving planners prioritize marketability and self-investment
• Those clinging to outdated business methods struggle with financial difficulties

Standing Out

• Key question planners and companies face is how to stand out, retain clients, and attract new opportunities
• It can be achieved by maximizing marketability through knowledge, personality, and reputation

Key Steps to Marketability

• Target talents by continuous self-investment
• Distinguish self and company by showcasing expertise and building public awareness using industry networks and media
• Manage personal and professional reputation to protect good name

Targeting Talents

• Formal education and training in event planning were previously limited, with most learning through industry associations and on-the-job experience
• Event planning involved trial and error, site inspections, and on-site event handling

Technological Evolution

• In the late 1980s, event planning relied on telex machines and manual cost summaries
• Fax machines were adopted while computers were underutilized

Investing in Education

• Event planners often deferred continuing education to employers due to demanding schedules
• Business owners faced a dilemma when considering investment in employee education, weighing costs against potential loss of employees with new skills

Modern Approach

• Planners now take responsibility for education and self-investment
• Enlightened companies value industry experience, knowledge, expertise, and accreditation in hiring

Pursuing Certification

• Some potential planners pursue industry courses and certification to differentiate themselves from peers

Benefits of Education

• Education enhances professional credibility, expertise, special recognition, industry reputation, and competitive advantage
• Education boosts securing positions, soliciting business, marketability, promotions, and earning potential

Commitment to Growth

• Dedicated planners improve skills, commit to industry leadership, and seek learning opportunities

Educational Resources

• Meeting, incentive, and special event planning industries offer formal education, industry certifications, associations, and professional resources like books, magazines, and online publications

Formal Education

• Formal education yields long-term benefits, with graduates earning significantly more over their careers
• Planners are returning to school and embracing distance learning

Industry Certification

• Industry certification boosts earning potential; Certified Meeting Professionals (CMPs) can earn up to $10,000 more annually
• Valued knowledge and skills are gained in event planning, meeting industry standards

Development as Art Form

• Industry standards are set, professionals continue to grow and develop through experience and training

Recognized Certifications

• Internationally recognized event planning certifications include Certified in Exhibition Management (CEM), Certified Incentive Travel Executive (CITE), Certified Manager of Exhibits (CME), Global Certification in Meeting Management (CMM), and Certified Meeting Professional (CMP)

Industry Associations

• Joining associations is a good first step in the event planning field for introductions and networking
• Association membership facilitates industry introduction, peer meetings, and professional learning;

Association Involvement

• It allows active involvement and establishment in the event planning community by attending meetings, volunteering, serving on committees, and running for board positions

Benefit of Association Involvement

• It aids in becoming known in the industry, staying updated, and influencing standards

Networking at Industry Events

• It is more beneficial to network than stay in your comfort zone
• Planners should circulate to avoid missing marketing opportunities, expand business network

Advantages of Association

• Association membership provides networking opportunities, industry news, educational programs, and updates on trends

Industry Associations and Councils

• CIC (Convention Industry Council)
• CSES (Canadian Special Events Society)
• HSMAI (Hospitality Sales and Marketing Association International)
• IAAP (International Association of Administrative Professionals)
• IACC (International Association of Conference Centers)
• IAEM (International Association for Exhibition Management)
• IMPAC (Independent Meeting Planners Association of Canada, Inc.)
• ISES (International Special Events Society)
• MPI (Meeting Professionals International)
• NACE (National Association of Catering Executives)
• PCMA (Professional Convention Management Association)
• SCMP (Society of Corporate Meeting Professionals)
• SITE (The Society of Incentive & Travel Executives)

Professional Resources

• Keeping current in event planning requires subscribing to industry magazines, purchasing books on business, current affairs, and marketing
• Online publications like BiZBash, Chief Marketer, and MIMlist (MIMlist Meeting Matters) are excellent

Information from Resources

• Magazines, books, and online publications offer ideas, tips, information on trends and techniques

Industry Conferences, Congresses, Trade Shows

• Attending events further your education allowing you to take advantage of industry-relevant information
• Seminars given by industry leaders provide actionable insights

Learning at Events

• Educational symposiums teach event management and provide immediate feedback on different operating styles
• Observing industry experts in crisis management is a valuable learning experience

Learning From Venues

• Observing venue operations, exploring cutting-edge technology, and learning about registration systems enhance knowledge

Distinguish Yourself and Your Company

• Marketable event planning companies showcase unique offerings to attract top talent
• Companies understand value of what they have to offer through potential customer marketing applications

Competition Advantage

• Employers gain a competitive edge by hiring minds in the business

Modern Workplace

• Meeting business demands without sacrificing personal and professional needs is a priority for employers, employees, and customers
• Managing business wants without jeopardizing personal and professional needs is becoming very important to employers, employees and customers

Flexible Work Options

• Flexible hours and telecommuting are viable to retain talented employees

Employee Well-Being

• Companies add well-being centers for meditation, rest, and showering in office areas to allow employees well-being practices
• Some install gyms, hire personal trainers for yoga and fitness to reduce stress, increase productivity, and attract employees

Employee Perks

• Complimentary water, snacks, and juice bars ensure employees don't run on empty during crunch periods

Creativity Programs

• Turning boardrooms into screening rooms to stimulate new ideas and discussions
• Installing personal spas for haircuts, massages and other pampering during lunch hours

Employee Investment

• Fully supporting employees in meeting deadlines while meeting personal needs
• Employers and companies grow stagnant if employees are not given time to acquire talents
• Companies are looking for new ways to retain their employees for an unbeatable team

Public Relations

• Media-savvy companies highlight employee and customer care in publications and newspapers
• They submit story ideas, invite media to events in offices, and participate in charity events

Positive Message

• Photos and articles are designed to create opportunity to entice people to work for them and clients to do business with them
• A company has great care with brand messages and photos, showcasing donation on oversized check, even if providing the publication their own photographer
• Companies provide accurate details to maintain control over image and messaging

Marketing with Photos

• Marketing tools can be used to convey a message when using images
• Portraying a casual working environment can involve less formal attire in photos

Controlling the Message

• A company cites they are using their lawyers' recommendations to use final picture and story content approval
• The company wants control over the images put out so they can convey what the company wishes to advertise

Media Visibility

• Public relations efforts help companies achieve goals turning to pros with public relations companies to help
• Executives are hiring speechwriters for polished presentations, enhancing professional image at all events

Company Presentation

• Imparting humor is an effective tactic
• There is a use of professional joke writers when preparing company speaking engagements

Expertise

• Individuals distinguish themselves by marketing expertise and talents

Professionalism

• Presenting themselves, maintaining professional demeanor, and keeping personal life private is key for individuals making themselves known

Contributing to Establishments

• People take time to pose at industry functions to be resources within magazine articles, join association and volunteer to sit on boards/committees

Visibility

• Those that show up at registrations desk and work to meet those also establishing themselves and mingling

Networking and Skill-Sharing

• They know firsthand the notes of who is in the room.
• Make sure talents known/expertise known

Publicity

• Along with a resume, the company plays up the credentials, and markets themselves, expanding demand and brand

Billboard Promotion

• Gaining Publicity, companies and individuals use creativity to sell themselves
• Employee took out billboard- posted qualifications
• Results- Received over 120 responses- dream job and expected salary

Takeaways

• Seek Publicity! Use the creativity to look for ways to market, and create opportunities
• Companies and individuals can display expertise at supplier/educational seminars, association/client presentation meetings, trade shows, industry functions, or familiarization trips

On-the-Spot Marketing

• Being able to showcase your talents can be on the spot and lead to lasting business relationships

Reputation Management

• The most valuable trait within your market has to do with industry credibility due to good and bad publicity

Handling Negative Press

• One should be wary of attracting negative press
• People will be distrustful if facts are spun
• Defuse by owning up and taking action on negative press

Transparency

• When asked to provide customer information for the sake of security, providing the truth caused the furor to die down

Avoiding Petty Behavior

• One should ask the question "were things dealt with transparency?", not controlled under the carpet
• Employers and clients are looking for those who can set trends, not just follow.
• Clients and employers are looking to hire those with professional ethics and imagination for new contributions.

Self Evalutation

• By acquiring knowledge, being visible, and maintaining a reputation, one will set themselves for success
• Individuals should ask questions to evaluate the level of marketability, if the individual is aware and keeping themselves appriased with the tools at their disposal