Marketing for Event Planning Firms

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Questions and Answers

What is the one thing the article says to focus on, other than what is being said, when delivering a marketing message?

How the marketing message is delivered to the client. Tip: Focus must be paid not only to what is being said and seen but how the marketing message is delivered to the client.

What are the four key elements to making an impact when launching your campaign, according to the article?

  • Lots of Energy, A Platform, A Strong Hook, Sharp Focus (correct)
  • A Strong Budget, A Reliable Team, Good Music, Sharp Focus
  • A Solid Customer Base, Understanding of the Market, Clear Goals, Lots of Energy
  • A Platform, Creative Marketing, Good Branding, Excellent Staff

If an unsolicited e-mail comes in that doesn't immediately capture your attention, you should read it anyway.

False (B)

What should a company introductory letter address to potential clients?

<p>How their needs will be met and how there is a match. Tip: A company introductory letter should address potential clients about how their needs will be met and how there is a match, and it should be unique in that the message is tailored to them and not simply a form letter.</p> Signup and view all the answers

What are the traditional ways that event planning companies, suppliers, and their sales representatives reach potential clients in the office?

<p>By telephone, via e-mail, by mail, in person during sales calls and through their websites. Tip: Traditional ways that event planning companies, suppliers and their sales representatives reach potential clients in the office are by telephone, via e-mail, by mail, in person during sales calls and through their websites.</p> Signup and view all the answers

When hoping to attract customers' attention by e-mail, it is okay to send an attachment even if you have not been invited to.

<p>False (B)</p> Signup and view all the answers

The four key elements of a marketing campaign are:

<p>All of the above (E)</p> Signup and view all the answers

A hook is limited to something said verbally or expressed by the written word.

<p>False (B)</p> Signup and view all the answers

What is a platform in the context of marketing?

<p>A declaration of the principles upon which a company proposes to stand. Tip: A platform can be incorporated into marketing plans and become a platform from which to launch a promotional campaign</p> Signup and view all the answers

If a company skips a vital step and allows sales staff to run ______, each member of the sales force can conceivably be sending out a different message to clients.

<p>rampant</p> <p>Tip: It is important, that the platforms they are launching their marketing efforts from are compatible.</p> Signup and view all the answers

What are traditional ways that salespeople reach potential clients?

<p>Telephone, email, mail, in-person sales calls, and website. Tip: Sales representatives use these channels to reach potential clients in the office.</p> Signup and view all the answers

What are the main ways event planning companies market themselves to new and existing customers?

<p>All of the above (E)</p> Signup and view all the answers

Industry events are the time or the place to do a hard company sell.

<p>False (B)</p> Signup and view all the answers

What questions should you consider when looking to market effectively to your audience?

<p>All of the above (D)</p> Signup and view all the answers

What should your marketing endeavours pack?

<p>A powerful punch that displays your inventiveness and be as effective as the events you Tip: Your marketing endeavors should pack a powerful punch that displays your inventiveness and be as effective as the events you produce.</p> Signup and view all the answers

What are the four key elements of a marketing campaign?

<p>Lots of energy, a platform, a strong hook, and sharp focus. Tip: Consistency in marketing is essential regardless of the vehicle used, and it must have four key elements to make an impact when you launch your campaign.</p> Signup and view all the answers

What do event planners strive to eliminate from events?

<p>Dead air, dead space, and congestion. Tip: Planners strive to eliminate dead air, dead space, congestion and anything that will detract or take away energy from their program.</p> Signup and view all the answers

Sales representatives are selling not only the company they work for but themselves as well.

<p>True (A)</p> Signup and view all the answers

In the context of marketing, how long do you have to grab someone's attention?

<p>20 seconds Tip: When faced with only 20 seconds to grab someone's attention, developing a strong hook to pull in the audience and make them want to know more is a marketing must.</p> Signup and view all the answers

A hook is not limited to something said verbally or expressed by the written word. It can also apply to something that you _____, see, feel, hear or smell.

<p>touch Tip: Hooks are not limited to something said verbally or expressed by the written word. It can also apply to something that you touch, see, feel, hear or smell.</p> Signup and view all the answers

What are four ways Event planning companies market themselves to new and existing customers?

<p>In Their Offices, At Industry Functions, Where They Play Socially, Created Opportunities</p> <p>Tip: Event planning companies market themselves to new and existing customers in a variety of ways. They hope to elicit interaction in four main ways: • In Their Offices • At Industry Functions • Where They Play Socially • Created Opportunities</p> Signup and view all the answers

In what ways do event planning companies reach potential clients in the office?

<p>All of the above (D)</p> Signup and view all the answers

Trying to reach possible customers by telephone can be daunting at times.

<p>True (A)</p> Signup and view all the answers

If marketing to clients via E-mail, what should one never do?

<p>Send an attachment unless you have been invited to Tip: If you are hoping to attract customers' attention by e-mail, never send an attachment unless you have been invited to, make sure that your subject line contains a hook and take care to ensure that your message states clearly why you are contacting them.</p> Signup and view all the answers

When attempting to capture customers' attention by mailing material, what should you take a moment to think about?

<p>How you process the mail that comes across your desk. Tip: If you are hoping to capture customers' attention by mailing your material to them, take a moment to think about how you process the mail that comes across your desk.</p> Signup and view all the answers

What are trade shows, educational seminars, new product presentations, familiarization trips, and award presentations examples of?

<p>Times when potential clients, event planning companies and suppliers come together in business social situations. Tip: Trade shows, educational seminars, new product presentations, familiarization trips and award presentations are all times when potential clients, event planning companies and suppliers come together in business social situations</p> Signup and view all the answers

In what ways can business clients market themselves in upscale charity functions?

<p>Use the event to contribute to a good cause and market them- selves as they moved about the room, had mastered putting themselves in a rich environment and knew how to make the most of it.</p> <p>Tip: The brokers were using the event to contribute to a good cause and market them- selves as they moved about the room. They had mastered putting themselves in a rich environment and knew how to make the most of it.</p> Signup and view all the answers

Airlines, hotels, tourist boards, destination management companies, venues and suppliers all pull together sharing costs, to create what?

<p>A marketing opportunity when they put together a familiarization trip. (C)</p> Signup and view all the answers

Flashcards

Lots of Energy (in events)

Ensuring events are upbeat, interesting, and energizing for participants.

A Platform (in marketing)

A declaration of the principles your company stands for. Used in marketing plans.

A Strong Hook (marketing)

Developing an initial grab to pull in the audience and create immediate interest.

Sharp Focus (in marketing)

Targeting marketing efforts to a specific client, industry, or need; avoiding a generic approach.

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Marketing in Their Offices

Use traditional methods (phone, email, mail, in-person) and create rapport.

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Marketing at Industry Functions

Maximizing opportunities to market professionalism/creativity, soft selling, bring best to table.

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Marketing Where They Play Socially

Mix, mingle, and market. Take part in industry charity sport event

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Created Marketing Opportunities

Create quality targeted opportunities to a select audience to boost ROI.

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Business Marketing Training

Marketing is not limited to company owners. Train all to seek new ways.

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Appalling lack of ingenuity

The impression your company gives through its client introduction letters. presentation kits, promotional material or websites

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Consistent Marketing Message

Consistency of message across all marketing channels to make a strong impact.

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What event companies sell.

Creativity, solutions, and meeting special needs through events

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The importance of standing out

Device a way to stand out from the crowd in events and in the way you present yourself.

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Event energy by Market

Targeting energy to elicit specific emotional responses.

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Sales Kit

Basic information from which to wow a client and start a relationship.

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Marketing Message Delivery

Focus not only on what is expressed, but on the way its delivered.

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Align Before Selling

Review and establish core concepts before starting the sales.

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Sensory Marketing

Marketing by stimulating senses and memory to hook potential visitors.

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Print Quality Matters

Quality, color, fonts, size layout and type of paper conveys professionalism.

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Client-Focused Approach

Analyzing needs, criteria, and interests, not wasting time.

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Personalized introductory letter

A tailored introductory letter should be original, and address potential clients about how their needs will be met.

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Reaching potential clients by telephone

Sales staff trying to create rapport with the potential customer's assistant.

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E-mail Marketing Essentials

Subject Line, Message Body, and value proposition.

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Mailing Marketing Material to Customers

Thinking about how you process the mail that comes across your desk.

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Media Quoting

Be quoted in magazines and newspapers or other industry publication.

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Industry Events

Industry events are a way to display your company professionalism.

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Work Events

The way clients perceived the setup work you are at the event.

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Client Variation

Adaptable event planning to suit varied client requirements, even within the same sector.

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Perception is everything

The impression potential clients form based on the actions and marketing endeavors of a firm.

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Study Notes

Marketing

  • Event planning firms must showcase creativity and innovation in their marketing.
  • Marketing must reflect your firm's statements to clients
  • How a company markets itself should reflect the creative services offered.
  • Standing out in a competitive market requires devising inventive ways to present the company and its services.
  • Standing out requires you also stand out from the events too
  • Marketing initiatives should show inventiveness and match the caliber of the events
  • The message given about you, your products and firm must be consistent

Key Elements of a Marketing Campaign

  • Lots of Energy: Events should be upbeat and engaging.
  • A Platform: A declaration of the principles upon which your company proposes to stand.
  • A Strong Hook: Capture attention quickly; appeal to multiple senses
  • Sharp Focus: Ensure marketing is targeted to a particular client, industry, or need.

Lots of Energy

  • Events should be designed to be upbeat, interesting, and engaging for participants.
  • Maximize attendance by selecting ideal dates, locations, and room layouts.
  • Eliminate anything that detracts from energy, such as dead air, dead space, congestion, or long lines.
  • Event planners adapt a successful formula for high-energy events to fit various clients.

Understanding Clients is Key

  • Event planning companies manage clients from varied industries with varied needs
  • Clients can sit within Finance, pharmaceutical, automotive, real estate, confectionery, widget manufacturing and entertainment industries.
  • Corporate event needs differ from social events like weddings or movie premieres
  • One company can include scantily dressed go-go dancers which went successully
  • A president fired his head of the event comittee because it was innapropiate with the event venue/ entertainment elements
  • Corporate events should have a more conservative edge than more risky Enterainment industry parties
  • Social events that need emotion, tradition, and romance
  • Movie premiere seek splash and media attention
  • The event style must garner anticipation to make sure customers are addressed in their style

Marketing Materials

  • Sales representatives send introductory letters and promotional material to potential customers, often using form letters.
  • Using custom letters of the abc soup or xzy company templates does not show the customers industry
  • Customization and industry-specific language are essential for effective communication of energy and excitement.
  • Language for financial institutions differs from that for entertainment companies; the visual needs to match the style
  • Research is necessary to tailor the approach to each company.
  • You will have an impression to make, say more than please find a company kit and open new opportunies
  • Can convey if a program desing worked over 3 weeks to gain new potential clients
  • Show an intant understanding of the industry and hit a nerve by communicating energy

A Platform

  • A platform establishes the principles of the company and helps in launching the promotional campaign.
  • These are topics to review and need to be established before sales and marketing begin
  • Consistency between the company's stated platform and its marketing and business direction is crucial.
  • If a company allows sales staff to do what they want, they send a company different messages
  • Sales representatives sell what the company stands for
  • Ensure company sales reps are aligned with providing quality service to a select clientele
  • All members of the sales force can conceivably be sending out a different message to clients if there is not one main message for the company
  • Hotel marketing companies were dismayed when they recvieved a sales kit but found the promoational material was not conveyed in its promotional material
  • Be wary of the platform and the message that is going out

A Strong Hook

  • Creating a strong hook is vital to grab attention that lasts for mere seconds and make the audience interested
  • Hooks can be verbal, written, or multisensory which will keep potential clients interested
  • Companies that market to the senses can create long lasting value and build brand identity
  • Have something that can immediately capture attention
  • Something that captures and makes you pause to learn more
  • Using scents can be another way to get you more attention
  • Add apple scent the directory to promote to come to their next event
  • Know that right hook can set the tone for the event

Sharp Focus

  • The marketing pieces should give everything away but create a targeted focus to a particular client or industry
  • Time spent analyzing client's needs and intrests is not wasted
  • They can match the interest of customers to the company abilities
  • All information should talk about how there is a match for what the client needs
  • There may come a time to indentify a client who does not match or make sure they have a high enough budget

Marketing Opportunities

  • The ways that event planning companies market to new and existing customers:
  • In their offices
  • At industry functions
  • Where they play socially
  • Created Opportunites

In Their Offices

  • Companies use telephone, email, mail, in-person sales calls, and website
  • Try to create rapport between her potential client's assistance
  • If the customer has assistants they need to speak in a clear way to convince them
  • The initial 20 seconds are most critical and should leave an impression
  • Try to catch their potential client when most arent in the office early or late in the day

Email Marketing

  • Unsuccessful sales rep scour the client's website to discern their email address
  • Need to target email with a targeted hook in the subject line
  • Avoid sending attachments due to email viruses
  • Quickly introduce the potential value you bring to the company
  • Tell a client if your company won a top honor or mention a product you are designing
  • Send to the clients email by quickly explaining how to target them

Mail marketing

  • Need to process the mail that comes from the desk. If you are working in event planning you are part of a vibrant industry that is brimming with creativity
  • Need to capture your recripents imagination
  • There was a turkey company targeted to sell event promotions, by asking need to talk turkey
  • There was letters with the wrong address, so it displays a lack of attention to detail
  • If you dont what mirror the same techniques in your promotional material then the client will miss it
  • Will they view flash prentaions or does the website need to have a straight forward look

Industry Functions

  • Trade shows, education, seminars, new product presentations
  • These may all be times to get potential clients
  • Be careful to be appropraite that the clients do not have anything going on that would reflect in a poor way
  • Subtle soft selling goes on that can be used to market your professionalism
  • Clients will be open to call the winners
  • Make sure what you bring is targeted to he audinecen
  • Need a back up plan when attending these

Where they Play Socially

  • Sports and social settings are useful social setting that can connect with hosts instead of staying with your office buddies
  • Taking an active part in industry or sporting events is a key factor in new clients or exposure to more partners
  • Give serious consideration to taking part in industry chariyt and sportings
  • Need to know all business sports such as tennis, ssailing, baseball and racquet ball
  • They make known where a potential planner is for buisness
  • Make sure you are taking part in all roles so you dont comprimise that you do professionally

Created Opportunities

  • Event planning companies create unique marketing opportunities that will help showcase their companies or their products in a more favorable light
  • They are creating events for clients to showcase their companys and products that have a richer environment
  • This will help develop new client relationships outside of the office
  • Have top buisness people that can draw new clients to the event
  • Take top leaders and have events, for lunch that cant return to the office
  • Have flyfishing or theather events to have the opporutnitiues to connect with the client

Marketing

  • Ensure promotional materials resonate with energy.
  • Confirm the projection of the company's image correctly portrays the target clients I am looking for
  • Avoid sending introductory firm letters to new potential clients
  • Use 20 second opening to open clients minds
  • Have a hook that will draw clients to become more interested
  • Can there be new quality opportunities
  • Guests that have the even may be potential clients so make sure that a staff on site knows who to refrence to

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