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06/04/2013
How to Build a Non-Profit Client Base
Conference & Seminar Grant Funding for Non-Profit Organizations
By: Shirley M. Nelson, MA, MPH
Did you know that 1,247 U.S. private sector funding entities, such as foundations, charitable trusts, and corporate giving programs award grants to non-profit organizations for conducting conferences and seminars? Although most non-profit organizations have an educational component to their mission, frequently non-profits do not have operating budgets that allow them to host even modest conferences and seminars. Contracting with an event planner regarding a conference or a seminar is seemingly out of reach for these non-profits because they lack awareness of grants for these purposes. Among those non-profits that do host modest, or greater in scope conferences and seminars, many are unaware of the availability of grants that would allow them to expand the scope of these events or to host additional conferences and seminars.
Are you seeking to expand your non-profit organization customer base and/or add value to your existing non-profit organization customer base? If so, raising awareness of private sector grant funding for conferences and seminars, along with providing related resources could help you attract new non-profit customers and add value for your existing non-profit customers. For example, raising awareness of such funding could be the focus of an advertising campaign. Raising awareness could also be part of your social media marketing on FaceBookTM, or other social media. Marketing tactics to drive followers from non-profit organizations to your social media pages could include offering them free grant funding source information or larger promotional prizes related to grant seeking such as grant writing. Beyond electronic media, printed marketing materials could be generated with your company name and logo to transmit grant related information in the form of question/answer sheets, a brochure on the value of grant seeking for conferences and seminars, and a summary list of local/national grant funding sources that award grants for conferences and seminars for non-profits within your specific geographical service area.
Non-profit organizations need event planners to help them more fully meet their educational missions in conducting conferences and seminars. As an event planner, you can assist them by raising awareness of conference and seminar grant funding. Significantly, you can help them by communicating the value of seeking grant funding while informing them about how your services can make conducting conferences and seminars a rewarding experience.
About the Author: Shirley M. Nelson, MA, MPH, is the Managing Owner of Grant Strategies, LLC, a consulting company she founded in 2001. She may be reached by phone at (507) 289-1526 or via e-mail to snelson@grantstrategies.com. Grant Strategies, LLC, is located in Rochester, Minnesota and works in the virtual realm with clients nationwide including businesses, non-profit organizations, schools, and government entities. In addition to grant and contract proposal research and writing, marketing consulting services are also provided. www.grantstrategies.com
04/16/2013
How knowing your target market will make marketing your company a breeze! Part 2
By Kim Sullivan
If you read part one, you’ve already started to think about exactly who does and doesn’t fit in your ideal client profile. Last time we determined that your mission is to clearly identify who your ideal client is so you can effectively communicate with them. As the market continues to segment itself through technology, business owners now have the amazing opportunity to hone in on their ideal client with laser precision. Essentially, this allows you, as a business owner, to communicate with the right people more effectively and less expensively. Learning to communicate effectively to meet your ideal client’s needs and wants will mean more qualified clients for you!
How well you know your target market will make or break your company.
Step 2 in our process is creating your ideal client profile. It’s time to get personal.
Get VERY specific when identifying the following criteria:
Age
Income level
Education level & school
Occupation
Where and how they live
What type of car they drive
Hobbies
Mind-set
Political, social and religious affiliations
Personality traits
Geographical limitations
Essentially, you are identifying a “person” you will communicate directly to. You want to be able to put a face on the “ideal client” you are developing your products and services around, writing to in your blog, collateral materials, website, etc. Notice I said “writing to?” When you communicate with your potential client via written word you will want to write directly to her. Picture that person in your mind and speak to her. Connect with her. Cut a picture out of a magazine and name your reader/potential client if you need to!
Action Item: Take some time to really think about who your ideal client is. Put the answers to the questions above on paper with a picture of your ideal client. This will help you later on in our process.
Next time we will delve deeper into how to communicate effectively to your ideal client. In the meantime, I can’t wait to hear what you’ve discovered in this exercise. Let me know by commenting below!
With over 20 years of advertising and marketing experience, Kim Sullivan serves
the Event Planners Association (EPA) as senior vice president & chief marketing
officer. Kim is responsible for the
EPA’s strategic marketing, advertising and public relations initiatives. She oversees chapter and membership development
along with the EPA’s education, co-op and affinity programs. Also falling under
Kim’s leadership is the innovative development and distribution of the EPA’s value-added
legal, insurance, safety, marketing and member support programs. www.EventPlannersAssociation.com
04/04/2013
How knowing your target market will make marketing your company a breeze!
Ask yourself, “Do I have dead-beat clients who don’t pay? Not enough clients?
Too many clients and not enough revenue to show for the numbers?
High-maintenance clients?” Are you confused and don’t know how to build the
clientele you want?
Building the clientele you WANT is critical to building the business of your
dreams. In my role as an advisor to
thousands of small business owners across the nation, I have found there is a disconnect
between operating a business and being able to identify and communicate with the
right potential clients. My experience has shown a high percentage of small
business owners can’t give a clear description of their ideal client and unfortunately,
the consequences of not having a clearly identified target market are far
reaching. After all, how can you
effectively define the following components of your business plan without
knowing exactly who will pay money for your product or service?
- Business, Product & Market Development
- Market Research
- Competitor Analysis
- Pricing Strategy
- Customer Service
- Corporate Identity
- Brand Development
- Promotions
- Public Relations
How well you know your target
market will make or break your company
Start by thinking about
what you want and don’t want in a client. Someone who can pay his or her
bill? If you are a wedding planner, do
you want to work with professional couples who are paying for their wedding, a
bride who’s father is a gazillionaire and the sky’s the limit, somewhere in
between or a couple who has very little money, but wants the $100,000 wedding
on a $5,000 budget? Decide. What scenario fits
your ideal business model? There are pros and cons to each. You may even decide that you have a passion
for helping down-on-their-luck couples, but you have to realize it’s the other
clients who will fund your altruistic endeavors. Plan accordingly.
Do you have multiple market segments? For example, the bride who wants only “day-of” coordination is very different from the one who wants you to handle all of the details and events associated with the wedding. Do both options have a place in your business? Decide.
Do you prefer to work with younger couples, middle aged, second-time around or even same-sex couples? Knowing where your interest lays will help you narrow your focus for marketing purposes. It may be all-of-the above, but you need to know that so you can effectively market to each market segment on their terms. Decide.
Identifying your target market as a couple between ages 18-35 is no longer good
enough. Your mission is to identify who
your ideal client is so you can effectively communicate with them. Let’s not forget the goal is to get hired and
make a profit. As the market continues
to segment itself through technology, business owners now have the amazing
opportunity to hone in on their ideal client with laser precision. Essentially, this allows you, as a business
owner, to communicate with the right people more effectively and less
expensively.
Next time we will start to REALLY hone in on identifying you ideal client. Then we will uncover how to communicate effectively with him or her.
10/24/2012
Tips on How to Fill Your Events
By Annette Naif
You want to have an event, but you are panicking because you are not sure you can fill the event. Most often clients ask me how they can get people to come to their event. Of course, you could cancel the event if you are not getting a good response, but if you are anything like me, you don’t want to give up. This is the time to shift into marketing madness. It can be very stressful but there are some simple things you can do.
Lull In Sales
This happens with almost every client. You start off strong with ticket sales and then there is a period of time when no one is buying tickets. This is not the time to panic or give up. Keep your eye on the goal of filling that event. Don’t think of anything else but getting the people to your event. Go back to why you wanted to do the event in the first place – the value you bring to the client and express that in your marketing materials. This is the time to go full force and be consistent!!
Stay away from Naysayers
Keep yourself surrounded by people who will support you and will even help you promote the event. Don’t listen to the naysayers. BELIEVE you can and will get the room filled. Find mentors who have been successful in filling their own events. This is a great way to bring that positive energy into the success of you filling your event.
Last Minute Registrants
It never fails, people will always sign up for the event at the last minute. They are waiting for that last minute deal. Just remember, it is never over until it’s over. There is always a mad rush at the last minute so be prepared. I see it with every event I produce.
Ways To Market your Event
1. Twitter
2. Facebook
3. LinkedIn (Groups)
4. Blog
5. Local Papers
6. TV channels
7. Radio stations
8. Radio stations’ websites
9. Tweetvite (for promoting and learning about tweetups)
10. Eventful (you can list all types of gatherings)
11. Event marketing and registration tools such as Eventbrite and Constant Contact.
12. Foursquare & Gowalla
13. Use a Hashtag for your event
14. Photographer onsite to help promote this event and future events.
15. Video
16. Email everyone on your list
17. Pick up the phone and call people (they like that personal touch)
18. Have it on your email signature
19. Newsletter
20. Put it on your website
21. Team up with others (JV Partners) to help promote the event
Hosting a live event is a great way to reach a large group of potential clients and fill your programs. It takes a great deal of hard work to market, produce and fill your event but I love when I see the excitement on my client’s faces when they get up on that stage and share what they are passionate about. Just remember, even if you are experiencing a lull in registration before the event, don’t give up. Keep going no matter what!
The key to a successful live event is to deliver great content so attendees can see the value in what you offer and will buy your other products without hesitation. And remember, have a video camera on hand or hire a videographer to capture live testimonials that you can use on your website and to promote future events!
Event Planning Expert, Entrepreneur, and Coach, Annette Naif, Founder & Creative Director of Annette Naif Events LLC and publisher of the E-Zine, "Annette Naif Events presents...". Annette is also the Founder & Co-Chairman of the EPA NYC Chapter. www.AnnetteNaif.com
09/11/2012
Event Trend Will Keep Guests Alert!
The smell of coffee is one of the most inviting sensory details you can provide at events, and a coffee bar can offer the same social benefits of a drink bar without the potential problems of alcohol. A smiling barista, high-quality brewed coffee, and espresso drinks like lattes and cappuccinos can elevate your client’s event to exceptional-all reasons why hiring a coffee bar is becoming so popular at wedding receptions, business events, and parties.
Contacting and preparing for a coffee bar isn’t complicated-follow these tips to get started:
FINDING A COFFEE BAR
You may be able to locate a coffee caterer by doing a Google search for your area. It’s likely, though, that many professional baristas won’t have a website. Word-of-mouth is still the best way to find one; stop in at a coffee shop or two and ask for information on coffee caterers. You might luck out and get a bid on the spot!
TYPICAL OFFERINGS
Coffee bars vary in their offerings; the basic service usually consists of brewed coffee in regular and decaf and espresso-based drinks. Syrup flavors are often limited to chocolate, caramel, and vanilla. Cold drinks and frappe-like drinks may not be available, unless caterers are equipped with an ice bin and a blender.
COFFEE BAR REQUIREMENTS
You’ll need to ask the caterer for his or her requirements. Some coffee caterers will have a portable cart and may need nothing but a power outlet. Others may need a table, access to water, and at least two outlets.
SETUP
One exceptional way to set the bar up is to place it where guests will be queuing-this smooths out the waiting process. Beware, though; you might have guests rejoin the line for seconds!
About the Author: Emily McIntyre is a Kansas City-based freelance writer, barista, and harpist who has placed work in a wide variety of publications ranging from Rails to Trails to Missouri Life to Renaissance Magazine. She also writes a blog, softexplosions.blogspot.com. She and her husband have a coffee catering company; visit her website at www.emilymcintyre.com for more information.
05/16/2012
Styling the Event Tone with Color: Can Color Affect the Mood of Your Next Special Event?
By Nancy Stoltz
How important does the role of color play when planning a wedding or special event? What dynamic do the colors used in table linens and décor create for the success of an event? As an event planner, not only is it necessary to stay on top of the current trends in special event planning but one of the first questions you should ask any client is what colors will play a key role to the success of their function. And, as equally important, what colors are inappropriate, for example, a Chinese New Year party should never incorporate the color white!
Color can dramatically affect moods and emotions as well as influence certain physiological reactions. Interior Designers and artists have long understood the feelings that certain colors evoke personally and culturally. “Colors, like features, follow the changes of emotions,” as quoted by Pablo Picasso, so as an event planner if you are aware of color psychology you can certainly wow those social and corporate clients!
Generally, brides will choose their favorite colors for their special wedding day; however, when it comes to corporate or social clients they may or may not already have a certain color theme in mind. “Color definitely sets the tone for the design of the event,” says Julie Nobis of Red Carpet Events & Design, “and a topic I always discuss when first meeting with a client.”
Consider cultural traditions and life experiences when discussing color-scapes with your clients; this information adds to the human experience. Think about who is giving the event, the type of event, and the guest profile. Not only are colors important for table designs, décor and lighting, but with flowers and menu choices too! Knowing the seasonal availability of certain flowers and food choices will be appetizing to the palate while working with the palette of the event theme!
The Psychology of Color
White: Pure, clean, innocent in western cultures; mourning in eastern cultures; creates a sense of space so consider draping a small or dark room in white.
Black: Sophistication, power, elegance; in some cultures it represents death or mourning but in others it can mean life or rebirth; appropriate color for high-end, black tie events.
Red: Excitement, passion, intensity; creates very strong emotions and attention-grabbing; causes blood pressure and heart rate to rise; great color for themed events where guests are encouraged to move throughout the venue.
Orange: Vibrancy, energy, excitement; creates a playful environment for your guests; attention-drawing so a great color to use at a fundraiser, especially in a silent auction area.
Yellow: Cheery, warm, alert; this color can also create frustration and anger and is fatiguing to the eye; probably best to use with another color or as an accent and not as a major backdrop, for example, or focal point in a large room; increases the metabolism so a good choice for a breakfast meeting or brunch event.
Green: Natural, healthy, tranquil; creates a calming effect, relieves stress and helps heal; hence, the symbolism behind the term “green room” as a place to relax prior to going on stage to perform; also a color to consider for a theme where “growth” is the topic.
Blue: Peace, trust, loyalty; a popular and neutral color on a global level; lowers pulse rate and body temperature and creates productivity; perfect color to use for a business meeting or corporate team training function.
Purple: Royalty, wisdom, wealth; an exotic color that is associated with luxury and extravagance but also a spiritual connection; can be used in creating special effects with lighting, for example, when designing a VIP lounge area.
Trends in Color
Don’t always count on your client knowing their color inspiration and even if they do it is in your benefit as their professional planner to be on top of the current color trends. "I spend countless hours every year discussing colors, styles, fabrics, and textures with a design specialist so that I am current with trends," says Zack Felix of Giraffe, Inc. "This information is an integral part of my event design process and key to the success of our events!" Event design follows fashion and home décor trends so knowing what color palettes are hot each year will keep you ahead of the game with what is trending forward for weddings and special events.
Each fall and spring, Pantone, the leading authority on color, comes out with the following season’s color trends and announces the hot color of the year in early spring. This year’s color is the vivacious Tangerine Tango, a fiery reddish-orange hue that we are already seeing on the fashion runways, in cosmetics, and in home décor. The event industry will see it this year as well as moving into 2013.
Knowing what colors are hot and complimentary can really help an event planner excel in their business. Industry-related forums and blogs are an excellent way to find hot color trends and to mix and match color palettes. Here are a few I consistently follow:
B. www.mypersonalartist.com/blog
C. www.Theperfectpaletteblog.com
G. www.colourlovers.com/trends
Don’t be afraid of color! It is a fabulous way to evoke emotions and to set the tone for the mood of an event. Think outside of the box when it comes to the design process and choosing the appropriate color palettes for table linens and overall decor. This will set you apart and leave a lasting impression on your clients.
Nancy Stoltz is the Director of Marketing & Design for Creative Coverings, Inc., a leader in fine wedding linens, tablecloths and table linens for event planning. A positive, friendly attitude is the foundation of Creative Coverings’ celebrated customer service. Add great prices and quality linens and you have a valuable partner in the industry making sure that your events are beautiful, glamorous, dramatic – all that you want them to be! www.CreativeCoverings.com
EPA is excited to announce its new partnership with Creative Coverings, Inc! EPA members now receive discounted pricing on their linen needs!
04/06/2012
Amusement Ride and Inflatable Game Owners Prepare for Summer!
EPA members ~ remember to get your legal docs and insurance in order early...before the rush!
It's spring and the leaves are just making their debut, which means summer is around the corner! There’s no better time than right now to make ready for the high-summer-season. Now is the time to:
- Make sure your insurance policies are sufficient and up to date. Get your additionally insured certificates in order early!
- Review your customer liability waivers and rental agreements, making sure they are current and ready for use
- Implement and complete necessary personnel training on the latest safety procedures
- And, check , clean and repair your equipment, making sure it is in good quality working order
Don’t Procrastinate!
Focusing now on your insurance coverage, the latest in equipment standards, safety procedures and training personnel can help you manage your business while reducing the potential risk of accidents and the potential for litigation against you and your company. By concentrating today on getting things in order you can actually position your company to secure more business in the high-summer-season and can add a layer of comfort for you and your customers.
Consumers are Savvy
Parents and HR department managers alike who are responsible for the hiring of amusement rides and entertainment apparatuses for parties, employee picnics and corporate events frequently conduct research and background checks on amusement equipment owners before hiring them. They check business viability and capabilities by reviewing consumer reviews on Internet websites like www.yelp.com and they call references to verify customer service experiences. Some parents and business HR managers even go as far as checking ratings through the Better Business Bureau (BBB, www.bbb.org).
That's why it's vital for amusement ride owners, inflatable game owners and apparatus operators be prepared with the best trained employees; that they are knowledgeable and they implement the most current safety standards and procedures – and above all, that they are covered by adequate insurance.
That’s where the Event Planners Association members get full value from their annual membership dues. Annual dues of $249 are a true value because members have immediate access to the EPA’s services including leading in-house insurance companies and premium discounts, a resource library of the most current liability waivers, rental agreements and documentation, access to an in-house legal support team and a newly released DVD safety training and on-line certification program – just to name a few services. By having all of these products and services available to them, EPA members have an advantage when developing strong relationships with consumers and corporate HR department managers who are looking to connect with and utilize proven, trustworthy vendors.
Also, always remember to provide references - referral names and telephone numbers to potential customers. Add testimonials to your website which allow potential customers to experience the direct thoughts of your best clients. And, where possible, utilize social media to connect and respond to reviews about your company, its service and its personnel.
Here's to a profitable and safe season!
02/21/2012
New Ideas & What To Do With Them
by Kylie Carlson
If you’re like me then you will have a head full of ideas all claiming to be the next best thing. My ideas can sometimes come to me at the most awkward of moments. There is nothing worse than sitting in a meeting or chatting with a friend when inspiration hits you and you can’t do anything about it. The other problem with ideas is that they can be very distracting, especially if you are doing something you don’t like doing it's very easy to be seduced by the beginnings of a great idea.
I think this is a common problem with many people so I thought I would share a few little tips with you. Ways I have found to combat this problem.
Tip No 1
Buy a funky little notebook. You should always have an ideas book with you wherever you go. As I said earlier you never know when inspiration is going to strike so you need to be prepared. The reason I say funky is that the book needs to inspire you when you look at it. Do not buy a regular black spiral bound notebook. It is not going to be the place to house all your creative ideas.
Tip No 2
Invest in a Dictaphone. Some of my best inspiration comes when I am driving so I can’t write it down. This is annoying as none of my ideas ever cement themselves firmly in my mind until I have written them down. So to combat that problem I have a Dictaphone in my glove compartment where I can record any little gems that pop into my mind whilst behind the wheel.
Tip No 3
Keep a whiteboard in your office just above your desk. There is nothing like having a visual board of ideas that are right in front of you. They help to inspire you when you are lacking in creativity or simply ‘having one of those days’.
Tip No 4
Know when to use them. Ideas are just that – ideas. They are not on your To Do List and they aren’t real yet. There has to be a time and a place when you bring them out, spend time on them and play with them. Don’t let them distract you from the tasks at hand. Schedule yourself a few hours in your diary for brainstorming. Not with anyone else just with yourself. This might mean taking time out to go to your favorite Starbucks, order a nice coffee and cake and sit with your notebook and pen and peruse your ideas to see which are viable and which are not. It might mean putting on soft mood music, pouring a glass of red wine and just letting the ideas take on a life of their own. Whatever it is you need to set aside some time to do it. Time when it is allowed and won’t be deemed as idle day dreaming.
I love ideas and they are what make me tick. I have often been accused of being an ideas person. My perfect job would be to come up with ideas for different companies who needed some inspiration. As that isn’t likely to happen any time soon I have had to restrict myself, and my mind, and be strong with all those ideas that are constantly tapping on my head and asking to be let out. Don’t ever lose your ideas, but don’t let them control you either. Have fun and remember day dreaming is a legitimate past time.
Tell us what you do with your ideas by clicking comment below...
About Kylie Carlson:
Kylie Carlson is the dynamic founder of the Australian Academy of Wedding & Event Planning (AAWEP) and the UK Academy of Wedding & Event Planning (UKAWEP). The industry leader of wedding and event training and certification in the UK, Australia and New Zealand has opened their virtual doors in the US. The Wedding and Event Institute (WEI), whose headquarters are in California, is part of the worldwide group Wedding and Event Training. WEI specializes in certified courses in wedding planning, wedding styling, event planning and event design and maintains an online Social & Education Center, Wedding and Event Pro, which houses articles, podcasts, webinars, forums, networking and other tools for those in the wedding and special events industry.
01/12/2012
6 Great Tips for Balancing Work & Personal Life
From Marley Majcher, The Party Goddess
The one thing I hear the most complaints about from entrepreneurs lately is the blurring of work and personal life. More and more, it seems, our work is overtaking our personal lives. But no matter how much people try to convince us this is a good thing under the auspices of authenticity and alignment, it has its drawbacks.
No matter how you slice it, integrating your work and personal life does a number on work-life balance. But getting a handle on this and creating as much balance as possible will improve your health, happiness and overall satisfaction with life.
Lately, I hear some people giving up on the idea of balance all together, claiming it's impossible so we should just deal with it. That striving for balance is just setting ourselves up for more stress and disappointment when it doesn't work out. While there is some truth to that, I think it's critical to do what you can to protect your personal life from being overrun by your business.
Here are 6 great tips for balancing work and personal life.
Learn the art of presence
You don't have to be a new age "woo woo" type to appreciate the concept of presence. Some people arrive at achieving presence through a meditation practice, but if that's not your style, no worries. Having presence simply means being fully aware and focused in the current moment - bringing your all to the present time, rather than being distracted by the past (even a few minutes ago), the future (what you're getting ready to do), or other distractions (what you should be doing). If you find yourself drifting in thought, just practice making yourself aware of the moment again. You won't believe how alive and connected this makes you feel, as you transition from work to personal life and back to work. Try it.
Set normal work hours
Entrepreneurs are notorious for being "always on." I know this might come as a shock, but you do not have to work 24 hours a day to be a successful entrepreneur. You don't have to work the same set hours every day. You can set your schedule around your personal needs, but your set hours should not be so flexible that you find yourself constantly having to make up missed work time during your designated personal time. The important people in your life should know and respect your work hours as if you are working for a boss - no interruptions unless it is a legitimate emergency.
Take care of yourself
Nothing makes you feel more drained and out of whack then not taking proper care of your body. A healthy diet, regular exercise and adequate sleep will do absolute wonders for your stress levels. You will be able to show up more fully and bring your A-game when you need it, so you can unwind and fully relax when you're done. And treating yourself to a spa day, massage, the occasional afternoon of retail therapy, or some quality time in nature will do wonders for your soul. Work will feel less daunting when you feed your personal needs.
Learn to say no
I give this advice all the time. Learning to say no is one of the best things you will ever do for yourself, your business, and your sanity. The world opens up for you when you learn to yes to the right opportunities and no to the wrong ones. Saying no gives you power over your life and allows you to create space for more balance.
Play hard
How many times have you heard a successful person say, "I work hard and play harder." Successful entrepreneurs who take their play as seriously as their work have something we all want - a contagious spirited zest for life. You know how to get it? Make play a priority. Commit to a hobby or an activity. Schedule it in. Make sure it's something exhilarating for you - scuba diving, knitting afghans, performing poetry - doesn't matter what it is. Something you've always wanted to do, but you thought people would laugh or that you don't have time. Go for it! When it's time to sit back down to work, it will have been worth the time you put into it because you'll have the sense that you're truly enjoying life.
Enlist help
The most dissatisfied, overworked, run down entrepreneurs are the ones who try to do everything on their own. You have to learn to delegate and let go. Consider hiring help at home and at work, even before you think you can afford it. I'm not suggesting you put yourself into a tight bind, but I am saying to make hiring help a priority in both your company and your family budget. Additionally, lean on friends and family members for support. Building a support system around you is a critical step in achieving greater work-life balance.
What do you do to ensure balance in your work and personal life? Post a comment below.
Marley Majcher is the author of But Are You Making Any Money? and the CEO of The Party Goddess!, a nationally acclaimed full-service catering and event planning company that originates all aspects of large scale functions for A-list celebrities, social, and corporate clients alike. From understated elegance to rock star fabulous, Majcher is known for creating the most talked about parties of the year.
