The Event Planner's Guide Book

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: 

1. Make sure your insurance policies are sufficient and up to date. Get your additionally insured certificates in order early!
   
2. Review your customer liability waivers and rental agreements, making sure they are current and ready for use
3. Implement and complete necessary personnel training on the latest safety procedures
4. 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!

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.

 

How to Effectively Reach Your Potential Clients

Last week we discussed what the term “marketing” means and how it comprises much more than advertising your company and selling a product or service. We talked about the 4P’s of marketing (Product, Price, Place and Promotion) and how each component contributes to a successful business. See 3 Simple Steps to Help You Market More Effectively.

The action items included defining your target market and your competition. These statements will help us as we focus on the final “P” – Promotion. This is the area that stumps most people and where we get the most questions.

I hear the following questions almost daily: “How do I reach my potential clients?” and “How and what do I communicate to them?”

The answer is really very simple…and then again, it’s not. It’s simple because you have clearly defined who your target market is and what he or she values most. It’s not, because it takes a lot of persistent work and can cost oodles of money.

“How do I reach my potential clients?”

Let’s look at some of the most popular advertising options from high to low cost: Television, magazine, billboards, radio, regional tradeshows, direct mail, yellow pages, newspaper, advertising specialty items (pens, bags, etc.), online advertising, pay-per-click, your own website, brochures and flyers, networking, public relations and social media.

With all of the options available today, small business owners are able to abandon most of the traditional forms of advertising in favor of a promotional mix that maximizes their reach (number of prospective clients) and frequency (number of times an impression is left) while minimizing their cost.

We go back to who is your potential client? Where are they hanging out? Are they on the web? Facebook or LinkedIn? Do they use a telephone book or Yellow Pages online? Will they just do a “Google” search for the service you provide? Do they read the newspaper? What sections? Take clues from your competition. What are they doing and does it seem to be effective? How can you differentiate your company from the competition in both the media you choose and the content you present?

For example, wedding planners might find their prospective clients by exhibiting at bridal shows, utilizing direct mail, online registries and by creating relationships with local venues and churches. A bounce house rental company might reach customers via direct mail, pay-per-click advertising, online rental registries and by creating relationships with churches, schools, local businesses, and city offices. (The Event Planners Association is also well represented by amusement oriented companies).

Your media mix should contain pieces that work for you and your company. Make sure the return on investment is solid. Track and quantify your results. Are you spending $$$ on newspaper advertising and getting $ in return? It might be time to look for other options. Your media mix can be fluid, ever changing and adaptable to the economic environment.

"How and what do I communicate to my potential customers?"

Once again, who is your target customer? What does he or she value most? When hiring an event planner, price may be the most important factor or it might be creativity, experience, personality, style, location, etc. For a rental company, the customer may value cleanliness, on-time delivery and set up, price, safety, insurance, etc.

Know what is important to him or her as well as what is important to you. Remember all of the aspects that make up your marketing plan from 3 Simple Steps to Help You Market More Effectively? Your corporate identity, image, customer service philosophies, pricing strategy, etc. all determine how you position your company and what you communicate to your potential customers.

Keep in mind, the media components you select may have different purposes and goals. For example, the EPA exhibits at trade shows to create and reinforce Association awareness and to meet with current and potential members, whereas we utilize newsletters, our forum and our blog to educate our members and the industry, which in turn, reinforces our image as industry experts. As you can see, your media mix will be multi-purposed and multi-layered.

Action Step: Since you already know who your potential customers are, what they want and where they are, look back at your entire marketing plan in conjunction with what your customer wants. How can you combine the two into an effective message? Will you have several messages? Once you know where your customer is and what you want to communicate, you can choose the form of promotion best suited to your message.

Where is the most unusual place you've found clients?  Please tell me by clicking "comment" below.

Next time we will look at using low-cost, high-potential media.

3 Simple Steps to Help You Market More Effectively

 

What does the term "marketing" mean to you? Most people associate it with creating awareness of a product or company. However, marketing really encompasses so much more and is a very broad term used to describe the strategic portion of business.

Marketing includes but is not limited to the following areas of planning and activity:

Business, Product & Market Development
Market Research & Competitor Analysis
Pricing Strategy
Corporate Identity
Brand Development
Promotions
Public Relations
Customer Service

As with many things, there are steps that should be followed on the path to success. You should be able to write a statement addressing each point below. If you haven't already done this for each product or service you offer, I suggest you use this as a guideline to assist you clarify your marketing strategy and messages.

Step 1: You must know who your potential customer is, what he (or she) wants and provide it at a price he will pay. Know what your customer values most and why. Meet/exceed his needs.

Step 2:  Know your competition. What do they charge? What do they do well and what do they do poorly? Who is their customer and how do they reach them? What sets you apart from the competition? I recommend you keep an updated notebook of competitive ads, flyers, collateral materials, etc. You will be surprised how often you refer to it.

Step 3:  Once you know who you are dealing with from customer and competitive perspectives you can move on to developing the 4 P's of your marketing plan. The 4 P's are a staple in college marketing courses across the U.S. and are listed below.

Product · Price · Place · Promotion

Product - This is what you are selling; your product or service and all its inherent features, benefits and value. Provide the very best combination of features, benefits and value for your product or service in its price category.

Price - This is what you charge for your service or product. Knowing how much value a customer places on a particular feature or benefit will help you determine your price. Features with a low customer value might be dropped from your offering allowing you to lower the price point.

Place - Do you have a fixed location? Is your company "internet-based"? How will you distribute your product or service? What is your service area? Your travel radius? Financial, legal and insurance requirements change based on the "place" from which you choose to do business.

Promotion - This is where advertising comes in. As does public relations, social media, networking, sponsorships and any other means you use to promote your company!

Knowing your customers and competition will allow you to develop a successful mix of the 4 P's. Keep a close eye on each element and make adjustments when and where necessary.

Action Items: Review steps 1 & 2. Can you write a statement for each as they relate to each product or service you offer? Next, review the first 3 P's - Product, Price & Place. Do they fall in line with who your customer is? How about your competition? Once all of this is in place we can focus on the final "P" - Promotion. This is the area that stumps most people and where we get the most questions.

I would really like to know how you did with this exercise.  Please click "comment" below to tell me what you discovered as you took a good look at who your target client and competition is.

What to Expect When Setting Up a Blog

Why a blog?

A blog allows you to connect with like-minded people and should be the hub of your social media marketing plan.   See Why it makes sense to include social media in your marketing plan.

The Event Planner’s Guide Book

So here it is.  Our foray in the world of blogging!  As the Chief Marketing Officer for the Event Planners Association I have no problem telling you how to market any product or service at any time.  I know how to do it.  I even know what should be included in a blog and how to make it work for you - what I am not well versed in is the technical expertise needed to make it all work! 

So here I am, a technical neophyte setting up a blog on my own!  Why don’t I just hire some young technical genius to do it for me?  Because I know that the majority of our members and friends are small business owners who have very little cash to invest in having their blogs and social media platforms professionally designed.  In fact, most have only dipped their toe into the social media pond.   I want to show you that if I can do it – you can do it too! 

What I have done so far

I actually have been following bloggers and researching blogging platforms for a few months now.  In the end, I chose the platform that seemed to be the most user- friendly for someone at my level of technical inability.  Everyone says blogs are easy to set up, but I’m sorry, I didn’t find it to be “easy”.  Let me rephrase that one…the blog itself is very easy to set up - it’s all the little add-ons which make the blog a productive piece of your marketing plan that take time, patience and expertise.  I learned things I never really wanted to know (lol) such as how RSS works and how to map a domain!

What I still need to do

My goal was to get into the blogosphere this week.  And so, with some trepidation, I am doing just that.  The blog isn’t perfect.  I still have to actually map the domain (make the URL part of our website and not part of the blog platform’s - for SEO purposes), build a custom banner (which means pulling out my limited Photoshop skills… I might just call on a friend for this), add the share buttons, and figure out how to put our website URL on the front page of the blog, among other things!  Ahhh the details…

What to expect from this blog

Expect to see a progression of changes to this blog and all of our social media.  Expect to see inspiring and informative content designed to help you build your company.  I will keep you posted as to our progress and show you how you can create a following by doing what I do.  We can do it together!

Please comment below:

Let me know what challenges you have encountered building your business and I will be sure to include solutions in upcoming posts.  And, if you have any tips for me on getting this blog in place…please share!

Why it makes sense to include social media in your marketing strategy.

Just as it is nearly impossible to build a business without a website, many now believe that if you do not have a presence in social media, you will be overlooked.

This statement is one of those hit you in the face kind of realizations. If you are like many, you may feel this social media phenomenon amounts to just “one more thing to do.” Or, you may be one who has embraced the opportunity and now you just need to fine tune your objectives. No matter which of the two describes you, the bottom line is that the way business is done in most sectors is changing rapidly and business owners must adapt.

Low cost – high potential media.

Social marketing on platforms such as blogs, Facebook, Twitter, LinkedIn, and MySpace, is really relationship marketing.  It differs from traditional push oriented marketing in which the marketer pushes information via emails, flyers, consumer showcases and various other forms of advertising to the potential customer.  Social marketing allows a two-way conversation through which you develop relationships with your “followers.” This push/pull format builds trust and credibility which in turn builds your business.  As a bonus, you can get feedback and learn from your potential customers!

Here's how it works.

You build relationships as you create content that is valuable to your target market. This content positions you as an expert in your field. As an expert you earn trust. The relationship you develop creates trust, which over time translates to sales. In essence, we do business with people we like, respect and who respect us.

Valuable Content = Expert Status
Expert = Trust
Trust = Sales

Today, the face of a company is its employees.  Get to know your potential customers and let them get to know you and your employees by implementing a social media strategy.  Understand what you expect to gain from each piece you integrate into your plan.  Remember, you can’t hit a target you haven’t identified! 

You can get started in two simple steps…

Step One:  Start a Blog

Blogs give you an excellent opportunity to show who you are and what you know.  Be sure to use your own business URL (www.mybusiness.com/blog) as this will contribute to your SEO (Search Engine Optimization) - your ability to be found on the Internet. An online presence means visibility, which means opportunity!  Typically, the goal of a blog is to position yourself as an expert in your field and generate traffic to your website. But remember to use your website, not  your blog, to sell your services.

Now, take that knowledge and experience you have and develop content that will be considered valuable and interesting to your potential clients. Perhaps ideas for creating “green” weddings and events or hors d’oeuvre recipes for a cocktail party would find an audience.  How many visitors might a post on the biggest wedding faux pas bring to your site?

It’s important to understand what interests your audience.  This is where you can shine.  Show them how professional, knowledgeable, creative and special you are.  Show them why they should choose you to plan their event or refer you to a friend.  As you start to develop content you may actually surprise yourself by how much you know!

I caution you not to give too much away, but give enough to create a loyal following of potential clients.  And, when you write…write to an audience of one.  Connect directly to your reader. If you need to brush up your copywriting skills I recommend a visit to http://www.copyblogger.com.  

Step Two: Link to your Blog on Social Media

Once you are creating excellent content you now have the ability to share it via other social media platforms.  Research the social media options available to you. Then choose one or two that will give you access to your target market.  You can maximize your time by utilizing programs like Hootsuite or ping.fm to promote your blog on multiple social media sites at the same time.

As you develop and execute your social media plans you will reap the untold benefits of getting to know your clients and potential clients on a more personal level.  Not only will this help you refine what your customers want and let you keep a pulse on the market as a whole, but it will give you the opportunity to connect on an entirely new level.  While the success and viability of a business is determined by the bottom line, the relationship we create with our sphere of influence affects that inner part of us; the part that is in business for the love of the industry, process, result, or just to create a better world.