Event Planning Exam Study Guide

Gaining a new client while losing an exisiting one
bad idea

Two ways to grow in the event business
find 'new to events' clients
Acquire 'new to you' clients

Don't forget that while you're looking for new clients,
so does your competition

Keep your clients happy
and they could tell 2-4 people about you

dissatisfied people will tell
8-20 people about you

5 steps to keeping client happy
1. concentrate on high service by over serving your clients
-> sweat the small stuff to make the big perfect
-> keep in touch with them
2. implement post-event follow-ups with your clients
-> catch any issues when they are small.
3. Keep our events moving forward and make sure your clients learn about the 'new'
-> trade shows, conferences, journals, shopping the competition, education
4. Offer the XL version to show your clients the possible
5. Create e-newsletters and other methods to show your clients your new products and services. tell them what is new

Business growth master plan
1. Look at your place of business
2. look at yourself and your team
3. look at your marketing and outreach methods

Look at your place of business
1. office-only facility
2. Space needs
3. Need larger, high rent space Clients

1) office only facility
professional office setting, client meeting, team meetings, planning, communications, and paperwork

space needs
staff space, and meeting space
showroom display and showcase display
decorative wall hangings
-> pictures, press clipping, certifications

showroom
is about the future

showcase
is about the past. show the things we've done. images, props that were used, menus, videos.

2) Office with separate warehouse
professional office settings, off site storage and fabrication
Prioritize rent expenses while offering client tours of warehouse.

3) combination Facility: Office/warehouse
front entry professional office, behind the scenes storage and fabrication.
suburban
should do this in as your well known

You and Your team
dress for success hasn't gone out of style
people read you from your attire and body language
Your team is a reflection of you and your business
go tailored or business casual depending on your area and clientele

tips for women
conservative skirted suit in navy blue, dark brown, or dark gray. skirt length should be at or slightly above the knee.
blouse in white or ivory, long sleeve with modest neckline
shoes match suit, clean and polished, heels no higher than 2.5 inches. wear natural makeup, no perfume, subtle nail polish, one pair of earrings, on ring on each hand, one necklace, on watch.

tis for men
suits - best colors are dark blue or navy solid, gray, blue/gray shadow, 100% wool, 2nd choice is polyester/wool blend. avoid using less than 45% wool
shirts - cotton 0r 65% polyester/35% cotton blend in white or solid color. never short sleeves
100% silk ties.
no facial hair, conservative haircut
no cologne
limit rings to one to each hand

Your marketing and outreach
many time a potential client isnt in person or onsite. they look at your marketing outreach.
our marketing reaches many that never met us
method to assess marketing materials

asses marketing material
1. go to trade shows and collect material from several competitors

2. go home and sort them by visual preference to find out where you stand in the pack

what should be included in marketing and outreach
company profile: 200 words (paragraph or 2) that speaks to why do business with you

letterheads and business cards: professional designed that will not look out-of-date too fast - timeless style

professional portfolio: black leather bond book for clients to look through. press clippings, awards, credentials, client testimonials and photos (professional)

website: attractively designed, easy to navigate, kept current and maintained (no broken links)

E-Newsletters: bi-monthly - edumarketing, interesting stories, new products, and services. industry changes and trends.

Listing of services: concise, east to find and read

Find New Clients: three client streams
1. Corporations
2. assosiations
3. event industry associations

Corporations
these include: hotels, marketing firms, fashion houses,
Marketing, client entertainment, employee recognition, product launches, training.
they always look for some form or return from their event investment.
make sure event goals are set
make sure event goals are measurable

Associations
Charities, industry, medical, sports
SMRF: social military education religious fraternal
conferences (national regional) workshops, clinics, trade shows, dinners, international too
associations are volunteer heavy
need a professional to organize, delegate, coordinate, direct and supervise
join local CVB (convention and vendors bureau) and learn which are coming to your area

event industry associations
include: Int special events society
nat assoc of catering execs
meeting professional int
wedding industry professionals assoc
...etc

clients can find you on Assoc Websites
use association membership lists to build connections
attend networking events to meet
--> follow up to build connections

additional methods to gain clients
cold calls: contact any of the 3 streams, pick the right cold caller, call Tues or Wednesday 11-4pm
track calls, measure progres (1-3% success rate)

hold open house for potential clients: invitation only, a mix of business but no competitors, keep open house small and personal. showcase your best: early morning breakfast or evening cocktail.

Open house for peers and contractors: show off your services to forge new partnerships

set up marketing as resources allow
trade shows: costs but lots of exposure
marketing specialist: check your budget and ask
advertising: continuous ads work better than big one time
--> negotiate for editorial coverage based on your price, potential regular columnist, how about a Q&A column where you are the expert!

grow for your success
in many business it is grow or die but events dont have to be.
you can determine your level
grow past the level of comfort and choose your best clients and keep them.
add some new clients from time to time to replace any that drop off

Retail events
event marketing that create sales success

retail companies
clothing stores, department stores, sporting goods, technology stores, malls

lots of retail companies
there are lots of competitors

retail events
on sale
black friday
retail fashion shows

On sale
enjoy extra __% off
every store does this
American consumers are hooked on them
lets hold a successful sale
attendance is key
people like: markdowns, special items, give aways, raffles
Loss leader: offer something at or below cost
generates impulse and profitable sales
scratch off and bonus bucks

black friday
kicks off the holiday shopping season
being in the black = profitable
being in the red = loss
used to be early friday, then it was early early. now is on Thanksgiving day. even before thanksgiving day
Huge discounts
diminishing sales
stagger offers to keep traffic coming
exported to UK
singles day in China

retail fashion shows
brings attire to life
helping customer visualize the clothing
1. set up and planning
-several months ahead of itme
2. find the clothing
3. models
4. marketing
5. fittings and dress rehearsal
6. schedule and production
7. keep the buzz going year-round

product roll outs
1. select the right timing
2. select the right target audience
3. choose the right venue
4. grab their attention to grab the $$

grand openings
ribbon cutting, posters signs, food beverage, samples, coupons, invitations, press and mayor, door prives, drawings, press kit: include
--> fact sheet, FAQ, press release, business cards

keep it social, and festive
plan ahead and plan well

soft opening = don't advertise
grand opening = lots of excitement

can have a soft opening for a few days and then a grand opening.

soft opening
don't advertise
staff builds up their expertise

make it happen
retail events are active displays of inventory
people buy what they see

1. have a reason : new inventory, old inventory, change of season, special inventory

2. make it special: pricing, give-aways, discounts, no fake sales, good service

3. create an experience: private previews (invite only), invite only events, transform the environment, services that set you apart. (this is something online can never do)

4. plan ahead and well: permits? F&B, entertainment and celebrities, staffing, increase OTB (open to buy) stock up

5. get the word out: web, media contacts, advertise, emails to your database

6. Launch, enjoy, sell!

Money comes
the only source of ongoing funds is your clients

Budget
helps control the madness of money. Most events should be to make money. try to keep Fixed expenses low because you can charge people for the variable expenses (some of them)

Fixed expenses
long term reoccurring costs. ex rent, salaries, utilities, insurance.

will be present whether or not you have events

Variable expenses
irregular and variable - often associated with particular events. ex. travel, transport, advertising, couriers

A budget helps control the madness
1. plans for the future
2. makes predictions about your business
3. projects revenue
4. exposes upcoming expenses
5. indicates profit or loss from events
6. provides targets to work towards

How to build a budget
Use a spread sheet like excel

income
ticket sales, donations, sponsorships, merchandise, grants, ad sales, raffle contests, other

raffle ticket sales
have to make sure it is legal. If you increase the ticket sales, you don't need a gambling license. If sales are separate, you do need one.

Expenses
venue rental, excel, food and beverage, speakers, supply rental, security fees, entertainment, transportation, decor, design

Over estimate expenses about
10%
give about a 20% profit margin

under estimate income
income (revenues)

How do you reduce expenses?
E-Advertising , Share floral, E-Brochures and schedules, Reexamine take aways and food and beverage

recommendations for making money
treat earnings as a rare commodity, ask yourself if you really, really, need something.
-excess stock is locked up $$ and you must store and maintain it.
-Consider renting

Keep cash reserves
avoid fees and interest

Get 50% down and
collect the balance at the event

Examine your expenses periodically to rate
challenge your discretionary expenses

conferences, trade shows, organizations,
make sure participation generates a positive return

couriers
plan ahead so nothing is forgotten

communications
bundle services to save $$

salaries
remember salaries are fixed expenses - hire slowly.
-trial/probationary hires before full time

office supplies
buy in bulk, you know what you'll need

Traffic fines
make fines the drivers responsibility

Helpful tips
small savings add up for the year(s)
sign all checks yourself so you feel the pain
consider a financial advisor
-who understands the event industry
-helps you manage your finances
-suggests creative allocation of funds that benefit you and your business in the long run

Event proposals
take time and may have costs.
-large proposals consists may be able to be billed
ex. to deduct any proposals costs upon contract.

calculate your budget as you craft your proposal. include:
-conceptual artwork, printing, promo, labor
-legal, admin. costs, transportation, waste removal
-entertainment rehearsal, staff, catering, decor costs
ADD 10% FOR UNFORESEEN EXPENSES

client billing methods: All inclusive invoice
- The only bill the client receives
- Includes all aspects of the event
- Typically 10-15% is added to sub contractor fees as broker commission
- management fees run 15-25% of total amount

Client billing methods: Management invoice with separate invoices
-planner bills management fee, contractors invoice, client planner verifies charges, client pays
-management fees 15-25% of total amount
- AKA open invoicing
- many clients prefer this method

Money Matters
be business conscious

Baby Showers
-often times in mother-to-be's house
-create themes
-invitations: place, time, date, RSVP, registry
-shower centerpieces: umbrellas?
-baby shower bingo

How to plan for Baby Shower
1. start planning 5th or 6th month of pregnany
2. organize guest list
3. budget
4. choose date and location
5. choose theme, menu, cake (to match theme)
6. play some games w/ prizes (guests like them)
7. send invites 4 weeks ahead (RSVP 1 week ahead)
8. set to-do list and buy supplies
9. have guests address thank-you cards & envelopes
10. have 1 guest take notes of various gifts
11. thank you party favor

Happy Birthdays
important to make people feel valued
-serve their fav food
-choose activities they like

Canada bdays
butter the nose to ward off bad luck

China bdays
slurping noodle for long life

Germany bday
you buy drinks for your friends

Jamaica bdays
ambush flouring to 'antique'

Mexico bdays
pinata

Vietnam bdays
all celebrate bdays on NYE

Coming of Age
every culture has rites of passage
-males demonstrate their bravery

Coming of Age: -aborigines would
walk about (go out on their own to show they can survive)
-create gloves of stinging hands (hands in ants)

Mexico coming of age
pick vine and jump off

Bar Mitzvah/Bat Mitzvah
son (13) or daughter (12) of the commandments
-formal affair
-becoming an adult
-read the torah
-lots of presents
-obey the commandments
-teens are hard to buy for --> gifts = $$
-$ in multiples of 18 bc chai (18) means life
-lots of Mazel Tov: good destiny or congrats
-not required

Sweet 16
coming of age for girls of US and Christian
-no religious elements
-formal/informal/large/small
-mostly just a party
-they're adults --> chaperones are needed
-open presents the next day
-send thank you notes

La Quinceanera
Mexican tradition and Spanish heritage and catholic (not found in spain)
-over the top to celebrate God and Womanhood
-Indigenous and Aztec
-15 years old
-Starts @ church (3-4 hours) and maids of honor followed by long 6 hour party (full day worth)
-many gifts
-cake mimic dress
-formal dinner
-toasts and dances

Debutante
From the French meaning 'female beginner'
-introduced to society
-Aristocrats and upper
-names: Debutane balls, Cotillion Balls, or Coming-out party
-very fancy & formal
-take place around the world
-Ages 16-21 : younger in south than in North
-still for Debut in society
-now raise $$ for charity as well: multipurpose
-families donate $ and attendees tickets
-dance lessons for yourself
-most expensive
-every two years
-invitations only
-2 escorts - 1 military, 1-civilian
-country national anthem plays when presented
-must curtsey dip --> texas dip is much lower

Graduation
A happy moment
-pre-school
-elementary
-HS - COllege -Grad school -military
include: banners, avoid cheesy

depending on age:
-have a sign in book
-show growth video
-party then party: daytime adults, then kick it up
-let family speak
-watch out for DUI

Anniversaries
marriage is work --> celebrates success

Planning Tips for Anniversary
-select theme
-make guests list (ask for photos/momentos)
-create memories book and slide show
-take photos of couple w/ guests: for book and thank yous
-fun games, give time to talk
-food and dancing

Wedding anniversarys
1st=paper
3rd = leather
5th = wood
25th = silver
40th = ruby
50th = gold
60th = diamond

Retirement
company retirement parites = @ work

at work retirement party
-on site
-position
-co-workers
-luncheon
-spouse?
-company gift
decor in breakroom

After hours retirement party
-on, off site
-position is higher
-colleagues and spouses
-drinks and dinner
-speeches and dancing
-company gift and others
-festive decor

Retirement: focus on employees
-career
-character
-achievements
-future possibilities

want them to retire with fond memories

family retirement party
-family focused
-family home/yard
-maybe fireworks
-special coworkers?
-bbq dinner, drink and music

Funerals
traditional: viewing, service, burial, family meal
-family home, churchill, restaurante

many traditions around the world

madagascar: dancing with the dead (the bones)
Ireland: irish wake: celebrating the life unless way too young (birth, baptism, third birthday)

call them 'celebrations of life'

plan them with reverence, and compassion, respect and love.
-decorate with interests, slideshow or memorial display

invite the deceased to be? to say goodbye

lifegem company --> ashes into jewelry

marketing of events
have an event and want people to come

event marketing
more effective than direct marketing. using and event as marketing tool rather than other form of advertising

marketing
identifying customers problems and finding ways to solve them (profitably)

marketing of events:
-getting your organization on message
-conveying that message to potential attendees
-convincing potential to actual
-advertising, merchandise, publicity, promos

Event marketing:
-marketing through events
-planned face-to-face contact designed to impact a brands perception with customers
-getting product in front of people with the best presentation
-this is why businesses: sponsor entire events, parts of events, participate in events, create their own events

Event marketing is large and growing
77% of Americans purchased a product after experiencing, sampling
-US marketers, spend over 152 billion dollars on event marketing yearly
-72% of brands sponsor/participate in other events and 60% hosted their own
- event marketing ranks 2nd behind direct marketing in ROI and higher than advertising
-make sure the event attracts the right audience

Event marketing a commercial endeaver
business get involved to SELL
-looking for ROI
--> ROE : return on event
-You need to create SMART GOALS that demonstrate ROI

SMART
S- specific = well defined, clear to anyone w/ basic knowledge
M - Measurable = how many/much, assessable
A- Action-Oriented = contains an action verb (blooms taxonomy)
R - Realistic = able to be accomplished w/ existing resources
T - Timely = fits the situation, deadline w enough time to achieve

Example of SMART goals
increase attendance by 5%
-decrease expenses by 15%
-SMART goals are devised by the event
-can also be developed for parts of event

Now get people there to meet goals
-TV, print, etc
-public relations (others speaking)
-advertising (you speaking)
-Direct mail /email
-publications
-webmarketing -> pinterest, twitter, sites
-stunts, street promos, guerrilla marketing

Develop marketing message
USP

USP
unique selling propositions

Why is the event relevant to them?
how does it relate to needs, values?

Why is it different/better?
what does it offer

WIIFM
whats in it for me
-what do they get
-what do the miss by not attending
-if you can't determine USP then they can't either

Make the message work
should contain 4 elements: AIDA

AIDA
A-attention : grab their attention w/ an exciting headline or graphic that jumps and hooks
I- Interest : stimulate by showing/explaining multiple benefits that will enhance their life - people will seek benefit not feature
D- Desire : make it irresistible
A - Action : urge to make action : ex: visit website, register

lets have results
-have client
-you created event
-identified USP
-crafted marketing
-choose/utilize medium
-hit SMART goals
-3 major goals targeted by marketing events
-boost sales
-raise brand awareness
-capture marketing share
-remember marketing events are a common

ways to measure
-count attendance
-look @ pre-post sales
-measure samples given
-compare websites hits
-collect feedback
-new clients?
-responses?
-follow-ups
-retail satisfaction
-use RFID to track behavior and traffic

can marketing events play a role in your future? look @ the effectiveness

The proposal
-document presented in writing
-accompanied by visual support
-storyboarding --> typically used in motion pictures, presents sequential images for the purposes of pre-visualizing a motion picture
-events are live movies
-present several sequential visuals of planned events
-floral, fabrics, lighting,
-create visuals to put client in event

-in response to clients RFP
outlines : how you'll stage event
it reflects: your level of organization, expertise as a planner

Lets create the proposal
2 steps

1. Do HW on the client
find out about the company
-products, culture, history, customers

2. Do HW on the event
let the client talk about 5 W's
--> don't interrupt so they don't lose their train of though
--> more depth of understanding =the better

Create the proposal
create event concept (design) and Walk the client through event story

create the event concept (design)
-define style of event
-decor and color scheme
-lighting, sound, special effects
-entertaining
-catering

Walk the client through event story
-name it 'discussion proposal' - implies flexibility to allow client input
-define 5 cards draw through words and pictures

5 card draw
5 senses we need to employ in event

proposal legal clauses
cover all requirements

payment plan
-always 50% down
-25% due 2 weeks before event
-balance due at event

cancellation clause
up to 120 days prior - pay 10% of total
less than 90 days - pay 20% of total
less than 60 days - pay 60% of total
less than 30 days - pay 90% of total

confidentiality clause
communications may contain privileged info and disclosures, copying, distribution is strictly prohibited

Agreement and confirmation
-payment of deposit
-signed contract
-confirms the job --> verbally confirmed jobs can be costly mistakes

ways to lose the sale
-fail in the written proposal w/ poor grammar and spelling
-fail to persuasively persuade the event (not including storyboard)
-fail to demonstrate flexibility in proposal
-fail to be organized
-fail to be professional
-fail to respect the clients event objectives (clients 5 W's)

maximize chance of winning job
-present in person if possible
-make sure you make best 1st impression
-relationship marketing

present in person if possible
-you can read the non-verbals and body language
-present/explain visuals support (images, design, floorplan)
-pre-answer Qs of concern

make sure you make best 1st impression
attire, manners, behavior

relationship marketing
get to know them, if they like you they're more likely to sign

Tips to sales success
'discussion proposal' title
-consistent layout w/ headlines
-remember DISC of human behavior

Winterlude
-occurs yearly in Ottowa (capital of Canada)
-ice carving and competitions
-music and entertainment
-celebration of Canada heritage
-Skating on Rideau Canal: worlds largest rink
-snowflake kingdom: Ice slide, largest snow playground
-Culinary events : food/wine pairing, chef demonstration, poutine (FF and gravy and cheese curds), beavertails (cinnamon/nutella)
-attracts over 600,000 visits during the 3 weeks event

Mardi Gras
Fat Tuesday (day before lent)
-occurs around the world (by different names) in Christian countries
-first held in 1703 Mobile Alabama, 1st capital of French holding in N. America
-New Orleans became the French capital in 1723 and held its Mardi Gras in 1737

Mardi Gras Traditions
masks --> gives anonymity --> free of social constraints
-mardi gras balls, --> invite only to Krews
-Carnival
-colors: gold, purple, green
-king cake
-beads and throws: earn beads by removing parts of clothing
-Drinking and flashing: Bourbon street

Cinco de Mayo
commemorates Mexican victory over French
-Celebrates: Freedom, liberty, Mex. Pride and culture
-Use Mexican colors: green, white, red
-Mexican food: tacos, enchiladas, burritos
- Mexican Music
-have a pinata
color = temptation
blindfold = faith in God
Stic = virtue
Candy = forgiveness of sins

Gold
power

purple
justice

green
faith

Carnival
Venice, Italy --> same day as Mardi gras

-masks, costumes, music, dancing, food, alcohol, and sex
-lots of color, and vibrance
-floats w people in street and stands
-feathers and outfits -->vibrant
-many practices come from African

Culture: feathers, drums, dancing
-parading brings good fortune
-most famous carnival in Rio

Running the Bulls (1591)
-made popular by Ernest Hemingway book 'the SUn also rises'

3 event combo: bull fight festival, live stock auction/fair, San Fermin celebrations: sainted local bishop from 300AD

--> started when butchers would buy and then hurd them to the right

Red scarves honor San Fermins bloody marty room

Octoberfest
-Munchen, Germany 1810

-takes place in late september ends in Oct.
-lots of food --> sausage,sauerkraut, beer nothing less than 1 ltr

Oktoberfest features
german meats, potato pancakes, Spatzle, pretzels, sauerkraut, barrel rolls, competitions

celebrates Prince Ludwig's nuptails

Chinese New Year
China, NYC, San Francisco
'spring festival' or 'Lunar New Year'
15 Days --> varies in start day -> goes off of Lunar Calendar
-celebration varies from Jan 21 to Feb 20
-Honors deities
-brings families together
-Honors ancestors
-New Year Dinner = fish and dumplings (prosperity)
-clean house = sweep misfortune
-red = good fortune and happiness
-fireworks = loud scares away bad fortune
-Dragons = scare away bad fortune --> China is a dragon
- Years are named after the 12 Zodiacs
-Chinese born from Dragon
-Bunny symbolizes hope