营销你的活动计划企业

出版时间：2004-12  出版社：John Wiley & Sons Inc  作者：Allen, Judy  页数：246  

内容概要

Recent years have been tough on event planners and the special events industry. September 11, major economic downturns, wars and SARS have all hit the event planning industry hard. There are fewer corporate dollars than ever to go around for travel budgets and special events. In what was already a highly competitive industry, many planners and companies are struggling for their business survival. This book tells you all you need to know about how to market your event planning business and build a client base - in good times or in bad. Marketing Your Event Planning Business shows event planners and event management companies how to gain the competitive edge by setting themselves apart, pursuing new markets, and soliciting sales. It covers all the vital topics in event planning marketing, including how to: 　　Diversify your client base 　　Develop niche markets and areas of expertise 　　Define and customize your customer service 　　Establish a back-up plan for use during downturns 　　Solicit sales and develop new business 　　Market yourself within your company and in the industry 　　Set up your own event planning business 　　Marketing Your Event Planning Business is loaded with practical tips and examples, offering everyone in the event management business creative new ways to showcase their talents, build their business and bring added value to their clients. An 　　indispensable tool for: 　　event planners 　　event planning management companies 　　suppliers 　　public relations, communications, and administrative professionals 　  professionals in the hospitality, culinary, and travel industries

书籍目录

AcknowledgementsPrefacePART 1: MARKETABILITY　Chapter 1.Making Yourself Marketable　Chapter 2.Acquiring Areas of Expertise　Chapter 3.Creating Your NichePART 2: MARKET DEVELOPMENT　Chapter 4.Defining Your Objective: Who Is Your Client? 　Chapter 5.Targeting Your Talents　Chapter 6.Customizing Customer Service RequirementsPART 3: MARKETING ENDEAVORS　Chapter 7.Marketing to Your Audience　Chapter 8.Soliciting Sales: Innovative Ideas　Chapter 9.The Value of Diversification　Chapter 10.Going Out on Your Own: Costs and BenefitsConclusionAppendix A: Leading Internationally Recognized Industry CertificationsAppendix B: Industry Associations and CouncilsAppendix C: Industry Magazines, Books, Online Publications and ResourcesAppendix D: Industry Conferences, Congresses, Trade shows and Award ShowsAppendix E: Sample Creative ConceptsSample A: Concept for Corporate Event Sample B: Concept for a Fundraising EventSample C: Concept for a Theme EventIndex