How to Start an Event Planning Service

Some new event planners spend hundreds of dollars on big ads in business magazines or in the Yellow Pages and wait for the calls to roll in. Dr. Jeff Goldblatt, CSEP, founding director of the Event Management Program at George Washington University in Washington, DC, says this is a mistake: "When was the last time you spent $10,000 on someone in the Yellow Pages?"

Goldblatt advises new entrepreneurs in this industry to "stay away from the mass market." While a listing in the Yellow Pages may help potential clients find you, spending large amounts of precious advertising dollars targeting the general public is usually not effective.

New business owner David G. agrees. The problem, he notes, is that customers need to see what you do, and a word ad won't accomplish that. He recommends networking and making friends in the industry. That way, he says, "People know you, trust you. They want honesty and integrity."

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Networking can help your business in two ways. If people have met you and know what services you offer, they may refer business to you or use your service themselves. Furthermore, networking with hotels, caterers and so on will give you a chance to meet some of the people whose services you may need as you plan events.

Although networking and word-of-mouth are the most common industry strategies for acquiring clients, traditional forms of advertising do have their uses. A distinctive card or brochure sent to a mailing list or to local businesses may attract new clients. A small ad in a local business magazine can help build name recognition. A Web site on the Internet may allow you to attract customers unresponsive to other forms of media.

Resources

Associations

• Convention Industry Council
• International Special Events Society
• Meeting Professionals International
• National Association of Catering Executives
• Professional Convention Management Association

Magazines and Publications

• Corporate Meetings and Incentives
• The Meeting Professional
• Special Events Magazine
• Meetings and Conventions
• Successful Meetings
• Tradeshow Week
• Travel Weekly

Books

• Behind the Scenes at Special Events: Flowers, Props and Designby Lena Malouf
• The Business of Event Planning: Behind-the-Scenes Secrets of Successful Special Events, by Judy Allen
• Dollars and Events: How to Succeed in the Special Events Businessby J. Goldblatt and F. Supovitz
• Event Planning: The Ultimate Guide to Successful Meetings, Corporate Events, Fundraising Galas, Conferences, Conventions, Incentives and Other Special Eventsby Judy Allen
• The International Directory of Event Managementby J. Goldblatt and K. S. Nelson
• Special Events: 21st Century Global Event Managementby J. Goldblatt

Educational Opportunities

• Alan Shawn Feinstein Graduate Schoolat Johnson Wales University
• Convention Industry Council
• George Washington University Event Management Program
• International Special Events Society

Event Planning Software

• Complete Event Managerfrom Ekeba International.
• Meeting Planner Plus Version 2.1from Certain Software.
• PRO Xfrom PC/Nametag.

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