Coaching You to Star Performance
in Your Event or Wedding Business

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Special Event Business Advisory™

Marketing! It's the lifeblood of every event and wedding business. It's the pipeline that moves goods and services from the seller to the buyer. It's the process of identifying the wants and needs of your prospective clients, then communicating to them that your business is uniquely qualified to provide those wants and needs…again, and again, and again.

In this Advisory, take a look at the many ways to Get the Word Out. What avenues does your small business take to relay its message to prospective clients? Your budget and target market will have a big bearing on your selections. For the best results, include elements from each of the following groups.

1. Advertising
(time or space purchased for your message)

Newspaper (inserts/special sections)
Yellow pages
Church bulletins
Web banners and portals
Magazines or guides
Cable TV
Co-op ad alliances

2. Promotions
(items/activities that facilitate the acceptance of service/products)

Web site (print address everywhere)
Change web site frequently
Allied links on web site
Broadcast fax or fax-on-demand
Email announcements/campaigns
Voice mail/caller holding messages
Business card, brochure, letterhead
Sales kits/literature
Special benefits, rates
Referral rewards/ask for referrals
Guarantees/warranties
Breakfast/lunch meetings
Sponsor an event
Published article reprints
Distribute flyers
Coupons/gift certificates
Answer the phone with a smile
Pass out samples
Sponsor freeway cleanup

Direct mail to past & current customers
Follow up direct mail with phone calls
Bridal service registries
Bridal fairs with pre & post follow up
Promotional video
Business card CD
Advertising specialties or premiums
Take credit cards
Have a toll free number
Promo tie-ins with allied businesses
Cold calling or telemarketing
Customer recognition program
Donate services at silent auction/raffles
Former client strategy
Write a book
Fax-on-demand system
Put company info on all vehicles
Find eye-catching way to send proposals
Enter awards competition

3. Publicity
(information deliberately disseminated to attract public attention)

Seminars or public speaking
Newsletters
Press releases
Become reliable media source
Teach workshops
Write articles for trade journals, local paper
Ezines
Testimonial reprints
Guest spot on radio/cable shows
Launch a new service

4. Public Relations
(fostering goodwill)

Networking
Community involvement and service
Customer advisory boards
Send articles of interest or clippings
Thank yous and personal notes
Association memberships
Donations or in-kind services
Leadership position in organizations
Sponsor a local community activity
Create USP or elevator speech

5. Pricing
(process of setting a value on a service or product)

Low, high, stable
Size/composition of target market
Economic conditions
Costs & overhead
Introductory, expert
Uniqueness factor
Brand image
Secondary pricing
Discounts - volume, quantity, trade, cash
Gift Certificates
Service, delivery, mileage
Competitor's trend

6. Distribution
(transfer of ownership, transportation of services/products, broadcasting)

You go to customer or visa versa?
Contact management system
Telephone script
Sales force
Phone, fax, email
Direct sales, web consulting
Future demand

8. Employees/subcontractors
(human resources)

Job descriptions
Standards of performance
Recognition
Customer service
Continued training
On site uniform
Spotlight role model performance
Milestone acknowledgement
Commissions, bonuses

9. Business standards
(philosophy, values, principles)

Mission statement
Policies & procedures
Professional training
Continuing education
Ethical practices

10. Client evaluation
(successful companies seek assessments)

Customer surveys
How did we do? Goals achieved?
One-on-one interviews
Appreciation program
Third party inquiries
"Keep in touch" program

"Every great dream begins with a dreamer. Always remember, you have within you the strength, the patience, and the passion to reach for the stars to change the world."
— Harriet Tubman

"No star is ever lost we once have seen, We always may be what we might have been."
— Adelaide A. Procter, Legend of Provence

"When you become a star, you don't change - everyone else does."
— Kirk Douglas

Coaching You to Star Performance in Your Event or Wedding Business

Special Event Business Advisory™

1. Advertising (time or space purchased for your message)

2. Promotions (items/activities that facilitate the acceptance of service/products)

3. Publicity (information deliberately disseminated to attract public attention)

4. Public Relations (fostering goodwill)

5. Pricing (process of setting a value on a service or product)

6. Distribution (transfer of ownership, transportation of services/products, broadcasting)

7. Location (site, place, position)

8. Employees/subcontractors (human resources)

9. Business standards (philosophy, values, principles)

10. Client evaluation (successful companies seek assessments)