I recently discovered a new blog that I’m really enjoying written by a gentleman named Howard Givner.  He recently wrote a great post titled: “Are there too many event planners out there?  If so what does it mean for you?”  I personally needed the reminder that this is a consequence of the growth and recognition of our industry.  In a nutshell, ladies, there are a lot of people that want to be us.  I find that to be incredibly flattering.

The point to Mr. Givner’s post is that whether we are a veteran or a newcomer, we need to be prepared to explain ourselves to potential clients.  Why exactly are our services more valuable than another planners?  What sets us apart? 

If you are a veteran, it seems to me that now, more than ever, knowing yourself, your target market and offering niche services is crucial.  Take a look at the last 6 events you planned and/or coordinated.  I mean really take a look at them.  Look at key elements such as budget, guest count, type of event, decor, venues, ethnicity or religious affiliation of your clients, length of the contract, type of service provided, etc.  Is there a theme?  No matter what type of client you have been targeting, a review of these 6 weddings should give you a snapshot of what market you are reaching. 

For instance, my business is strictly weddings, no event planning.  In four of my last six weddings, my clients were actually the bride’s  (or in 1 case, the groom’s) parents.  All but one of these weddings took place in Atlanta.  The average guest count was about 215, with an average budget of $85,000.  All six weddings required room blocks for out of town guests, all but one had a heavy emphasis on decor, and they were all held in different venues.  Most of these clients were Caucasian and the religious affiliation of the couples were various forms of Christianity.  The average length of the contracts were 6 months, with two of the contracts being for full planning, design and coordination, three being for partial planning and coordination and one being a “month of” coordination.  Three of the weddings were referred to me by a caterer in town that I have a wonderful working relationship with.  One wedding was referred to me by the photographers, whom I adore.  The other two weddings were referred to me by a 2008 client who interestingly, works in the interior design industry in Atlanta, along with several other previous clients, and two of my 2010 clients.  So, to summarize, here is what I can confidently say about my business:

-works well with couples and the extended family

-An Atlanta native, specializing in Atlanta wedding venues

-specializes in providing hospitality services to clients with out of town guests

-specializing in Christian weddings

-experienced in working with budgets ranging from $40,000 to $200,000

-valued for design services (integration of stationery, linens, floral and lighting into the wedding decor)

-both short & long term contracts are available with full or partial planning and coordination services as needed

-well respected in the industry – many referrals come from vendor partners

-high level of client satisfaction – many referrals come from past clients

I list this information here not to boast, I assure you.  I wanted to show how I inadvertently worked myself into a niche market that has actually worked out quite well.  The emphasis on clients coming to me from interior design connections really makes me want to further develop my knowledge about design and find unique ways to target that market.  I also want to be sure to maintain strong vendor relations and keep in contact with past clients as much as possible.

If you are a newcomer, I would highly recommend that you shadow a veteran planner on as many events as they will allow you to before you actually start planning on your own.  Attend as many educational opportunities as you possibly can.  Read wedding blogs until you are cross-eyed.  This job is by far the hardest thing I have ever done – it will surprise you.

Veteran planners, remember, we were all newbies once, right?  The rise in new planners will continue to increase.  You can continue to complain about it, or you could consider offering a mentor opportunity to a newcomer.  Explain to them why they shouldn’t charge $300 for coordination.  Rather than stand idly by while newbies dilute the value of our services, work with them to help them understand our value so that they in turn can explain it to the public.  One of two things will happen, 1) You will develop a fan for life and establish a friendship with someone who will better the industry or 2) You will scare the foolishness out of them, cause them to turn tail and run – as fast as they can, to a less challenging endeavor.  Either way, you’ve done your industry a great service.

How do you feel about newcomers to the industry?  If you are a newcomer, what challenges are you currently facing?