How to Effectively Reach Your Potential Clients

Last week I introduced one of our new partners, Kim Sullivan from the Event Planners Association, who discussed what the term “marketing” means and how it comprises much more than advertising your company and selling a product or service. She talked about the 4P’s of marketing (Product, Price, Place and Promotion) and how each component [...]

3 Simple Steps to Help You Market More Effectively

 Today we have an article written by Kim Sullivan, SVP, CMO at Event Planners Association, industry speaker and writer. Kim is a great friend and colleague of the UK, AU and NZ Academy and has a fantastic background in marketing and advertising. We are excited to have her as a guest writer on Event Experts [...]

Belief, Passion, Determination and Focus

Within my role as Director of the Academy I am often asked about some of the qualities that are needed to start and run a successful business in the special events industry. This weekend my 13 year old daughter really showed me better than any text book ever has exactly what you need to be [...]

Building a Brand that engages with Lara McCulloch-Carter – Part 2

Today we are looking at the Brand Pyramid and how this can be applied to your business: Satisfaction. Meeting Client Expectations – with this level all you have done is deliver what you promised, but you have left the door wide open for your competition to do better. Brand Loyalty. Meeting Emotional Needs of Customers [...]

Building a Brand that engages with Lara McCulloch-Carter – Part 1

Last week Christine and I went to the Australian Event Symposium that was hosted as a part of the Australian Event Awards. We were excited to go as we knew there were going to be a couple of great international speakers one of whom we had seen in Las Vegas at the Ideas Factory, Lara [...]

The power of the Business Card

So you’ve finished your wedding planning course and are about to launch your new business and its time to turn your attention to your sales tools. Along with your website and a proper email address should be the business card. Now I know that in an age where everyone is virtual and social media is [...]

How much does a wedding planner cost?

I have been asked by many students how I manage to turn a phone call from a prospective client into a face to face consultation without giving them prices for my services. It isn’t an easy one to answer as every potential new client is different and as such they won’t all respond to the [...]

Wedding Planning Business Masterclass

Whether you are currently planning weddings or simply aspire to become a professional wedding planner this Masterclass will give you the opportunity to ‘Meet the Masters’ who will teach you all the tricks of the trade and give you insider secrets that can’t be found in any books or websites. Taking a course in wedding [...]

ABIA Accreditation

We often get asked at the Academy about the best way to get new business and how to really build awareness and a reputation in the industry. Well we are quite lucky here in Australia as we have a fantastic program that allows brides to rate their suppliers. This has helped to build a very [...]

Great Wedding Blogs and why you should read them!

As a wedding planner part of your daily ritual should be to check out your favourite blogs and get your daily dose of inspiration. They is often easier said than done though as there are quite literally thousands of wedding orientated blogs out there. Some are written by brides and others by experts from within [...]

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