Event Planner: How to Start a Full Service Event Planning Business

By J. H. Dies

A Newbiz Playbook Publication

J. H. Dies retains the exclusive rights to any use and training applications of Event Planner

Event Planner.  Copyright© 2017 by newbizplaybook.com All rights reserved.  Printed in the United States of America.  No part of this book may be used or reproduced in any manner whatsoever without written permission except in the case of brief quotations embodied in critical articles and reviews.  For information address Newbiz Playbook Publishers at [email protected]

FIRST EDITION ISBN-13: 978-1979955119

This book comes with a complete set of electronic tools, templates, and customizable forms.  See page 50 for the details on how to obtain them.

For my family, the answer to my why

Understanding Your Product

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The fundamental truth about event planning is that the product is, for those who hire you, a dream.  Many of the people looking for your expertise have imagined this moment for a substantial part of their lives, or from the time of the birth of a child.  Your task is to deliver that perfect day.  One of the biggest mistakes that new wedding and event planners make is to try to use low prices, or the perception of discounted value to attract customers.  Your customers don’t want the cheap option, and what’s more they will be less likely to hire someone offering it.

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People who hire professionals for this service are looking for an elite experience, and for you that means incredible responsiveness.  You provide a cell phone.  You answer emails within hours if not minutes.  For that your customers will pay a premium.  Your image, dress, tone, and interactions create this experience. 

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Nordstrom’s products are expensive, even more expensive than other stores by a fair margin, but their client service and return policies are exceptional.  The Ritz Carlton hosts very nice facilities, but honestly for the cost, they are not materially better than many less expensive hotels.  The difference is in service, and the way they make their patrons feel.

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Ignore this fundamental truth, and none of these contents will matter.  Embrace it, and you will succeed.  The goal is to create Raving Fans at every opportunity.  The clients you help will have friends and family getting married, and you want them to insist on you to handle them. 

Your ultimate goal with every event is to create a Raving Fan.  This is a client who is willing to give you a love letter (testimonial), act as a referral source, and, hire you again.  We will address building your business and marketing later in the book, but there is absolutely no substitute for an enthusiastic endorsement from a client who has enjoyed your service.

We have structured this book to lead with items and information that apply to all or most events, with specific sections addressing unique aspects of a traditional events such as Bar mitzvahs.

Initial Consultation Interview

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Stylistically this is your client’s first impression.  Dress impressively professional, and if you are not meeting in your own storefront or venue, set the meeting at a location reasonably befitting the purpose.

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The client should do most of the talking.  Listen.  Seriously to what they want, what they worry about, and ask lots of open ended questions.  Take detailed notes, and as you get your business established, bring a note taker, so you can focus on what is being said.

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If you are meeting in your storefront, arrange for a light snack and beverages to be served in an environment that shows off your style in table dressing, and venue.

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Get a sense of what they want from their wedding professional, and if they don’t know, be in a position to intelligently explain options.

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After the meeting follow up with a professional preferably hand written note expressing your joy in meeting the client expressing excitement for the opportunity to help with an important moment in their lives.

Consider bringing a portfolio (discussed below) for events you have handled in the past if meeting in a third party location.  Have yours ready if meeting at the storefront.

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Be mindful of the client’s time and make sure this meeting doesn’t take longer than an hour.

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There is a substantial amount of information that should be collected in the initial consultation Including:

Names, phone numbers, addresses and emails for bride and groom

Event Specifications

Event Date

Event Venue if preference or already chosen

Event budget (ballpark)

Estimated Guest Count

Special and out of town guests

Seating arrangements or preferences

Preferred Menu – food and drink – dietary limitations

Level of Consultation – partial (month of, day of etc.) or full

Wedding Theme or Style if Any including preferred décor

Color Palette if selected

Type of ceremony – church, beach, hotel, outdoor, modern traditional, or unique

Comments on personal style – interests of the couple, special wedding requests, hobbies, military themes or celebration to be included

How to Build an Event Planner Portfolio

A huge part of any planner’s business is helping the client to visualize what you can do for them. Storefront and venue displays can often be