Читать книгу Start & Run an Event-Planning Business - Mardi Foster-Walker - Страница 18

Perhaps the most effective way to gather data is to arrange personal meetings with people who are potential sources of information. A representative from your local chamber of commerce, the head of a trade association, an executive from a hotel, the owner of a travel agency, and a corporate executive are a few examples of people who could provide you with valuable information. More than any other information-gathering activity, face-to-face meetings often lead to other important sources for data and will often establish business contacts that could be important to you in the future.

Remember that in the events world, you may have to meet with several departments in larger organizations. For example, individual departments may be responsible for their own events (sales and marketing division versus research and design), and they may even have responsibility for different aspects of one event (planning versus operations). Again, the internet is a great place to start doing some background research on the companies you have targeted. Look for up-to-date information on events or meetings or media. Often, there is a contact name listed. Review the news releases and calendars if they are available. Do an online search to find out if the company has networking associations with other companies.

Telephone well in advance to schedule a face-to-face meeting. Know the name and proper title of the person you want to see and use it during your conversation. Introduce yourself and briefly indicate what you would like to talk about. People are busy, so don’t waste time or talk about your plans in too much detail.

Try to gather as much information as possible before you meet face-to-face. Once you have conducted this initial research, you will be better equipped to pose questions that are relevant to the person you are interviewing. Refer to the information you have collected and ask for specifics. Here are some basic questions to ask during a personal interview with a potential client for your business:

(a) Does their company currently hire special events professionals?

(b) How often do they hire special events professionals?

(c) What type of events do they put on?

(d) Are they satisfied with the quality and cost of the events?

(e) What are their event objectives that must be met?

(f) Do they see their event needs changing in the near future (for example, special occasions coming up, such as a company anniversary, new associations or expansions, change of venue)?

(g) Do they have associations with other organizations that do events or partner on events?

(h) What sources do they use to find event professionals?

The more questions you ask, the better understanding you will have of your potential clients and exactly what they are looking for. Bring a portfolio with several of the special event ideas that you have produced or created. Write down information as the meeting progresses. Refer to your notes and ask questions to be certain that you get the information you need. Ask for a referral to another source for information. If possible, hand the person a card with your name and number and ask for a call of introduction.

After the meeting, review what you have learned, rewrite your notes, and file them. Always follow up by contacting referrals, and always remember to send a thank-you note after a face-to-face meeting. One of the most important things to keep in mind when planning for and operating your business is the follow-up. Those you meet with today to collect market research may be the companies and individuals you do business with later on. Always take the opportunity to make a lasting impression on your future clients by sending them a formal thank-you note for their time and assistance, including your name and contact information.