Highlights from the 2013 Idea Factory | Event Solutions

Hundreds of event professionals from around the world flocked to Las Vegas this month for a week full of learning, discovering, networking, and fun!
The 2013 Idea Factory was packed full of new ideas, fresh trends, business lessons, exciting events, and networking with event pros from around the world. From the dozens of sessions at the Mirage Hotel to the thousands of products on the Expo floor, the show set to rejuvenate and prepare attendees for the year ahead in the industry.
Here are highlights from the week’s events!
Sunday

• Advisory Board members Lenny Talarico and Laura Schwartz, and SEARCH Foundation chairman Rick Turner welcomed attendees to another exciting year at the Idea Factory before inviting David Tutera to the stage to welcome our keynote speaker, Dina Manzo. Dina enlightened attendees with stories of her journey in the event industry and the lessons she has learned along the way. “You need to use both sides of your brain (Right for creative design; Left for logical decision-making) and your heart to excel in your designs,” says Dina. “By bringing meaning to the events you produce and inspiring your clients, you will stand out”. Joined by her assistant Luke, the two lightened the environment with back and forth banter, helpful suggestions and highlights from successful past events.

• Platinum show sponsor CORT Event Furnishings introduced their new line of “Into the Wild” products at the Idea Factory, providing furniture for the Attendee Lounge. The lounge was turned into an exciting jungle themed event on Sunday night, complete with champagne, industry professionals, and even a live snake! Dina Manzo entered the party for a book signing and was quickly joined by fellow Lovegevity Wedding Planning Institute instructors Cho Philips, Richard Hallmarq, of Project Runway, and Naima Mora, of America’s Next Top Model.

• After the festivities in the Attendee Lounge subsided, attendees headed out to the Mirage Pool for the annual Welcome Reception. Event Solutions attendees gathered in the warm Vegas weather to meet and network with the Advisory Board and other event professionals before heading in to prepare for the days ahead.

Monday


• The biggest day of education (with wedding & event business expert Chris Evans) taught us about sales techniques, setting price structures, creating large scale events, collaborating with suppliers, building amazing centerpieces, décor trends and much more!
Hundreds of event professionals from around the world flocked to Las Vegas this month for a week full of learning, discovering, networking, and fun!
The 2013 Idea Factory was packed full of new ideas, fresh trends, business lessons, exciting events, and networking with event pros from around the world. From the dozens of sessions at the Mirage Hotel to the thousands of products on the Expo floor, the show set to rejuvenate and prepare attendees for the year ahead in the industry.
• After the festivities in the Attendee Lounge subsided, attendees headed out to the Mirage Pool for the annual Welcome Reception. Event Solutions attendees gathered in the warm Vegas weather to meet and network with the Advisory Board and other event professionals before heading in to prepare for the days ahead.
Tuesday

• The first day of the 2-day Expo invited attendees to wander the halls of the Las Vegas Convention Center to discover hundreds of suppliers with thousands of new ideas and products on display. View products from the show floor here

• The highly-anticipated AFR Design Challenge put industry icon Lenny Talarico against rising star Jessica Ziedler for a fast-paced design challenge in front of a live audience on the show floor. The final creative designs were judged by attendees throughout the tradeshow. The competition was steep, but this year’s award went to newcomer Jessica Ziedler with her beautiful Green and Black Zebra Print concept!
• A year of hard work culminated in one exciting event for the entire industry as attendees gathered to celebrate the Event Solutions Spotlight Awards at the Tapis Rouge event. To see more from the event click here.
Wednesday
• Celebrity planner David Tutera returned to the Expo floor on Wednesday to judge the Tabletop Contest. With the coveted Tutera’s Pick award up for grabs, David interviewed each contestant to decide which display would walk away with this year’s votes.

• After the Expo doors closed, attendees traveled back to the Mirage Hotel to gain some final tips and techniques from our exciting lineup of speakers before heading to the Closing Session, where Colin Cowie would close the conference with an outlook on upcoming event trends. David Tutera began the session by announcing the winners of this year’s AFR Design Challenge, Buffet/Boxed Lunch and Tabletop Contests and then introduced our Closing Speaker, Event Solutions Hall of Fame inductee Colin Cowie. Colin discussed new trends, as well as ideas that can be retired in 2013.

taught us about setting price structures, creating large scale events, collaborating with suppliers, building amazing centerpieces, décor trends and much more!
• At the Buffet/Boxed Lunch, attendees viewed innovative displays for buffets and boxed lunches while enjoying a trendy buffet lunch. Guests were able to network with other attendees while discussing and voting for their favorite designs.

• After a day full of classes, attendees relaxed with a trip back to the time of Peace, Love and Rock & Roll! The Harmony at Hard Rock Monday Night Party allowed attendees to see new trends in action from vertical buffets to new entertainment to eclectic designs; the event, produced by Cade Nagy and Dan Smith of Catering By Design and By Design Event Décor, was nothing short of impressing. Three levels of exciting features including a lava lamp ice wall, interactive picture making, a mixed drink wall, interactive spin art plates and groovy entertainers allowed guests to roam freely through the event and discover trends at every turn.
Tuesday

• The first day of the 2-day Expo invited attendees to wander the halls of the Las Vegas Convention Center to discover hundreds of suppliers with thousands of new ideas and products on display. View products from the show floor here

• The highly-anticipated AFR Design Challenge put industry icon Lenny Talarico against rising star Jessica Ziedler for a fast-paced design challenge in front of a live audience on the show floor. The final creative designs were judged by attendees throughout the tradeshow. The competition was steep, but this year’s award went to newcomer Jessica Ziedler with her beautiful Green and Black Zebra Print concept!
• A year of hard work culminated in one exciting event for the entire industry as attendees gathered to celebrate the Event Solutions Spotlight Awards at the Tapis Rouge event. To see more from the event click here.
Wednesday
• Celebrity planner David Tutera returned to the Expo floor on Wednesday to judge the Tabletop Contest. With the coveted Tutera’s Pick award up for grabs, David interviewed each contestant to decide which display would walk away with this year’s votes.

• After the Expo doors closed, attendees traveled back to the Mirage Hotel to gain some final tips and techniques from our exciting lineup of speakers before heading to the Closing Session, where Colin Cowie would close the conference with an outlook on upcoming event trends. David Tutera began the session by announcing the winners of this year’s AFR Design Challenge, Buffet/Boxed Lunch and Tabletop Contests and then introduced our Closing Speaker, Event Solutions Hall of Fame inductee Colin Cowie. Colin discussed new trends, as well as ideas that can be retired in 2013.

Looking For Referrals In The Wedding Industry

Marketing for your wedding & event business is constantly evolving, which means those of us in this industry have to learn a lot of new strategies, tactics, and terminology, all the time. One of those words you've probably heard is ‘co-marketing,’ or 'co-branding,' which is different.

Regardless, of what you’ve heard, co-marketing is just a form of relationship marketing, that can be used in many ways.

Co-Marketing vs. Co-Branding

Companies have been co-branding for years. Nike partnered up with Apple to create the ultimate work-out and music experience. Hershey's partnered with Betty Crocker to create the chocolateiest brownie ever. These two companies combined their products together to create an even more valuable product.
Co-marketing is slightly different -- it's the opportunity for two brands to work together on promotional efforts with a co-branded offer. In a co-marketing partnership, both companies promote a piece of content or a product, and share results of that promotion with each other.

Why would you want to do this type of marketing? First of all, your marketing efforts are doubled! Think about all the benefits you get from promoting a piece of content or a new product or event. Now think about all the benefits you would get if two companies promoted it through all the levels of connections that everyone has. (Wedding Marketers reach outside the box!)  The bonus is through co-marketing, you're able to reach a brand new audience, one you may not have been able to connect and engage with on your own.
Take this example into consideration. You're a ‘Wedding Jewelry Company’ in Los Angeles.  You’ve created beautiful videos that showcase your beautiful pieces and you promote them to brides online in the hopes they'll start following you on social media, subscribe to your blog, that type of thing.

You know of a company, also in Los Angeles, that is a ‘wedding coordinator,’ wouldn’t it be interesting if you made a video together, talking about designing weddings, and potentially showing bridal jewelry on brides that the coordinator was working with?  You both get together and create a video, talking about ‘your love of weddings,’ and how the bride would benefit from both of you.  Both companies promote this video to their channels, both of which have different audiences. After, you notice a bump in your social reach because a whole new audience has gained access to your brand from these videos and their promotion from your co-marketing partner ... and that partner sees the same success.  Isn’t that wonderful ?
Let’s take it a step further…. how about an event that showcases you, the wedding industry professional to the wedding planners?

The Bridal & Event Professionals Academy (BEPA) & Networking Mixer  allows you to meet quality wedding planners in a setting that encourages face-to-face interaction with individuals who can book and refer your service to high-end weddings!

• The BEPA  is being held in prestigious locations across the country. Reserve your table-top display today and start building relationships with the nations best wedding planners. Each event starts with an complimentary afternoon of training for local wedding planners and ends with a mixer where everyone has fun.
• 12:30 pm to 3:30 pm - The Bridal & Event Professionals Academy Training - Featuring Chris Evans as well as other wedding industry speakers to train wedding planners in the latest sales techniques.
• 3:30 to 4:30 pm - Round Table Discussions. Participants have their choice of joining 10 Wedding Industry leaders for intense Q and A and training. Each participant gets to pick 4 tables to visit during the hour.
• 4:30 pm to 7:30 pm - The BEPA Networking Mixer - Wedding Planners will have an opportunity to relax and enjoy appetizers and drinks as they meet with a select group of local wedding professionals who want to form a referral relationship with them. This is your opportunity to build relationships with local wedding planners.

This type of 'co-marketing,' gives you more benefit since your participation includes admission to the training sessions!    Statistics show that 'wedding planners,' are always looking for 'quality partners, are you one that they can work with?  32% of high-end weddings hire a full-time coordinator, wouldn't this be an incredible way to 'show what you have to offer?'   Let's talk....click on the info below.

Locations of the BEPA Event: (click on location)

• Los Angeles: September 23, 2013 -Dorothy Chandler Pavillion
  Palo Alto/San Francisco: September 25, 2013 -Crowne Plaza Palo Alto
• Boston: October 14, 2013 -Conners Center
• Phildelphia- October 16, 2013 -TBD
• Atlanta: October 21, 2013 -Andrews Event Center
• Orlando: October 23,2013 -Lakeside Resort
• Houston: October 26, 2013 -Norris Center Houston
• Fort Worth: November 4, 2013 -Norris Center Fort Worth
• Denver: November 8, 2013 -TBD
• Fort Lauderdale: November 13, 2013 -Westin Fort Lauderdale

Evans Sales Solutions, is the connection between the wedding business -- to grow that business!   We offer wedding business training & education, networking and more!  For more information, please go to:  'BEPA-Academy' or 'Evans Sales Solutions' for more information!

Pushing and Pulling...Pulling and Pushing-Is Your Marketing Bringing You Leads?

Every bridal & event business has some common traits. They all need to attract the attention of potential buyers. They all need a way to turn those prospects into paying customers. All businesses need to establish systems that please customers, encouraging them to buy again, and/or recommend them to family and friends.  Creating awareness of your Bridal or Event business, your products or services can be done by becoming aware and implementing the steps below to make it to the top!

Here are some of the ways we step through the process to get that sale!

Stage 1: Attract Traffic

The “traffic” may come to you through website visitors, phone calls, in-person visits, trade shows and more. Your methods of advertising and attracting interest will determine the quantity of leads, the quality of prospects, and the way they reach you. You may attract traffic with Pay-Per-Click ads on Google or Facebook, social media activity, partner referrals, print ads, networking, live events, or any number of other methods. Once you get the word out about your company and gain people’s attention, you can begin to capture their contact information and follow up.

Stage 2: Capture Leads

As you know, I encourage my ‘clients,’ to immediately make that visit with the bride and/or customer-looking at your services.  I believe that when a bride is planning her wedding, she WANTS to know those who is working with her to plan her dream.   Obviously, you may not get that immediate chance to ‘create a visit.’   So I believe that you need to maximize the traffic you attract. Only a small portion of your leads that you don’t have visits set up with, will become customers right away. The rest will take time to explore their options and think about their needs before they make a purchase decision. You need a way to follow up with these leads so that they come to you when they are ready to buy. Some of the ways we promote our clients is to establish a free offer that has value (i.e. ebook, video, free trial), then add this information into our CRM data file.  (Customer Response Management.)  It is very important that when a person converts from an anonymous website visitor to a lead, a contact is created in your CRM.  (See below for more details)

Stage 3: Nurture Prospects

Prospects who sign up for a free offer are essentially “raising their hand” to learn more about how your products and services will satisfy their need or solve their problem. Once you capture their contact information and feed it into your CRM,  you must use campaign sequences to send educational, persuasive messages that will educate prospects and maintain their attention until they are ready to buy.

Stage 4: Convert Sales

As the brides move closer to buying your product or service, the follow-up messaging should change and / or your outreach to them should be what ‘closes’ the sale.   This is where we hear, ‘I give them information once and they don’t respond.’  Does that mean you stop working and reaching out in different ways to solidify your relationship with the bride?  No!  You must ‘give them a reason’ to work with you –what interests one bride, may be different for the next one.

Stage 5: Deliver & Satisfy

After the sale, it’s time to deliver the goods and create happy dreams. Don’t drop the ball here!   When you are the one helping her ‘plan the wedding or event of her dreams,  it is highly important that you deliver a top-notch fulfillment experience and automatically follow-up to make sure new customers are completely satisfied. This stage may include sending a product in the mail as a thank you or completing a personally delivered service.  This industry is made up of ‘relationships!’ 

Stage 6: Relationship Building

Establishing a remarkable customer experience makes it easier for you to earn repeat business from your existing customers.  A bride that was thrilled with your service or product usually doesn’t mind that you can periodically offer complementary products or services so that they may buy from you again and/or refer you to her friends. You maintain customer respect and interest by sending relevant offers that are related to the interests they’ve expressed in the past.

Your number one job is to create  lifelong fans that advocate for you & your brand.  Don’t let your dreams-or your customers-slip away–Keep Pushing, Keep Pulling, it’s not as hard as you may be making it out to be!  If you’d like more information to get help on with a proven framework for developing a more streamlined, scalable marketing plan so that you can watch your event & bridal business grow quickly and profitably, get in touch with us today at EvansSalesSolutions.com  or call:  805-222-5946. 

It’s time for you to Dream BIG about your business!

Sign up for a national Bridal Business Boot Camp or Bridal & Event Professionals Academy!

Movies that will inspire wedding business professionals today

The wedding business can be a grind.  There are days that all the proposals or hard work that you've done for someone else, is just not enough.  Days where they've invested $100, but want a return valued at $10,000.  There are the days when you’ve made countless phone calls and accomplished nothing other than having someone hang up on you in mid-sentence.  Or you’ve gone a long stretch of time without picking up any new business and you wonder if you’ll ever close another sale again.
It’s good, during times like these, to have some inspiration to help you keep pushing. When we're struggling with the grind we will sometimes go to YouTube, Red Box or Hulu.plus and pull up clips from some all time great motivational movies. Here are three of our favorite movies and movie scenes to watch during those tough days.

My wife loves the movie, Baby Boom, with Diane Keaton.  Why?  Whenever she's feeling down or struggling with business--for some reason this movie helps her get back in the game and motivates her!  I asked her 'what it was that motivated her in this movie?  Her reply, "I love that she's down and out--taking care of her new baby--(spoiler alert)  creates something from nothing--making millions.  Most of all, I love that she finds herself, finds love and is a true success in all that she is.'   She also loves the movies:  'Wedding Planner, You Got Mail, The Holiday...and other movies like that....(if you know what I mean!)

The Pursuit of Happyness with Will Smith. I asked a guy one time, when he drove up in the most incredible Ferrier,  'What do you do?!'  It reminded me of this movie....one of the best sales movies of all time. Will Smith is phenomenal in the true life story of Chris Gardner who, through a combination of risk and persistence, overcame huge obstacles to become a successful stock broker. My favorite scene is the climactic close (spoiler alert) when Gardner finds out that he is the one broker, hired on trial basis, who will be offered a permanent position. The combination of joy and relief on his face as he leaves the office to share the good news with his young son is something that all sales people will find inspirational.

Apollo 13 with Tom Hanks.  Overcoming adversity, flying, determined to see that 'It's a bright new day filled with unlimited opportunities.'  I’m fascinated by the courage and competence of the men who flew the Apollo missions. As I watch the astronauts and the crew at Mission Control, overcome every obstacle and challenge to bring the Apollo 13 team home alive, it reminds me how small and manageable my problems are in comparison. The recovery of the space capsule when it lands and the excitement of the men and their families, would have to rank as my favorite scene.

So, we encourage you today to keep your heads up, stay in the fight....and maybe, take some time to watch a movie....
-Chris Evans