Question

Topic: Branding

Event Planning Vs. Entertainment Business

Posted by latoyawebster85 on 9/23/2012 at 7:51 PM ET 125 Points
My husband, a friend and I are starting an event planning business. However, my husband and our friend "jumped the gun" and made the business cards without consulting with me first. The business cards look great, however, it says that it is an entertainment company. I have been trying to research other avenues we can delve into that has something to do with entertainment, however, I can't find anything that is appealing, except event planning. I was thinking saying something like, "We will entertain you at our events." I don't know if that even sounds right. Now we have 250 business cards with "entertainment" and it is bugging me. Our main focus is event planning. I am afraid if we give someone our business card, they may ask what other entertainment things that we do, and we will not have an answer. Also, I am preparing our business plan, and of course, this "entertainment" thing will have to be addressed. Please help!
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RESPONSES

  • Posted by Gail@PUBLISIDE on 9/23/2012 at 8:46 PM Accepted
    Dump the cards. You don't want to start off with an "imperfect" effort. It's stressful enough starting and operating a business, let along knowing that there's an inaccuracy on your marketing materials.

    Take it as a lesson, and design -- and all of you proof -- new ones.
  • Posted by latoyawebster85 on 9/23/2012 at 9:34 PM Author
    Just to let you know, after examining one of the business cards, the word "entertainment" is in very small print.
  • Posted by SteveByrneMarketing on 9/23/2012 at 11:22 PM Accepted
    Gail is right, dump the business cards, they cost nothing. Your next step is to come up with a business model or business idea that you feel passionate about, and your targeted market segment is open to a new entry, your entry. You will be well served to work with a professional business/marketing planner.

    There are several excellent such professionals on this site. Click on the names and read their profiles (profiles include email addresses).
  • Posted by Jay Hamilton-Roth on 9/23/2012 at 11:30 PM Accepted
    Since there's a big difference between being an event planner and being in the entertainment business. Imagine someone getting one of these "incorrect" cards in their hands - if you weren't there to correct the message, would they think to ask? If you're an event planner, you know that first impressions count. Make your first impression spot-on.
  • Posted by mgoodman on 9/24/2012 at 7:26 AM Accepted
    I agree emphatically with my colleagues: Dump the cards immediately, without a second thought.

    It will cost you more to explain the error, confuse prospective clients and compromise communication of your positioning than it will to print new cards AFTER you've finished the business plan.

    You will have enough challenges getting this business off the ground successfully. You don't need a problem like this getting in your way.
  • Posted by Peter (henna gaijin) on 9/24/2012 at 11:50 AM Accepted
    There is a feature-benefit difference here. Event planning is your feature, but the benefit to the end user is that they are being entertained. Usually you want to promote the benefit.

    But I don't think you want to do it in this case, as it would be too hard to describe or likely cause confusion with people who get your card 9or read your web site or other literature, should you try to copy the entertainment company theme across there). If you say you are an entertainment company, most people automatically think of something that you are not.

    So I agree with the others - it would be penny wise but dollar foolish to try to force these cards to work. Business cards are cheap, but also are often your first impression, so just replace them.
  • Posted by latoyawebster85 on 9/24/2012 at 5:23 PM Author
    Hello. Thanks everyone for your advice. However, as for Carrie77...no need to get ugly...
  • Posted by Gary Bloomer on 9/25/2012 at 8:59 AM Accepted
    Take the hit now, ditch your cards and start again. Your business's future is worth more than the money it will take to reprint the cards. Even thought the word "entertainment" is in small type, its presence on the cards still gives a signal and it may not be the signal you want people to receive.

    Unless you're going to be putting on a soft shoe shuffle, a song and dance act, or doing stand up comedy, avoid the whole "entertainment" side of things.

    If you need to entertain people. bring in external talent but omit this element from your cards: if it's not the core of your business it's not serving your clients and what's not serving your clients isn't serving your business.
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