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Should you charge what you are worth or what the client is willing to pay? Do you find yourself often slashing your rates simply because the client is able to find someone willing to do the job for a fraction of the cost? Howard Givner, ELI’s Executive Director and former business owner dispels the myth that event planning is a commodity. This class discusses how to effectively set prices and justify your services based on perceived value, capabilities and proper brand positioning.

Learning Outcomes

  • Dispel the myth that event planners are a commodity be able to differentiate yourself from the competition.
  • Learn how to determine your rates and negotiate based on perceived value and capabilities.
  • Be able to effectively communicate to a client what the risks are in using a less expensive planner or someone with not as much experience may result in for live events.
  • Find out how to best position your brand through third party validation, thought leadership and showing your expertise.
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Course Information

Estimated Time: 14 mins

Level: Intermediate

Categories: ,

CMP Credit Hours:

Instructor: Howard Givner

Course Instructor

Howard Givner

With over 20 years of industry experience, Howard Givner is a widely recognized expert and innovator in the field of events, business growth strategy, technology and education.

  • Educator & Thought Leader
    Howard is the Founder and Executive Director of the Event Leadership Institute (which launched in April 2011), provider of best-in-class training and education for the events industry, through online, on-demand video classes, interviews with industry leaders, white papers, webinars and live events.
  • Event Agency Owner
    He is the founder of Paint The Town Red, Inc., and the former CEO of North America for Global Events Group, the 13th largest event agency in the world, which acquired Paint The Town Red in 2008. During his tenure the company won over 30 industry awards.
  • Industry Leader & Expert
    Howard is a Past President of the ILEA (International Live Events Association) NY Metro Chapter; has served on the board of directors of MPI (Meeting Professionals International) Greater NY Chapter as VP of Education; is a member of the BizBash NY Advisory Board; has served on the Advisory Board of Special Events Magazine; been a judge of the Gala Awards & HSMAI’s Adrian Awards. He is a frequent speaker at industry conferences on a wide range of topics. He has been profiled in The New York Times, The Wall Street Journal, CNBC, National Public Radio, ABC News, The Apprentice, and USA Today, in addition to numerous trade media.
  • Consultant
    Howard is a consultant to companies in the hospitality, meetings and event industry, specializing in strategic planning, sales growth, management, and mergers & acquisitions, and selectively consults with business owners on a limited number of engagements.
  • App Developer
    Howard is the creator of the SuperPlanner Mobile App, winner of the 2010 BizBash Event Style Award for Most Innovative New Product, and the 2011 Special Events Magazine Gala Award for Best New Product / Service.

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