How to Become an Event Planner: Interview with Hope Desroches

Next up in the home business interview series is Hope Desroches from Sell It Events. Hope is going to share with us how to become an event planner.

Did you have a background in event planning prior to starting your home business?

No. Most people starting a home business, especially on that takes so much dedication and attention to detail, do have a lot of experience in their field. However this business fell in my lap when a company I worked for asked me to organize an event. I enjoyed it so much I quit that job to start my own company and work full time as an event planner.

Why did you decide to go into business for yourself?

Since childhood, I have had an entrepreneurial spirit. I was always looking for ways to prefect the lemonade stand or sell something to the neighbors. After school I felt I needed to take a traditional role and I found a job. Though it was a good job, potentially a great career for the right person, I was never motivated to work for someone else’s dream. I started a few moderately successful businesses and I was already working from home when I had my children so I was easily able to be a work at home mom. At one point I did decide to go back to work and try to make more money, but I only stayed at the company mentioned above for four months before I quit to start Sell it Events. It was the only time I was away from my children and I was miserable.

What start-up costs were involved?

With event planning, more specifically trade show and festival planning, the start up costs are equal to the ongoing costs. Each event will have a different budget. On each of my events I spend between $7000 and $10,000 on all the details, including renting a location and marketing the event. The key is creating an event that is cost effective. Part of the planning needs to include consideration of how much income will be generated in comparison to how much is being spent. Ideally, one would never consider spending $10,000 on an event that could not return that investment.

How do you market your business to obtain new clients and customers?

Here is where I share something that will make most readers cringe. My big secret to success is telemarketing! Sure, there are a hundred books out there that will say it’s pointless, but for my business it works and I am good at it. In addition to telemarketing I use social media and I attend a lot of networking events. Both are great, but I feel I get best results from just picking up the phone and talking to people about my events.

What challenges have you faced in your business?

My biggest challenge is simply finding the time to do everything as a stay at home mom with two kids and a business owner. For advice on working at home with kids, I welcome readers to buy a copy of my book, Mom Entrepreneur Extraordinaire: Top Experts Share Strategies for Success. It is filled with tips and ideas on overcoming all the common challenges faced by work at home moms (and wives), like guilt, time management, and increasing income.

What skills are necessary to be successful in this type of business?

Patience, organization, and negotiation are the first that come to mind. First, patience because event planning requires working with so many different people, all who depend on you to make the event the best it can be. Next, organization is critical because there are so many details and it’s crucial a good event planner not drop the ball on any. Lastly, negotiation is a skill any event planner must have. Most of my day is spent selling vendor spaces or working with executives on marketing the event. Negotiation is required on both ends so I can keep the event on a strict budget.

What are the top resources for gathering information on or getting started in your industry?

Great question! I wish I had a better answer. I looked everywhere to find the resources I needed to get started, and I did learn a few things here and there (You Tube videos, books, attending events), but mostly it came down to trial and error. I recommend a person interested in this business intern for someone who has their company up and running so they can learn first hand what it takes.