For independent planners, getting work done while finding their next client is a daily grind. On top of that, there are the ins and outs of running a small business.
At the same time, they must compete with larger companies for the same business.
“I’ve been an independent third-party planner for about eight years,” said Kathi Almeida, president of Cornerstone Meetings & Events. “Sometimes we have to figure out how to differentiate ourselves among some of the larger third parties or large in-house planning teams. That means operating at a high level and understanding what it takes to negotiate with customers and suppliers. The learning and networking opportunities are great for us important.
Almeida is a member of MPI’s community of small business owners, which has 360 members including planners and vendors. MPI membership is $425 per year and includes chapter membership fees.
The organization has offered educational courses over the past year covering areas such as artificial intelligence and the impact of small business and the mental health of small business owners. The Group does not provide services beyond those provided by member suppliers.
For Stacy Fallon, who just started working on her own after being laid off from her job as a trade show and event manager at Boston Imaging, personal outreach has been the most effective strategy for finding clients.
“The best way to get leads is through people you know, not through large association groups like MPI.”
She admits it’s been a tough road. “I have just started my journey again and am finding it difficult to market myself. I need help. It seems people in our industry are very protective of their jobs and resources.
Anca Platon Trifan has been working as a small independent event agency for 8 years. She has just joined Meetings & Incentives Worldwide, Inc. as senior manager of strategic partnerships, event technology and artificial intelligence. He recommends online communities.
“Communities like Club Ichi are my most important resource. I’ve been a part of MPI for years and served on committees, but it always felt so big and corporate.
“If I needed any advice today, if there was any, I would have waited weeks to receive it. We can do better to support independents in our industry.
Limited funds
Many independents, especially those just starting out, operate on a shoestring.
“I think there are some opportunities for associations to help independent planners by offering tiered membership pricing,” Almeida said.
She recommends hosting buyer events, many of which are hosted by Meet the Trade media companies, as a low-cost way for independents to connect with their peers.
Having spent most of her career at large companies (most recently at Autodesk), Donna Patrick is just beginning her journey as an independent consultant, where she specializes in strategy meeting management.
Although companies have expressed interest in hiring her in 2025, she will have to rely on her savings until she can get up and running and figure out how to streamline.
For website and logo design for Donna Patrick Consulting, LLC, she contacted the marketing department of a local junior college. She also plans to participate in CalOSBA’s small business development program in her home state of California.
fill in the gaps
Sarah Meister founded The TEN Collective two years ago to address the support needs she experienced among independent masterminds and entrepreneurs (what she calls “EVENTrepreneurs”).
It provides its 200 members with biweekly community calls on topics directly related to independents, meetups, planners and other resources such as a library of templates and a library of contract clauses. These calls are unsponsored and have no sales agenda.
“This is a free service that I offer because I am passionate about growing the community and supporting other small business owners,” said Meister, founder and chief event manager of SM Event Co.
“Additionally, there is a huge gap in the events industry for independent planners. Most industry associations and events focus primarily on large suppliers, such as hotel chains and audiovisual companies, or buyers from the corporate and association sectors. This makes the A growing group of independent planners do not have a voice at the bargaining table, often representing multiple clients in these industries.
It’s all about connection
Some independents, especially those with decades of connections, don’t feel their businesses need outside help that much.
Patrick has been an MPI member for 23 years and left during the pandemic and has since briefly joined CEMA. Currently, she has no plans to join any group but would rather attend industry events of her choice.
Eventually, she plans to get back into things. “I’m just not sure what’s right,” she said.
“Right now, I’ve made a lot of good relationships that I rely on. I try to think of it as something fun. It’s my passion, and I’m good at it.
