Although you are a meeting or event planner, that term really does not encompass everything you do. On the other hand, what you do is likely so specialized that you have placed your specialty in front of your general job description, like “Wedding Planner,” or “International Events Planner.” While this is a very common thing to do, understanding the market segment may not be so common–this understand, though, could help you expand your business into other areas of your segment.

For instance, if you are a wedding planner, your general area of influence is wide. The event is really a large celebration, so celebrations is more your all-encompassing job description even though you mostly plan weddings. This can help you in times like the last year, when weddings have taken a back seat to elopements due to the recession.

A wedding planner who did not take advantage of other kinds of needs over the last year has suffered greatly. Those who added cultural coming-of-age celebrations, graduation parties, and even political events fared well. Every segment of the meeting planning business can overlap into others; you can expand your knowledge and experience as well as your customer base in very short time.

So take a look at your market segment. An event planner can always expand her influence, and should in case of a downturn like we just had (and are still suffering through). Be out there, shake hands, open up your opportunities, and be prepared.