The Magic of Weddings
2007 Annual Conference Crowne Plaza Hotel
Ventura Beach, Ca
April 22 - 25th, 2007 ~ Speaker's Bios
After finishing up her Peace Corps commitment in Ecuador, Liza
was looking for an employment opportunity. She took a paying job in flowers.
She worked for several flower farms and ended up running the entire marketing
department for the largest flower grower, exporter, importer from South America.
She oversaw flower sales/marketing from farms and partners in Ecuador, Colombia,
California, and Holland. She began her first company (which is a growing,
all-women employed business) in 1998 which is dedicated to representing smaller
growers in Ecuador and Colombia by selling their products to wholesalers
around the world.
|Joyce Scardina Becker
Navigating the Legal Labyrinth
of Vendor Contracts
Whether designing in the classical, eclectic or modernist mode, Joyce Scardina
Becker produces unique, timeless weddings and special events that transcend
style. Internationally acclaimed for innovative design and meticulous
planning, Ms. Scardina Becker is the President of Events of Distinction in
San Francisco and where she has reigned since 1995 as a premier wedding
designer in one of the world’s most exquisite yet competitive wedding environments.
Joyce is a celebrated wedding expert with over 25 years of event management
experience, strengthened with professional credentials as a Certified Wedding
Consultant (CWC) and Certified Meeting Professional (CMP). In recognition
of her accomplishments as one of the nation’s top wedding producers, Joyce
has been honored with a GALA Award from Special Events Magazine and a WESTIE
Award from the International Special Events Society. She is the author
of Countdown to Your Perfect Wedding, an indispensable “how-to” book
for couples, and aspiring wedding professionals. Published by St. Martin’s
Press, Countdown to Your Perfect Wedding is broken down into 52 chapters
for each week of yearlong planning process, giving readers valuable information
that they need to know, when they need to know it. She
is the founding Director of the first Wedding Planner Certificate Program
at a university. Nationally recognized by event professionals and students,
this intensive 40-hour program is now offered at California State University
10 Ways Your
Website Is Killing Your Wedding Business!
Alan Berg, Vice-President, The Knot
With over 25 years experience in sales and marketing, 16 in wedding-related
advertising, Alan Berg is uniquely qualified to help local wedding vendors
achieve their goals. Beginning his career at the Young & Rubicam Ad Agency,
Alan spent many years utilizing his combined Marketing/Accounting Degree
in various companies, large and small. He was Publisher of the Hudson Valley,
NY, and New Jersey editions of WEDDINGPAGES magazines before joining The
Knot as a Regional Sales Director. He was promoted to Vice President of Sales
in 2003, managing a local sales team of over 50 reps across the country.
Karen S. Casey, certified
wedding consultant, has been providing service to brides in the Atlanta area
since 1987. She has designed and taught seminars on "How to Plan Your
Own Wedding" (for the do-it-yourself brides) and "Weddings-Southern Style"
(for brides who want a traditional Southern wedding). She has taught
classes providing detailed, practical ideas for "dressing" and decorating
guest tables - whether for a gala event at a grand ballroom, or an intimate
dinner for a few guests in your home.
She is the chairperson
for the Atlanta Chapter of the Association of Certified Professional Wedding
Consultants and an instructor for the Association's national training course
on "How to Start and Develop a Wedding Consulting Business". Karen is a member
of National Association of Catering Executives and Assn for Wedding Professionals
Co-Winner International Esprit Award 2005 - Social Event
Planning: Budget Over $100,001
Nominated for International Esprit Award 2005 - Most Creative Solution
Co-Winner Allie Award 2005 - Best Social Event
Co-Winner Allie Award 2005 - Most Creative Venue
Winner Allie Award 2002 - Best Social Event
Marketing Your Message Through the News Media
Tom Haibeck, APR
Positive editorial coverage about an organization or individual can
be a very powerful marketing tool. And media outlets are always interested
in stories from the business world. Get the inside scoop on how to
get "ink" for your organization by attending this
informative session presented by media strategist, Tom Haibeck.
He is also the author of a best-selling book (over 75,000 copies sold)
for people asked to speak at a wedding (see www.WeddingToasts.com). Last fall,
the book got a huge media hit when Regis Philbin used the book to prepare
for his own daughter's wedding -- and thought so much of
it he featured it on his show! Learn how Tom has managed to generate
such incredible press for his book -- and hundreds of other companies
-- by attending this informative seminar.
Secrets of Wedding Success!
Will Hegarty, Chancellor, Wedding Merchants Business Academy
Will began as a wedding photographer at the age of 15. He earned
his degree in Business Management, started Images Wedding Photography, and
sold it. He is the founding president of Rockford Fosgate car audio, which
went public. Will & his wife Patti met at a wedding, where he was the
photographer and she was a bridesmaid. Patti has her Masters in Education.
They organized their first bridal show in 1992 with 28 exhibitors. In 2006,
their two shows each had over 600 exhibitors, the largest in America.
Marketing your wedding services and products online is serious business.
In many cases, it can be the most cost effective advertising and promotion
expenses you can make for your business. Nine out of ten brides and grooms
will use the Internet as a primary source of information when planning their
Big Day. Will they find your web site? Will they choose your services and
products? Why do some vendors do so well online while others get few, if
any, inquiries or leads from their website?
At the AFWPI
Ventura Beach conference he'll tell you how you can:
Get more traffic
to your website Turn more of your visitors into inquiries Improve your search
engine positioning Get better results from your website Sell more of your
wedding products and services using the Internet
What message will they remember from your printed brochures?
Doug LaVine is a polished Disc Jockey and Master of Ceremonies
with a continuing DJ business running since 1972. His clientele are mostly
brides wanting high-end wedding entertainment, more specifically with an
upscale, emotional experience.
In the last 5 years his DJ rates have quadrupled (yes
4-times more) and is currently one of the highest paid in the Sacramento
area of more than 200 DJs
His 22 years in printing and graphic arts reflect his
ability to create and effectively use printed materials to increase not only
his business, but attract higher paying brides.
This hands-on discussion will help you recognize small
(or large) changes that can be made to most brochures and business cards
that will help your business have a brighter, more positive image, and produce
Kris Malandruccolo, an award-winning professional videographer
for over 18 years, runs her own business, Elegant Videos by Kris, in the Chicago
area. To view video samples, please visit her website at www.ElegantVideosByKris.com
Kris is also the Public Relations for WEVA........
Kris will present “The Power of Video & Marketing Tips to Make
Your Business Shine”. This presentation will show how you can use video as
a tool to market your own services and gain more business with internet savvy
brides and wedding professionals. Do you have brides that don’t want video?
Come get the one tool that will help them change their mind. Experience the
current trends in wedding and event video production. Experience how today’s
marketing tools, including the internet , blogging and the video iPod can
help you get more business. Kris will also share marketing tips to make your
website, business card and print ad stand out amongst the crowd. Bio:
Kris was voted one of the "Top 25 Videographers in the World" by EventDV
magazine for her profound influence in the industry. Kris is the WEVA Public
Relations Chairwoman and President Emeritus of Illinois Videographers Association.
Kris is the only videographer to earn the title of Master Wedding Vendor
through the Association of Bridal Consultants. Kris, an award-winning columnist
and contributing editor, writes The Reel Deal column for EventDV magazine.
Kris is a nationally recognized speaker in the videoi industry.
7 Ways to Get More
Bookings at Bridal Shows
Julia's background in journalism gives great assistance to AFWPI's promotional,
publicity and editorial objectives.
During the past 12 years, Julia has overseen the operations and planning
of Bridal Expo bridal shows, coordinated fashion shows, organized giveaway
weddings at Bridal Expo, and developed the Wedding Games. In that time she
noticed the differences on what makes a good display and how to convert the
lookers into buyers!
Julia is also the Chief Financial Officer for Mar-Nel Productions, the parent
company to both AFWPI and Bridal Expo.
At this workshop
you will learn how to get the sales at the show!
Past President, American Disc Jockey Association
"The Best Wedding Reception...Ever!!"
In this dynamic presentation,
Peter Merry will share stories of creative ideas and examples on video for
creating a fun atmosphere at wedding receptions. Fun doesn't just happen
all on its own. Come learn proven techniques for allowing the guests to
feel more involved, for creating a timeline that will flow smoothly, and
for creating better communication between the related wedding vendors. You'll
even learn how to create poignant, emotional moments that will become lifelong
memories. Understanding these principles will result in better photographs
and video footage, better perceptions about reception locations, and increased
demand for quality wedding entertainment services and professional coordinators
has more than 14 years experience
in publishing, advertising and marketing. Prior to founding her current
company, The Wedding & Special Event Yellow Pages, in 2002, Laurie held
senior executive positions at IDG (the global technology publisher whose
titles include PC World, Macworld, and Computerworld) and at Sony Entertainment.
At IDG, Laurie was the founder and president of IDG.net, the company’s global
internet marketing and ad sales division. At Sony, Laurie founded an electronic
media venture that developed a patent-pending technology for delivering multi-media
books over the web. Laurie is a graduate of Brown University and the
Stanford Graduate School of Business.
9 Ways to Optimize Your Marketing
Wonder if your marketing investments are working as hard for you
as they should? In this fast-paced presentation, you’ll learn nine
straightforward, actionable ways to get better results from the marketing
you’re already doing.
Among the topics to be covered: What is a positioning statement – and
why is it crucial to your marketing? What’s the simplest way to make
your marketing more memorable? How has the Internet confounded ad tracking
– and what can you do about it? How do Fortune 500 companies plan and
execute their marketing differently from small businesses – and, what can
you learn from them?
Suzanne Redd, Advertising Manager for Conde Nast Bridal
Media oversees advertising for 16 local bridal magazines and one major bridal
web site. Markets include: Atlanta, Boston, Chicago, Colorado, Connecticut,
Florida, Houston, Maryland, Michigan, New Jersey, New York, Northern California,
Philadelphia, South Jersey, Southern California and Washington DC.
With expertise in regional marketing and advertising, Suzanne
has been on board with the bridal group since 1995. With the relaunch of
Brides local magazine and Brides.com, Conde Nast's newest award winning bridal
web site, she has insight on what is important to the brides of today.
Although headquartered in New York City, Conde Nast has sales
offices across the country in an effort to not only support it's readers
but it's advertisers as well. Suzanne routinely visits as many clients
as possible, now surpassing 3,000 in total nationwide.
"Conde Nast's sole purpose is to present a product that speaks to the bride's
needs, wants, and shopping habits. Our magazines and web sites are designed
as an essential wedding resource for engaged women and the top response engine
for vendors" says Suzanne..
Suzanne Redd can be reached at (866) 802-6585 or Email