Let the event evolution ‘school’ you


Let the event evolution ‘school’ you Posted Date: July 19, 2010 Author: Michelle Coetzee

As an event and communication professional, I have seen vast changes in the last few (almost two) decades with respect to how events ‘roll’. Now they need to be tighter: Tighter timelines, tighter budgets and tighter agendas. Events need to be environmentally friendly and use sustainable resources. The key measurements of your event’s success are not a ‘nice to have’; they are required to justify future events (ROI). Communications are now electronic and they need to be fast. The information collected on registration sites is intricate and detailed with potential CRM benefits. Presentations are shorter and more succinct (thank goodness) and AV requirements are far reaching with multiple computer, camera, video, simulcasts, skype… enough to make non-techies (like myself) heads’ spin! And I am talking about corporate events! All of this change has afforded us folks in the events biz to become better mangers, creators and entrepreneurs. We have honed our skills and are now in a position to market our events as the true marketing tools they are, which allows for the sale-ability of our product. It has prepared us more appropriately for the age old objection of ‘not having the budget for the event’. Events are an essential part of corporate marketing plans and that’s how they should be positioned. There is a customer, consumer and employee benefit in every event. Communications, both pre- and post-event, allow you to extend your relationship with your audience (if done properly). Ensure that you are fully versed on the cost and value of each and every event. Let the changes in the event spectrum over the past decades allow you to promote your product appropriately and quantifiably. Your next event is required, valuable and essential – make sure you position it that way!

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