Special Report
Strike up the brand
How an event management firm can improve your corporate image
By Matthew LaWell
Smart Business San Diego | March 2010
Page 1 of 3
Kelly Schirber, owner and event management specialist, Plan Ahead Events San Diego Metro
During the course of the last year, executives at a large company in one Midwestern city scheduled an event to thank their present clients for remaining with them through the recession and to reach out to potential clients in an effort to prepare for growth. They rented a hall in a beautiful building for the morning, hired a speaker with a prominent name and attracted a crowd of about 2,500 people.
Nothing out of the ordinary. Perhaps, you have even scheduled a similar event.
But as the event neared, the executives realized that they had a large problem. They had scheduled the event during the middle of the week, and with hundreds of thousands of other people already in the city, there was no parking anywhere near the building. So they scratched their heads. They worried. They wondered how they could have overlooked such a simple detail. They wondered how they might solve the problem. And only then did they call an event management firm.
When the recession started to rock the financial world in 2008, internal event management personnel were among the first to be laid off. Many then planted roots with independent firms or started firms of their own. Less than two years later, a December 2009 feature in U.S. News & World Report posited that a position as an event manager or event planner ranked among the 50 best jobs for 2010. The industry has transitioned and is positioned to grow a projected 16 percent between now and 2018.
That might be good news for you and your business because the odds are high that, at some point, you will want to hold some sort of event, and unless you have an event manager on staff, you might find yourself in a situation every bit as sticky as those Midwest executives with thousands of guests and no parking spaces.
“Now, more than ever, executives are realizing that their focus needs to be on growing and building their existing business and outsource in areas where they’re not experts,” says Kelly Schirber, owner and event management specialist, Plan Ahead Events San Diego Metro. “Hiring an event manager can be an efficient and effective way to create impactful events that create strong return on investment for companies.”
