Strike up the brand Featured

7:00pm EDT February 23, 2010

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.

“Especially now that companies have cut back and are working with as lean a staff as possible, if they hand off event management responsibilities to internal employees, something is not going to get done effectively,” says Kavita Melwani, owner and director, Plan Ahead Events Plano. “Usually, the event will not get done effectively because people want to do their job well [and] there are only so many hours in the day.”

Plan in advance

Event managers are more than just party planners. In fact, those words are like nails on a chalkboard to many in the industry. Event managers aim to feature your message and work with you to help you reach your goals for each meeting, each conference, each event. They are able to save you significant amounts of money and time, measure the returns on your investment, and, of course, coordinate an event that will be effective and leave your employees and clients talking.

“Events are a really good marketing tool,” Melwani says. “You want to be on people’s minds.”

Just look at those Midwest executives, for example. People were certainly talking about them during the 24 hours after they called the event management firm. That was when the firm started to contact all guests to relay the parking situation, then they paid parking lot fees to ensure there would be available spaces somewhere within the city limits, hired buses and created a route to the building. All of that would have taken weeks if an internal employee with little event management experience had handled the task. It took the firm a couple of days. On the morning of the event, those thousands of guests parked at remote lots and were shuttled a couple of miles on city roads. It was hardly ideal, but it worked.

It also cost the company an extra $20,000.

“There are ways (that) you can have the event at a lower cost and with a lower budget,” Melwani says. “And some of it is as simple as the event management firm talking with and negotiating with the venue.”

Many firms also have considerable influence at hotels and venues and also with vendors. Because they direct so much business and so many sales to those outlets, they often receive a discount somewhere between 10 and 20 percent, which they normally pass along directly to you. Their knowledge of your city — and the state, nation and world, for that matter — allows them to track down the lowest prices in a matter of hours or minutes, as opposed to days or weeks.

There are four primary reasons to work with an event management firm. First, you will save a little more money in the end, even if you spend a little more at the beginning. Second, many businesses no longer have the internal resources necessary to handle events. Third, companies often need fresh ideas for old events, and an objective pair of eyes can provide those new thoughts. And fourth, it does simplify your work.

“Many companies certainly know their own marketplace but not outside marketplaces,” says Nan Lyons, vice president of sales and marketing, Nth Degree Inc. “With an outside firm, you do get that perspective that you wouldn’t otherwise have.

Open your doors

Just as with any business partner who provides value-added services — your attorney, your accountant, your banker — you need to develop a relationship with your event management firm. It is not enough to call once and spend a couple of minutes determining when and where you should hold the annual sales meeting.

The more your firm knows about you and your business, the more it will be able to implement continuity in your events from one year to the next. The firm will also be able to understand how each event fits into the larger scope and culture of your business and be able to remain on budget throughout the year.

“What many smart event management companies in our position do is to really embed ourselves in the businesses of our clients,” Lyons says. “We look at the event side but also at what their objectives are, what their business goals are, and really understand that.”

They can help keep you up to date on newer technology, too. Online event registration has proved popular during recent years because of low costs and the relative ease with which event attendees can sign up. Virtual events are also popular, especially now that travel budgets are reduced and fewer people are flying extensively. And social media is gaining momentum. Event management and social media work hand in hand. Whether promoting an event or a product launch, many event managers embrace the technology because of its ability to all but eliminate marketing costs while also reaching a far wider potential audience.

“Social media is just a better, faster, cheaper version of word-of-mouth,” Lyons says. “But how is that Twitter post better? Who owns that dialogue? How do you manage it? We definitely have that full integration.”

The world is smaller. Your events might be, too, but keep holding them. Maintain your public image. The business world, after all, might not be a party right now, but it is an event not to be missed.