Event в закупке. Агентство и Клиент.
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Автор: Уилл Гленденнинг, основатель агентства Allium (Великобритания), автор курса по закупке услуг для ведущих мировых компаний, спикер gef2 Узнать больше о форуме на официальном сайте проекта: http://globaleventforum.ru
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Event в закупке. Агентство и Клиент.
- 1. EVENT BUYING
- 2. EVENT BUYING 1. AGENCY VIEW 2. CLIENT VIEW 3. MY VIEW 4. Q&A
- 4. KEVIN JACKSON GEORGE P JOHNSON @Kevinlfj
- 7. ANY OF THESE SOUND FAMILIAR?
- 8. LONG HOURS HIGH COSTS HIGH RISK BUDGETS OUT OF CONTROL EGOS CAUSING HAVOC CONFUSION & FRUSTRATION
- 10. 1. REQUIREMENTS CHANGE 2. NEVER FULLY IN CONTROL 3. FIXED DEADLINE 4. COMPLETELY EXPOSED
- 11. YOU NEED A BALANCE OF COMPETENCY & PROCESS
- 12. TYPICAL EVENT PROCUREMENT . . .
- 13. THIS IS OUR REQUIREMENT, PLEASE PROVIDE: 1. A PICTURE / PLAN / IDEA 1. A PRICE
- 14. 1. REQUIREMENTS CHANGE 2. NEVER FULLY IN CONTROL 3. FIXED DEADLINE 4. COMPLETELY EXPOSED
- 15. THE EVENT PROCUREMENT PARADOX . . .
- 16. You’re asking for a proposal and cost for something that has not yet been developed or planned. Yet in order to find the people to develop and plan it, you want to know what it will look like and cost from the people that will develop and plan it - before you’ve appointed them to develop and plan it with you! . . . It’s exhausting!
- 17. THE RESULT: CONFUSION & FRUSTRATION FOCUS ON CONTRACTS NOT THE EVENT REVERSE ENGINEERING INCREASE IN MANAGEMENT TIME FIREFIGHTING WASTED TIME
- 21. I AM NOT A LAWYER I AM NOT AN ACCOUNTANT
- 22. Conferences, Guerilla Marketing. Experiential Marketing, Meetings, Outdoor Events, Public Events, Public Art, Sporting Events, Summits, Expos, Exhibitions, Award Ceremonies, Major Events, Trade Shows, Festivals, Pop Up Events, Brand Experiences, Theatre. Mega Events, Ceremonies . . . etc.
- 23. PROVEN FROM: $5,000 to $72,000,000
- 24. GUIDE SUITABLE FOR: END CLIENTS AGENCIES COMMITTEES WHOLE SUPPLY CHAIN
- 25. THE ONLY 3 (OR 4) THINGS YOU’LL EVER NEED: 1. GOODS 2. SERVICES 3. TURNKEY SOLUTION . . . OR A PROMOTER
- 26. 1. GOODS WITH SPECIFICATION 2. GOODS WITHOUT SPECIFICATION 3. SERVICES 4. FLEXIBLE TURNKEY SOLUTION 5. FIXED TURNKEY SOLUTION 6. PROMOTER
- 27. GET THE RIGHT PEOPLE IN THE RIGHT PLACE AT THE RIGHT TIME
- 28. PEOPLE (SERVICES) FIRST STUFF (GOODS) SECOND
- 29. KEEP THINGS SIMPLE, YOU’LL GET MORE SLEEP
Editor's Notes
- Event Buying / Procurement Off the back of article in this months Event magazine Client / agency relationship – seems to be quite aggressive – needs to be more collaborative.
- First – an agency view from Kevin Jackson from GPJ Then – a client’s perspective from Bjorn Wigforss from Microsoft Then – I’ll give you my view- as I work client and agency side – and on many other sides too. Then – a good ol’ session of Q&A to help you
- I’m Will Glendinning Lucky enough to been involved with and responsible for some of largest and most complex live events in recent history . . . I’m a designer, producer and live event consultant . . . But more about me later on. First…
- Please welcome all the way from London England but representing a truly global organisation; George P Johnson, it’s Kevin Jackson. Kevin – if you could briefly tell us a bit about you and George P Johnson – briefly! You’ve your own session tomorrow! Questions: - Globally - how do GPJ go about getting work – retained? Tendering? Other? - Is tendering expensive? How is that cost recouped? - How can you best serve clients? When does the relationship work best? - How do you decide what to tender for? Or do you tender for everything and anything? - What advice would you give end clients to encourage you to tender and how can they get the most from a tender? - Questions from audience?
- Thanks Kevin – stick around if you will. I’d now like to get a client’s perspective. Please give a big hand to Bjorn Wigforss from a not insignificant company called Microsoft. Q1 - How do you do things at Microsoft? (explain how you work with agencies / make events happen). Q2 - That sounds like you’re making something work around a system rather than doing what’s best for the event. Did you do things differently at previous companies (explain more ‘collaborative' approach whilst at Nokia.) Q3 - what are the pros and cons of each approach? Q4 - What challenges do you have internally and how can agencies or event professionals help? (touching on ROI and collaborating with internal event and creative directors probably). Time for a question from the audience?
- Thanks Guys. Stick around as we’ll be doing a good ol’ Q&A session shortly. Ok – you’ve heard a client and agency perspective. I want to spend a bit of time now going over my view. I don’t quite know how I ended up leading a session all about the sexy subject of event procurement!? But I do spend an awful lot of time working with agencies and clients helping them with this – so perhaps no surprise. Always amazed with the chaos. Sounds similar in russia from last years forum and the passionate debates going on. For years wanted to transform event industry. In the end I realised it wasn’t the event industry that needed to change. More how people engage with it.
- When I talk about chaos, what do I mean? Well let me ask you if any of this sounds familiar?
- I am sure you’ve all experienced all or some of these. Why do they occur time and time again. Well in all my time and working client and agency side, around the world, I came to realise it’s because of a knowledge gap.
- A knowledge gap that doesn’t exist in many other sectors or industries. That knowledge gap is between the idea, and moving that idea forward. Nearly every other industry – people generally understand what’s required. Take just one industry – architecture. If I ask 100 people how they’d get a building designed and built – 100 similar answers: architect, engineers, builders. Done. Ask 100 people how they’d get a live event designed and deliver – 100 different answers: event agency, ad agency, producer, marketing department, my mate down the road, form a committee, get an event supplier, I’ll do it myself – how hard can it be . . . Etc. etc. More often than not – try to procure events like anything else. Which is understandable. However.
- Events exists against an interesting backdrop. These issues common. Process / procurement alone won’t help you with the above – especially with the speed things can move up.
- You need a balance of process and competency. Enough procurement to know you’re getting value for money, but coupled with the right people in the right place at the right time to make the right decisions and get you the right value.
- Take a typical event procurement approach…
- How common is this. No stats – but probably 90% + of events procured this way.
- Remember this… This typical approach and these common issues, create something I call the
- The event procurement paradox. Bear with me…
- This typical event procurement approach results in this . . .
- Results in . . You may not realise it –but these issues are, by and large, caused by reverse engineering an procurement approach that works for many things but not for events on to events. What’s the solution?
- A while ago now – I created this. A simple to understand guide – demystifying everythign and a practical way forward to procure anything.
- Clearly impossible to read here – and we don’t have time anyway! But luckily it’ll be translated into Russian and in the next edition of Event magazine – Nadia? Can’t wait that long?
- On my website, use short URL. Or just email me or come and see me later on. Let’s look at the principles though.
- Firstly a couple of caveats – do your own due diligence – this is provided as a guide based on years of research.
- Based on my research and work on . ..
- I’ve used these techniques on contracts from 5K to over 72m US dollars
- Works for all
- Only 3 things you’ll ever need. 4th too. A promoter. If you want to offset all or some of the cost of your event by offering rights – e.g. IOC (Olympics) or a city might award rights to a commercial entity to stage a festival – you then need a promoter. Very different to an event agency. Not going to focus on that here too much.
- The guide helps you make sure you know what you’re looking for – goods, services, turnkey. Then shows you EXACTLY how to best secure each: Goods with spec. If you’re an expert in the goods. Goods without spec. If you’re not. Services – people! Lawyers, creatives, producers, technicians, strategy people, logitstics people . . . Whatever it it is. Turnkey that’s flexible. In all but the rarest of instances you want to keep things flexible. You want to get the right people first and worry less about what the cost of individual parts of the event will be. Don’t judge people by how cheaply they can get stuff. There’s always a cheaper way of getting stuff. Would you judge an architect based on how cheaply they could get concrete? No – you want event people that are going to help with great ideas, creativity or solutions. Get the people first – then the stuff. It’s people that will get you over the line. Fixed turnkey. Very rare an event won’t change between brief and delivery. But for run of the mill / formulaic events – it happens. Again though – get the right people! Promoter. Main thing is can they sell. And can they then deliver.
- Focus on getting the people you need first. If you don’t have the expertise you’ll be going through a learning curve and the service providers or those providing the goods you need should have it. If they don’t have the expertise you need – you’ll both be going through a learning curve – which is generally a disaster.
- Get the people you need first – unless you’re an expert already and going to produce, plan and manage everything yourself. Once they are on board, then focus on procuring the goods – with the people you’ve brought on board’s help.
- It really is that simple. Keep it that way. You’ll get more sleep. This guide I’ve created works. Use it. There’s always a way – even with the most rigid governance restrictions.
- As I say – it’ll be available in Russian in the next issue of the magazine – or you can get access to it here. Thanks – complicated. Short on time. Kevin, Bjorn and I will now take questions! Plus I am around until tomorrow lunchtime so come and see me if you want help.