Carrying out any kind of Marketing or Communication action abroad is always a challenge. One is not familiar with the culture, the habits of his target audience, the competition…
And, when it comes to event planning, it can be even more complicated. There are many factors that come into play, and the proper selection of suppliers is key. One must see to every last detail if he doesn’t want things to get out of control.
2. Introduction
▶ Carrying out any kind of Marketing or Communication action abroad is
always a challenge.
▶ There are many factors that come into play, and the proper selection of
suppliers is key.
▶ In EDT Eventos we offer you this guide featuring 10 steps to help you.
3. 1. Setting goals
▶ Define internally with your team what the specific goals you wish to
achieve through the event are.
▶ This will help you to define the type of event that you are going to hold.
4. 2. Event type
▶ Check out the kind of projects the agencies have carried on their websites
and social networks to realise the agency´s capacity.
5. 3. Clients
▶ The agency’s clients are a true reflection of their work, so find companies
with which you identify.
6. 4. Ask other clients for references
▶ Don’t hesitate to ask them regarding their experience with the agency.
7. 5. In-house suppliers
▶ Look for agencies that have managed to bring key suppliers under the
umbrella.
8. 6. Turnkey projects
▶ Find an agency that is able to handle the entire event, from the briefing,
to the disassembly, to the final report, without outsourcing the main
processes.
9. 7. International experience
▶ The fact that an agency has international experience implies that it has
carried out projects abroad or for foreign clients in Spain.
10. 8. Event Communication Strategy
▶ We could classify events agencies into two types:
▶ Those offering only to run the event.
▶ Those which infuse the event with strategic value by integrating it into your brand’s strategy.
So, if you are looking for an agency that, in addition to running the event properly, will properly
implement the brand strategy before, during and after it, then you need an agency of the second type.
11. 9. Talk to agencies
▶ Once you have a shortlist of agencies, call them. Organize a conference call and talk directly to the
professionals with whom you would be working. There are also some questions that can help you:
▶ When planning an event, to what aspects do they attach the most importance? Why?
▶ How do they act when unforeseen issues arise?
▶ In term of their work methodology, what does the agency do differently from others?
12. 10. Ask for bids from at least 3
agencies.
▶ Don’t commit immediately to just one agency. Ask for budgets from at
least three of them to be sure you´ll have different ideas and approcaches.
13. Conclusion
▶ Base your decision on four key criteria:
▶ Trust and rapport established during your communications
▶ Clear and well-structured planning of the steps
▶ References received from clients or industry media.
▶ The ability to offer you more with the budget stipulated.
