What the right event consultant can do for your organisation


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Follwing a week working in an organisation analysing their entire evnets business I delivered this presentation to the senior management.

Everything was implememted and led to a 54% increase in profit from their events.

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What the right event consultant can do for your organisation

  1. 1. Initial analysis of **** events <ul><li>William Thomson </li></ul>
  2. 2. Overview - positives <ul><li>Very good interaction between policy team, and their ideas, and events team delivering those ideas </li></ul><ul><li>Current staff and resources fit for immediate purpose </li></ul><ul><li>Online booking system fit for purpose </li></ul><ul><li>Flexible IT support structure </li></ul><ul><li>Strong initial calendar of events </li></ul><ul><li>Good working relationships with partner organisations </li></ul>
  3. 3. Overview - negatives <ul><li>Lack of a current marketing function or strategy </li></ul><ul><li>New skills needed for events staff </li></ul><ul><li>High opt out rate of contacts (approx 25%) </li></ul><ul><li>Historical problem regarding IT and event integration </li></ul><ul><li>Lack of a commercial underpinning for sponsorship and exhibitions. No pipelines, CRM strategy, sales strategy etc. </li></ul><ul><li>Your organisation is the weaker partner in most of our commercial contracts </li></ul>
  4. 4. Initial focus – conferences, seminars, workshops and elearning <ul><li>Processes </li></ul><ul><li>Events </li></ul><ul><li>Marketing </li></ul><ul><li>Sponsorship and exhibitions </li></ul>
  5. 5. Processes <ul><li>Introducing timelines as a basic tool for project management </li></ul><ul><li>Introducing new budget layout </li></ul><ul><li>Introducing a speakers database to separate the working programme from the actual programme </li></ul><ul><li>Introducing a ‘Client Briefing Document’ </li></ul><ul><li>Testing and stretching database / web site / ebooking etc. </li></ul>
  6. 6. Events <ul><li>Making sure a conference is billed as a conference and not a ‘seminar’, or a ‘forum’ </li></ul><ul><li>Focus on the programme as being the most important part of the event </li></ul><ul><li>Initial overview of dinners and lunches is positive </li></ul><ul><li>Concentrating on upcoming conferences already in the planning process </li></ul><ul><li>Analysis of proposed events </li></ul>
  7. 7. Marketing <ul><li>Upload current conferences </li></ul><ul><li>Review of past marketing </li></ul><ul><li>Introducing a marketing strategy </li></ul><ul><li>Database analysis to give an idea of number of ‘hot’ and ‘warm’ contacts we can contact directly </li></ul><ul><li>Centralise marketing of events </li></ul><ul><li>Test and stretch email marketing capacity and capability </li></ul>
  8. 8. Sponsorship and exhibitions <ul><li>Commercial contacts added as a separate searchable criteria in database </li></ul><ul><li>Redrafting your sponsorship proposals for each style of event </li></ul><ul><li>Cold calling and searching out new targets </li></ul>
  9. 9. Choosing the correct events Senior management Top / mid management Middle management Lower management Strategic Tactical Business learning Soft skills
  10. 10. Senior management Top middle management Middle management Lower management a. b. a. c. d. a. Annual Conferences b. Evening presentations and dinner c. Technical half day seminars d . Free to attend conferences Segmenting the market
  11. 11. Do what you do but do it better <ul><li>Focus on cost reduction for upcoming years events schedule </li></ul><ul><li>Distinctive marketing strategy for each style of event </li></ul><ul><li>Longer lead in times for events </li></ul><ul><li>More targeted events </li></ul><ul><li>Increase revenue from sponsorship and exhibition </li></ul><ul><li>Improve internal and external perception of your organisations commercial products </li></ul><ul><li>Have a true ‘flagship’ annual conference </li></ul><ul><li>Identify strategic gaps in event delivery and resource appropriately </li></ul><ul><li>All of the above will allow us to increase margins, without increasing resources </li></ul>
  12. 12. Do something new next year <ul><li>Launch an ‘annual conferences’ brand </li></ul><ul><li>Launch a ‘technical seminar’ brand </li></ul><ul><li>Launch an ‘annual training brochure’ to include technical and softer skills </li></ul><ul><li>Run a fully fledged Executive Network </li></ul><ul><li>Market an event successfully to a non-member constituency </li></ul><ul><li>Run a ‘free to attend’ sponsor events </li></ul><ul><li>Run an e-event or events with an element of e-delivery </li></ul>