How do association event professionals see themselves? And what are the areas association event planners should concentrate on if they want to improve their events? An experienced Event Consultancy gives his views in this presentation.

1. How to improve your association
events.
William Thomson
@williamevents
www.gallusevents.co.uk

2. Providing a structure for an analysis
Every events business in an association is different. Every organisation manages their events in a
very particular way: weighing up the best approach to manage and deliver their events.
There is of course no particular ‘one best way’ to manage an events business. However after
running several event businesses in associations and completing events consultancy for
organisations - as varied as the events they run - we have discovered that there are five areas
which organisations can focus on to make more of a success of the events they run.
By looking at the areas outlined in the presentation you should be able to take a more subjective
view of your events and your events business. In each section we have said “what successful
events businesses” do and we hope that provides a bit of a guide for your events.
The presentation is designed to help you analyse your events and to start to make some
improvements.
This process can be challenging and even daunting. So if you think your events have more potential
get in touch with Gallus Events.
We are able to help you turn your events into experiences and your events department in
to a valuable asset for your association.

3. Five Key Areas Within Events
The
Event
Power of
Technology
Events
The
Value
Proposition
The
Marketing
Organiser

4. No.1 “Successful organisations
understand the power of the
events they run”

5. SUCCESSFUL ORGANISATIONS UNDERSTAND THE
POWER OF THE EVENTS THEY RUN
REVENUE:
Events should be a value adding profit earning part of the
association.
AND SO MUCH MORE!
YOU SHOULD ASK: How can our events......
•Help us retain members?
The Power
•Help us regain members?
•Help us deliver more value to our members?
of Events
•Best represent us to our members and our stakeholders?
GREAT EVENTS ARE ALWAYS OBJECTIVE LED.
STRATEGIC DECISIONS ARE MADE WITH THE
INVOLVEMENT OF THE EVENT MANAGER.
ORGANISATIONS REALISE THAT EVENTS ARE A
SPECIALIST AREA.

6. No.2 “Successful organisations
understand that technology
allows them to do more with
less”

7. EVENT TECHNOLOGY ALLOWS US TO DO MORE WITH LESS
THE ORGANISER:
Event Technology should be used to support the event
manager. Using technology to remove administrative tasks will
allow the organiser to focus on ADDING VALUE.
Look at all the processes involved in managing your events.
Any process that does not ADD VALUE to your attendees or
other stakeholders may be better carried out by event
technology.
Event
THE ORGANISATION:
Technology
One of the major benefits of using event management
technology is the ease of reporting. Better reporting leads to
greater financial control and transparency for stakeholders.
THE ATTENDEE:
There is no question that if the right technology is used at
an event the attendee experience is improved. The focus
should be on technology that cost effectively adds true value
to the attendee experience. Not on site technology for the
sake of it.

8. No.3 “Successful organisations
tell people what they are
missing rather than simply what
is going on”

9. HOW WE MARKET OUR ASSOCIATION EVENTS HAS CHANGED FOREVER
CONTENT MARKETING:
Your events have to be sold on the back of the content that is
covered at your event. Simple messaging around key benefits is no
longer good enough. You have to PROVE the quality of your content
and the value from your event.
IT IS NO LONGER JUST YOU THAT NEEDS / WANTS TO SELL YOUR
EVENTS:
Marketing
Organisations have to understand and use the peer-to-peer influence
that has been created by the adoption of Social Media.
SELL DON’T TELL
The market place for your events has never been so crowded: you
have to be heard. Associations have to adopt a more proactive and
sales driven messaging and engagement.

10. No.4 “Today’s event organiser
has to be so much more. They
have to create as well as add
value to their organisation”

11. MAKING GOOD ORGANISERS GREAT
UNDERSTAND:
The world of events is changing. Organisers have to realise their job
will never be the same. And if they want to be successful they have
to change to keep pace.
ENGAGE:
Organisers have to engage other parts of the business to demonstrate
the true VALUE they can deliver. The
INFLUENCE: Organiser
Proving that you and your events can deliver means you have to
convince the doubters.
CREATE:
For events to be experiences organisers have to be creative.
DELIVER:
Events always have been and always will be about the delivery.

12. No.5 “It is the value that your
event delivers to all of your
stakeholders that will determine
your success”

13. Create and Deliver Value
CREATE UNIQUE EXPERIENCES NOT EVENTS:
Organisations have to focus on the experience of the attendee.
Content and connections are no longer the unique domain of events.
Social Media and the internet has revolutionised the way people meet
and consume content. Your event has to focus on its unique position
and create a unique experience that truly adds VALUE.
UNDERSTAND THE VALUE FOR EVERY STAKEHOLDER
The Value
Your events will only be successful if you focus on the VALUE you
Proposition
deliver for every stakeholder.
THE IMPACT OF YOUR EVENT HAS TO LAST LONGER THAN THE
PHYSICAL DURATION OF YOUR EVENT
You have to focus on how to add value before and after. And your
event has to deliver real, true and measurable value during the event.

14. How is your organisation delivering value to all of your stakeholders?
How are you ensuring that you receive as much value as possible FROM your
stakeholders?

15. To keep in touch please join our Linkedin Group

16. Related blogs from Gallus Events
http://www.gallusevents.co.uk/2012/11/ensuring-you-ask-your-
attendees-the-right-questions/
http://www.gallusevents.co.uk/2012/09/ensure-a-great-
conference-audience-by-curating-it/
http://www.gallusevents.co.uk/2012/09/adding-real-value-
networking-to-your-conference/
http://www.gallusevents.co.uk/2012/06/10-practical-event-
technology-tips/
http://www.gallusevents.co.uk/2012/05/creating-memorable-
events/

17. William Thomson
@williamevents
www.gallusevents.co.uk
Making Good Organisers Great