4 Trends Affecting Corporate Planning in ’09
You still need to deliver on all of your projects this year. But you may have had your budget cut, your staff cut, your boss cut — or all three. Corporate planning faces significant challenges these days, and the key to coming out on top is truly understanding the forces at play.
Creative producer Ryan Hanson of event strategy firm BeEvents has pioneered an event strategy session for clients that helps event pros strategize their future. So we asked the Conference ’09 speaker — who will present his seminar “Beyond ROI: Creating Strategic Event Experiences on Any Budget” next month — to name the top challenges and trends that will affect corporate planning in 2009. Here’s what he told us.
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The “perception problem” will only grow. Many corporate clients canceled holiday and end-of-the-year gatherings this past December — not because they didn’t have the money, but because they were worried what it would look like if they spent it. As 2009 rolls out, this issue of “perception” will only become more pervasive. Planners will be challenged to balance attendee expectations, corporate public relations and a razor-thin bottom line.
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Authenticity will remain key. The marketing world has declared revolution and the events industry needs to follow suit. “Authentic” events — events that speak to true, honest experiences and are user-defined and consistent with integrated messaging — will, at least in the near future, shape how we conduct business.
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Face-to-face events will be more important than ever — and you will have to prove it. When economic times are good, it is easy to hold virtual sessions or conduct business by e-mail. But when times are tough, the benefits of face-to-face meetings, particularly with key stakeholders, is critical. The challenge facing corporate and independent planners in 2009 will be making this case.
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Motivating your employees, particularly top talent, will be imperative. Everyone is trying to do more with less, but you have to keep the energy with the people who are performing in the organization so they don’t leave.
Hanson’s “Beyond ROI” seminar — which takes place Wednesday, Feb. 25, from 9 a.m. to 10:15 a.m. — will expand upon these challenges and their solutions, showing event managers, directors and other event pros how to come up with the strategic direction necessary to succeed in ’09 and beyond.
Hanson’s session is one of 13 classes in the Corporate Planner track:
- CSR in a Brave New World: Impact your Attendees, Community and your Bottom Line | Laurel Coote
- 35 Cost Saving Tips for Meeting Planners | Arlene Sheff
- You Can Always Get What You Want: Advanced Negotiation Strategies | MaryAnne Bobrow
- Getting Down and Dirty with Venues: The Secrets of Contract Negotiation | Christy Bareijsza
- CSM Secrets: Working Better — and Smarter — with your CSM/Event Manager | Arlene Sheff
- Decision Management: Are your Decisions Brilliant or Blundering? | Julia Rutherford Silvers
- Strategic Hotel Contract Negotiations: How Hotels Value your Meeting | Jennifer Brown
- Bringing your Brand to Life: Marketing through Sponsorships and Events | Lori McAllister-Antol
- Contemporary Lighting Designs in a Cost-Conscious Climate | Todd St. Onge
- Invites and More: Branding the Event Experience with Effective Marketing Materials | Mimi Dinh
- Simple Green: Eco-Friendly Event Tips and Tricks You Can Implement Today | Joella Hopkins
- Producing Awards Events that Keep Them Applauding | Steve Hand
The 2009 education also features seminars in our Association, Business & Strategy, Design & Innovation and Social Track.