Better Mileage
Help your Clients Get More out of their Events
by Wialillian Howard | Published in April 2007 Event Currents
Events are a beautiful thing. They’re glamorous, eye-catching, fun and if executed well, they can be newsworthy. However, corporations and organizations tend to see the event as a one-time endeavor, and lots of attention and energy are put into the glamorous presentation of it. What a missed opportunity!
Event planners are key in helping the client understand both the short- and long-term benefits of a special event. And, if the concept is presented correctly, the client begins to truly understand the added value of having an event planner at the table.
How can planners help clients understand the additional mileage that can be derived from a special event?
Events are an opportunity to build future relationships and expand current ones. Capturing information from the event and utilizing it to increase the client’s presence in the market well after the event has concluded should be at the front of every planner’s post-event plan. Whether it’s done through direct mailings, e-mail blasts, press releases, or newly developed alliances — and the list goes on — the plan should center on growing the client’s brand presence in the market.
Because it’s not their focus, many clients find the concept of building on post-event opportunities foreign.
In the midst of congratulating a business associate on his plans to move from a business incubator to a new space recently, for example, I asked, “What are your plans for a product launch event at your new location?” In an appeasing response he said, “Oh yeah, I do need to think about that…” A bottom line-oriented businessman, he seemed to put such an event low on his priority list.
I immediately came back to my office and sent him a short letter, highlighting the benefits of the event and how my company might assist him in increasing his brand presence in the market well after the event’s conclusion.
The letter led to a face-to-face with him, and we are currently at the table developing a plan for the event and detailing strategies for the 12 months following the event. My new client’s vision now expands well beyond the event date.
When an event plan includes strategies for both short- and long-term benefits for the client, event planners position their company as a major player with a great deal of value at the planning table.
And that’s an opportunity event planners don’t want to miss!
About the author: Wialillian Howard
Wialillian Howard is the president of Wialillian & Company, a special events company specializing in the development and execution of corporate, social and training events in Charlotte, N.C.
Contact: Wialillian@wialillianandco.com