The Strategic Producer
Is it Time to Add a New Member to the Event Team?
by Pamela J. Zombeck | Published in November 2006 Event Currents
Over the years, I have worked on numerous corporate events with multimillion-dollar budgets. Most span three to four days of programs, with daily general sessions, breakouts and evening functions, and most have clear objectives that are brilliantly realized in the general session. In comparison, though, the event outside of the general sessions is often disconnected from the messaging established there, making the overall experience average, not sensational.
One conference’s objective, for example, was communicating a call to action. The general session design boasted multiple massive viewing screens, truss upon truss of lighting and high-level audio gear.
The stage set included a backdrop of moving imagery and built-in stairs, forming an inventive speaker entry. The cumulative effect couldn’t have supported the objective better.
The rest of the event, however, didn’t continue the general session story. One lounge area was decorated as a camp theme; another featured a pink and purple tent with a flag hung on it. Evening events were themed with stock props and décor that didn’t relate to the rest of the conference.
Looking at all this, I couldn’t help but think: How much more powerful would the message be if it were fully integrated into all aspects of the event?
The Missing 80 Percent
To get to the next level, we need to start thinking about how to apply a strategic foundation to the event at large. In short, we need to apply the principles of integrated marketing to live events.
What does that mean?
Events outside of the general session should reflect a high level of strategy and creative innovation, continuing the general session’s story and building upon the other events. Currently, however, many events are logistically planned in isolation from the general session.
There are two problems here. First, though general sessions typically claim a large share of the budget, they often account for only about 20 percent of the overall event program. This means that if your breakouts, meals, networking lounges and evening functions don’t integrate the general session’s message, 80 percent of your event is not sending the message you want it to.
For example, if the event objective is creating community, instead of offering, say, a Mexican-themed buffet, what if the menu featured fresh, Baja-style foods that featured interactive stations: make your own taco salad, a fresh salsa bar, a nacho station? In lieu of a meal room, café tables could be organized in smaller clusters, creating an intimate ambiance that fostered a sense of community.
Secondly, we need to move from themes to experiences. In today’s world, a theme for the sake of a theme is a thing of the past. Think, for instance, about a conference in New Orleans. Convention dictates that it has to have a Mardi Gras party, right? And at that party, the room is inevitably filled with stock props that have been seen and used hundreds of times before. But where’s the strategic thinking in that?
An integrative approach, by contrast, would take inspiration from the host city and fuse that into an experience. This strategy considers the show objective and the entire palette of location, aesthetics, food and beverage, service style, entertainment, etc.
Continuing the previous example of fostering community, a Jazz Fest spread out over several streets with Cajun and Creole grab/go foods, multiple areas of local entertainment, and a main stage with a headline New Orleans band could deliver the experience of what it’s like to be in the community of New Orleans.
The key directive is to create a unique experience that tracks to the show goal — one that is not necessarily restricted to predictable criteria or theming — within a context of integration.
The Current Players
But who is to fulfill this need?
While advertising agencies are key players in developing high-level concepts, they have little, if any, experience in planning and managing live events. Their strength lies in creating dynamic ideas — conceptually driven campaigns that can be implemented in various mediums (including live events).
Powerfully positioned in developing show strategy, general session creative agencies boast vast experience in business theater and the rich mediums of video, stage design, scenery, audio and presentation. However, as this team resides backstage, it is somewhat removed from the event at large. Its true value is developing strategies to communicate key messaging, setting a foundation for the rest of the event.
Event management companies, seasoned in planning and execution, understand the intricacies of live events. However, their value and expertise traditionally lie in logistics and execution, not the high level of creativity and innovation necessary for strategic integration.
The Way Forward
It’s time to consider adding a new role to the event team — a strategic producer.
This new team member would work directly with the client on creative strategy and budget and then partner with the logistics team to ensure that the event program delivered a clear, coherent experience. He or she would be able to understand the event from multiple vantages — event management, marketing, creative, food and beverage, design and production. This role would strengthen the entire team by freeing its members to focus on their proven specializations.
Events have become a critical part of the marketing mix, commanding more and more of the overall marketing budget allocation. With more dollars on the line, event business owners are increasingly charged with delivering dynamic programs that offer a measurable return on goals and objectives. In an increasingly sophisticated and competitive market, can we afford to ignore this crucial opportunity to increase the effectiveness of our events?
About the author: Pamela J. Zombeck
Pamela J. Zombeck is a creative account manager at Boston-based Party by Design. She has over a decade of experience in event design, production, promotional marketing, event management, and food and beverage.
Contact: pamela@partybydesign.com