The Event Business Needs to Lean Forward

Last week I attended the 8^th annual Event Marketing Summit in Chicago. It was good to see former colleagues and get a first-hand look at how the event industry is managing the worst recession since the 1930s. As expected, the big boys – George P. Johnson, TBA Global, Momentum, and Jack Morton – are fine. Revenue is down 20%-30%, but they’ve stayed close to their clients and are creating and executing decent programs. The big takeaway: virtual. Every program has an online and offline element. It’s much more than a microsite or twitter feeds; for the most part it's Facebook. In some cases, gaming has taken on a role, primarily with internal training programs. Cisco GSX global sales meeting moved to a 100% virtual platform and won the prestigious Grand X award (agency: George P. Johnson).

Removing the buzz of combining virtual with events, the content was flat. There was a lot of “This is how I’ve done it” and not enough on “This is what’s coming next.” This reminded me of something a partner at Groove 11 noted regarding events, “Once an agency gets called, the decision has been made, and it’s time to execute.” This leaves little room for strategy or innovation. It becomes, as a former client used to say, about making sure all the plants are in the right place.

It’s a shame. The event space has the potential to be a powerful force in defining the brand experience. It is, after all, the business of a brand connecting with consumers in real time. Innovation should be paramount. Here are 3 ways to infuse the event space and the agencies with some much-needed “juice.”

Strategy – You must start with strategy. What’s the game changer? The business objective for the event?And how is it connected to the integrated marketing plan? Too often events are still an afterthought, left to explain how execution was flawless. Not interested. Tell me how your strategy affected real change and moved the business forward.

Culture – Move your agencies away from a reactive culture to a proactive one. It’s about the people, stupid. Everything else is a commodity (or will be in a matter of time). The team with the best people wins. Event agencies still tout their “buying power” or “global reach.” They’re important, but ideas that change the game are what matters now. Organizations will hire the brightest people sitting across the table from them, not the name on the side of building.

Technology – It’s your friend. I was taken aback by how many agencies are subcontracting the technology piece. Bring it in house. It will force a culture change, no doubt, but how else can you leap ahead?

In fairness, some agencies are doing the above better than others, but none is hitting all three well. Strategy is expensive, culture is hard, and technology is difficult. I’ll be keeping an eye out for the agency that nails it. My guess is I won’t find it at the 9^th annual Event Marketing Summit.