While all of these qualities, based on the latest FutureWatch 2010 findings, may well be valuable for professionals in myriad industries, they are of crucial importance to those seeking success with meetings and events in this year’s cautiously optimistic, yet still unproven economy.
Be a Great Storyteller
With some organizations still debating whether or not to even hold meetings, the successful 2010 meeting planner must be able to sell the C-suite on the proven value of the medium of meetings.
To accomplish this goal, share the most eye-opening facts from the most respected and relevant professional research and sources (events provide the greatest marketing ROI, for instance). Be familiar with the findings that most specifically speak to the meeting or event that needs to be green lighted or, in severe instances, saved from cancellation. Communicate succinctly to decision-makers the unique story of each event—including the associated or anticipated ROI.
Even when the meeting may be over, there’s yet more tale to tell. Utilize some form of objective benchmarking to measure ROI or otherwise prove the meeting’s value—a practice currently implemented by more than 70 percent of organizations—to close the story with a happy ending.
Embrace Flexibility
The 2010 meeting planner must be able to roll with the punches and succeed with incredibly short lead times—shorter than any experienced in recent memory. Thanks to greater budget scrutiny, delayed decision-making from companies and clients requires last-minute, potentially more costly, arrangements.
That extended budget banter greatly influences venue selection—cost and flexibility are the most important criteria in this respect.
And flexibility reaches into contract terms and conditions, a point at which personal industry relationships must be effectively leveraged as suppliers report tougher contract negotiations that seek greater planner cancellation protection. More time, effort and even money, must be invested into these relationships, which suppliers now say is the most important business driver.
Take full advantage of that next cold call—one-third of suppliers and one-sixth of planners are amping up their sales and marketing efforts—as that new relationship could develop into a last-minute savior.
Manage Meetings More Efficiently
Through greater efficiency and productivity, the 2010 meeting planner must adapt to do more with less without a sacrifice in service. There’s an increased demand in the sheer number of meetings compared to last year—up 21 percent, as optimism slowly grows in the industry and canceled or postponed 2009 events land on this year’s docket. This growth, although welcome, comes without a commensurate increase in meeting and event budgets or staffing—there’s a 3.5 percent drop in per-meeting spend and 13 percent of organizations have insufficient levels of event staff.
Accordingly, greater value is sought, so provide more educational content, delivered in engaging and affordable ways. Ditch the droning PowerPoint pushers and embrace face-to-face/virtual hybrid concepts that avail opportunities for quick education and immediate gratification. Fluency with the most readily available and affordable tech event supplement options and social networking tools adds further value and efficiency through education, marketing, networking and data-mining opportunities. One+
MICHAEL PINCHERA is associate editor of One+.
