There’s no denying the
bumpy ride since we slipped into the R-word. As if dealing with a stuttering
economy wasn’t enough, the events-meetings industry took a double
barrel load from media guns trained on corporate bailouts and excessive
spending.
But the tide is turning,
bringing with it positive change. TSEvents XS spoke
with a few industry veterans on their recession learning and where it all
leads:
‘(The recession) has grounded all of us with a
different mentality’
– Daniel Megly,
Daniel et Daniel Event Creation & Catering
WORK MODE
This isn’t Daniel Megly’s first
economic downturn. He and partner Daniel Clairet have stared down several
recessions since starting Daniel et
Daniel Event Creation & Catering 29 years ago.
RESISTANCE FIGHTER
Run a tight organization.
“Business has been down but not terrible … We have no fat in our
company. Our staff understand our philosophy and are
empowered to think and act in the most efficient, cost-effective manner that
still maintains quality.”
Go green.
“Embrace the green movement; it’s here to stay. We’re very
cognizant of using local foods and supporting changes in the food-supply
structure that benefit all, from the farmer who sells the produce, to the
client who believes in field-to-table sustainability and environmental awareness.”
FORWARD MARCH
The future is now.
“There will likely be hiccups but we are seeing an industry rebound. Be
proactive and target new customer audiences through different outreach
channels.”
Words of wisdom.
“Greed, especially with the banks, was a big issue of this recession
but the outcome (the recession) has grounded all of us with a different
mentality — be down to earth, look for, and offer, added value.
That’s a good thing!”
‘Speak the language of business, understand
the core reasons for an event’
– Connie Tinney,
CMP, National Director, Event Management, KPMG
WORK MODE
Connie Tinney’s 30-year career
trajectory includes organizing in-store retail events, marketing and
advertising, independent planning and, for the last two-and-a-half years,
steering the event helm at KPMG.
RESISTANCE FIGHTER
Live by the code.
“Planning an event, especially today, is not about putting
another notch in the portfolio. It’s all about the client, the
customers and delivering the goals they need to achieve.”
A new approach.
“Think and act differently … don’t let the ‘creative
glamour’ of an event overshadow its true value. Speak the language of business, understand the core reasons for an event. Change
perceptions by elevating our conversations in terms of event value to the
bottom line or increased brand awareness.”
FORWARD MARCH
Understand today’s reality.
“Face-to-face meetings will always be needed although we’ll see
reduced frequency, program length and non-essential activities.”
Words of wisdom.
“Look at ways to consolidate groups going after similar audiences
… Spend the money, do it right, just don’t make it appear
it’s breaking the bank … Look to technology to improve speed and
efficiency in the way we operate at every stage of the planning and execution.”
‘The right attitude opens doors to
opportunity’
–
Marsha Jones, CMP, CMM, The Spot Inc.
WORK MODE
After two decades at the helm of MCC
Planners, Marsha Jones sold the
full-service event business and welcomed 2009 by launching The Spot
Incorporated, specializing in hotel site selection and negotiation on
behalf of association and corporate planners.
RESISTANCE FIGHTER
Focus your strengths.
“This niche lets me channel my experience and connections in a way that
makes business sense for everyone in today’s economy: taking a
time-consuming job off planners’ plates at no charge to them and
filling hotel rooms with customers paying fair market rates.”
What does it take?
“Getting to the right person who can make decisions … educating
clients on the real need for interactive meetings done well with measurable
goals and without spending huge dollars … knowing that the right
attitude opens doors to opportunity as does out-of-the box thinking.”
FORWARD MARCH
What’s in the crystal ball?
“There is still a tentativeness out there, but
the industry is definitely coming back.”
Words of wisdom.
“We all need to be smart on pricing and offer value
add. However, the industry must not get greedy and try to make up for
losses – it will ruin the rebound.”
‘Do what it takes to deliver cost-effective
options’
– Francine Socket, Francine Socket &
Associates
WORK MODE
Francine Socket leaped feet first into the
recession last November, leaving her 22-year-role as event maestro of all
things cool at CTV (formerly Chum) to start Francine Socket & Associates,
Event
Architects.
RESISTANCE FIGHTER
Understand today’s market.
“Be cognizant of your optics and clearly understand that, at the end of
the day, corporate events are marketing tools that require a return on
investment.”
Be resourceful.
“Planning an event on an unlimited budget is easy; it’s the tight
budgets that are the challenge. Do what it takes to deliver cost-effective
options that meet client’s goals.”
FORWARD MARCH
Play the industry forward.
“Business is beginning to bloom again. We can help the healing by
fostering synergetic relationships that include partnering, referrals, dialoguing
and sharing information that will benefit everyone.”
Words of wisdom.
“Play fair, be honest, don’t be greedy and deliver what you
promise.”
‘The way we make connections hasn’t
changed but where we’re connecting has’
– Lara McCulloch-Carter, Ready 2 Spark
WORK MODE
Lara McCulloch-Carter has worked branding from the corporate
perspective plus the supplier side, as director of marketing for Regal Tent
Productions, her family’s business. As of January 2010, she’ll be
strategizing as an independent with her own brand-marketing and social media
consulting company Ready 2 Spark.
RESISTANCE FIGHTER
Get the online connection.
“The way we make connections hasn’t changed but where we’re
connecting has. Facebook, LinkedIn, Twitter and
blogs etc. have changed the business landscape. These social media tools,
along with sound strategy, give all companies the ability to connect, build
relationships and dialogue on a global scale with little or no
investment.”
You’re invited.
“Great event minds from around the world come together online at EventProfs
Tuesdays at 9 p.m. EST and
Thursdays at 12 p.m. EST to discuss
topics relevant to our business. It’s a Twitter group I started –
think of it as the best networking-education event you’ve attended but
without the cost and travel time.”
FORWARD MARCH
Key to business success.
“Regardless of economic climate, spend wisely, differentiate your
business, understand your customer and have a forward-looking plan. Make a
point to explore how your business can benefit from social media if it
isn’t already.”
Change gears.
“The consumer has changed, the tools have changed and business needs to
change. Stop marketing at your audience. Instead, use social media to listen,
converse with them. Find out how to be meaningful to customers, then show them why you are.” 
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