ADDING VALUE

Clearly the ‘silver lining’ of the recession is beginning to emerge at last. The recent events industry awards were attended by some 1200 people – an increase of over 40% and it was rewarding to see stronger fitter and more buoyant companies networking. From a training perspective it is encouraging to note that more clients (both organisers and exhibitors alike) are releasing their budgets and developing their staff to take full advantage of the improved conditions.

All around us we can see signs of companies (both B2B and Trade and even retail) vying for our spend. Tempting offers, enhanced services and added value are all there to be found. The change seems to be that offers are now thrown at us whereas a few months ago they were only there if we asked. Are we as organisers, contractors and venues (or indeed suppliers to them) refurbishing our arsenal to re-induct our clients into doing business with us again?

At a recent European events conference we heard how some international organisers are profiting through creativity. A simple re-jig of the floor plan is now yielding revenue increases of up to 30%. They approached their top exhibitors and arranged a discount on condition the organiser could select a location for them. Competitors who wished to appear next to them were charged a premium far exceeding the ‘discount’ value and that left the hitherto premium stands available for sale. Others are offering incentives for early booking that are then strictly withdrawn after the deadline and many others offering creative sponsorship and added-value packages that encompass everything from furniture and electrics packs through to assisted marketing and PR services. The golden rule is to offer things to your client that cost you very little to provide and yet are worth a great deal to the potential recipient. Your sales people need to establish first those items that the prospect or client would value before offering them. In this way a client who values an ‘open-on-two-sides’ stand can receive extra value. If however the client places no value on this a different more ‘appreciated’ package could be offered, and the two-open-sides stand offered to another client instead.

Creativity is the key here. Would your client appreciate a private meeting room, an after-hours reception, some time with a visiting dignitary or top flight business leader? Would a mini-hosted buyer programme be feasible or courtesy travel arrangement to and from the local airport or to and from their hotel? As your plans and ideas become more and more creative it is possible they also become more and more expensive! In this event how about reapplying that creative focus towards finding a keen sponsor for that service or facility? Maybe a contra would be possible or some way of providing the sponsor with a unique sampling opportunity? We really cannot afford to stand still when all around us there is innovation and creativity thriving and all offering an even better deal to our clients. Learn from other industries – take a good look outside your own area and see how airlines, hotels, and any service industry is delivering delight – take their ideas improve them and shine!