The Summer Eventia 2007
Conference reveals ‘core issues’ for the events industry
Through the use of interactive technology in both plenary and workshop sessions, delegates at Eventia’s summer conference identified three core issues facing the industry in 2007, and proposed a number of actions for the industry to work on as whole, which would address these issues.
The big three issues:
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The need for companies within the industry to improve their |
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The challenge of raising the industry’s profile to the wider business |
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The need to be ready for, and take advantage of approaching trends |
Delegates worked in groups on each of these areas to scope the challenges and identify future actions. Here are the outcomes of the mind-share process:
Improving profitability
This would be achieved in three ways:
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Establishing transparency throughout the supply chain |
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promoting honest and open relationships |
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putting an end to secondary revenue stream |
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Working towards consistency of pricing throughout the industry, via |
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industry benchmarking to achieve standardisation of charge-out rates |
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application of sound costing models to prevent erosion of profit margins |
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achieving consistency of supplier payment schedules |
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Evolving from a commoditised approach to reveal the true value of work undertaken |
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agencies acquiring the confidence to say this is what we do and this is what we charge for our time |
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achieving simplification of supply chain partnerships, including preferred supplier relationships |
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Educating agency staff - from the top down - to adopt this new way of thinking. |
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Raising the industry’s profile
The twin challenges for the industry’s profile were identified as:
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confusion over the definition of ‘the industry’ and a need to position it clearly within the marketing mix |
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the potential predatory competition from the wider marketing communications sector, particularly large full-service marketing groups. |
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Key actions recommended to meet these challenges:
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Universal adoption of a brand name for the industry, supported by a standardisation of vocabulary that will have resonance with the marketing community |
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Undertaking of research to measure the size of the market and demonstrate the true value of events |
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Building relationships with the wider marketing community, including the media and representative bodies such as the Chartered Institute of Marketing (CIM); the Marketing Communications Consultants Association (MCCA) and the Institute of Practitioners in Advertising (IPA) |
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Working to produce an educational programme with a recognised accreditation process. |
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Preparing to meet and shape approaching trends
The three main trends identified were:
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CSR |
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the industry must be ready for inevitable legislation |
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have a clear understanding of what CSR encompasses |
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share best practice and ultimately enjoy cost savings |
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agencies must use their intermediary position to influence both clients and suppliers |
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The move away from tactical service delivery towards strategic consultancy |
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the industry must take a proactive stance on the ascendancy of events in the marketing mix |
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we must leverage learning: both client and employee education |
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Generational mix and use of technology |
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Take advantage of all available technology to maximise the value offered by events |
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Be aware that the fastest growth areas in marketing communications are digital and live |
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Leverage technology pre, during and post events |
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In his closing address, Eventia’s new Chairman Rob Allen said: “You, the audience have driven this entire event – from the pre-event research through the interactive sessions - you have teased out the issues affecting our business going forward and have identified ways in which we as an industry can go forward to maximise opportunities in the years to come.”
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