Content

Bringing customers to your door has to be a very efficient way of turning them into clients. The person who has seen how you operate and met the team is far likelier to give you work. If you’ve also shown them some new ideas, some business opportunities, and entertained them you are a long way ahead of the game, writes Paul Clapham.

However, creating a customer event is not a gimme. Event management professionals say that there tend to be two widely divergent attitudes: either, that putting on such an event is a doddle or that it’s terribly difficult, where do you start? Essentially, both views are wrong.

For the IT channel, events are doubly important. As well as a valuable sales tool for your own business, there is an immediate business opportunity. Event management is a relatively new marketing sector with its own university courses established within the last ten years. Specialists are growing in number at a dramatic pace as businesses in all sorts of sectors find events a highly cost-effective way to sell. The potential for selling targeted and packaged IT to a new expanding sector is not to be ignored.

Start with a plan. Why are you doing this and what do you want to get out of it? Liz Rowden of Nutmeg Events says, “without defining that, you won’t know if it was a success”. Then define the audience. This could be local business owners in a particular sector, it could be IT managers from a wider area or it could be a very narrow specialist group from the whole country (or internationally).

Above all you have to answer their question ‘what’s in it for me?’ Just ‘come and see us we’re wonderful’ won’t get a result. There needs to be a clear benefit to the invitee, something that will help their business.

As ever, great care is required regarding which individual to invite. Sometimes it’s obvious – it’s the IT manager and the marketing manager, say. More often the convenient box doesn’t exist or your customers don’t have the relevant title. Invite the wrong people and it impacts on your response.

I have commented before that the IT world as a whole is inclined to ‘think technology’. It’s understandable, but this is marketing so you should ‘think market’ and more particularly ‘think benefits’. An invitation that offers, big savings or new business opportunities first and foremost is going to attract far more response than one that focuses on technology.

Get your timing right. In general the pros say that morning events are better attended but your target audience may regard that as key work time. To bring them to you after work, you have to have a very good reason (see above). Also be very conscious of issues like school and religious holidays.

Get your invitation right. It can be done by phone, in person on a printed card, by letter or by e-mail. Reflect your audience in which you choose – for the essentially youthful hip audience a funky e-mail is good. For an older more traditional audience, the written version tends to work better.

Avoid a deathly dull Powerpoint presentation (that’s most of them). Instead print up some large format posters with key images and messages. Yes, you will have to spend money on more than canapés and wine. Talk to suppliers about what they have available, including any video footage.

If your premises have excellent presentation facilities and plenty of opportunity for hands-on experience for delegates, you could use them for an event rather than booking a hotel. But look at the practical issues. Are you easy to get to? Do you have enough space to seat all the attendees and, indeed, enough chairs? Be conscious of insurance and any of the dreaded ‘elf ‘n’ safety issues that may be involved in having a group of visitors to your premises.

What about employing an expert? The key benefits are that they help you make the right decisions (as above). They also save considerable management time because they know the suppliers you need and are practised at the necessary logistics. That can also save you money although clearly they will be charging a fee.

Selling via events is a highly personalised marketing tool. You can structure the whole process precisely to fit the needs of you and your audience. Since most resellers are looking for a relatively small number of additional regular clients, getting face-to-face time in an environment you control is extremely valuable. The big benefit that comes through repeatedly is that one presentation to the right group of thirty people generates far better results than any amount of telephone and e-mail time.

Natasha Dougall at Wheldon Events suggests you take a scientific approach – aim, method, conclusion. If you’re using a location other than your premises, check it out, in person, in detail. (Obvious? It should be, but at the last event I attended a huge chandelier blocked part of the screen for half the delegates) Make sure you’re not competing with other events (that includes the likes of major sporting events). Don’t expect attendees to come up with a host of questions; plan some prompts to get discussion active.

Natasha also says have a realistic budget and don’t sign up for any part of it until you’re happy with the promise. She says that a professional event organiser will better achieve attention to detail and make the event cost-effective.: “Remember, participants don’t want blah, blah, blah – they want inspiration, innovation, education, value with a sprinkling of wow!”

Some simple dos and don’ts, which all the experts sign up to, are as follows. Don’t leave the logistical organisation too late – these events take a lot of time and effort; don’t pick a Friday; don’t aim for a hard sell – prospective customers see these events as educational; don’t plan just to sell your services and prices because nobody will come; unless you’ve re-invented the wheel, don’t expect everyone to turn up.

If you’re considering bringing in a professional event manager there is plenty of choice. The website Free Index has a section on event managers which lists over 500 suppliers. Likewise look at Event magazine’s website. The directory section has a similar listing. The relevant trade body is Eventia, which can provide details of managers, locations and support services.

If you are planning to make events a central part of your marketing activity, you might consider training your own in-house expert. RJA GB run a one-day seminar which costs from about £40 per delegate. It covers a wide range of issues ‘from the invitation to the post event follow-up’. It’s very much a hands-on workshop addressing specific problems and opportunities. – ‘a workshop not a talk shop’. Richard John stresses that a key element of the training is to keep delegates focused on ‘WIIFM’ – what’s in it for me – because consistently answering that question for your attendees throughout the whole process makes for a successful event.

So what’s the experience of other business sectors? General point: talk to your suppliers! Apply some of that MDF muscle. They will all have contacts who might well be interested in attending. If you demonstrate a commitment to this marketing method your suppliers may (should) come to you with ideas of how to explore opportunities.

C8 Consulting are normally talking to an IT savvy audience. MD Paula Elliott says that the key up-front issue is to understand the audience. Be clear about why they are there in front of you and don’t get carried away with the technology. Yes, such an audience will understand you and be interested in the technological benefits you are presenting. But – and it’s a big but – unless you relate that to their personal circumstances and needs, you can find your audience’s eyes glazing over.

Time was, says Paula, that people could be persuaded out of their offices relatively easily. Those times have passed. People have to justify time away from their desks. Your event has to be relevant to projects and issues they are addressing now, this week or month. Try canvassing a few contacts by way of research. They’ll probably be good contacts and if they’re not enthused by your idea, maybe it’s notso hotso.

Then there are the basic marketing errors that impact on events. How good is your database? If it hasn’t been cleaned regularly, you’ll be inviting lots of people who have moved up, sideways or on. Pick your timing carefully – a clash with a major trade show is like throwing time and money away. Check what the competition is doing eg in this magazine.

C8 create a group on Linked-In. they also recommend plenty of Tweets and featuring on your blog and trade magazines events’ diaries. Then you have to work hard. Much as you might think your event is of earth-stopping importance, your prospective audience won’t. You have to keep in touch, especially with those who have said ‘yes’. Send a registration form, then travel options, then ask about dietary needs. Lock them in. And you’ll still be disappointed. From those carefully targeted invites, maybe 40 will say yes and 20 will turn up. That’s dispiriting but a whole lot better than well under 2% via direct mail. Even ticking all those boxes, you might have a complete lemon. If only a handful of people say ‘yes’, cancel – far better than an embarrassing public failure.

Paul Trowbridge, director of EVITO says that the logistics of events are easy – any organised person could fulfil them. The crux is the content – a clearly defined justification for delegates’ presence, with educational value key to that. Paul sees a 50% turn up rate, too in the UK but far higher in Germany – up to 80%. He doesn’t see charging as a solution.

To improve levels of attendance, link your event with another. Being next door to the up-coming Olympics would be a case, especially if there is product relevance. Trowbridge says that having put lots of effort into creating an event, it makes sense to roll it out or repeat it and plan for that as part of your return.

Typical costs would be £75-90 per delegate in central London and £50-70 in the provinces. The cost of expert speakers and a designed invitation would be on top. EVITO charge a fee and then operate an open book on costs with no mark-up. Some agencies will be charging a mark-up on hotel costs and earning a commission on them as well. They may also have a special rate which they don’t mention, so clearly some savings can be made.

Natalie Buckley marketing manager at Frontier Technology is involved in regular events. The company hosts co-funded seminars monthly or bi-monthly. Natalie says it’s their most profitable marketing tool. She stresses that the hook has to be a business- building proposition with broad relevance. Frontier, who are London based, have had success with events based on turning the Olympics into an opportunity.

Natalie says that 30 or so delegates is ideal but repeats that 50% turn-up rate. Ho hum. Still, you get quality face-time and remember that attendees get an excellent networking opportunity (worth featuring in your invite). Talk to your vendors and see who has the most positive take, not to mention the richest MDF deal. She quotes Citrix as the most positive, involved and proactive.  

Finally, do it right and keep it simple. A quality event presenting the benefits your business can offer stays with attendees in the long term – the opposite applies, too. One or two really convincing examples of how those benefits can be achieved works far better than an extended tutorial on the wonders of your specialisation. Create a success and you can re-use it around your area, region or the whole country.

This event news story was originally published at http://www.microscope.co.uk/managing-business/in-depth-the-value-of-events/. Got your own event story – get in touch to http://eventsecrets.com/contact/ – bringing you the latest event management news stories from around the world

Aimee Mullins, the 1996 Paralympian who broke world records at 100 metres, 200m and the long jump, was today announced as Chef de Mission for the United States team at the London 2012 Paralymics.

Peter Vidmar, the double Olympic gymnastics champion from 1984, will take the equivalent role at the Olympics.

“Peter and Aimee are both natural leaders and accomplished athletes, said the USOC chairman, Larry Probst.

“They know firsthand the needs of Olympians and Paralympians and the pressures they will face at the Games.

“Team USA will be well-served by these two extraordinary individuals, and on behalf of the USOC, I’d like to thank them for taking on this responsibility.”

Mullins, a 35-year-old from Pennsylvania, was President of the Women’s Sports Foundation from 2007-08 and is current trustee for the organisation.

She made a groundbreaking achievement at Georgetown University where she competed as the first-ever amputee on an NCAA Division I track team.

Mullins was also the first person in the world to be outfitted with woven carbon-fibre prostheses of the kind used by Oscar Pistorius, modelled after the hind legs of a cheetah.
She set world records in the 100m and 200m and the long jump, and represented Team USA at the 1996 Paralympic Games in Atlanta.

“Sport gives us all a platform upon which we explore our dreams and test the limits of our will, and I’m humbled and excited for the opportunity to share my experience and provide encouragement to fellow Team USA athletes as Chef de Mission of Team USA for the Paralympic Games,” said Mullins.

“Paralympic athletes are a testament to both athletic excellence and the potential of the human body, and I respect the steps that the USOC has taken to put Paralympians on the same stage as their Olympic counterparts.

“I look forward to further integration in the lead up to the London Games and beyond.”

Mullins said she had special memories of the British capital – and not least because of their Games bid.

“London is like a second home to me for a number of reasons,” she said.

“I had a lot of my personal competition triumphs in London.

“And in fact they contacted me to try and recruit me for their Olympic bid.

“I had to remind them that New York were also in the running for those Games!

“I’m sure my lease would have been terminated if I had joined the London bid before giving New York City the best fighting chance of claiming the Games for themselves!

“We are going to have around 150 hours of television programming of the 2012 Paralympics.

“That is the best media coverage the Paralympics have ever had.

“The quality of talent in the Paralympics has gone through the roof in recent years – since I retired, thankfully!

“I think the world is incredibly hungry for more coverage of the Paralympics.

“I think we are going to get that in London.

“We always have high hopes for the US team when it comes to earning medals.

“But the ethos and essence of the Games is about personal excellence.

“So while we certainly love our medals, Peter [Vidmar] and I will be doing all we can to provide the framework and the support for US athletes to reach their personal goals in London.”

A passionate advocate for revolutionary thinking about body image, Mullins has built a lateral career in acting and as a consultant on innovative thinking, for which she is invited around the world to speak on a range of issues.

Through all of her accomplishments, Mullins is best known for changing the world of prosthetics and the way people perceive athletes with unique bodies.

She has modelled for the late British fashion designer Alexander McQueen and been named one of the 50 most beautiful people in the world by People.

Her iconic status as a muse in the worlds of art and fashion led to her selection in February as the global brand ambassador for L’Oreal Paris.

The author of numerous articles, Mullins’ writings have been published worldwide and she serves on boards of various non-profit organisations, most recently as a founding member of the leadership board of SPIRE Institute.

This event news story was originally published at http://www.insideworldparasport.biz/insideparasport/9365-paralympic-pioneer-to-be-chef-de-mission-for-usa-at-london-2012. Got your own event story – get in touch to http://eventsecrets.com/contact/ – bringing you the latest event management news stories from around the world.

Welsh boxer Sean McGoldrick will discover on May 15 whether Sri Lanka’s Manju Wanniarachchi is to be stripped of the Commonwealth Games title and the gold medal awarded to him.

Wanniarachchi tested positive for banned performance-enhancing anabolic steroids after beating McGoldrick to claim victory in the bantamweight division in New Delhi.

A hearing was supposed to be take place in January but was postponed because Wanniarachchi’s legal representative was ill and unable to attend.

It will now take place in Kuala Lumpar on May 15 following a meeting of the Commonwealth Games Federation (CGF) ruling Executive Board in the Malaysian capital.

“I’ve been told his next appeal hearing is on May 15 so hopefully I should know soon,” said McGoldrick.

“It has gone on for too long now but I can’t do anything about it.

“I’ll just wait and see what they decide.”

Just as anxious for a conclusion to the case is Tony Borg, McGoldrick’s trainer.

“He’s a very laid-back kid and he’s taken it all in his stride but it is frustrating,” said Borg.

“There’s too much money and politics involved.

“At the end of the day the guy failed a drugs test and he should be disqualified.”

This event news story was originally published at http://www.insidethegames.biz/commonwealth-games/2010/12760-mcgoldrick-to-discover-gold-medal-fate-on-may-15. Got your own event story – get in touch to http://eventsecrets.com/contact/ – bringing you the latest event management news stories from around the world.

Prince Feisal Al-Hussein, the founder and chairman of Generations for Peace, has revealed plans for a brand new Generations for Peace Institute in Jordan which will open next month and conduct ground breaking research into the impact of sport on peace building and development in war-torn countries.

Generations for Peace is one of only two organisations that have official International Olympic Committee (IOC) recognition, the other being Right to Play, having been set up by Prince Feisal in 2007.

Since then the organisation has expanded rapidly and last year it held its first camp outside the Middle East region in Sochi, host city of the 2014 Olympics and Paralympics.

The new Generations for Peace Institute will mark another important step in the development of the organisation when it opens next month on May 4 in Al-Hussein Sport City in Amman which is the capital and largest city in Jordan.

Prince Feisal, who is also President of the Jordan Olympic Committee and a highly respected IOC Member, believes that the new institute will be vital in helping bring sustainable peace to communities blighted by conflict.

“Since 2007, we have had seven camps where over 500 delegates have been trained and we have now expanded to 46 countries in three continents,” Prince Feisal told insidethegames.

“They have gone on to train over 4,200 other youth leaders on the use of sport for peace building and they have worked with over 62,000 children so we have seen some very impressive and encouraging numbers.

“We are looking forward to this year where we want to continue to expand and one of the key things for us is the launch of our new institute.

“The Generations for Peace Institute will be extremely important because during our work, we have discovered that there is a huge knowledge gap and a great lack of research and study regarding the real contribution and impact that sport can make; not only in terms of peace building but also in terms of developing.

“The institute will be focused on investing in, conducting and motivating research to access the full impact that sport can have in promoting peace building and redevelopment.

“The power of sport cannot be underestimated and we feel the institute will really be able to make a huge and significant impact through both qualitative and quantitative research and analysis.”

Princess Sarah Al-Feisal, the wife of Prince Feisal and the chief executive of Generations for Peace, revealed that the institute will be part of the new Generations for Peace premises and that a number of high ranking sports officials, including IOC President Jacques Rogge, are due to attend the launch.

“We are inaugurating the Generations for Peace premises, including the new institute building, in Al-Hussein Sport City in Amman which is the capital of Jordan,” she told insidethegames.

“It will be under the Patronage of King Abdullah II [the older brother of Prince Feisal] and it represents a very exciting time for us because it will be the world’s first institute focused on major research in this area.

“May 4 is the launch date for the institute and IOC President Jacques Rogge as well as other key leaders in sport and peace building will be there for the opening event.

“The primary source of income comes from the Jordan Olympic Committee but bigger contributions are coming in from both private and public sectors so and we are seeing more support internationally which is fantastic.

“For example, the ground-breaking Generations For Peace Sochi Camp 2010 was entirely funded by Sochi which show the importance of our work to others.

“Generations For Peace shares so many of its values with the Olympic Movement: our passion for peace, for unity, for universal understanding; our shared belief in the paramount importance of respect, fair play and teamwork, not just on the field of play, but in life.”

This event news story was originally published at http://www.insidethegames.biz/news/1-latest-news/12757-generations-for-peace-set-to-open-new-institute-to-conduct-ground-breaking-research-. Got your own event story – get in touch to http://eventsecrets.com/contact/ – bringing you the latest event management news stories from around the world.

Yoga calms, centers, and grounds. It relaxes yet rejuvenates and helps meeting groups become more productive, explains Geri Topfer, founder of Kula for Karma, a non-profit group that offers yoga to anyone whose spirit has been challenged by illness, abuse, neglect, addiction, or another obstacle in life.

Walter Kalman, executive director of the New Jersey chapter of the National Association of Social Workers (NASW),  agrees. He includes yoga in the annual conference he plans for the organization. “As someone who personally practices yoga, I know how relaxing it can be,” he says. He had Topfer and Penni Feiner, Kula for Karma’s executive director, lead two yoga sessions at last year’s conference and has them on deck again for this year.

When Topfer and Feiner are not in meeting rooms, they can be found in prisons, veterans’ centers, hospitals, homeless shelters, group homes for at-risk abused youth, and senior centers.

It’s amazing to watch the two transform the recreation room in a women’s prison, with its cold gray cement floor and humming fluorescent lights, into a serene space filled with the sound of Feiner’s heartfelt chants and the calming scent of lavender.

Even the most daunting of prisoners, toughened from years on the street, don’t unnerve the two, who return weekly, bringing the benefits of yoga with them.

“It’s easy to have compassion for the victim, but real yoga is having compassion for the perpetrator,” says 49-year-old Topfer, exuding the positive energy that defines her.

Yoga has been transformational to both Topfer and Feiner and they now use it to help others. Kula for Karma was founded by Topfer three years ago. In the world of yoga, “kula” means community and karma means doing good deeds for others. But Topfer and Feiner weren’t always so centered.

Using Yoga to Give Back

To an outside observer, Topfer seemed to have it all. A husband, Steven, an anesthesiologist at Hackensack University Medical Center; three beautiful children; and a career in the magazine publishing world—yet she was overcome with anxiety. An acting coach recommended that Topfer, a shallow breather, try yoga to help her with deeper, more deliberate breath. She was willing to try anything to find inner peace.

“During my very first class I fell madly in love with yoga. It saved me and continues to save me every day. I have a lot of anxiety and fear, but now I just charge right through it,” says Topfer, who started to practice regularly, became a certified teacher, and then looked to take her practice in an unconventional direction.

“A traditional yoga studio didn’t resonate with me. I wanted to use my yoga in a deeper way, to give back.”

It just so happened that her yoga teacher had just returned from Ecuador, where she taught yoga in an orphanage, and was planning to go back. “I told her there are kids struggling in our own backyard that we can help,” says Topfer. This was the seed that led to the creation of Kula for Karma.

One of their first efforts was at a group home for abused teens. Feiner, a Kundalini Research Institute-certified yoga teacher who is also certified to teach restorative and LifeForce Yoga, was teaching a class when Topfer dropped in with a birthday cake for one of the teens. This was the first time the two met and the connection was immediate.

Yoga helped 58-year-old Feiner overcome a drug addiction. An avid athlete, she turned to yoga to help develop flexibility. “I never thought I’d be able to use the tools of yoga to help quiet my mind. My demons will always be there, but they don’t shout anymore. Yoga has allowed me to get my arms around all of the stuff I like about me as well as the stuff I don’t like,” she explains.

Kula for Karma has now grown to include more than 40 programs and 260 certified teachers.

Each yoga class is designed to meet the needs of those they are teaching. “In dealing with the communities we deal with, it’s not all about utilizing a specific pose. It’s about integrating the whole mind and body experience,” says Feiner.

Calm Conferences

For meeting groups, the two teach the transformational benefits of what it means to “take a breath.” Most important, they emphasize the value of being in the moment, especially useful during a meeting. They charge meeting groups $150 per hour per teacher.

The two kicked off last year’s NASW’s New Jersey chapter’s conference in Atlantic City with a Sunday night yoga practice followed by one Monday morning. “We did restorative yoga in the evening to help the group get a good night’s sleep and then flow yoga in the morning to help them get going without Starbucks,” says Feiner.

This conference consists of three intensive days of workshops and classes, as many are earning continuing education credits. “Geri and Penni are awesome, and although I’m all over the place I did stick my head in their session and totally got the vibe,” says Kalman. “Our attendees who did participate in the yoga thought they were terrific.”

Episcopal Social Services, a community outreach program, recently invited the two to speak about Kula for Karma. “As the group entered the room many were still stressed from the commute in. Although we hadn’t planned it, we decided on the spot to do a little yoga with them before we got started. We turned off the lights, did some breathwork and stretching, and the entire energy in the room shifted. The group became open and receptive,” explains Topfer.

To Rwanda

Kula for Karma’s most ambitious journey to date took place last summer, when Topfer and Feiner visited Rwanda. They worked with women whose lives have been forever altered by the genocide that left an estimated 1 million people dead in 100 days in 1994. They trained those women who were identified as leaders in the community, with the hope they would share the yoga and breathing techniques they learned with other women. At the end of each class the two handed out yellow t-shirts with the poem, “Imagine a Woman” printed in English on the front and translated into Kinyarwanda on the back.

The poem, by feminist theologian and poet Patricia Lynn Reilly, has become a Kula for Karma mantra. It begins, “Imagine a woman who believes it is right and good she is a woman. A woman who honors her experience and tells her stories. Who refuses to carry the sins of others within her body and life.” It ends, “Imagine yourself as this woman.”

Overcome with gratitude, the Rwandan women broke out in song, proclaiming, “Warakoze Mana, Icyubahiro Ni Icyawe,” which translates into “Glory be to God, Thank you God, Praise be to God.” Feiner, a gifted musician, was so taken by the song she memorized it and weaves it into a chant she uses during the classes she teaches.

“People refer to us as the crazy yoga ladies. We go into cafeterias and conference rooms that are dingy and dirty and transform them into sacred spaces. I couldn’t imagine doing anything else. If I die tomorrow, I’ll know I’ve tried to make a difference,” Topfer says.

This event news story was originally published at http://www.successfulmeetings.com/Event-Planning/Conferences/Articles/Spreading-Karma–Incorporating-Yoga-Into-Meetings/. Got your own event story – get in touch to http://eventsecrets.com/contact/ – bringing you the latest event management news stories from around the world.

Business Travel Can Benefit from Strategic Meetings Management

We know that there’s more scrutiny on the planning and execution – and business rationale – behind corporate and association meetings and events now more than ever. The good news is that some of the challenges faced during the economic crisis seem to have passed. But the question is: What can event planners do moving forward to ensure the success of their programs as they handle their duties under this new spotlight?

Measurement always makes the difference. Large companies have adopted strategies of strategic meetings management (SMM) for several years now, and that approach does not have to be limited to the large annual conference or the most publicly visible 20-city road shows.

SMM addresses the important realities of budget expectations, return on investment measurement, and a critical focus on choosing the right venue, which are more important than ever, according to FutureWatch 2011 from MPI. 25% of those surveyed as part of the study indicated that demonstrating ROI from meetings, events and incentives in detail is a top priority.

“Companies of all sizes often lack a clear vision of their total meetings and events spend when M&E activities are carried out by different departments and business units that may not track data,” says Tony Wagner, vice president of meetings and events at CWT North America. He offers the following tips that small and mid-sized organizations may adopt today:

1. Analyze spend and set up the right M&E organization.

Even a rough estimate of meetings & events (M&E) spend, however, can convince top executives to explore opportunities for increased return on investment. To lay the foundations for effective M&E management, small and mid-sized companies should first estimate annual M&E spend and implement processes to capture and track comprehensive data.

Companies should also centralize M&E management and involve procurement experts in the decision-making process. Regardless of their size, organizations should also consider whether and how much to outsource their M&E activities to best accomplish their goals. Some organizations with only a modest number of annual meetings may find it beneficial to handle some or all aspects in house. Conversely, many small and mid-sized companies have limited resources and may need to outsource to third party resources.

1. Design an M&E strategy and policy.

Companies should draw up a strategy based on their different categories of meetings and events that defines strategic objectives, helps manage to preferred suppliers, and outlines other processes and policies, including approvals. M&E policies should also set precise rules for organizers of meetings and events. Although all the relevant stakeholders across an organization should be consulted to obtain input and buy-in, it is important to designate ownership of the policy to facilitate day-to-day management and promote compliance.

1. Create an annual M&E budget and events calendar.

Organizations should budget and plan meetings and events annually to make the best use of their resources. If comprehensive data is lacking, companies should begin by estimating the value of their largest events and then cotninue working down to incorporate medium and small events, which actually represent 2/3 of spend in most organizations. Tracking these events in a centralized calendar can improve managers’ visibility of M&E activity, as well as provide benefits such as alerting organizers to the availability of cancelled meeting space that could be reused.

1. Select and negotiate with suppliers.

Working effectively with the right suppliers enables SME companies to leverage outside expertise while reducing costs. Some organizations use outsourced M&E assistance for their largest events only, while others outsource the management of all events, large and small. That decision depends on each organization’s unique M&E requirements, their corporate culture related to outsourcing, etc. Beyond M&E suppliers specifically, meeting planners should also work with their corporate travel departments to consider opportunities to leverage that volume for better M&E pricing with shared suppliers, such as with airlines and hoteliers.

1. Establish a formal event planning process.

A formal planning process is key to a consistent meetings and events program, maximizing compliance and ensuring that M&E meet business objectives as well as satisfy attendees. CWT recommends five key steps any company should take: define objectives, establish a formal approval process, plan sufficiently in advance, choose a convenient destination and outsource coordination where necessary to leverage skills.

1. Implement efficient attendee registration.

Attendee management can be more efficient and convenient when manual processes are replaced by technology, regardless of an organization’s number of meetings or meeting attendees. Many companies use online registration tools that streamline processes for both M&E planners and attendees. In addition, organizations are increasingly using SMM tools to support M&E processes, sourcing and spend management.

1. Handle payment and reimbursement.

An optimized payment and reconciliation process enables organizations to effectively manage data and maximize compliance with the M&E program. As procurement experts become increasingly involved in M&E at organizations of all sizes, more companies will adopt the relevant best practices. These include paying as many supplier costs as possible through a single mode of payment — preferably a corporate meeting card — and asking attendees to use their corporate credit cards for reimbursable expenses.

1. Evaluate M&E performance and policy compliance.

Any organization with an established M&E program should consistently follow up to check that their program is meeting objectives and driving ongoing improvements. In addition to monitoring attendee satisfaction, companies should track the satisfaction of other stakeholders, supplier performance, and the value brought by M&E in terms of both tangible and intangible benefits. Aggregate reporting and analysis of spend data across an entire organization provides benchmarking information that helps identify new savings opportunities and process improvements.

This event news story was originally published at http://businesstraveldestinations.com/2011/04/9-tips-to-measure-meetings-and-events-at-small-and-medium-sized-organizations/. Got your own event story – get in touch to http://eventsecrets.com/contact/ – bringing you the latest event management news stories from around the world.