Expotel Chief Ian
Burnley has said that difficult economic times have done the events agency
industry a favour, “as they have increased organisers’ awareness of the risks of
going it alone”.
Added-value considerations among conference
organisers will take precedence over cost cutting in the coming year, the CEO of
the event management services group believes.
“Tough times have raised client awareness of
the risks of taking a too much of a ‘shoestring’ approach to event management,”
said Burnley. “Organisers are increasingly
turning to the expertise of premium full service agencies as they ‘recognise
their own limits’.” He added that client expectations of what their events must
achieve were “at an all time high”.
Burnley was upbeat that
services such as contract management, negotiation, billback and expense
management, as well as customer loyalty and creativity were again being
recognised for their contribution to event success, alongside basics such as
range of inventory and buying power.
“No firm,” he said, “wants to find itself
avoidably overcharged or holding their event in a venue unsuited to their brand
and it is in helping them to avoid pitfalls such as these that powerful and
committed full service agencies excel and can be held to
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