‘Going the extra mile’ is a phrase we hear all too often in business and the events industry is no exception. At Corporate Events we certainly think it’s something we always do. But what does ‘going the extra mile’ actually mean for events and how can clients tell it’s happening?
Here are five ways clients can tell if their events agency is pulling out all the stops:
1. They understand the brand – An agency that’s working hard for you will be asking questions from the word go and the events team will be eager to find out everything it canabout your company. This means getting to know your employees, recognising the nuances that define your business and understanding the audience you are trying to connect with. Only when an agency is steeped in a brand’s values, goals and culture can it begin to offer creative solutions that truly reflect them.
2. They remain flexible – The only certainty in events is that things will change. As a project evolves it’s inevitable that adjustments will be necessary and often right up to the wire. It’s not unusual, on the lead up to an event, to find us re-doing slides or rehearsing well into the early hours. Events agencies sometimes wear the 24-hour nature of our job as a badge of honour. In truth, this really is a ‘round the clock’ business and your agency should be available to you when you need them; before, during and after your event.
3. They deliver true value – Creativity in events is about balancing pragmatism and imagination. Any agency worth its salt is in the business of delivering budget-fitting solutions. Whether it’s choosing to custom-build, revamping a pre-used prop, investing in cutting-edge technology, or focusing on hospitality, any choices made on your behalf should be based on the best ways to split budget. True value is about keeping costs low when appropriate but being bold enough to push for ’the best’ when it’s in the client’s interests.
4. They are always one step ahead – The events landscape is a rapidly changing one and it’s the job of your agency to guide you across it. Making informed choices on the suitability of the latest technology, appropriate venues or relevant red tape should all be part of the service. An agency intent on ‘going the extra mile’ will not only be fully au-fait with the latest developments in the events industry but also what’s happening in yours.
5. They always debrief and evaluate – Appraisal and feedback are crucial stages in the event journey. If an agency and a client are to develop a long-term working relationship they need to be able to compare notes when the dust has settled. An agency that genuinely values your business will be unwilling to rest on its laurels even if the event was a resounding success. The chances are that your agency will have noticed minor glitches or hiccups that went unnoticed by you or the delegates. Perfectionism and attention to detail should be a given when it comes to event management. There’s always room for improvement.
Any comments? Email Zoe Vernor