| For millions of people, the current state of the | | | | emails that encourage attendance will prompt a higher |
| economy is a source of concern and fear. Small | | | | level of response. |
| businesses and large corporations alike have begun | | | | Also, keep in mind that you can suggest that your |
| implementing aggressive cost-cutting measures in an | | | | clients take a lower-cost approach to an event rather |
| effort to survive. For event organizers, the economic | | | | than simply canceling it. For example, if a large client |
| crisis presents an unsettling challenge. As businesses | | | | usually holds their annual conference at a luxurious |
| in every sector take steps to control their spending, | | | | hotel in another state, recommend that they change |
| casualties on the chopping block include lavish | | | | the venue to a regional alternative. It's less expensive |
| meetings, conferences, and other events. | | | | and provides your client with a feasible option that |
| Over the past year, tax authority Deloitte, AIG, and | | | | makes canceling the affair unnecessary. |
| Wachovia have canceled hundreds of affairs that had | | | | Reducing Your Cost Structure |
| been planned for the coming year. AIG alone has cut | | | | Planners should also be taking cost-cutting measures |
| over 160 conferences. And they are but a microcosm | | | | themselves. That may include negotiating more |
| of a widespread trend. | | | | aggressively with caterers and venue operators. But, |
| Below, we'll explore how the economic climate is | | | | it can also involve small changes, such as replacing |
| affecting event planners. I'll also describe a few ways | | | | disposable cups and plates with china, or making |
| in which experienced, savvy organizers are coping | | | | handouts available online before a meeting or |
| with the challenge and planning their future success. | | | | conference. Also, if you're organizing a conference |
| The Importance Of Customer Service | | | | that spans several days, consider shortening the |
| It has never been more important to cater to your | | | | sessions. That may allow you to cut the number of |
| customers' needs. Not only does that mean being | | | | days while delivering the majority of the content. By |
| responsive to their requests, but it can also involve | | | | using several strategies to reduce your costs, you |
| fulfilling a consultant's role. Remember, the businesses | | | | can enjoy a substantial aggregate effect. |
| for whom you plan events are looking for solutions. | | | | Moving Forward In Uncertain Times |
| While their objective may be to organize a trade | | | | Your job as a planning professional requires the ability |
| show, conference, or meeting, their true aim is to | | | | to juggle and manage a myriad of small details. That's |
| have a package delivered to them that perfectly | | | | one of the reasons why your clients are depending |
| suits their preferences. If you can fill that role, | | | | upon you. However, in a difficult economic |
| lowering your costs in the process, your clients will be | | | | environment, you need to expand your value. That |
| more likely to move forward, despite the troubled | | | | means focusing on the level of support you provide |
| economy. | | | | your clients, including the development of packages |
| Increasing Registration And Attendance | | | | that suit their needs. |
| Even as businesses are cutting back, event planners | | | | Remind them that planning events is still important to |
| must direct more of their attention toward increasing | | | | their businesses. Top salespeople need to be |
| the number of registrations and attendees at their | | | | recognized and rewarded; opportunities to network |
| affairs. Start with advertising channels that won't | | | | with customers and leads need to be created; and |
| require a significant investment. For example, create a | | | | employee team-building retreats can still yield |
| system that markets your conferences, meetings, | | | | immense long-lasting value. The savvy event planner |
| and seminars through an automated email campaign. | | | | who uses this approach in order to increase their |
| People often need constant reminders before | | | | registrations while lowering their cost structure will be |
| responding. Sending a number of weekly, personalized | | | | well-prepared for the softening economy. |