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Three Ways to Approach Business Event Planning
Integrating a go-to-market strategy
by Ruth P. Stevens
Business events are most powerful when they’re part of an integrated go-to-market strategy. Integration sounds logical, but how do you actually pull it off? First, you have to have control—or at least influence—over all the elements of the marketing mix. That’s a given. Then, you must develop a sound, strategic approach to business event planning. [ Read More ... ]
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Welcome to the latest
issue of Event Organizer’s eJournal —
the newsletter that focuses on helping event organizers, planners and producers
increase attendance, delight attendees and make more money at their events.
And speaking of money, what’s the point in holding a
business event if it’s not going to generate income for your company? And how
can you make sure you get the most bang for your buck when holding an event?
These are some of the questions industry expert Ruth P. Stevens answers in this
month’s
feature article. This is the third in a continuing series of articles
by Ms. Stevens. If you missed the first two, please
click here to find them.
One of our readers wrote
in recently for advice on how to get his new career as an event manager off to
a good start. Whether you’re a newcomer to the business yourself or a seasoned
veteran, you’ll want to
check out the responses sent in by our readers. This
month, another of your counterparts asks whether it’s a good idea to use a
nonunion site
for her event. I’m sure
she’d like to hear whatever you have to say on this
topic.
Last of all, thanks to all
of you who stopped by our booth at the HSMAI Affordable Meetings National
Conference in Washington, D.C. It was great to meet so many of our loyal readers
and to hear what you think of our publication. If you couldn’t make it to the
conference,
please email us your comments or
suggestions. We want to make
our newsletter the one you look
forward to reading each month.
If you would like to unsubscribe, use
the link provided at the bottom left corner of the newsletter.
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Last Issue's Dilemma
Desperately seeking … success
Hi, I’m
looking for some tools to help me be more successful in my new event manager
job. Although I’ve been involved in organizing events in the past, I’ve never
been responsible for actually producing one.
I’m basically
starting from scratch, with no guidelines, direction, tools, etc., and I have
little information to work with. I’m worried that I’ll skip very important
steps and not have everything ready in time.
What types of
things should I include in my Event Planner’s Success Kit, as I’d like to call
it?
— Randy, Event
Manager
Read the best advice from readers
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This Issue's Dilemma:
Is it time to say good-bye to Norma Rae?
Hi. I’m the marketing director for a high-tech
manufacturing firm. In the past, I’ve used union locations for our events.
Needless to say, the labor costs are higher in these venues than they would be
at a nonunion site.
My budget has taken a major hit, and I need to
save money. Would it be a good idea to go nonunion? If I do go this way, what
would be the pluses and minuses? What difficulties might I encounter?
For
example, how large an event can be effectively held at a nonunion location? Or
should I just bite the bullet and stay with the union locations?
Any advice would be appreciated. Thanks.
—
Cindy, Marketing Director
Can You Help?
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