FEATURE


CONFERENCING & EVENTS


‘Your live event agency should be your second pair of hands. Make sure you are getting the most out of them’


example on AV, catering and design to print. They should also be knowledgeable enough to be able to match event suppliers that will complement your brand. With this in mind, don’t worry about giving away intellectual property and information about your business – if you want something unique you need to let your agency in. Living and breathing your brand values, mission


statement and identity is crucial to an agency really understanding your needs and you getting the best out of them. If you’re looking for an agency to just do as they are told, then you will miss out on the myriad of fantastic creative solutions that could turn a great event into a fabulous event. Finally, don’t forget to discuss with your agency your


event objectives which will be integral to defining the way in which you evaluate your event’s return on engagement. A good agency will help you to define these objectives and will then put in place the post- event evaluation methods most suited to demonstrating your investment. This is the only way that you can truly discover how you are getting value. Being able to prove business value, whether this is performance-related or cost-related, will help you get the budget you need for future events as well as helping you to shape your future events. Ultimately, your live event agency should be your


second pair of hands. Make sure you are getting the most out of them and they will work with you and your brand, under your guise, to ensure that you are the one that takes credit for the end result.


It is important to discuss your event objectives with your agency


52 business network May 2018


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