This is an excellent Article which is in this months “Conference” expertly written by Nick Wagg….
I don’t usually open links to e-mails that have been forwarded by people that I have never heard of, but there is an interesting animation that has been circulating on the internet between creative agencies. In the animation are two characters, a designer and client. The client is essentially questioning the expertise of the design professional.
Expletives aside, the scenario is one that anyone working in the creative or client services arena would instantly recognise: the client thinks that because they have a basic grasp of word processing, they don’t really need the services of a professional (or at least they don’t see why they need to pay very much).
In the events industry we are up against companies who think that simply having access to the internet means that they can sort out their own conferences and corporate events. The enlightened client understands that it does take a certain amount of experience and expertise to negotiate room rates, organise group bookings with airlines or simply put together a workable itinerary.
However, even when we have the opportunity to submit a proposal many expect to have it “yesterday”, When the brief doesn’t arrive until tomorrow, and they expect a dozen costed options that might include overseas locations that involve working out projected costs in several currencies they are disappointed. And we always deliver to such tight deadlines because we’re professional and this is what our jobs involve; and because we all deliver to ridiculous deadlines means that clients continue to expect that we can work to such short lead times.
As with all companies operating in the service sector, it is often the intangible that is delivered, for which the client has to pay but sees apparently little for their money. However, getting the best rates from suppliers (and stretching diminishing budgets) is almost an art form, which requires patience and skill of the event organiser.
As a quick aside, getting an event to go like clockwork requires planning, planning and more planning, which is why events should be confirmed by clients as far ahead as possible. The further ahead we can plan means that we have the time to put together appropriately designed and fully costed itineraries; with the current trend for transport operators and hotels to operate on the basis of offering cheaper process for early bookings means that we can get our clients’ money to go that much further simply by working three to four months ahead of the event.
When we do finally hear back from companies that wanted the proposal “yesterday” they have often left it so late the costs that we put forward are no longer valid.
We are then forced to quickly recalculate costs, which will have invariably increased because we will be booking last minute deals, a phrase which is in fact an oxymoron and not a guarantee of bargain basement prices.
Then there’s the issue of agency commission. Enlightened clients appreciate the fact that most event organisers will earn a commission from selecting a particular hotel or conference venue. While some clients might argue that it could be influence a purchasing decision, the reality is that the event organiser will only book a venue if it meets their client’s criteria. They are unlikely to propose a second-rate venue simply because palms will be crossed with silver.
For clients that see it as a problem that we earn commissions from suppliers, they might bear in mind that we frequently go beyond our brief; we aim to deliver satisfaction no matter what requests are made of us and we never go back to renegotiate fees once they’re agreed.
Earning a commission from appreciative suppliers is an acceptable transaction and a well deserved bonus to everyone in the events industry.
July 2010
