The primary benefit of producing live events is in their contribution to the sharing of knowledge and understanding. Every organisation, whether private or public, commercial or not-for-profit, will at times have the same crucial need to communicate ideas, inspire, motivate and engage with its stakeholder community.
Live events can help to eliminate the “Us and Them” mentality!
It may seem obvious, but there are many situations where a live event will help to address specific issues and opportunities, as part of a strategic change management and business development solution. Live events are the most personal and intimate method of communicating with an audience which may normally be dispersed across departmental, organisational, sector, geographical or cultural boundaries.
The subject for communication and the objectives set for the event will be related, but they may not be known or fully understood by the target audience in advance of the event. The other side of that coin is the need for the event organisers to define what changes in behaviour, (possibly resulting from a change in perception and/or attitude towards the event topic) are desired.
With Event ROI methodology well tested and proven, it is possible to precisely measure the return on investment (ROI) from live events. The results will seldom be measured only in direct financial terms. A host of tangible and less tangible effects will be felt, from improved morale to increased productivity, reduced waste and better customer satisfaction ratings, lower staff turnover and greater efficiency, growth in market share and higher profits.
Why live events work
When planned and managed efficiently, live events play a unique part in corporate communications and enterprise development. There are many dimensions to a live event experience, both visceral and intellectual, which make a lasting impact on those who share the moment. Bringing people together to participate in a unique interaction produces a sort of alchemy of thoughts and emotions which is extremely potent, if properly controlled.
Live events are exactly as the description says; they have a life of their own and become part of history the moment they end. So, the legacy of an event must be positive and productive for the budget to be justified and the decision approved. Too often managers and enterprise leaders default to a meeting or similar event as a way of demonstrating action and initiative.
The essential discipline that must apply before every event is its unambiguous justification! In other words, events will get a bad name if they are frivolous and unnecessary, making it harder to gain approval for the next event, even though it may be absolutely the most appropriate choice.
Live events work because they are proactive, living experiences. Time is the invisible force running through the event that must be tamed and transformed into impressions, emotions and reactions in the minds of the participants. Control of and adaptation to this evolving phenomenon is best achieved in the skilled hands of professional event managers.
Live events work best when the event management experts put their reputation before their revenue targets and tell clients when their event plans are flawed, or just downright wrong. The risk/reward ratio for events is not uniform and as the next one is always as unpredictable as the last, it requires the same high degree of scrutiny and specialist application.
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