How can we get the most mileage from hiring an events management company considering the budget-conscious environment we are in?

SHAUN CASEY
RESPONSIBLE FOR GLOBAL PCO STRATEGY
PACIFIC WORLD

In difficult economic times, a natural reaction to employing an events management company is “don’t do it, it is only going to add costs!” However, by choosing a reputable PCO (Professional Congress Organiser), the return on investment can be significant. Their overall goal is to deliver an excellent congress, but what does this mean?

Revenue enhancement: A tailor-made marketing communications strategy designed to increase revenues through systematic delegate recruitment as well as acquisition of exhibitors and sponsors.

E-Learning:
The provision of e-learning functionality as part of the congress portal so that the intellectual content can be accessed by interested parties on a click-per-play basis, thus generating more revenue and more sustainable relationship with the targeted audience.

Attendee expectation analysis:
All aspects of the congress can be evaluated for continuous improvement. Not only registration can be evaluated, but also the congress content and exhibition value. The data can be used to develop more inclusive hybrid events, which might enhance delegate numbers.

Financial risk avoidance:
The procurement function within a PCO can optimize cash-flow management, supplier subsidies, best-buy rates and mitigation of risk relating to attrition or full cancellation of the congress, saving the association considerable amounts!

VAT management:
A specialist service offered by a small number of reputable PCOs to handle all matters relating to VAT and sales taxation.

Share risk and rewards:
A good PCO will partner an association to share the risks and rewards of staging the congress. Hence, the appointment should be seen as a considerable value-add rather than an expensive investment.

Length of lead times, financial stability and local presence are also important factors in the selection process. So how does an association go about finding a reputable PCO? A good starting point is INCON (http://www.incon-pco.com) of which Pacific World are a partner (http://pco.pacificworld.com/).

Pacific World (www.pacificworld.com) is the leading destination management company headquartered in Asia with a network operating in 13 countries including China, India, Hong Kong, Thailand, Cambodia, Vietnam, Malaysia, Singapore, Indonesia, Greece, Scotland, Portugal and Spain. Established in 1980, Pacific World (part of TUI Travel PLC) has unsurpassed experience and expertise in managing events across the globe.Pacific World (www.pacificworld.com) is the leading destination management company headquartered in Asia with a network operating in 13 countries including China, India, Hong Kong, Thailand, Cambodia, Vietnam, Malaysia, Singapore, Indonesia, Greece, Scotland, Portugal and Spain. Established in 1980, Pacific World (part of TUI Travel PLC) has unsurpassed experience and expertise in managing events across the globe.Pacific World (www.pacificworld.com) is the leading destination management company headquartered in Asia with a network operating in 13 countries including China, India, Hong Kong, Thailand, Cambodia, Vietnam, Malaysia, Singapore, Indonesia, Greece, Scotland, Portugal and Spain. Established in 1980, Pacific World (part of TUI Travel PLC) has unsurpassed experience and expertise in managing events across the globe.


ANJALI SHARMA
JACK MORTON
BUSINESS DIRECTOR

When clients are knee deep in their event planning and budgeting, event management teams are often called upon as the saviours of money-saving solutions. While it is heroic when they deliver those extra “wish list” line items just under budget, ultimately an events management team’s greatest return on investment is much bigger than their resourcefulness as ‘vendors’; it’s their point of view. The real expertise of a qualified events management team is their strategic perspective in helping their client assess the big picture of their business objectives and audit the entire event profile. In a strained economic climate, a business must always look at the bottom line, but don’t lose the greatest value of an events management team by getting lost in the detail.

Jack Morton Worldwide is a global brand experience agency with offices all over the world. Our agency culture promotes breakthrough ideas about how experiences connect brands and people—in person, online, at retail and through the power of digital and word of mouth influence. We work with both BtoC and BtoB clients to create powerful and effective experiences that engage customers and consumers, launch products, align employees and build strong experience brands. Ranked at the top of our field, we earned over 50 awards for creativity, execution and effectiveness last year. Jack Morton is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). More information is available online at www.jackmorton.com, or follow us on Twitter @jackmorton.