[youtube width=”460″ height=”300″]http://www.youtube.com/watch?v=pAbTgm3T0wY[/youtube]
As always, Susan, your thoughts are very relevant to those planners who want to increase the value of their work and gain a “seat at the executive table”. However, just as some planners are more focused on logistics rather than event strategy, I think too many stakeholders do not understand the value of a well planned and organized event portfolio, and see each event as a stand-alone marketing effort. It would be useful for planners who want to move to a more strategic level to have any data that could be used to demonstrate the value of a well planned event campaign.
Thanks for sharing a comment here Les!
If by ‘stakeholders’ you mean corporate leaders, I believe they do know Les. The point is they don’t care about the whats and hows aka planning logistics. What they care about is the whys.
No amount of research and data is going to make them care if it’s about what classic planners do and how they do it. To them it’s not relevant to what they need. Corporate leaders also believe they have qualified and empowered people who know how to do what is expected of them.
Incoming tough love! When the community talks about travel and hospitality inputs (planning logistics) only relative to meeting and event activities it’s justifying the community’s existence. The community is confirming that meetings and events are an outgrowth of the travel and hospitality industry reporting to procurement. Its products and services are a commodity and they are bought and sold based on the lowest price.
Let me be clear here. I’m not saying well-planned and organized events serve no purpose. They do. What I’m saying is if this is the community’s main message and the classic planners’ main role, then they shouldn’t be surprised when meetings and events are cancelled. Or when classic planners are referred to as travel agents and agents of travel. Because for all intents and purposes, that is their role, if the conversation taking place is only about travel and hospitality inputs (planning logistics).
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