Having worked through the financial crisis of 2008 in a public relations and marketing communications role within AIG, I learned first-hand how critical it is for meeting and events professionals to continually measure and think strategically when it comes to planning and executing events. In fact, I was so intrigued by the scrutiny that – after I had my second set of twin boys – I jumped at the chance to go back to work, managing our division’s tradeshows, sponsorships, meetings and events.
Upon my return, I was given a list of events we had either participated in or executed in the past. I wanted to know why we chose to attend, sponsor or host them, rather than blindly accepting that this was what I had to do. (Maybe it was the mother of four in me, constantly battling for time, or maybe it was the year I spent in a consumer research role.) So, I asked a lot of questions:
- Why these events? What makes them special?
- Who attends each one and what do they want to gain by participating in it?
- What do attendees feel like when they attend?
- Do they enjoy going? Do they learn?
- What value is our company getting in return?
- How can I demonstrate the impact and value of our investment to our company?
Without even realizing it, I was thinking strategically. I would scour previous event surveys, review our marketing plans and would often ask other departments – including our training and sales department heads – for their perspective on the value they thought our events had.
This open discussion and curiosity grew and I found myself wanting to really understand why our company chooses to invest in certain projects and initiatives. What I realized: I’d feel even more comfortable if I really understand our company’s goals and what our vision is.
Why do we exist as a company? Who do we want to be?
If I knew all of this, I could do better at my job. It would empower me to recommend how to invest our dollars in what events we participate in, perhaps even how they are designed and marketed.
FICP has been an incredible resource for helping me think strategically, bounce ideas off of others and simply see if I’m heading in the right direction. When I first discovered FICP, I thought: Wow – people who do what I do. My circle got smaller just as my ideas were expanding. I had a lot of the answers right there. I didn’t have to keep wondering. A lot of the tools and tricks of the trade are right among my peers in the industry.
What has become crystal-clear to me with all of my questioning is this: If you can continue to measure and better understand the strategic value that your events have, compared against the underlying goals of your organization, you will become a resource and consultant on the events you participate in. You will not only also likely earn a seat at the table, but you’ll continually challenge yourself to offer experiences that are impactful and worthy of your participant’s time.
Katie Senkowski, CMP
Meetings and Events
AIG
FICP Board of Directors
FICP Education Committee