Recession Busters BACK

There’s no denying the bumpy ride since we slipped into the R-word. As if dealing with a stuttering economy wasn’t enough, the events-meetings industry took a double barrel load from media guns trained on corporate bailouts and excessive spending.

But the tide is turning, bringing with it positive change. TSEvents XS spoke with a few industry veterans on their recession learning and where it all leads:

‘Speak the language of business, understand the core reasons for an event’
– Connie Tinney, CMP, National Director, Event Management, KPMG

WORK MODE
Connie Tinney’s 30-year career trajectory includes organizing in-store retail events, marketing and advertising, independent planning and, for the last two-and-a-half years, steering the event helm at KPMG.

RESISTANCE FIGHTER
Live by the code.
 “Planning an event, especially today, is not about putting another notch in the portfolio. It’s all about the client, the customers and delivering the goals they need to achieve.”

A new approach.
“Think and act differently … don’t let the ‘creative glamour’ of an event overshadow its true value. Speak the language of business, understand the core reasons for an event. Change perceptions by elevating our conversations in terms of event value to the bottom line or increased brand awareness.”

FORWARD MARCH
Understand today’s reality.
“Face-to-face meetings will always be needed although we’ll see reduced frequency, program length and non-essential activities.”

Words of wisdom.
 “Look at ways to consolidate groups going after similar audiences … Spend the money, do it right, just don’t make it appear it’s breaking the bank … Look to technology to improve speed and efficiency in the way we operate at every stage of the planning and execution.”

WORK MODE
After two decades at the helm of MCC Planners, Marsha Jones sold the full-service event business and welcomed 2009 by launching The Spot Incorporated, specializing in hotel site selection and negotiation on behalf of association and corporate planners.

RESISTANCE FIGHTER
Focus your strengths.
“This niche lets me channel my experience and connections in a way that makes business sense for everyone in today’s economy: taking a time-consuming job off planners’ plates at no charge to them and filling hotel rooms with customers paying fair market rates.”

What does it take?
“Getting to the right person who can make decisions … educating clients on the real need for interactive meetings done well with measurable goals and without spending huge dollars … knowing that the right attitude opens doors to opportunity as does out-of-the box thinking.”

FORWARD MARCH
What’s in the crystal ball?
“There is still a tentativeness out there, but the industry is definitely coming back.”

Words of wisdom.
“We all need to be smart on pricing and offer value add. However, the industry must not get greedy and try to make up for losses – it will ruin the rebound.”

‘(The recession) has grounded all of us with a different mentality’
– Daniel Megly, Daniel et Daniel Event Creation & Catering

WORK MODE
This isn’t Daniel Megly’s first economic downturn. He and partner Daniel Clairet have stared down several recessions since starting Daniel et Daniel Event Creation & Catering 29 years ago.

RESISTANCE FIGHTER
Run a tight organization.
“Business has been down but not terrible … We have no fat in our company. Our staff understand our philosophy and are empowered to think and act in the most efficient, cost-effective manner that still maintains quality.”

Go green.
“Embrace the green movement; it’s here to stay. We’re very cognizant of using local foods and supporting changes in the food-supply structure that benefit all, from the farmer who sells the produce, to the client who believes in field-to-table sustainability and environmental awareness.”

FORWARD MARCH
The future is now.
“There will likely be hiccups but we are seeing an industry rebound. Be proactive and target new customer audiences through different outreach channels.”

Words of wisdom.
“Greed, especially with the banks, was a big issue of this recession but the outcome (the recession) has grounded all of us with a different mentality — be down to earth, look for, and offer, added value. That’s a good thing!”

‘Do what it takes to deliver cost-effective options’
– Francine Socket, Francine Socket & Associates

WORK MODE
Francine Socket leaped feet first into the recession last November, leaving her 22-year-role as event maestro of all things cool at CTV (formerly Chum) to start Francine Socket & Associates, Event Architects.

RESISTANCE FIGHTER
Understand today’s market.
“Be cognizant of your optics and clearly understand that, at the end of the day, corporate events are marketing tools that require a return on investment.”

Be resourceful.
“Planning an event on an unlimited budget is easy; it’s the tight budgets that are the challenge. Do what it takes to deliver cost-effective options that meet client’s goals.”

FORWARD MARCH
Play the industry forward.
“Business is beginning to bloom again. We can help the healing by fostering synergetic relationships that include partnering, referrals, dialoguing and sharing information that will benefit everyone.”

Words of wisdom.
“Play fair, be honest, don’t be greedy and deliver what you promise.”

‘The way we make connections hasn’t changed but where we’re connecting has’
– Lara McCulloch-Carter, Ready 2 Spark

WORK MODE
Lara McCulloch-Carter has worked branding from the corporate perspective plus the supplier side, as director of marketing for Regal Tent Productions, her family’s business. As of January 2010, she’ll be strategizing as an independent with her own brand-marketing and social media consulting company Ready 2 Spark.

RESISTANCE FIGHTER
Get the online connection.
“The way we make connections hasn’t changed but where we’re connecting has. Facebook, LinkedIn, Twitter and blogs etc. have changed the business landscape. These social media tools, along with sound strategy, give all companies the ability to connect, build relationships and dialogue on a global scale with little or no investment.”

You’re invited.
“Great event minds from around the world come together online at EventProfs Tuesdays at 9 p.m. EST and Thursdays at 12 p.m. EST to discuss topics relevant to our business. It’s a Twitter group I started – think of it as the best networking-education event you’ve attended but without the cost and travel time.”

FORWARD MARCH
Key to business success.
“Regardless of economic climate, spend wisely, differentiate your business, understand your customer and have a forward-looking plan. Make a point to explore how your business can benefit from social media if it isn’t already.”

Change gears.
“The consumer has changed, the tools have changed and business needs to change. Stop marketing at your audience. Instead, use social media to listen, converse with them. Find out how to be meaningful to customers, then show them why you are.”

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