This Is Guernsey

GuernseyFinance marketing director Stuart Le Tissier takes a look at putting on corporate events IT IS a recognised fact that firms tend to have a greater promotional spend when profits and cash flow are healthy and right now business is booming on the island.

It should not be surprising then for GuernseyFinance to find a very high demand for our recent corporate events seminar run in conjunction with Orchard Events, as local firms expand their own event programmes.

In finance, which relies greatly on establishing and maintaining favourable relationships, events are a key part of the integrated marketing strategy of many firms. Events are a great way to communicate messages but the type must be mixed and matched according to your particular objectives. It’s horses for courses.

Whichever type of event you put on, it’s most likely to be a significant investment and, as with any type of investment, it is worth taking the time and attention to get it right to ensure you receive the best return. Events come and go sometimes in the blink of an eye. This small window means a lot rests on getting it right as you want to ensure your guests leave with the right message or feeling.

Science, skill and tactics are not words that you would necessarily associate with events but all are vital. This can sound like going too far but where business decisions can be swayed through emotions and relationships, attention to detail can make all

the difference.

One issue firms may face is that the knowledge of how best to put on an event often resides in the minds of senior management by virtue of their experience while on business. However, as the most time poor people in the firm they are often not able to devote their energy to organising corporate events, so it is vital that firms develop a capacity where they can effectively manage their events.

Without an understanding of the scope and scale of activities you risk capping your return even when using professional event organisers as you will not be able to manage them as effectively. It’s also useful to remember that you will always be compared in the minds of your guests with every other event they have ever been to. This, if nothing else, is a good enough motivator to make sure your next and every subsequent event is your best yet. Like anything, if you’re going to do it - do it well.