Friday, May 27, 2016

The St. Regis Kuala Lumpur - Astor Bar
St Regis Kuala Lumpur
How do you cut through the marketing hype and choose the right venue for your next corporate event? Here are 10 steps, along with insider tips, to help you conduct a successful site inspection.
By Candy Adams of BoothMoms

Choosing a venue for your corporate event is one of the most important and difficult parts of planning an event. How do you distinguish between the rosy picture venues present when they're courting your business and the reality of what your guests will experience?

Once you've determined your event objectives, assessed the needs of your attendees, and narrowed your possible venues to a short list of two or three sites, it often comes down to the all-important site inspection. Follow these 10 tips, and you're far more likely to find a suitable venue without landing yourself in the seventh circle of event-planning hell.

1. Start Off Stealthily
An attendee's first impression of a venue sets the stage for the rest of the event. And it may be very different from your own first impression if you're being picked up at the airport by a limo, skipping standard front-desk check-in, sleeping in an upgraded room, and being pampered with top-end amenities.

The best way to get a realistic idea of what attendees will encounter is to start your site inspection in "stealth mode." Fly in before your scheduled tour and check out the site for yourself first.

When you get to the venue, what is your first impression? Is the main entrance welcoming, with areas for your attendees to meet informally? If it's a hotel property, does someone greet you as you arrive and ask if you need any assistance with your bags? Is the front desk adequately staffed?

As you walk around the property, pay attention to the venue's directional signage. Can you easily find your way around? Also ensure that the venue disabled friendly with accessible parking, wheelchair ramps, braille signage, etc.

Check out the condition of the property – including the cleanliness of the carpets, curtains, and furnishings in the public areas. For hotel venues, pop into rooms that are being cleaned to see if they're on par with your room and the other rooms you'll see on your tour. And regularly check your phone or tablet to see if free Wi-Fi is available throughout the property, or if coverage is slow and spotty.

2. Request the Right Guide
When setting up your official tour, ask if the person you'd actually be working with (i.e., the convention services manager or facilities manager) is able to conduct your tour, instead of a salesperson who will tell you anything he or she thinks you want to hear. The person you negotiate the contract with isn't the person who'll follow you through the planning process, and you need to find out if that person is someone with whom you would be comfortable working.

You'll also want to request the credentials and experience levels of the person or people you'll be working with. I've had bad experiences working with unqualified facilities managers, during which I spent all my time teaching them the "language" of the hospitality industry, and hearing "I'll check on that and get back with you."

3. Do a Background Check
When you begin your tour, ask when the last renovations of the public/function areas were completed, and, if applicable, the date of the most recent upgrades to the sleeping-room furnishings and linens. My colleague Margaret Kennedy, CMP, says bedding and mattresses should be changed at least every five years Рespecially in convention cities with high occupancy Рand other d̩cor and cosmetic updates should be done every eight to 10 years, minimum.

Ask about any future plans for construction or refurbishment and if those plans might impact the dates of your event. Is the property currently up for sale or pending sale? Is the property planning on changing management, and if so, when?

Find out what other organizations will be holding functions during your event at the same venue. Can you be notified if other groups contract for adjacent space during your event?

Ask what services are included in the venue package and what the add-ons cost.

4. Picture Your Event
As you tour the function space, imagine your specific event arrangements. Where would you place your registration desk? Which meeting rooms would you use? Where would you set up your exhibit hall, hold hospitality functions, stage entertainment, or serve meals? If any of these functions are being held outside, what would be the backup plan in case of inclement weather? Where would you locate staff offices and green rooms for speakers? Evaluate whether each area is adequate to serve your needs.

Make sure to get accurate floor plans with maximum capacities for various setups (e.g., reception, theater, classroom, rounds, crescents, etc.) and the official fire-code capacities for all rooms, considering the AV equipment and food, class material, or serving stations you'll need.

Does the facility have overflow space if your attendance expands beyond your initial estimates?
Ask plenty of questions regarding Internet access and the cost of wired and wireless Internet connectivity. Get your internal technical team involved if necessary to make sure that you've adequately assessed all Internet and power requirements.

Visit the meeting rooms you would use during your event. Are they on the same level of the facility or distributed on different floors? If elevators are used to get between them, will the number of elevators be adequate for moving your guests during breaks?

Is there adequate signage to direct attendees? Are there sufficient restrooms near the meeting areas? If your guests will be served snacks and meals, what is the proximity between meeting rooms or the exhibit hall and the food-service areas?

Keep an eye on room capabilities as they relate to your AV needs. Consider built-in sound systems, data ports, electrical capacity for AV and attendees' laptops, etc. Check for visual obstructions such as supports or light fixtures and issues with sound bleeding from adjacent rooms, especially if rooms are separated by folding walls.

Temperature always seems to be a "hot button" with attendees. How is temperature in the function and meeting rooms controlled, and is each room on a separate thermostat? If so, who controls it?

5. Go Behind the Scenes
Don't restrict your visit to the areas that the venue wants to show you; ask for an impromptu tour of the "back of house" and look for cleanliness and organization. Depending on the type of meeting, check the access to the property's shipping docks, the proximity and capacity of freight elevators, the facility's freight-receiving and material-handling capabilities, and the location and security of storage.

Ensure the venue's inventory of meeting furnishings, linen, centerpieces, props, etc. is adequate for your event. Make sure the condition of these furnishings meet your standards, as many venues have extended the life of these items to save money.

6. Chow Down
Food quality matters to your attendees, and you don't want bone-dry salmon to be the most memorable part of your event. Consider the venue's standard menus and ask if you can work with the chef or other caterers on custom menus for themed events and for attendees with special dietary requirements. With so many different food requirements these days (e.g., vegan, gluten free, lactose intolerant, nuts or seafood allergies, etc.) it's important to find out which accommodations are standard and which may require other arrangements with the kitchen.

Consider setting up a tasting of the items you'd likely be serving to check food quality and presentation. What is the venue's guarantee of food quality? What quantity does it guarantee will be available above the number of estimated guests? By what date does the venue require final attendance figures? Also inquire about minimum charges, either per meal or event, since food and beverage (F&B) is a major source of venues' revenue and will be considered as you negotiate for both sleeping and meeting rooms.

Obtain a list of any additional fees that will be charged, such as administrative fees, staffing fees for bartenders or baristas, buy-out fees for using your own F&B providers, and standard percentages for tips, gratuities, and sales tax. And find out the ratio of servers to guests to assure that staffing will be adequate. Lastly, order room service to test the friendliness of the phone staff, promptness of delivery, and quality of menu offerings.

7. Meet the Staff
Hotels and other venues are squeezing budgets to improve revenue after some lean years, and many have cut back on staffing. So find out the ratio of staffers to guest rooms and the average length of employment of the staff. Compare those numbers to other properties you're considering. Longevity is a good indicator that the staff is treated well and will treat your guests well in turn. It is especially important to find out how long the facility's general manager and department heads have worked there, as they will play crucial roles in your event's success.

Make sure to meet the banquet manager and captain, as well as the people who manage the meeting room furnishings, linens, décor, room setup, and meal service. If other services such as AV and Internet are exclusive, also meet the managers of those areas. They will all be very important points of contact during your event to keep everything running smoothly and on time.

If applicable to your event, ask for a list of local third-party vendors with which the venue has working relationships, such as general service contractors, destination management companies, security providers, and transportation vendors for moving your guests between the airport, hotel, and events.

Find out what restrictions are in place under the venue's union contracts that may impact your ability to complete basic tasks on your own, such as running standard video cables from your laptop to a projector or setting up your own projection screens. Those may seem like tiny details, but they can count up quickly when it comes to your final invoice.

Once, when I brought my own video cable to an event, I was told I couldn't use it. Instead, the venue charged me $50 to rent its cable, and then tacked on labor and service fees, as well as tax. Another time, I held a luncheon at Moscone Center and was charged two five-hour minimums to set up and tear down a simple pop-up projection screen and LCD projector.

Finally, ask if the hotel employees are part of a collective-bargaining agreement (members of a union) and if so, when their current contract is expiring. If their contract expires right before or during your event, there may be an increased likelihood of a labor strike, which could disrupt your event.

8. Do a Safety Check
It's your responsibility as an event professional to make sure that the venue you select is safe for your attendees. Ask about local crime rates, get a copy of the venue's safety and security policies, and inquire about its current security-staffing levels. What types of training have the venue's security officers completed?

Are its security officers trained in CPR or the use of defibrillators (if they're available on site)? How far is the venue located from the closest hospital with an emergency room?

Take note of lighting in the hallways, limited-access doors that are activated by room keys during evening hours, and lighting in parking garages and lots. Also check to see that all fire exits are properly marked and illuminated, and discuss the venue's evacuation procedures.

9. Check References
Ask your sales rep for the contact information of three event planners who have recently held events at the venue. And utilize the industry grapevine online through LinkedIn groups or other forums in the hospitality and event industry to get firsthand knowledge of venues.

If the opportunity arises during your site inspection, introduce yourself to other meeting planners on site who can share their insight into their overall dealings with the venue.

10. Take Good Notes
Make sure you use the same matrix to gather and record information at each venue. I like to make a spreadsheet to compare the different aspects of the venues I'm considering, with plenty of room for jotting down quick notes as I tour. I also analyze the strengths, weaknesses, opportunities, and threats (SWOT) of the venues I tour. And I take loads of photos of each property to help refresh my memory as I move through the decision-making process.

Although your hundreds of questions may leave your tour guide exhausted, careful inspections and a detailed analysis should help you detect any fire and brimstone behind the pearly exteriors of potential venues.

Step-by-Step Inspection
Here's a brief overview of my 10-step approach to site inspections. Use it to help guide your next venue inspection and aid in the process of selecting the best property for your company's corporate events.

1. Start Off Stealthily: Arrive with plenty of time before your scheduled visit and observe how you're treated by hotel employees before they realize you're there to conduct a site inspection.
2. Request the Right Guide: Ask that your on-site guide be the person you'd actually be working with if you book your event at that venue.
3. Do a Background Check: Find out when the hotel last updated its bedding and mattresses. As a general rule, these things should be changed out at least every five years.
4. Picture Your Event: Get accurate floor plans with maximum capacities for various setups and the official fire-code capacities for all rooms, considering any audiovisual or other equipment.
5. Go Behind the Scenes: Ask for an impromptu tour of the "back of house" and look for cleanliness and organization.
6. Chow Down: Arrange a tasting of the items you're considering serving to guests to check food quality and presentation. Also ask for a list of any additional fees that you may incur.
7. Meet the Staff: Make sure to meet the banquet manager and captain, as well as the people who manage the meeting room furnishings, linens, décor, room setup, and meal service.
8. Do a Safety Check: Ask about local crime rates, get a copy of the venue's safety and security policies, and inquire about its current security-staffing levels.
9. Check References: Ask your sales representative for the contact information of three event planners who have recently held events at the venue. Contact those individuals for feedback and insight.
10. Take Good Notes: Make sure you use the same matrix to gather and record information at each venue you visit. And take loads of photos to help refresh your memory after your visit.

Checklist for your Event Site Inspection

St Regis Kuala Lumpur How do you cut through the marketing hype and choose the right venue for your next corporate event? Here are 10 s...

Wednesday, May 25, 2016

Draping is one of the hardest-working details of event production: It can serve as dramatic decor, guide guests in the right direction, hide elements in a space that are irrelevant or yet to be revealed, or advance a theme—and sometimes it serves multiple functions all at once. See how these corporate events and benefits around North America incorporated drapery in inventive and attractive ways.

<p> The New York City Opera's spring gala in 2008 celebrated the opening night of <i>King Arthur</i>. At the event...
The New York City Opera's spring gala in 2008 celebrated the opening night of King Arthur. At the event, long strips of multicolored drapery served as a tent over the promenade of the New York State Theater.

Photo: Joe Fornabaio for BizBash

<p> Goldie Hawn hosted the Hawn Foundation’s “Goldie’s Love In for Kids” in Los Angeles earlier this month. There, purple...
Goldie Hawn hosted the Hawn Foundation’s “Goldie’s Love In for Kids” in Los Angeles earlier this month. There, purple draping accented with chandeliers lent a rich look and feel within the party space.

Photo: Courtesy of the Hawn Foundation

<p> Last year, Toronto’s sold-out “Motionball” gala, in support of the Special Olympics Canada Foundation, had a “Glitz and Graffiti”...
Last year, Toronto’s sold-out “Motionball” gala, in support of the Special Olympics Canada Foundation, had a “Glitz and Graffiti” theme. Accordingly, drapes and bright lights added a feeling of warmth and vibrancy in the reception space.

Photo: Courtesy of Motionball

<p> At a 2015 party surrounding Roth Capital Partners’ financial conference in Orange County, California, flowing black drape provided a...
At a 2015 party surrounding Roth Capital Partners’ financial conference in Orange County, California, flowing black drape provided a a retro '80s glam vibe to support a performance from the band Poison.

Photo: Cynthia Halverson

<p> Luxurious white draping strung with Edison-style bulbs formed the entrance to the Elton John AIDS Foundation Oscar party in...

Luxurious white draping strung with Edison-style bulbs formed the entrance to the Elton John AIDS Foundation Oscar party in Los Angeles in February.

Photo: Alesandra Dubin/BizBash

<p> The previous year, the Elton John AIDS Foundation Oscar party got a purple-draped entrance punctuated by hanging disco balls.</p>

The previous year, the Elton John AIDS Foundation Oscar party got a purple-draped entrance punctuated by hanging disco balls.

Photo: Alesandra Dubin/BizBash

<p> Black and white stripes lent a crisp, clean look at the Elton John AIDS Foundation Oscar party in Los...

Black and white stripes lent a crisp, clean look at the Elton John AIDS Foundation Oscar party in Los Angeles back in 2009.

Photo: Dimitrios Kambouris/WireImage

<p> For a 2012 holiday party for CyberCoders in Newport Beach, California, 10 crystal chandeliers decorated a heavily draped ceiling...

For a 2012 holiday party for CyberCoders in Newport Beach, California, 10 crystal chandeliers decorated a heavily draped ceiling in a space done in black, gold, and purple.

Photo: Callie Biggerstaff

<p> Following the SAG Awards in Los Angeles in 2012, <i>People</i> magazine and the Entertainment Industry Foundation co-hosted the official...

Following the SAG Awards in Los Angeles in 2012, People magazine and the Entertainment Industry Foundation co-hosted the official awards gala, where Event Eleven created a diamond-shaped, draped ceiling treatment to serve as the event’s dramatic centerpiece.

Photo: Nadine Froger Photography

<p> At the same party in 2013, Event Eleven designed a sumptuous Art Deco-inspired setting with draped fabric panels from...

At the same party in 2013, Event Eleven designed a sumptuous Art Deco-inspired setting with draped fabric panels from Crdzines.

Photo: Nadine Froger Photography

<p> Toronto’s Regent Park School of Music held the first Chrismukkah benefit in support of Toronto’s Regent Park School of...

Toronto’s Regent Park School of Music held the first Chrismukkah benefit in support of Toronto’s Regent Park School of Music in 2009. At the gala, designed to combine elements of Christmas and Hanukkah, organizers draped panels of sheer fabric from the ceiling in the concert hall. The drapes, done in white, combined elements from the wintry holidays.

<p> Samsung Mobile launched its Galaxy Note II in Los Angeles in 2012 at the Beverly Hills home of interior...

Samsung Mobile launched its Galaxy Note II in Los Angeles in 2012 at the Beverly Hills home of interior designer Kelly Wearstler. There, Event Eleven tricked out a 80- by 40-foot tent on the home’s tennis court, with details like draping with a striped effect.

Photo: Line 8 Photography. All rights reserved.

Source: BizBash



12 Dramatic Draping Ideas

Draping is one of the hardest-working details of event production: It can serve as dramatic decor, guide guests in the right direction, hid...

Thursday, May 19, 2016

Four steps to help you prove your face-to-face marketing program's worth, while identifying important metrics for establishing benchmarks and tracking incremental success. By Ed Jones

Let's face it: Most exhibitors are unable to efficiently communicate the true value of their marketing efforts. In fact, according to EXHIBITOR Magazine's 2015 Sales Lead Survey, only 35 percent of marketers track the percentage of leads sourced at trade shows that yield actual sales. And less than half of exhibitors routinely calculate the return on investment of their trade show participation.

Most exhibit managers say that they don't allocate time for tracking such metrics because management isn't asking for them. But does that mean you shouldn't be tracking (and reporting) them anyway? No. When the budgetary ax starts swinging – or stakeholders question whether trade shows are a worthwhile investment – you are going to want the data to prove your face-to-face program's worth, and you're going to want it fast.

More importantly, knowing and conveying the true value of trade show and event marketing will result in better strategies and designs, as well as more participation and support from the C suite and a broader set of team members within your company.

So to help you measure the value of exhibiting, here is a tried-and-true, four-step method. Sure, it's going to take some time to compile the necessary data, but you'll be thankful you did if the value of your program is ever called into question.


1. Identify the Estimated Impact on Your Company's Revenue
Revenue can be the most difficult measurement to track at a trade show because you don't usually close a deal on the show floor. The lead is typically routed to the sales team, and depending on the length of the sales cycle, it may take months or even years to turn into an actual sale. And by then, there may be no way to track it back to the original trade show. Of perhaps equal or greater importance is the impact of your event-marketing program on protecting and growing your organization's existing business.


But you don't have to wait to measure the revenue generated from a show. You can approximate the value using commonly accepted, internal assumptions that are based on the experience of your sales department. First, gather the following information:

➤ Number of sales leads. Identify the number of booth visitors who commit to a sales contact or other specific sales-related step after the show.
➤ Close rate. Ask your sales team to estimate the average percentage of trade show leads that ultimately result in a sale or contract.
➤ Average value of a sale or contract. Again, a sales manager should be able to provide this data. If you'll be promoting multiple product lines at the show, develop a weighted average based on the level of interest for each product in your exhibit.
Then, use the following equation to calculate estimated revenue:

  Number of sales leads
X 
  Close rate 
X 
  Average value of a sale or contract 
=
  Estimated Revenue


Since this formula is based on real statistics provided by your sales department, sales managers will be more likely to accept the estimate as a true and accurate measure of your program's potential revenue impact. Then it's the sales team's responsibility to close those sales.

As for revenue protection, find out how many existing clients will be at the event in question. Determine the dollar value of any accounts that are in jeopardy, and create a plan to address them in hopes of retaining those clients.

Also, with the help of sales, estimate the number and value of up-sell and cross-sell opportunities that might be accomplished at the trade show. Then add the potential value of any viable revenue protection and up-sell or cross-sell opportunities to your estimated revenue figure for a more comprehensive, inclusive total.


2. Tally Total Savings
In addition to generating sales revenue, exhibiting can also save your company money, and every dollar of cost avoidance is tantamount to a dollar of profit. So include any savings incurred as a result of your program in calculations regarding its value.


For example, a past client of mine held 50 meetings with VIP clients in its booth at a trade show. If held independently, the client estimated those meetings would have cost an average of $1,500 each in travel and related expenses. That means exhibiting at the show saved the company $75,000.


To calculate the savings associated with your trade show participation, gather the following information:

➤ Average cost of meetings. Determine the average cost of meetings between executives, sales, channel partners, strategic alliances, technical experts, association members, investors, and industry analysts. Consider facility-rental fees as well as time, travel, and related expenses. And don't forget to include employee and supplier recruitment and purchasing activities that might also be accomplished at a show. Your accounting or sales department should be able to give you this information. 
➤ Field-sales costs. A well-executed program may eliminate two or more sales calls in the field that a salesperson would have to otherwise make. In my experience, these calls cost a company anywhere from $100 to more than $3,000. Ask your accounting or sales director to estimate this cost.
➤ Name-acquisition costs. Identify the cost associated with acquiring names for the sales and marketing databases. 
Trade shows provide hundreds of new, qualified contacts. If your company spends anything to rent or acquire names and email addresses or other contact information, it will be easy to put a value on these contacts. If not, consult list-rental firms to estimate the cost of contacts in your industry.
➤ Other cost savings. Calculate the value of other cost-savings activities at the trade show, such as reuse of creative materials for field-sales activity or for future corporate events.
Once you have obtained that data, plug the numbers, as applicable, into the following formula:

Total Cost Savings
   Cost of average off-site meeting (X Number of meetings held at the show)
+
   Cost of average field-sales call (X Number of qualified sales leads)
+
   Cost of acquiring qualified names for database (X Total number of contacts collected at the show)
+
   Total of all other identified cost savings
=
   Total Cost Savings

Remember, the total cost-savings number is not a measure of how well you cut costs or saved money with regard to your trade show budget. It's the amount of money the company would have spent on meetings, sales calls, list-rental fees, etc. to achieve the same results you accomplished at the event or in your exhibit.

3. Factor the Value of Promotional Activities and Impressions
To calculate the quantity of impressions generated at a show, list your promotional activities that are seen or heard by an audience. Generally, you can divide these activities into four categories: 1) direct marketing, 2) media coverage, 3) on-site promotion, and 4) the exhibit. Remember, attendees who visit your booth and the people who see your exhibit from the aisle but do not step inside are considered impressions. If you are conducting any off-site events or activations, include those as well.


Next, figure out the total number of people each activity reached (those are counted as gross impressions or GIs) and what percentage of those people fit your target-audience profile (which are noted as targeted impressions or TIs). Many show organizers will be able to provide information on the number of potential impressions generated by official sponsorships, such as signage in the registration area or sponsorship of a particular event or reception. If this info isn't available, estimate using observation and logic.

Consult your public relations and advertising departments to see if they have an established method of quantifying the value of impressions. If so, apply their system to your calculations. If not, consider the cost to acquire the same exposure through advertising or direct marketing. For instance, you could determine the cost of a full-page ad in a relevant periodical, plus all creative costs, divided by that publication's circulation. That will give you a cost-per-impression figure you can use to quantify the value of GIs. Then, if possible, determine the percentage of that publication's readership that fits your target profile and run your calculation again to assign a value to the TIs.


Use the following formulas to assign a value to gross impressions (GIs) and targeted impressions (TIs) from a show. 

Total Gross Impressions
   GIs from direct marketing 
+ 
   GIs from media coverage
+ 
   GIs from on-site promotion 
+ 
   GIs from exhibit
= 
   Total GIs


   Total GIs 
X 
   Dollar value of one GI
= 
   Total Value of GIs

Total Targeted Impressions

   TIs from direct marketing 
+ 
   TIs from media coverage 
+
   TIs from on-site
+ 
   TIs from exhibit
= 
   Total TIs

Keep in mind that since TIs are also represented in the GIs figure (as GIs count all impressions, including TIs), you can only add the additional value of TIs or you are inadvertently counting those impressions twice. So when calculating the total promotional value of a show, add the value of all GIs to the additional value of TIs by multiplying the number of targeted impressions by the difference in value between a GI and a TI. 

Total Promotional Value

   Total TIs
X 
   (Dollar value of one TI minus the value of one GI) 
= 
   Total additional value of TIs

   Total value of GIs 
+
   Total additional value of TIs
=
   Total Promotional Value


4. Determine the Payback Ratio
Once you're done calculating estimated revenue, cost savings, and promotion/communication value for your participation at a show, add those figures together to determine the total estimated value of your presence:

Total Estimated Value

   Estimated Revenue
+ 
   Total Cost Savings 
+ 
   Total Promotional Value 
= 
   Total Estimated Value Derived from the Event

Then divide the total estimated value of the show by your total show budget to determine the event's payback ratio, which might be expressed as $10/1. Note that payback ratio is not the same as ROI. This ratio takes into account more than just revenue generation, making it a more holistic valuation of your exhibiting program.

Payback Ratio

   Total Estimated Value
÷
   Total Event Costs 
= 
   Payback Ratio 

This payback ratio will help you quantify the value of each trade show and compare one event to another in an apples-to-apples manner. It may also help you answer the following questions: Does this trade show bring enough value to our organization to justify exhibiting? Should we adjust our investment in this show, such as increasing or decreasing the size of our exhibit space, bringing a smaller staff to the event, or taking advantage of more promotional opportunities? Which of our annual events generates the biggest bang for our buck?


You can also use the payback ratios from several shows to evaluate your current shows and decide how much to spend and which events to fund the following year. First, calculate the average payback ratio from all trade shows on your annual calendar. Then examine each show that falls below the average, and determine whether it is worth attending in the future.

Using this measurement strategy will yield metrics that stakeholders in your company will understand, because they helped to create them. Furthermore, the results will help you justify and improve your program, and they'll give others a new appreciation for what you are contributing to the bottom line. E
Source: Exhibitoronline.com

How to Measure the ROI of your Trade Show

Four steps to help you prove your face-to-face marketing program's worth, while identifying important metrics for establishing benchma...

 

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