BSI Hive #2 May 2008 - The Tin

16 the
hive
ask the expert
event
management
In Ask the Expert, we invite a leading industry figure to provide a step-by-step guide to an issue facing transient
accommodation, meeting or event buyers. In this issue, we focus on Event Management; our expert is
Paul Hussey, Managing Director of Olive 360 o , the specialist event management division of the BSI Group.
What is event management?
At its basic level it is the delivery
process of giving an audience a
live experience – whether to
entertain or educate. This can
encompass design, defining the
audience and engaging them,
producing the format, staging,
content – all within budget and
all measurable against objectives.
So you’re party planners then?
We certainly can be – one of our
biggest events was a beach party
for 3,000 people. However we
also handle conferences, road
shows, incentives, AGMs, seminars,
product launches, kick-offs and
team building events. Fun comes
into many events, but it’s really
about deciding what's fun for your
audience. In the corporate world,
whatever we deliver has to be
appropriate to your brand and
image.
But I book my venues through
BSI…
So do we! We have all of the BSI
systems in-house. All spend and
savings are tracked on management
reports so you retain control and
by working across the group
make the best of your spend.
What if my event is outside
the UK?
40% of our business is outside
of the UK. Several of our clients
are European divisions of global
organisations; others are looking
for a memorable and motivational
experience. We have a network of
local delivery experts to help with
transport, local staff, local audio
visual services and so on, which
we manage from the UK.
I suppose I wind up paying for
expensive gear you hire for
other people’s events?
We own equipment for 50-150
delegate events for which we
charge clients a rental fee.
Specialised equipment is more
cost effective for us to rent these
in ourselves and pass the costs
on to the client. We’re always
working with clients to purchase
more smartly.
How can I improve the impact
of my events?
Attend events as a delegate and
remind yourself what it’s like.
The key is to understand and
respect your audience. Set clear
objectives and don’t forget you
are dealing with people who will
want to be engaged. I’m a big fan
of external speakers who bring a
new viewpoint to your issues.
I’m an even bigger fan of short sessions and
audience interaction. If I’m being talked at by
one speaker for more than half an hour my
mind will be drifting. Give me diversity, tell me
what’s important, ask for my opinion and you’ll
have made an impact on me.
Times are hard though…
It’s all about Return On Investment (ROI).
Decide what the purpose of the event is,
how you are going to measure it – and follow
through. If you are out to impress, it’s better
to limit numbers or target your audience more
closely than reduce quality. Again it’s about
what is appropriate to your audience.
But I've got an in-house events team…
Most of Olive’s work is with clients’ in house
event teams. We supplement their resources
when they have a crowded schedule, assist
with some of the more laborious tasks or work
on the stage set and production. It has always
been our aim to satisfy clients who know how
to organise events but need help from an
agency without explaining to them how to
suck eggs.
There are lots of event management
companies out there. Why should I use
Olive 360 o ?
We’re the perfect combination of the care
and personal contact of a smaller agency
combined with the resources and security of
BSI – but more than that, events can be a
stressful business and our clients choose us
because we can relieve that stress and even
have some fun.
Summer 2008