One of the most high profile aspects of an enterprise’s customer facing activity is Event Management. I remember going to the Paris Air Show once and being amazed at the scale and size of the exhibition stands, some of which included a full sized Patriot Missile system! Get an event right and it makes a huge contribution to the reputation of the organisation and it serves as a platform for making and reinforcing relationships. Given the importance of Events it is often surprising how the responsibility for their management is delegated (dropped on?) members of staff who have limited experience and expertise in really leveraging the event opportunity.
Philip Crowther and John Perry colleagues of mine at Sheffield Business School have developed a short two day course on Event Management Essentials. Whilst events, as we all know, might be a fun day away from the office, they have a serious and important role in the overall competitive strategy of any enterprise. They cost alot of time and money and a return on that investment is required. For some that might mean quick win sales, for many the returns are likely to be less to instantaneous and perhaps more qualitative. Either way understanding more about how to make your event more effective has to be a good thing, doesn’t it?