Continuing the discussion in the NAOM group: https://www.facebook.com/groups/eventros/permalink/655522347832716/
Written for "Media News" https://medianews.ru/
The event management industry is quite large and quite established, with various segments within it. There are probably “gray” segments where it is not the event that is important, but the size of kickbacks, minimum commissions and maximum deferred payments. In this case, events go predictably poorly. Well, there is no need to feel sorry for companies that hold bad events. There is no need to lament bad events, because this means that for them events are not an important tool. In the same way, there is no need to feel sorry for companies that do not hold events at all - this is their right and their choice. This means that the peculiarities of their business allow them to do without events. We are not interested in this market segment.
Our agency and many other agencies, competitors well known to us, work in a segment where the quality of events, its creative idea and competent implementation are important to customers. There are such customer companies and there are quite a few of them. By holding quality events, they try to be better in the competition, and therefore hire effective, proven agencies. Client conferences for the banking industry, car presentations and journalistic test drives, motivational conferences for the IT, pharmaceutical or direct sales industries, events to build the loyalty of large Clients, receptions at exhibitions and ceremonies - these are the tools in which customer companies compete with each other. Their event agencies also compete with each other. And in this case, event buyers are quite successful in controlling the appetites of their purchasing departments.
As for post-payments, I can’t say that we are pleased with the current practice. This causes significant business risks and additional costs. But, on the other hand, for large agencies the ability to lend to the Client is a competitive advantage. In serious tenders, large agencies can compete among themselves, and not with hundreds of fly-by-night companies. An important fact is that the Russian event market is not yet sufficiently consolidated. Given the comparable size of the economy of Russia and large European countries such as Germany and France, the business volumes of the largest agencies are still quite different. Our leading companies are smaller than European ones. So, any factors that help market consolidation can be assessed as positive.
We participate to a limited extent in the life of professional associations, since so far experience has shown their low effectiveness. Wasted time at meetings does not lead to practical results. Instead, we actively participate in the communityEvent.ru , around which our like-minded people unite. Through the magazine, we try to influence the value perception of the market, talk about what approaches exist in work. Thanks to this, the professional level of market participants - both customers and agencies - is growing.
