5 Tips to Shake Up Your Next Event and Revitalize Your Brand [MarketingProfs]

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By Cassie Brown

No marketer should be complacent about branding. Even the most stable, long-lived brands can become irrelevant—and quickly. To remain vital, a brand must have a consistent flow of audience insight, gained through multiple touchpoints. One of the most effective: the live event.

Virtual events have grown popular as a means of connecting with target audiences as the technology behind them improves and as marketers look for ways to trim already-stretched event budgets. However, recent data disputes their effectiveness—or, at the very least, supports the importance of face-to-face networking.

Face-to-face meetings and events should be an anchor in any brand’s marketing mix. When done right, live events are a successful technique for marketing, employee engagement, and networking. The problem is perception: So many organizations settle for outdated, unimaginative, and, quite frankly, boring events… that the reputation of live events has suffered.

 

Live events are still vital to the branding mix, but at many companies, they need to be reinvented. What’s needed is an innovation mindset when approaching event design.

Advice abounds about the need for organizations to innovate (Amazon has 54,403 books on the subject). Executives are seeking ways to innovate employee benefits, products, and office layouts. Meetings and events must be added to that list.

The following five tips will help you and your organization think differently about events and break out of corporate brand paralysis.

1. Blow up your annual event

An event lifecycle is no different from that of a business or product. After the Maturity phase comes the Decline phase. No matter how traditionally popular, all events need an occasional refresh before they are in decline.

Before your next event, spend some quality time deconstructing the event. What is the objective? What does success look like? How can you best show off the brand?

Consider all of the elements of the event, and whether they support an experience that resonates and conveys the essence of the brand. For example: should there be a series of speeches from the CEO and other executives, or would a two-minute, exciting video be more effective? Does there have to be a seated dinner with full service, or would a family-style dinner at each table better encourage individual connections?

There should be no sacred cows when planning events.

2. Personalize, personalize, personalize

Companies spend enormous amounts of money and resources on print ads, marketing pieces, and websites. Yet, for their event invitations, everything changes. Many marketers forget that the invitation is not only a marketing piece for the event but also an important representation of the brand. Receiving an invitation is personal.

The person who opens that envelope can be excited, annoyed, or apathetic. The invitation must be vetted for misspelled names, and the personal touch is demonstrated by invitations that are hand-stamped and are interesting enough to get through a gatekeeper. Part of that is the conveyance of the brand’s present and future, not its past. Keep it fresh!

3. Heighten the senses

Unlike most forms of marketing, events offer the opportunity to engage all the senses. Senses trigger a heightened emotional response. By successfully engaging all five senses during an event, companies have the opportunity to create a stronger memory of its brand, and memory influences loyalty (“The Sensory Potential”).

Sense of smell is the trickiest: Too many conflicting smells confuse the nose. Scent should be used sparingly to be effective. A whiff of coconut as guests enter a tropical theme party will attach a positive memory to the event, compared with a roomful of sharply scented lilies.

4. Don’t be predictable

Many events have become formulaic. A fundraising event has an “ask” at the end. The CEO makes a “thank you for coming” speech at an open house. Why? Because at some point it was successful, and at this point it is expected. But should it be?

Having the CEO speak during such an informal setting is similar to the cake-cutting at a wedding: It is a signal for people to leave. It is instead far more effective for a leader to work the room during an open house. He or she has the opportunity to really connect with guests. It creates a different memory for attendees. They feel special and leave with a positive brand impression.

5. Be a spectacular host

Few would treat guests in their homes the way they treat guests at an event. People forget the importance of the entire guest experience.

The most basic processes should to be reviewed during the planning of an event. Checking people in sounds simple enough, but few ever get it right. A guest arrives and stands in long line only to find her name missing from the list. She is asked to handwrite her name on a tag, now setting her apart from 98% of the other guests with typed nametags. Not exactly the best first impression. Next she goes to the bar, where she also stands in a long line. The last impression of the event is retrieving her car from the valet. It is late, it has been a long day, and now she gets to stand outside awkwardly awaiting her car for 10 minutes.

Every moment of a live event should be carefully examined from the guest experience point of view. Start at the moment of arrival and envision yourself as a guest. Your brand is “on stage” every step of the way. There are no “small” details.

By designing a unique, resonant experience and by taking care of any pitfalls in advance, your brand will leave the impression you want, long after the event is over.

Read the original article in MarketingProfs.

5 Tips to Make Your Fundraising Event a Hit [Special Events]

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Fundraising is a critical piece of revenue for many organizations but can be especially difficult in this vexing economy. There are ways to rise up to the challenge and make your fundraising event the best yet. Raise more money than ever before with these five tips below:

1. Make the “ask” early, make it once, and make it count. Usually, the main point of the event – the fundraising part – happens at the end. But by that time, you’ve lost valuable audience attention, whether due to event fatigue or to some of your prime donors sneaking out early. Try making the “ask” in the middle of the event, when it’s unexpected. Then keep on delivering a terrific experience that makes people glad they gave.

2. Talking Heads: Only a good thing if we’re talking dance music. The primary way philanthropic events lose audience engagement? Giving sponsors the floor for what seems like forever, one after the other, as they all say basically the same thing. Do the math – 5 sponsors x 5 minutes each = 25 minutes of “I’m here, I support this cause, here’s how…” A 2-minute, professionally designed, powerful video (that features the sponsors) has a far bigger impact. Everyone wins: the sponsors, your organization, and most importantly, the audience.

3. Hungry people are distracted people—don’t wait to feed your audience. Too many events feature hours of upfront speeches and entertainment prior to providing dinner or even hors d’oeuvre. By pushing up the food portion of the evening, you’re more likely to have a happy, satisfied audience that’s far more receptive to your message.

4. Center stage, not centerpieces—make the most of your event spending. Depending on the size of the event, the traditional stage at the front of the room arrangement can leave some tables feeling like they’re in Siberia. Consider placing the stage/podium in the center of the room, with surrounding screens overhead so that everyone has a great view. Does it cost more? Sure, but it will engage your audience far more than even the most costly centerpieces and tableware. Shift your budget to where it makes the biggest impact.

5. Change it up—present the unexpected. Holding an annual fundraiser? Even if the speakers are different, if the format’s the same, your regular donors may regard attendance as a duty rather than a pleasure. In addition to taking steps 1-4 above, consider introducing new elements each year. At one event we included elephants in the opening ceremony. Work with an event planner who understands your end-goal and can offer fresh ideas to get you there!

With some creativity and proper planning, you can knock your fundraising event out of the park. Implementing these tips should increase the donation amount and infuse a fresh wave of energy, inspiration, and engagement with your guests. When the event is over, consider a post-event survey to get an outside perspective of what is working or can still be improved upon.

Read the original article in Special Events.

Increasing Engagement by Breaking Down Walls [Succesful Meetings]

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By Alex Palmer

Molly Merez wanted to make her event more engaging. As executive director of Ticket Summit, she oversees an annual conference that offers education and networking programs for about 600 attendees working in all areas of the ticketing industry, from box office managers, to event promoters, to developers of ticket-selling software.

But while the programming covers a wide range of industry issues with top-notch speakers and workshops, Merez felt the attendees could be getting more out of the sessions.

“We have a very high return rate so we have to be sure to have new content, as well as fresh content formats,” says Merez. “So, last year, we experimented with not just the traditional panel sessions, but also roundtables.”

These roundtables upended the division between speaker and audience, seating everyone at the same level, with a smaller group of just 20 to 25 attendees participating in each session. Chairs were set up in a circle, with an additional horseshoe of chairs on the outer edge, facing the speaker. The tone was more informal, with the speaker interacting with attendees as more of a dialogue on topics such as pricing strategies or mobile ticketing, rather than a one-sided presentation.

“It created a more intimate experience,” says Merez. “You deliver the information, but don’t come across as a distant person.”

The new format was a huge success. Both attendees and speakers reported getting more out of the sessions than a lecture-style information session. It was impactful on more than an educational level: the smaller, more interactive groups also facilitated greater networking opportunities. For this year’s conference, Merez has expanded the concept to take place during breakfast as well.

Merez is not alone. Meeting planners and companies are finding that removing divisions between event attendees and those running the program can create a much richer experience for all involved. Whether turning lectures into roundtable discussions, removing hierarchical barriers, or creating a more fluid conference itinerary, planners are embracing a more flexible approach to creating events.

Removing Physical Barriers

As Ticket Summit demonstrated, the structure and design of a meeting space make a major impact on how inclusive it feels.

Cassie Brown, chief experience officer for Charlotte, NC–based TCG Events, suggests placing the stage or podium in the center of the room, with surrounding screens overhead so that everyone has a better view.

“Does it cost more? It may, but it will engage your audience far more than even the most costly centerpieces and tableware,” she says. “Shift, and invest your budget where it makes the biggest impact.”

Johnnie Moore, co-founder of London-based meeting planning company Creative Facilitation, adds that research has shown that by personally discussing a topic, information sticks with a person much longer than just hearing about a topic. This makes it more valuable for the organization hosting an event to encourage dialogue, rather than one-way lectures, whenever possible.

“If you have the person speaking set up on stage and the audience in a very low position, it makes sense that all they feel they can do is ask a question,” says Moore. “It puts them in a position of ignorance, which can be a very constraining format.”

Creative Facilitation has made breaking down meeting barriers central to its work with clients such as Johnson & Johnson, BBC, and National Public Radio. The group borrows theater and improv techniques to get meeting groups moving and interacting more closely with one another.

This includes giving participants their own work to do during meetings to break out of the sense of being passive spectators, as well as “getting beyond words” by pulling in photographs, drawings, or found objects to express ideas. Creative Facilitation’s approach also extends to the room’s furniture.

“Tables are the simplest barriers to get rid of. If you get rid of the big table, people have to move around or talk in small groups,” says Moore.

Removing Hierarchical Barriers

Just as there may be physical barriers between people at a meeting, psychological barriers can prevent the openness that might be ideal for certain programs. Moore points to an anecdote by consultant Matthew E. May about a company of 75 that he worked with that held an event in which employees from all levels of the corporate hierarchy were in attendance.

He broke employees into groups and challenged them to rank 25 items that would be most important to survival if you crashed on the moon. To make things interesting, the lowest-ranked member of each team was told which was most important (an answer was supplied by NASA) and had to try to convince the rest of the group of the solution, without telling the others it was correct.

“None of the groups managed to get the information right,” says Moore. “It highlights how hierarchy can blind people.”

While hierarchy is essential for the running of an organization and ensuring responsibility at all levels, when it comes to the goals of a meeting, from problem-solving exercises to morale-building interactions, a strict focus on titles can present a hindrance.

Andy Satter, CEO of New Paltz, NY–based leadership consultancy Andrew Satter & Associates, agrees, emphasizing that a meeting that aims to open up the conversation between attendees at all levels should be designed with that in mind.

“If my intention is to create a meeting where people from all parts of my organization — regardless of role or seniority — have a chance to interact, I will eliminate stages, fixed theater-style seating, and all other symbols of hierarchy,” he says.

Satter also recommends interaction between all levels of the organization, with “C-suite folks sitting down to break bread or engage in a small group dialogue” with members of the staff with less seniority. This can be particularly potent when members of the team are eager to meet with the senior executives.

That has been the approach taken by marketing and advertising agency gyro. Each year the company invites all members of its team to take part in The Academy, a three-day workshop that brings together approximately 30 employees from across the world. The Academy gives them the opportunity to be mentored by some of gyro’s top leaders, including CEO Christoph Becker.

“The Academy is a builder of change agents,” says Becker. “We basically train, every year, our best to become instigators of change. We create a stream of thinking that pushes us to evolve and innovate on all fronts.”

The participants are flown to Sweden where they work together in part of a weeklong training course conducted by educational company Hyper Island, learning principles of business leadership and how to utilize the latest technology.

This silo-free approach has infused almost every part of gyro’s company culture. In May 2011, London-based gyro and Cincinnati-based HSR merged to create gyro in its current form — the largest independent B-to-B agency in the world with 17 offices around the world and 600 employees. To ensure all of these moving parts were functioning as one complete machine, they instituted “UNO” — the concept that “nothing comes between a client and an idea that could transform their business,” as the agency’s statement reads.

This basic goal led to changes at every level of the company’s operations and incentives, from investing in more face-to-face meetings (or at least Skype conversations), to teaming up gyro members across countries and time zones. This includes monthly “UNO Shows,” where the entire staff gathers to catch up on the work that is being done across the company, giving kudos to team members who have done outstanding work.

“The UNO Show is crucial to our culture because we are what we do,” says Becker. “We celebrate our best creative work, the excellence of our hard work every month.”

Loosening the Agenda

Another kind of barrier that planners are knocking down is the traditionally strict divisions on the conference schedule itself.

TCG Events’ Brown endorses a more fast-paced approach, saying that giving speakers — even the CEO — too much floor time can kill a meeting’s energy and lose the interest of attendees. And often even five minutes can be too much if the program and presentation fail to be tightly organized.

“A two-minute, professionally designed video that features the CEO and any guest speakers has a far bigger impact,” says Brown.

Besides creating a more open conversation, Ticket Summit’s roundtable format also shortened the length of each session. While they had experimented with 40- and 60-minute panel discussions in the past, the organizers knew that the small number of attendees at each roundtable required that they also make the length of time shorter — much shorter.

“Each roundtable session has a 15-minute interval and then attendees rotate,” says Merez. “I tell the speakers we want them to deliver a lot of content in a short period.”

This can extend to the way an event’s itinerary is planned outside the meeting itself. A popular offering for meeting groups holding their events in major cities are Go City Cards offered by Smart Destinations. The cards give attendees the ability to create their own agenda in a city, choosing among dozens of activities.

For example, planners hosting a meeting in New York City can offer attendees the Explorer Pass. Before or after the scheduled meeting, visitors can present their pass to take a Food on Foot tour of the city’s culinary offerings, traverse Central Park by bike, or see the Intrepid Sea, Air & Space Museum.

These activities are all outlined in a full-color guidebook provided by the company, allowing attendees to create their own agenda depending on their interests and the time they have before their next meeting session.

“People who attend meetings, like any group, have a variety of interests.  The Explorer Pass allows meeting planners to give attendees the ability to choose the attractions that suit their individual interests without having to make arrangements with all of the attractions directly,” says Cecilia Dahl, founder and president of Smart Destinations.

In addition to New York City, Go City Cards are available in Boston, Chicago, Miami, Orlando, San Francisco, San Diego, Los Angeles, and Oahu.

Whatever the approach, whether removing the traditional stage and lectern, encouraging interactions between employees regardless of seniority, or giving attendees greater freedom in setting their own agenda, the goal is the same: Engage employees on their terms.

“This way people aren’t stuck in chairs — they get to network, visit with vendors, or relax and get away from the crowd,” says Merez. “These are people on the go, and we’re really trying to cater to that and deliver content fast.”

Read the original article in Successful Meetings.

Planning a Cool Summer Bash [Business Advantage]

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By Diane Rumbaugh

With warm weather just around the corner, many corporate and nonprofit groups are busy planning summer events—much of which takes place outdoors. An outdoor event offers its own set of opportunities and challenges.

PLANNING

When planning any event, organizers must first decide what they hope to accomplish—is it to raise money for a worthy cause, show employees how much they are appreciated, impress potential investors, celebrate an important milestone or anniversary?

Second, is setting a realistic budget. Make sure all costs are factored in so there are no surprises. Will you require RSVPs? If not, you may end up paying for food you do not use. Understanding the fine print of contracts is important. “Many people don’t read contracts thoroughly. There can be lots of hidden fees including corkage fees, server fees, chef fees, power charges and security fees,” says Cassie Brown, chief experience officer at TCG Events, a national event planning company. “Understand everything before signing.”

If using an event planner, Brown says to make sure the planner has the right experience. “Event planners come with all levels of experience. Most have great ideas, but can they turn them into reality? Ask a lot of questions about logistics and see how they respond before selecting the planner,” cautions Brown. Businesses and organizations should expect a line-by-line production schedule from the planner of what will happen Before, during and after the event. When the big day comes, the planner should be on site to manage vendors, address any problems and oversee the cleanup.

If you are planning an outdoor event yourself, food transportation, preparation and storage must be addressed. How will the food be transported? How will it be kept hot or cold? “Sanitation is big especially when volunteers are preparing, handling and cooking the food. They may not know the proper cleaning procedures to prevent cross contamination,” says Brown. “Another issue is not having enough ice. It is easy to underestimate the amount of ice needed to keep food at the right storage temperature, especially outdoors.”

Some nonprofits have been holding the same kind of event for so long, planning is hectic but also runs like clockwork. The Western Region Little League Tournament holds a picnic for between 400 and 450 participating players, parents, coaches and managers every August prior to tournament play. Planning Begins in June with 50 volunteers helping out.

The picnic is held at the Western Region’s sports complex under a large open sided tent that provides shade from the summer heat. Jim Gerstenslager, the Western Region director, says there was some trial and error when they first began hosting the picnic nine years ago.

“At first, we weren’t estimating the food right,” says Gerstenslager. “Now, we know about how many players and how many parents, coaches and managers are going to be here. The San Bernardino Sheriff’s Department prepares and serves the food so they are in charge of food handling and food safety. We always keep a little extra food on hand in case we start to run out. Ambassadors from the San Bernardino Chamber of Commerce make sure the food lines are moving and no one is taking too much food.”

WHAT TO SERVE 

“People want to eat healthier,” says Lisa Peters, president of Randy Peters Catering & Event Planning in Citrus Heights, California. “We serve lots of vegetarian dishes, veggie patties and salads. Quinoa is very popular. While barbequed meat is still the main course in summer, it doesn’t have to dominate your menu. You can add more vegetables and fresh fruits. We steer away from mayonnaise-based food items to avoid any health issues.”

Food can be an interactive experience, especially in summer. “We catered a party last year where we cooked paella over fire pits. We served barbequed meat, Brazilian churrascaria-style, on skewers,” says TCG Events’ Brown. “It created an easy ‘wow’ factor. At another event, we had the chef make desserts at each of the tables. It got people talking to each other.Serving family style food instead of plated food is another way to encourage interaction.”

For events serving alcohol, Brown sees small batch liquors growing in demand and signature drinks fading.“People are more educated about liquor than they were before,” she says. “They want to try something new— small batch bourbons, scotches and vintage cocktails such as gin martinis.”

Summer desserts are on the lighter side. Peters’ company caters between 25 and 30 events per day during the summer. She often serves strawberry shortcake, fruit tarts and pies, with popsicles and cotton candy for kids.“Ice cream is also popular although it’s hard to maintain for an outdoor event,”says Peters.

Since all the food is donated, Gerstenslager takes a different approach for his Little League picnic menu.“We keep everything the same,” he says. “It’s hamburgers and hot dogs,corn on the cob and baked beans. Smart & Final donates macaroni salad, nacho chips, cheese, salsa, hamburger and hot dog buns and powdered lemonade and tea.”

CREATING A MEMORABLE EVENT

The food may be delicious, but that isn’tenough. If there is a program to go alongwith the food, make sure it does not bog down the festivities. This is especially true for a nonprofit event.

“Hungry people are distracted people; don’t wait to feed your audience,” explainsBrown. “Too many events feature hours of upfront speeches and entertainment prior to providing dinner or even hors d’oeuvres.By pushing up the food portion of theevent, you’re more likely to have a happy,satisfied audience that’s far more receptiveto your message. Make the ‘ask’ early, makeit once, and make it count. Usually, themain point of the event—the fundraising
part—happens at the end. But by thatTime, you’ve lost valuable audience attention whether due to event fatigue or to some of your prime donors sneaking out early.”

Gerstenslager’s rule is to keep his opening remarks short.“I welcome every team and get everyone clapping and cheering.That’s it, otherwise they lose interest,” he says. One way nonprofit events can quickly lose audience engagement is giving sponsors the microphone warns Brown.

By the time a few sponsors give their five or 10-minute spiel, 15 or 20 minutes will have passed. “A two-minute, professionally designed, powerful video that features the sponsors has a far bigger impact,” suggests Brown. “Everyone wins: the sponsors, your organization and most importantly the audience.”

MORE THAN GREAT FOOD 

Proper event lighting, sound and temperature are also keys to success. “The lighting can be too bright or not bright enough, theMusic can be too loud,” notes Peters. “We’re always watching the weather when we cater an outside event. It’s not just heat in the summer. Wind can be a problem. We try to find the happy medium for the senses.”

Service can also make or break an event—whether the service comes from volunteers or a paid staff. “Prime rib is prime rib,” says Peters. “Service has to meet all your guests’ expectations.Smiles are everything. Guest must know that you are there to take care of them.”

Brown believes that all events have a finite life cycle. You want to continue to surprise people,” she says. “If you’ve always had a seated diner, try a family-style set-up or introduce food stations.Switch the venue. Always change things up.”

Once an event is over, there is still work to be done. “Hold a long debrief after every event,” suggests Brown. “Constantly review what you are doing and make tweaks to make your next event even better.”

Read the original article in Business Advantage.

GPS Guide: Cassie Brown Shares Inspiration [Huffington Post]

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Sometimes, all it takes is a deep breath and a good memory to calm down when you’re feeling overwhelmed. In her GPS Guide, Cassie Brown shares her favorite travel photos and inspirational words that help remind her of the “good life.” Enjoy them below, then tell us in the comments: What reminds you to find your inner calm?

PHOTO GALLERY
Cassie Brown’s GPS Guide

Cassie Brown is President and Chief Experience Officer of TCG Events, a premier national events company which exceeds client expectations at every turn, ensuring a superior guest experience that delivers lasting impact. The company’s proprietary EventSmarter™ approach includes a detailed pre-event walk-through that covers every facet from the perspective of the attendee, to ensure absolute success. TCG Events transforms the ordinary to the extraordinary, creating innovative and energized avenues for socializing, creativity, and successful business networking and development. TCG Events produces and manages events for Fortune 500 companies, dot coms, professional sports teams, healthcare organizations, national associations, foundations, and notable figures. Learn more at eventwithtcg.com.

Original article from Huffington Post

TCG Events Shows the Value of Events Done Right at Three Upcoming Annual Live Events [Wall Street Journal]

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What do an organization providing technology support to nonprofits (Apparo), an advanced defense, security and aerospace systems company (BAE Systems), and a nonprofit, public / private economic development organization (Charlotte Regional Partnership) have in common this spring? All three understand the value live events bring to their companies. And all three have once again chosen the event professionals at TCG Events, knowing that their EventSmarter(TM) approach means a creative, exciting event year after year.

“Our Digital Ball has become the premiere networking event for Charlotte’s technology community,” said Karen Pierce, Development Director of Apparo. “Corporations participate in our annual fundraising event to help boost business and technology innovation among nonprofits and, at the same time, advance business relationships and attract prospects. More people want to be part of this year after year. Over the past three years, we have relied on TCG Events for seamless, inspiring events. Our attendees look forward to this event every year, knowing they’ll experience something different and worthwhile.”

These companies aren’t alone: even in the virtual age, live corporate events are still essential, according to a recent survey of Fortune 500 corporate executives. Eighty-four percent of executives indicate that their companies hold corporate events, and four out of five (79 percent) say that their companies understand the value of ROI (e.g., increased corporate morale, new business identification, client relationship building) in doing so.

“Whether we’re incorporating more networking opportunities between stakeholders for Apparo’s Digital Ball, or ensuring BAE Systems receives solid value from their sponsorship tent at the Queen’s Cup Steeplechase, both on April 27, all our efforts are focused on creating a memorable event, the kind that becomes water cooler conversation for all the right reasons,” said Cassie Brown, Chief Experience Officer, TCG Events. “We know it is imperative to our clients’ bottom lines to approach each year’s event with an eye toward keeping it up-to-date, introducing new elements. For example, for our sixth year of the Charlotte Regional Partnership Jerry Awards Luncheon on May 16, we’re taking sponsor recognition to the next level by way of a plasma screen podium. And we’re bringing the benefit of our experience using an iPad registration system to the event to create an even more seamless guest arrival. As always, we are taking our guest-centric, no stone unturned, EventSmarter approach.”

To learn more about how to boost your event ROI and “EventDifferently. EventSmarter. Event with TCG Events,” visit http://www.tcgevents.com/. Follow TCG Events on LinkedIn and on Twitter @TCGEvents.

Survey Methodology

The survey was conducted online within the United States by Harris Interactive between February 6-18, 2013 among 300 corporate executives at companies with revenue of $1 billion or more. No estimates of theoretical sampling error can be calculated. For complete methodology, including weighting variables, please contact Ariane Doud, Warner Communications at ariane@warnerpr.com.

About TCG Events

TCG Events is the premier national events company which exceeds client expectations at every turn, ensuring a superior guest experience that delivers lasting impact. With Chief Experience Officer Cassie Brown, CSEP, at the helm, TCG Events specializes in planning and executing corporate events that drive business for their clients. No stone is left unturned by the company’s proprietary EventSmarter(TM) approach, which includes a detailed pre-event walk-through that covers every facet from the perspective of the attendee, to ensure absolute success. TCG Events transforms the ordinary to the extraordinary, creating innovative and energized avenues for socializing, creativity, and successful business networking and development. And makes those who didn’t attend, wish they had.

TCG Events produces and manages events for Fortune 500 companies, dot coms, professional sports teams, healthcare organizations, national associations, foundations, and notable figures, such as Wells Fargo, Pepsi Cola, IKEA, Wake Forest Hospital/Biotech Place, LendingTree, Red Ventures.

When Pretty Isn’t Enough: Corporate Events Need to EventSmarter in 2013 [CBS]

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Rubber chicken. Endless speeches. Budget-breaking centerpieces. Sound like an event you’ve attended? Too many corporate events don’t yield the ROI Cassie Brown, CSEP, knows they should. As Chief Experience Officer of TCG Events, Cassie specializes in planning and executing corporate events that stand out in their ability to produce solid returns. This “EventDifferentlyTM” approach is needed now more than ever. According to a February 2013 survey of 300 corporate executives at companies with at least $1 billion in revenue, 75 percent of executives agree that their company is looking for greater ROI from corporate events this year than in previous years. The survey was conducted online within the United States by Harris Interactive on behalf of TCG Events.

“The Wells Fargo Championship is an annual PGA TOUR event, with the majority of profits going to Teach for America. It is vital to the event’s ability to support this and other worthwhile organizations that we attract Fortune 500 clients year over year,” asserts Jan Ivey, Director, Marketing & Partner Relations, Wells Fargo Championship. “To do so, our clients need to know they can achieve solid ROI from their investment in our event. As our official decorator for the past 11 years, TCG Events’ creative ideas – even when budgets are cut – and comprehensive, guest-centric management style have played a key role in keeping a number of our clients coming back on an annual basis.”

The survey shows that even in the virtual age, live corporate events are still essential. Eighty-four percent of executives indicate that their companies hold corporate events, and four out of five (79 percent) say that their companies understand the value of ROI (e.g., increased corporate morale, new business identification, client relationship building) in doing so. At the same time, 84 percent of respondents report that their company has made cuts in corporate events in the past few years.

“Corporate events are a prime example of the ‘do more with less’ trend found across American businesses today,” said Cassie Brown. “While appearances will always count – and TCG Events certainly knows how to do pretty – what’s most important now for our clients is that every event serve as a true business driver. And often, that means shaking up expectations based on past events.”

The majority of executives believe that corporate events tend to be formulaic and lack innovation. TCG Events’ proprietary EventSmarterTM approach addresses this event burnout head on, with ideas including:

Talking Heads – Only a good thing if we’re talking dance music. The primary way events lose audience engagement? Giving speakers – even the CEO – the floor for what seems like forever. A 2-minute, professionally designed, powerful video (that features the CEO and any guest speakers) has a far bigger impact. Everyone wins: key constituents, your organization, and most importantly, the audience.

Center stage, not centerpieces – make the most of your event spending. Depending on the size of the event, the traditional stage at the front of the room arrangement can leave some tables feeling like they’re in Siberia. Consider placing the stage/podium in the center of the room, with surrounding screens overhead so that everyone has a great view. Does it cost more? It may, but it will engage your audience far more than even the most costly centerpieces and tableware. Shift and invest your budget where it makes the biggest impact.

Change it up – present the unexpected. Holding an annual event? Even if the speakers are different from year to year, if the format’s the same, your target audience may regard attendance as a duty rather than a pleasure. Consider introducing new elements each year. At one event planned by TCG Events, they literally turned drink service on its head by having an aerialist serve champagne upside down! Work with an event planner that understands your end-goal and can offer fresh ideas to get you there.

To learn more about how to boost your event ROI and “EventDifferently. EventSmarter. Event with TCG Events, visit www.tcgevents.com.

Follow TCG Events on LinkedIn and on Twitter @TCGEvents.

Survey Methodology
The survey was conducted online within the United States by Harris Interactive between February 6-18, 2013 among 300 corporate executives at companies with revenue of $1 billion or more. No estimates of theoretical sampling error can be calculated.

 

Information Security [The Meeting Magazine]

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Technology security experts worry about meeting planners who fail to implement even the most basic of safeguards to protect attendee information on computers, laptops and handheld devices. Such planners don’t include Cassie Brown, chief experience officer of Charlotte, NC-based TCG Events, which plans corporate meetings, events and incentives. Brown takes several basic measures to protect her own data and that of clients. “We use a technology company that deals with all of our computer issues. We change our passwords every three months, and they aren’t all stored in one place. Most of our information is on a server that is backed up twice offsite. When interns leave, we change passwords they used,” says Brown.

She also makes it a point to inquire about the security of meeting registration and management websites and software that TCG may use onsite to collect attendee and client information. “We have always asked a lot of questions and delved deep into the security of websites. It comes down to having a conversation about how they secure data and what happens to it at the end of the event. You also want to know if there is an online backup and how they secure credit card data,” Brown says.

According to security experts, planners must make information security a top priority for several reasons:

  • They use a growing variety of PCs, laptops and handheld devices to store and transmit huge amounts of client and attendee data.
  • They increasingly use standalone meeting planning and registration software available for free or for a fee.
  • They hire third-party meeting management services that often use their own proprietary systems to manage meeting information.
  • They hold meetings at the growing number of hotels, convention centers and other venues offering free and open Wi-Fi, which is notoriously vulnerable to hackers.

Needless to say, hacking is a growing problem. According to the latest study from the Identity Theft Resource Center, during the first six months of 2012: “Malicious attacks involving ‘hacking’ continue to represent an ever increasing growth, with 30.5 percent of the breaches so far this year identifying hacking as the root cause, up from the 27.7 percent reported for the same period in 2011. If this rate increase continues, 2012 will be on pace to have another record-high year in this category.”

Some planners, especially small independent shops, have weak information security measures because they lack computer savviness, are too busy to obtain it, or don’t have an in-house or third-party IT consultant. However, securing information isn’t rocket science. Following are examples of actual information security practices and the areas they cover.

RobertGlowczwski,DMCP,directorof operations, Access Destination Services– Orange County, describes practices for protecting his company’s information. “Our general practice is to use an enterprise anti-virus system because it’s easier to maintain at all work stations instead of having individual products that would have to be updated at individual work stations,” he says. “We have multiple backup systems on- and off-premises. A good firewall and password authentication are important as is a good spam monitoring system because there are many phishing emails and viruses.”

Access educates employees on anti-virus practices, creating strong passwords and avoiding unknown websites, pop-up ads and links. The company also uses third-party registration systems that follow industry standards for handling credit cards and have state-of-the-art security and efficiency, says Glowczwski.

He adds that Access works with IT professionals to ensure optimal security. “That would be a smart thing to do for those who aren’t technically savvy. If you can’t afford to have an IT person on staff at least try to have regular conversations with a reputable IT professional who can help you with the basics,” Glowczwski advises.

American Meetings Inc. (AMI), a Fort Lauderdale, FL-based meeting management and event marketing firm, guides its security practices with an 82-page security policy document. AMI, which handles meetings worldwide, provides the document to potential corporate clients who request it as part of an RFP, says CEO Andy McNeill.

The company continuously updates and strengthens its security policies fol- lowing a few security close calls early on in the company’s founding. “We have independent, cloud-based servers for each client, and each one is an encrypted enterprise server to ensure 100 percent up- time,” says McNeill. “We have four levels of backup both onsite and at remote servers across the U.S. and in Europe.”

Unlike many companies, AMI doesn’t keep client information indefinitely because it’s a security risk. “We keep all data for at least 12 months, although some clients require up to 36 months. We deal with large corporations, and we are often the conduit between one division and another, one brand manager and another. They sometimes come back to us needing information for a program because they don’t have it internally, so it’s critical that we have it, and that it’s secure,” McNeill says.

AMI’s information security measures reflect those that large corporate clients typically require as part of master ser- vice contracts. “They might require us to have multiple backups of their content or attendee information they are using our servers to hold,” says McNeill. “That’s pretty common. Another question might address our policy on physically guarding computer equipment and information. We get asked that a lot. They ask what we do with credit card information and registration forms after the event. Some require us to hold the information and then delete it after a certain length of line, depending on their policy.”

The Perils of Free

Wi-Fi McNeill takes steps to ensure that any Wi-Fi network AMI offers is secure. “If we are providing a Wi-Fi network, we will make sure it has encryption and work with the venue to make sure that it’s in place. If you are on an open or free Wi-Fi network, you must assume that someone else is looking at your data,” says McNeill.

Many information thefts occur via Wi-Fi. Such thievery should be a big concern to planners due to the vulnerability and growing use of free Wi-Fi in a wide range of meeting venues, experts say. According to an ITRC survey, about 40 percent of people don’t know there are ways to protect data when using Wi-Fi, and nearly 80 percent believe that using the technology can lead to identity theft.

That finding isn’t surprising because it’s relatively easy for anybody with ba- sic technology knowledge to obtain soft- ware online that monitors and “grabs” information via Wi-Fi connections, says Robert Siciliano, an identity theft and personal security expert, author, CEO of idtheftsecurity.com and a McAfee online security expert.

Siciliano explains that there are generally two types of Wi-Fi available to meeting participants. One type is free or public Wi-Fi that anybody can easily access. Free Wi-Fi usually doesn’t require a password and lacks encryption, says Siciliano. The other level of Wi-Fi requires a password or username, and usually includes encryption, which is often not an option at most large venues and functions, Siciliano says.

As a result, attendees and planners typically access the free variety. That is unsafe, says Siciliano. “If they have their devices set up in certain ways, for example if they are sharing files on their devices, they are at risk. Open wireless is generally subject to ‘sniffers,’ a hacking term for software that seeks out vulnerable connections to free wireless,” says Siciliano.

John Sileo, CEO of the Denver, CO- based Sileo Group, an information economy think tank that trains organizations to secure and leverage the power of their digital privacy, identity and reputation, is also an author and speaker. He describes the risk of using free Wi-Fi another way: “What’s free is not the Wi-Fi service, but your data because it’s beamed out with little or no protection. The issue is how to set up a secure connection between attendees’ computers and the device providing the wireless service. The ideal would be that every person registering for meetings gets a username and password. That’s time consuming and expensive, and that’s why people don’t do it,” says Sileo.

Most planners appreciate free Wi-Fi as an attendee convenience. However, planners typically don’t consider the security risks of Wi-Fi, says Brown. “For planners, using free Wi-Fi to access things like registration systems and getting into your own network or cloud to look at things like client information and budgets is just not a great idea. But it’s not uncommon to do so because of the cost of setting up hard lines in conference centers and hotels,” says Brown.

Remember these tips when dealing with free Wi-Fi: 

Give attendees a heads-up. “Make them aware if it’s not secure,” says Brown. “You see it sometimes in registration and conference materials where it will say, ‘Free unsecured Wi-Fi available.’”

Turn off file sharing in computers and mobile devices. “You might have file sharing running in your home or offices so you can see files on other devices in your network. You want to turn it off because hackers may be able to access your files,” says Siciliano.

Use a virtual private network (VPN). Individual planners can do this by purchasing a wireless card to use in a computer. Or planners can use a smartphone with wireless service to “tether” to their computers, says Siciliano. The VPNs are considered more secure because they are encrypted by carriers. “There are also free and paid tools anyone can download that allow them to surf on Wi-Fi more securely using a VPN that basically encrypts communications,” says Siciliano.

Read the terms and conditions of Wi-Fi services to understand the risks and encourage attendees to do the same.

Don’t forget to ask questions.“Know what type of Wi-Fi security is in place,” says Brad Neuman, director, Attend eSource Technologies, a suite of web-based planning solutions at metroConnections, a Minneapolis-headquartered company that plans corporate meetings, events, incentives and conferences. “Ask if anyone is going to help monitor activity on the Wi-Fi network so that you have assurances there are no hackers trying to get information from attendees. A monitored network helps protect users,” says Neuman.

Neuman also suggests asking: How many other groups will be using the network at the same time? Is there technical service available during the actual meeting and when planners are working? What is the maximum bandwidth we will use? Do you have the total bandwidth we will need?

There is one step that planners can take to limit the damage — minimize data collection and storage. “Planners are so used to collecting attendee information and keeping it for historic reference,” says Brown. “We don’t always go back and get rid of information we don’t need anymore. As an industry, we have always collected addresses, phone numbers, credit card data and other information. You have to be aware that you don’t need to keep some information,” says Brown.

Sileo agrees. “Planners tend to collect more personal information from attendees than they need. They may intend to use the information for marketing, feedback or future meetings, but for whatever reasons they don’t and end up keeping it,” says Sileo.

Change Passwords Often

Planners’ information can never be truly secure unless they have a policy for creating and securing passwords. “Creating safe passwords is a huge issue and managing it is even huger,” says Siciliano. “Managing several passwords correctly can be an overwhelming task for some people. One way to do it is have an IT person install pass- word management software.”

Short of that, there are several basic precautions that planners can take to thwart password theft. Make sure that each password includes upper and lower case letters and at least one number and character. Never use the same password for two accounts. Many people create one long and complicated password and use it repeatedly, making only small changes at the end. Such passwords are relatively easy for hackers to exploit, says Sileo.

Technology experts also suggest that planners ask questions about the security of meeting management software they download online or use via third parties. The tip applies especially to free software available online, says Siciliano. “Generally with free software, they may not have allocated the resources for application security, which involves basically trying to hack the software during stages of development so that it’s relatively bulletproof when it’s ready for prime time. With free software, you want to know the pros and cons and ask questions,” he says.

Experts suggest asking: What part of the budget went into application security? What risks do I take by using the software? Is the software periodically updated or improved? Also read the terms of service agreement for any mention of security or encryption. The following question is especially important for registration systems: Does it comply with the Payment Card Industry Data Security Standard for processing, storing and transmitting credit card information?

Thieves are Everywhere

There is more to information security than preventing access via technology. Planners must also guard against data thieves who pilfer laptops, computer notebooks and handheld devices at meetings, says Sileo. “If a thief can go to a conference where there are 1,000 executives and steal three or four devices, not to mention a planner’s equipment, why should he spend hours and hours trying to hack into a system that has security?” asks Sileo.

Sileo conducts tours of meeting rooms to show how vulnerable the equipment is: “Before speaking, I have somebody walk around the room with me, sometimes planners. I touch laptops and notebook computers, or pick them up and put them back down, to show how many I could have taken. At one conference, I touched 87 laptop bags, and told them during the speech,” says Sileo. He also sees planners’ printed documents and paper notebooks and files left unattended.

Brown agrees. “Unfortunately, it hap- pens all the time. That (non-computer) notebook is a planner’s bible that has all kinds of documents. Sometimes planners have been working long hours and haven’t had a lot to eat, and as the conference pro- gresses, they may leave it where someone can get it. You can lose client and personal proprietary information,” says Brown.

Implementing all types of information security measures requires planners to work closely with their clients. That will continue to be true for independent and corporate planners, says Neuman. “While many corporate planners have an IT team to guide them, both corporate and inde- pendent planners should know the meet- ing owner’s security policies and be an advocate for the owner when looking at protecting attendees’ private information. Be sure to capture best practices from each event so you can handle security better in the future,” Neuman advises.

Original article found in www.The Meeting Magazines.com: Corporate & Incentive Travel

Guide to Unique Wedding Venues [nFocus]

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Read original article in nFocus.

By Kim Martin

When planning an event, there are several reasons to choose a non-traditional venue. Often times we choose non-traditional venues due to a lack of formal event space in Charlotte that can accommodate more than 250 guests. Atmosphere and availability have also sent us in search of new spaces.

Choosing a space that is not equipped for events can be exciting and opportunistic; however, it often comes with hidden challenges. Choosing a unique venue can often times mean you have limitless potential with your design and you are probably able to secure it for a steal. But not so fast – it is a steal for a reason. Little restrictions and low costs mean there is a lot missing in the space.

Let’s start with restrooms. Outdoor weddings in a beautiful open field are quite popular as is converting an empty, high ceiling rustic barn. Most likely, neither of these facilities have restrooms. A restroom trailer, attendants and a water source will need to be secured. If your space does happen to have restrooms, it will often be lacking in restroom amenities such as toilet paper, paper towels, soap, and in some cases mirrors. And don’t forget to have the water turned on.

A space not typically used for events will likely require a thorough cleaning. This means hiring a cleaning company to come in pre-event and to clean up post-event in order to leave the venue as you found it – or better.

What kind of shape is the venue in? Does it need a down and dirty paint job? Are there holes in the ceiling that might not be noticed except during a rainstorm? Does it have HVAC? Don’t forget that HVAC requires fuel and generators. Does the space have adequate power for catering needs as well as audio visual requirements? If the answer is no, you’ll need to add generators to your check list.

Many non-traditional venues are not equipped with top of the line locks. Hire overnight security to keep watch on a multi-day set up. The security will cost a lot less than the replacement fees for all the audio visual equipment.

What is the occupancy code for the building? Is it even coded? If it isn’t coded to have a large number of guests, submitting an event floor plan to the fire marshal is a must. In Charlotte it is a requirement to have at least two egresses for up to 199 guests and three egresses for 200-499 guests and so on. Make sure to check with your local Fire Marshal for your local requirements. And keep in mind, roll-up doors don’t always count.

Empty, non-event spaces probably do not have the traditional items such as chairs, tables, stages, podiums and lighting. It likely won’t have a kitchen either. Depending on your event menu, erecting a catering kitchen can be tricky. Warmers, ovens, grills, cooling units and prep space add up fast.

While unique venues are exciting, keep in mind the challenges that await you. Don’t let the unknowns scare you from choosing these types of spaces, but rather be prepared and catch the problems on the front end. And for those problems that surprise you, consider building a contingency into your budget to allow you to address them.

Here are some unique venues, why we like them, and some things to consider when selecting them.

McColl Center for Visual Art
Charlotte, North Carolina
mccollcenter.org

Why We Like It:
Has clean, functioning restrooms. There is beautiful artwork for your guests to peruse and plenty of space for your catering team. This space looks particularly beautiful when lit with decor lighting.

Things to Consider:
Consider having your ceremony on the front lawn and then moving to one of the galleries for your reception. Keep the time of year in mind; you may need a tent for unexpected showers or heaters on a spring or fall night.

Don’t forget to find out what exhibit will be installed during your event. They change often and what you see during a site visit will most likely be different from what is there during your event. Note the footprint that the new exhibit will require.

And most importantly, are you insured in case one of your guest accidentally bumps into the new installation?

Why We Like It:
The sky is the limit. They have three sound stages that can be transformed into just about event space you can imagine.

Things to Consider:
Restrooms are sparse. Depending on the size of your event, you may need to consider bringing in a restroom trailer. Either way, an attendant and restroom supplies are necessary. HVAC will be needed and a cleaning crew will be important to rid the space of dirt and dust.

The Broadcast Complex
Fort Mill, South Carolina
thebroadcastgroup.com

Why We Like It:
The space boasts a built-in stage and a beautiful lobby space for receptions. They have in-house audio visual equipment, large green rooms and catering space.

Things To Consider:
Review your contract thoroughly – the venue does not allow alcohol. The location is a bit hidden, so directional signage along the entrance route is a must.

Limehouse Barn
Limehouse Family Barn
Kiawah, South Carolina
843-870-6672

Why We Like It:
This is a family owned barn on multiple acres of beautiful marsh lands with a majestic entrance on a windy gravel road. Because this is a private barn, the policies and procedures are few and far between. This venue has the ability to take on whatever character you choose.

Things To Consider:
This is not a traditional event space. A contract will be very important. There are several online sources that can help create a contract. A very thorough cleaning will be necessary. Restrooms will have to be brought in as will HVAC. There is a medium size space that can accommodate catering needs, but no ovens. Water and power for the barn will need to be turned on in advance.

Hauser Creek Farm
Mocksville, North Carolina
hausercreekfarm.com

Why We Like It:
This venue is truly unique. You can bet that your friends have never been and not many brides have been married here. It has a beautiful lavender farm that boast several spots perfect for a small intimate ceremony.

Things to Consider:
Consider the season. Lavender will be most plentiful in the summer and sometimes in the fall. Lavender attract insects such as butterflies and bees, so be prepared for some unwanted buzzing guests.

Ashes to Art, McColl Center [nFocus]

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Read the original article in nFocus.

McColl Center for Visual Art had over 300 people attend Ashes to Art over the three days the luncheon was held. Event sponsors included TCG Events, Inc., Quest Diagnostics, Steelfab, Blue Cross Blue Shield of North Carolina, Carocon, and the Marc and Mattye Silverman Foundation, while tables were hosted by Board members, special friends, alumni artists and senior leadership.

The Center awarded its inaugural Luminary Award to Gabby Pratt, for her longtime incredible support of the Center and the community of Charlotte. She was presented with a piece by Anatony Tsiris, which he generously donated. The event’s fantastic centerpieces were designed and created by Terry Shipley, alumna resident, and were given to guests as an incentive for making commitments of $1,000 or more.

The event exceeded its goal and raised approximately $130,000 at present count. Presentations were made by alumni artists Anthony Schrag and Willie Little, as well as Board Chair Rip Farris, Board members Jeff Trenning and Debra Plousha Moore, National Advisory Board member Ken Lambla, and President Suzanne Fetscher.

Ashes to Art is held over three days in order to have the event onsite in the sculpture studio, which is transformed from a working studio to a banquet space for those three days. Porcupine Provisions catered the events, which were supported by Party Reflections and Eye Dialogue.

Ashes to Art is the Center’s most important fundraising event of the year, generating vital revenue that supports artists residencies and keeps our galleries open and free to the public.