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THE STATE OF THE U.K. SPECIAL EVENTS INDUSTRY

15 Jan 2010

An article from this month's Special Event Magazine written by ISES UK's Immediate Past President, Will Broome.

In the midst of the worst economic crisis in living memory, the U.K. event industry is suffering. With large corporations using the cancellation of their Christmas parties (which once underpinned the U.K. event calendar) as a high-profile public relations stunt (and in some cases, this is even being portrayed as corporate social responsibility!), you would be forgiven for discounting the special event industry as a nonviable, unsustainable discipline.

However, this is thankfully not the case. During the last recession, our industry was hit hard (or knocked for six, to use an ancient cricketing phrase), and this sector annihilation stretched beyond mere budgetary constraints. Back then, the special event industry was not recognized as a professional (or even credible) vocation.

Nowadays, events are increasingly seen as a viable (dare I say, crucial) element within wider marketing campaigns or initiatives. Every effective campaign has a tangible anticipatory buildup, a pinnacle focal “crescendo” whereupon one comes face-to-face with the target audience (the event itself) and, perhaps most illusively, a measurable lasting legacy. It's all about three magic letters — ROI. Each stage is vital if a brand, company or even private individual is to realize its goals. Indeed, one could argue that the event itself is the crucial element where key messages and set objectives are communicated directly to a target audience — all the more high-impact and relevant in the digital age...read more

Click here to read more and view other articles in this month's Special Event Magazine.