The ultimate guide to hiring an event agency
A well-executed, engaging event comes with a host of benefits. Events can attract key marketing opportunities, increase profitability, improve staff retention, build relationships, boost sales …. the list is endless.
On the other side of the coin, events represent a large investment. You are not just paying for the cost of the event itself, but also for your staff to organise and attend the event, loss of productivity, sales downtime and so on. You are also investing heavily in your brand and what it stands for.
You will want to fully capitalise on your investment, the opportunities your events offer, the marketing potential and your event legacy. So, this is where an external event agency can bring valuable knowledge, specialist insights and professional expertise to help you achieve all of this with first class results.
So …. what should you know before considering an event agency?
Agencies provide professional resources.
A dedicated event agency works solely on events. Whether it’s a corporate conference, sales kick off, gala dinner, or award ceremony, they are familiar with the latest industry trends, technology, and engagement concepts. They will negotiate contracts and manage your budget to get the best deals for you and to mitigate your risk; they will manage speakers and suppliers to get the best results; and they will advise you on everything from the agenda to creative solutions to get the most from your event. Many agencies, like the team at Dynamic Events offer a full-service package, which takes the weight off your shoulders and enables you to focus on your attendees and the purpose of your event.
Agencies will save you money!
Now, I know you’re doubtful. How can an agency save me money, when they are charging a management fee? While you’re right to have questions, the investment will create a far larger return, and sometimes even save you money.
Firstly, most event agencies are planning events across the globe on a regular basis. Therefore, they know what rates are realistic, and effective tactics for negotiating prices. Their established relationships with a wide range of hotels, venues and other suppliers will result in favourable pricing due to the amount of business they are placing in the market.
Agencies don’t mind pushing back: it’s in their nature to negotiate and question costs. They know exactly what should or shouldn’t be included in a supplier quote, and how to achieve your requirements in the most cost-effective way.
Your budget will be a key driving factor of your event. An event agency will manage your budget effectively to get the most ‘fun per unit value’ to achieve your objectives. And most importantly they are experts in stringent budget management to ensure that everything is accounted for, that you are kept constantly updated and that you do not go over budget.
Agencies will save you time
By contracting an agency to manage your event, you can take all the major logistics off your plate. They will also take away all those little tasks and details that make the difference between a good event and an awesome event, leaving you free to get on with your day-to-day job.
They know exactly what needs doing by when, so will manage the event timeline to ensure that the deadlines are managed effectively and that you have plenty of notice for the tasks they need your involvement in.
An agency can dedicate several people with a variety of expertise to manage the requirements effectively and ensure the deadlines are hit. This team will be part of the process from start to finish and act as an extension of your team.
On-site at the event you will be able to engage with your delegates, focus on the presentations – and enjoy taking part, whilst your agency team takes away all the stress of dealing with attendee support, questions and registration, supplier management, venue liaison, transport supervision, and all those important little jobs that need doing to keep the event running smoothly and elevate it to a great experience.
Agencies can manage your risk
Having experienced just about every possible scenario, a professional conference organiser will be used to dealing with the unexpected and know how to deal with any curveballs that may be thrown at them. Your event planner will assess all risks, whether planning or operational, and have a plan in place to deal with anything that may arise. If something doesn’t go to plan, a dedicated agency would be able to resolve the situation quickly to reduce - or even avoid - disruption to the event and the attendees.
A good event agency will be experienced in ensuring that all contracts are negotiated to mitigate your risk in terms of financial exposure, cancellation or postponement, and reduction in numbers.
For more information on managing risk Click Here
Agencies will contribute to the overall success of your event
The goal for any agency is complete client – and delegate – satisfaction, and on a personal level, the reason that we do this job is to create something incredible. Seeing it unfold from small ideas to full production and experiencing the enjoyment and appreciation of the attendees is at the heart of what we do as event professionals.
A good event agency will work with you define your event objectives and establish metrics for measuring success. They will work creatively to ensure that all elements of the event and the attendee experience reinforces what your brand stands for and achieves your event goals.
For more information on setting KPIs for your event Click Here
Your agency’s experience, knowledge and professionalism will help you take your event to the next level, reduce your stress and ensure that the quality of your event legacy lasts well into the future.
Checklist to Help You Shortlist Your Agency
Questions to ask
What relevant experience do they have?
· With the same type of event as yours?
· Within your industry or related industries?
· How long have they been in business?
Knowledge of your industry and / or experience of delivering the type of event you are hosting will give them a head start in achieving success and give you confidence in their ability. Ask for testimonials and even ask to speak to other clients.
You are trusting them with the delivery of your event and with your money, so you have to be sure they are not a recent start-up and have a good track record. At Dynamic Events we believe that it is not just our 25 years in business that provides peace of mind, but also the longevity of our client relationships, some of which go back for over 20 years.
2. Are they a good cultural fit with you, your team and your company?
It’s vital that whoever you bring on board can align with your brand, culture and values. Your agency will become part of your extended team so it’s important that you feel that you can connect well with them and enjoy working together.
3. Who will your event team consist of, and will they be consistent?
You need a consistent point of contact with an experienced event manager. It is beneficial for you if that person has an assistant so that you have a secondary point of contact in the event of their absence or at busy times. Your event manager may also be supported by other team members who have a specific skill set. At Dynamic Events we have a minimum of an experienced event manager and an assistant on every project, who are your consistent points of contact throughout the planning process and on-site.
4. Where is the agency located and will they work around your preferred working methods?
Being in a different location or time zone to you is not necessarily any barrier, but you will need to agree working methods, operational times, lines of communication and meeting patterns.
5. Do they offer a full-service capability?
Check what tasks your agency will deliver. What can they offer you in terms of planning, production, creative aspects, digital solutions and on-site delivery? What is managed in-house and what is outsourced? Do they have a pool of tried and tested suppliers to facilitate your needs?
6. How will they add creativity and wow factor to your event?
Ask to see videos and photos that showcase relevant creative capability and find out how they would take a creative approach to your event with value-led tactics
7. How do they charge?
Agencies charge in a number of different ways so it is important for you to understand how you will be charged – for more information on this topic please click here. At Dynamic Events we believe that a clear pricing strategy and a fixed fee structure is essential.
How will your agency help you to mitigate risk?
Find out if they have a clear checklist for supplier contracts to manage financial and planning risks. Check how comprehensive their event budgeting and budget reporting is, and also find out how they approach the planning timetable. We would recommend that you ask to see examples of these documents.
Will the agency support you with establishing event objectives and KPIs
It is important to determine primary and secondary objectives from the outset – for the event, your company and for you.
Ask them for information on their CSR policies
This will depend on what is important to you and your organisation but could include their policies on sustainability, diversity etc. At a minimum they should have policies to cover legal requirements such as GDPR.
8. How to brief an agency for success
Using the list above will help you choose an agency with the initiative to take hold of your event and share new ideas that add the wow factor whilst keeping a grip on the value, objectives, and ROI of your event. Once you have selected your agency, it is essential to provide them with the information that will form the foundations for a successful working partnership:
What does success look like for your company, your boss, your delegates – and importantly – for you? What legacy do you want from the event? Also tell them what has not worked well in the past and what should be avoided.
How do you like to work, what are your preferred lines and methods of communication? Are there any other stakeholders or team members who need to be involved – and if so, in what way and how often?
What are your brand values and company culture? Are there any specific imperatives that must be included or promoted during the event?
Your budget. This is a crucial part to any event and your agency needs to know what your budget is and clearly understand how the event is being funded, what must be included in the event budget and any parameters around how it can be spent.
Are you currently looking for an event agency?
If you are looking for an agency to take your events to the next level and be part of your extended team, then look no further! We have over 25 years of extensive experience managing virtual, hybrid and in-person events for a diverse portfolio of long-standing corporate clients. If you would like to discover how we can support you for your next event contact our friendly team today!