Event Management Through a Marketing Agency

When you are planning an event, should it be done with your own staff or should you engage some kind of marketing agency to assist? There are several options here. Other than the full-service marketing agencies, you can look for Public Relations companies, or Event Management companies or Promotions companies; among others.

What is the basis to make a decision? In a previous article, I talked about An Interesting Idea For An Event or Product Launch. Now, what if you need more ideas? If you are able to be creative and have a string of ideas, it is likely that you will not need a marketing agency to help. But then, event management is not just about the ideas. Marketing ideas are just that, ideas. But the actual event management entails a comprehensive project management that would be taxing on any marketing department’s resources.

I would like to think that the decision whether or not to appoint an external marketing agency to handle the event management is one which can be made by asking a few simple questions:

• Do you have enough staff to cover the event planning (event planning)
• Do you have experienced staff to manage the project (event management)
• Are there higher value added activities that you can use your staff for
• Do you have a budget to farm the event management out (event costing)

Of course, depending on the type of event, and the type of business your company is in, there would be other considerations. But I believe that the above would be the main ones in almost any circumstances. One of the most important decision is how cost effective it is to do it in-house compared to appointing an external marketing agency to do the job. Even if you decide to do it in-house, there are ways that you can have a more Cost Effective Event Management executed.

Usually, a simple rule of thumbs (you have TWO thumbs, right?) would be:

1. Is this a major event?
2. Is there significant costs involved?

If both answers are positive, it usually means that getting a marketing agency would be a good idea. Then of course, there is a decision about whether to get a PR Agency, a Event Management company or a Promotions Agency.

Oh well, maybe an ex-girlfriend could do it. <- JOKE!