Marketing Trends: Is Outsourcing for You?
It’s a fact. Today’s business environment is increasingly demanding, complex and competitive. As a meetings professional, you face more details and projects to manage than ever before. It’s an exciting, fast-paced time, but, frankly, how do you accomplish all your goals? Outsourcing part or all of your marketing function may be just the solution you need. The potential benefits are enormous—outsourcing can save you time and money, increase efficiency and productivity, breath new life into events and maximize your return-on-investment.

Making the decision to outsource your marketing is not always easy. We’ve all heard horror stories, but if you do your homework, the pay-off is well worth it.
First of all, select a firm that has a proven track record in marketing trade shows, conferences and meetings. The exposition industry is unique and you do not want to have to spend time explaining the basics to your vendor. How many years experience do they have? What events have they promoted? Be sure to ask for references.
Second, clarify your respective roles in the relationship and what you are trying to accomplish. Your vendor should be able to provide a clear “vision” on how to achieve those goals. You must feel comfortable that the vendor has a good understanding of your distinctive needs.

Third, communication, communication, communication. To make your vendor into an asset, make them an integral part of your team. Keep them up-to-date with short and long-term trends and issues in your industry and schedule regular meetings to reaffirm your organizations objectives and measure performance. Give them the tools they need to help you succeed.

Finally, realize that it’s not an all or nothing proposition. You can outsource as little or as much as you like. Some organizations simply outsource their copywriting, graphic design or list management—on a project-by-project basis. Some rely on their vendors to review their current strategies and make recommendations that are then implemented by in-house staff. Others, find the turn-key option best, that is, where the vendor develops the marketing plan and budget and implements the strategies from concept through post-event analysis. Whichever option you choose, remember, a good outsourcing relationship can help you be more effective in achieving the results you need.




This article appeared in the monthly newsletter of the Washington, DC chapter of IAEM.