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8 June 2014 | Will Green
Buyers of exhibitions and events should bear in mind “the Christmas rule”, a conference was told.
Thomas Holzapfel, global category leader for marketing procurement at Deutsche Telekom, told delegates expectations around events were high but often the experience of running them was scant.
“Many of us are not good at organising Christmas because we don’t do it very often, but we have high expectations of it,” he said.
Holzapfel, speaking at ProcureCon Marketing in London this week, said there were four success factors in organising events: creating visibility and alignment, bringing in an expert, being flexible, and measuring success.
He said they had set up an events steering committee at Deutsche Telekom to discuss timing and strategy with stakeholders so that large departmental meetings could be run one after the other to cut venue costs and hired equipment could be shared. “Try to reuse as much as you can,” he said.
Holzapfel also said the company had an event management and reporting system that everyone had to use. “We make it impossible for people to run an event without going through that process,” he said.
He said in the main his department did the procurement around an event. “I strongly believe most of the sourcing work should be done in-house,” he said. “For a large event we would tender catering, tender the construction of the stage. However, there are situations where that doesn’t make sense, where it’s more sensible to buy it all from a single agency.”