The organization of events is becoming more professional as a powerful marketing tool?

ENTREVISTA CON JESÚS, MARÍA GÓMEZ, AUTOR DEL MÓDULO III

 

?To what extent the organization of corporate events is becoming more professional?
The professionalization of the sector is evident. The need to increase productivity derived from the economy in which we live has become a requirement. The commitment to the client, the optimization of resources, technology and competitiveness have definitely pushed to the specialization of our sector.
What are the most relevant aspects on which the module of the official course focuses?
The module works first of all on defining and placing the organization of corporate events within the job of the specialized travel agent. We work on the standardization of management processes to go on to specify the novelties that we are finding in the day to day of our work in recent years, such as ROI, green events, hybrid events, Corporate Social Responsibility or social networks applied to events. Finally, we review the agents involved in our sector, with a special reference to the associationism and the work of MPI as a unifying association of professionals.

? What trends are making their way in the organization of events?
The most important one at the moment is to demonstrate the true value of events as one of the most developed marketing tools within the range of solutions that the company handles to implement its strategic plans, both for internal staff and clients. We are linked to the core business of companies, which guarantees our survival, but we are also increasingly evaluated in a more professional way and linked to production.

Why is social media training becoming more and more essential for the meeting planner? What does the course provide in this regard?
Social networks are another tool in our work. The current evolution is much faster than 10 years ago, when an innovation took a few years to be launched on the market. Now, in just a few months we are all working routinely with developments that we didn't even know about before. Social networks provide a solution to one of the most demanded aspects by the agents involved in events, interactivity. But they also allow to extend the impact of the event, before and after the event. The strategic use of these channels in the day-to-day is part of the content of the module.

You think that collaboration between corporate event organizers and business travel managers should be closer?
Collaboration at work is essential. There is no such thing as non-collaborative work. It is one of the shortcomings of educational structures. We were taught to work individually, to take tests where our memory is evaluated and not our knowledge, where the individual takes precedence over the group. On the other hand, when we face the world of work, teamwork is paramount.