際際滷

際際滷Share a Scribd company logo

PolishingPerformanceatEvents

?
?
Trevor Isherwood MA MCIM Chartered Marketer
Trevor Isherwood MA MCIM Chartered Marketer

Trevor Isherwood is the founder and Managing Director of Isherwood + Company, a marketing agency based in Devon, UK. He discusses the importance of in-person interactions and customer experience. He defines six "Ps" of event marketing: professionalism, personality, preparation, performance, presentation, and poise. These attributes help event managers provide a welcoming environment for guests and deliver a positive customer experience.

1 of 1
Download to read offline
Trevor Isherwood is a Chartered Marketer and the founder and Managing Director of Isherwood + Company, a Devon based marketing agency. www.isherwood.co.uk | Tel: 01271 336 121 Trevor Isherwood, Managing Director, Isherwood + Company In the age of ｀digital everything¨ those few remaining real worldtouchpointsbecomeevenmoreimportant,especially for a service organisation. I recently met up with an old colleague of mine who now works for one of the UK¨s retail empiresmanagingveryhigh-endcustomerexperience.Aside from bemoaning the decline of British service standards and the appalling state of high streets up and down the country, we found we shared common ground in how we need to interact with clients and in the case of my agency, Isherwood + Company, the customers of our clients. This led to a discussion of how we de?ned some ｀Ps¨ of event marketing for anyone planning and running events: PROFESSIONALISM-Beingfriendlyandwelcomingisvital, in addition we are marketing professionals and therefore a professional attitude is necessary to establish your role as an event manager and a host, you are, after all, working not participating. PERSONALITY - A warm welcome comes from the heart and that is only possible by having the right attitude from the start. There¨s nothing worse C or more obvious C than insincerity. Being friendly, but not overbearing, smile with your eyes not just your mouth and behave as a host or hostess.Noevent manager should simply｀process¨ a guest, we should greet them, invite them in, introduce them to people and make them feel welcome. If you were hosting a dinner party at your home you wouldn¨t just stay standing at the door as your guests arrive and let them take a seat at the table alone, would you? PREPARATION - Know everything you need to know, or know how to ?nd out quickly, and be prepared for the unexpected. Nothing else to say really. PERFORMANCE - Deliver on your promises. Whatever you agree to do for a guest must get done with a minimum of fuss, absolutely no huf?ng, tutting and grumbling ｀this isn¨t what I¨m supposed to do¨. If it¨s a request from a guest that needs some effort and time, keep them posted on progress occasionally. Don¨t overdo it, they don¨t need to know the detailed conversation with whichever supplier is involved, a simple ｀we¨re working on your request and I¨ll be back to you again in 20 minutes when it¨s done¨ is all that¨s required. PRESENTATION - Looking the part is essential in all aspects of our professional lives. Personal hygiene goes without saying, and taking an occasional moment to freshen up and straighten out is expected. No matter if the event is formal, smart or casual we should always look well groomed and stay perfectly presented throughout, no matter how late it gets! POISE - How you stand and how you move not only affects how others perceive you but also how you feel. Look slumped and bedraggled and you¨ll feel it. When you stand up straight, put your shoulders back and keep your chin high you¨ll feel taller and more con?dent. Both ladies and gentlemen should aim to project an elegant demeanour at all times when in front of their guests. It helps to signi?cantly reduce the feeling of stress. A lot of event professionals do this without thinking, and I¨m proud of my team who exhibit most of these attributes when executing events, but I think there¨s always room to take a step back, look in the mirror and think C ｀am I doing my best to present the right image and provide the right welcome to my guests at this event?¨ It¨s easy to get it wrong C we all have stories demon- strating the worst examples of service interactions. But when shops, hotels and personal staff get it right, the transformation is exceptional. The person on the receiving end of the service feels valued and respected even in the most minor of interactions. So rather than just ticking guest names off a list whilst sporting a stressed looking out?t and a tired smile, take your welcome to a higher level and treat every guest like the VIP they truly are. P O L I S H I N G P E R F O R M A N C E A T E V E N T S P R O M O T I O N

More Related Content

PolishingPerformanceatEvents

  • 1. Trevor Isherwood is a Chartered Marketer and the founder and Managing Director of Isherwood + Company, a Devon based marketing agency. www.isherwood.co.uk | Tel: 01271 336 121 Trevor Isherwood, Managing Director, Isherwood + Company In the age of ｀digital everything¨ those few remaining real worldtouchpointsbecomeevenmoreimportant,especially for a service organisation. I recently met up with an old colleague of mine who now works for one of the UK¨s retail empiresmanagingveryhigh-endcustomerexperience.Aside from bemoaning the decline of British service standards and the appalling state of high streets up and down the country, we found we shared common ground in how we need to interact with clients and in the case of my agency, Isherwood + Company, the customers of our clients. This led to a discussion of how we de?ned some ｀Ps¨ of event marketing for anyone planning and running events: PROFESSIONALISM-Beingfriendlyandwelcomingisvital, in addition we are marketing professionals and therefore a professional attitude is necessary to establish your role as an event manager and a host, you are, after all, working not participating. PERSONALITY - A warm welcome comes from the heart and that is only possible by having the right attitude from the start. There¨s nothing worse C or more obvious C than insincerity. Being friendly, but not overbearing, smile with your eyes not just your mouth and behave as a host or hostess.Noevent manager should simply｀process¨ a guest, we should greet them, invite them in, introduce them to people and make them feel welcome. If you were hosting a dinner party at your home you wouldn¨t just stay standing at the door as your guests arrive and let them take a seat at the table alone, would you? PREPARATION - Know everything you need to know, or know how to ?nd out quickly, and be prepared for the unexpected. Nothing else to say really. PERFORMANCE - Deliver on your promises. Whatever you agree to do for a guest must get done with a minimum of fuss, absolutely no huf?ng, tutting and grumbling ｀this isn¨t what I¨m supposed to do¨. If it¨s a request from a guest that needs some effort and time, keep them posted on progress occasionally. Don¨t overdo it, they don¨t need to know the detailed conversation with whichever supplier is involved, a simple ｀we¨re working on your request and I¨ll be back to you again in 20 minutes when it¨s done¨ is all that¨s required. PRESENTATION - Looking the part is essential in all aspects of our professional lives. Personal hygiene goes without saying, and taking an occasional moment to freshen up and straighten out is expected. No matter if the event is formal, smart or casual we should always look well groomed and stay perfectly presented throughout, no matter how late it gets! POISE - How you stand and how you move not only affects how others perceive you but also how you feel. Look slumped and bedraggled and you¨ll feel it. When you stand up straight, put your shoulders back and keep your chin high you¨ll feel taller and more con?dent. Both ladies and gentlemen should aim to project an elegant demeanour at all times when in front of their guests. It helps to signi?cantly reduce the feeling of stress. A lot of event professionals do this without thinking, and I¨m proud of my team who exhibit most of these attributes when executing events, but I think there¨s always room to take a step back, look in the mirror and think C ｀am I doing my best to present the right image and provide the right welcome to my guests at this event?¨ It¨s easy to get it wrong C we all have stories demon- strating the worst examples of service interactions. But when shops, hotels and personal staff get it right, the transformation is exceptional. The person on the receiving end of the service feels valued and respected even in the most minor of interactions. So rather than just ticking guest names off a list whilst sporting a stressed looking out?t and a tired smile, take your welcome to a higher level and treat every guest like the VIP they truly are. P O L I S H I N G P E R F O R M A N C E A T E V E N T S P R O M O T I O N