“Generating Value”
When was the last time, that we’ve spoken about appreciation in the events industry? Appreciating clients, partners, DMCs, agencies… when was the last time that we spoke about appreciating hostesses? (They are not slaves, you know…) …and when did we last appreciate sustainability in our industry in a sustainable manner?
The little things are the key!
Well, the answers to those questions may differ, depending on where you ask them. How come? The MICE industry became extremely fast-paced. Everything becomes higher, farther, better and faster – of course constantly getting cheaper as well. The pressure within the competition increases, the tone of interaction becomes more and more rough and it is taken for granted that an event works without any flaws.
Programs get packed with too many activities, participants are tired at the check in already and not perceptive anymore after the first 2 hours of a meeting. Woe to the people who do not offer the super full exclusive unique program! …okay?
When was the last time you have been positively surprised? – and more important: WHAT surprised you?
In the vast majority of positive surprises, it has been the little things. Love is often hidden in details: be it the super friendly event staff, the subtle ceiling decoration in the location or that all chauffeurs are wearing the same breast pocket handkerchief in the corporate colors.
It makes sense most of the times to take a step back and slow down a bit. What is really crucial, what is actually requires and above all “How can we use part of our event budget in a meaningful manner?” Let’s not fool ourselves, it is never the case that there’s some of the budget “left”. But even small amounts of money can have big effects.
Presents are fine…
…generating value is better!
Wouldn’t it have a better representing effect to not give a CEO a bumptious bouquet for €100 but instead donate the same amount of money for planting up to 500* trees?1 If you actively look at numbers like this, pandora’s box of opportunities is opened.
Since 2012 it is normal for many German people to say “round up, please” to the cashier when grocery shopping and contribute with a micro-amount of money to projects for children in need. It is a small amount, but they can actually afford it.
What can the B2B MICE Industry learn from this?
Well, not that much but actually a lot: Events do not only come (in the best cases) with their intended effects, they also produce costs, garbage and cost a lot of energy. Given the budgets we have in corporate events, a few cents do not matter anymore. (Why does everyone cut the budget but on the other hand request super expensive bouquets for the restrooms?)
What would it be like if agencies would act similar to retail businesses and give their clients the opportunity to round up? …adjusted upwards to the next 100 or 1,000 value and within the blink of an eye we plant a lot of trees! This is how we could do something good and sustainable with a relatively small effort with an event. It goes without saying that handing out a certificate for the planted trees is possible. Proof is important. Also, on a press photo it looks more convincing to see a CEO with their team holding up a certificate, instead of a CEO hiding behind their exuberant bouquet.
We can make a difference.
It suggests an appreciative thinking and thus sends signals: Not everyone is going to look at a photo and will say: “Oh, look! No bouquets but certificates?” But it will raise awareness over time and in the best case motivate others to follow. And as soon as a trend like this is established, important topics like reforestation and renaturation will accelerate vastly. With relatively small donations we could empower a massive motor for the sustainability industry – we just need to start appreciating everyone around us more. Eventually, we do not want to take our planet away from us.
…do we?
*Rough estimation – Tree planting for Biodiversity conservation by Friends Of Usambara Society labels the cost of planting one tree as 0.20 US-Dollar according to Trillion Tree Campaign. (accessed 23.may 2019 at 10:54; https://www.trilliontreecampaign.org/donate-trees)
