For a BIG Impact, Think SMALL
Worcester, MA | April 2020
Big conferences. Big cities. Big venues. But really, to make a big impact, event planners need to start thinking small! Big cities and big venues are great to accommodate crowds of people, and soon enough, the economy will be craving the need to resume big conferences. However, in light of today’s ‘new normal,’ making a big impact on attendees will be a critical factor in their decisions to participate.
Guests will want to feel like they’re part of something special. There will be little tolerance for watching a generic presentation stage set-up, or eating mass-produced food options at the buffet or plated dishes. To make a BIG impact, now is the time to incorporate SMALL businesses in the event plans.
By partnering with small businesses for big conferences, event planners can offer their guests a more immersive experience to include customizable options, added branding efforts, and food tailored to tastes.
Take, for example, options for AV. Audio visual support is the crucial, behind-the-scenes backbone to any event. Traditionally, the in-house venue tech team provided convenient and adequate support for the production. Fast forward to the ‘new normal’ and the need to convince guests that their participation will be worth the efforts put forth to attend. Smaller AV teams are more often updating their gear, incorporating unique equipment to foster creative layouts, and taking personal pride in their displays.
An AV production company might not be based in a metropolitan area, but may still serve venues all over the state, the region, or the country! By choosing to partner with a smaller AV company, the level of personalization and uniqueness of offerings is enhanced by their ability to focus on what’s important: their relationship with each, individual client.
Other examples of integrating small business vendors are to include local food providers. They say that food is the way to a person’s heart, and what better way to personalize a guest’s experience? The mom-and-pop bakery may be able to customize cookies or cakes with the company or conference logos to add an element of branding in a fun way. These shops may be farm-to table organizations for the freshest ingredients, or able to make the most allergy-friendly options. Additionally, a selection of curated local food trucks brought on-site would be able to offer up a variety of regional fare in a trendy, fun atmosphere, also offering each guest a friendly welcome from an area resident!
There’s no more room for ‘acceptable’ events. While AV companies and food vendors are among the small businesses vying for their share of a struggling and recovering economy, ‘exceptional’ will benchmark the survivors. The smallest businesses will make the biggest impacts.