Events - Value Versus Perceived Value
After more than three decades of involvement with several hundred events, I have learned and believe that in order to achieve success, events musts both be valuable as well as being perceived as being valuable. As I work with many less experienced event organizers, this concept often seems to confuse them. The difference between value and perceived value is that while value is based on factors such as negotiations and planning, perceived value is also dependent on marketing and understanding the needs, wants, and what attendees might consider most valuable and essential. Failure to address both of these factors often sets an event on a downward spiral, which if planned properly, can generally be avoided, or at least minimized. 1. How does an event organizer get value? This process begins at the early planning stage, and requires organizers to understand what they wish to achieve, what their priorities are, revenue and expense realities, and professional negotiations. Before a ven...