THE BIRTH OF THE ONE STOP SHOP FOR EVENTS
The most important week of the year is approaching. The event where your company will pull out all the stops to attract attention and generate new opportunities. A spectacular event is the beginning, but “only” a part of your entire marketing plan. How do you ensure that all parts, from visual communication to aftersales, fit together seamlessly? The one stop shop solution provider offers a solution.
Event marketing increases the effectiveness of both events as well as all other components of the marketing mix. The event plays an increasingly important role in the marketing mix, but organizing it is laborious and time consuming. Therefore, the concept of the one stop shop solution provider for the marketing and event industry is in vogue.
ALL SERVICES WITH ONE SUPPLIER
The one stop shop solution provider is a supplier that offers all possible services and products you need. It is the so-called ‘total solution’ that completely takes care of your project. Logical as this may sound, in practice, many companies still work with multiple vendors. For example, let’s look at a single component – visual branding. The essentials for the stands at the exposition you get from one company, the flags that you want to hang outside at another. For the decoration of the stage you need an AV supplier. The signposting is supplied by the nearest printing house, but the t-shirts for all your employees had to be printed somewhere else. And what if there is an emergency? The roll banners are found to contain an embarrassing misspelling and the event is tomorrow. You may be forced to contact yet another company that can comply with the urgency.
INTEGRATION MAKES AN IMPRESSION
It is obviously impractical, managing supply lines with a multitude of vendors, and consumes much needed resources. Perhaps most importantly: the fundamental connection between the different components, in this case your visual branding, is missing. With no contact between the suppliers, there is no real integration of the visual communication. This keeps you from making the desired impression on your target groups.
To meet this requirement, there is a growing consensus that customers should be offered a complete package of marketing and event services. Behold the birth of the one stop shop. A bigger supply range makes it easier for the Marketing Manager. He will also notice that the combined marketing activities will generate better results. There are many advantages for the supplier as well. Thanks to a better match between the customer and his needs, the result will be a growing loyal clientele. Another major convenience: your wider product range unlocks greater sales potential.
SUPPLY CHAIN COLLABORATION
The solution cuts both ways, with both the Marketing Manager as well as the providers of the marketing and event services benefiting from the one stop shop principle. But how do you transform yourself from a specialized supplier to all-round shop? Doing everything yourself is difficult and outmoded. Focus on your core business and work with partners that fill in the blanks is a better and more efficient strategy. Cooperation is therefore the keyword! I advocate a new perspective on event marketing, with a chain of parties supporting each other in the background, but where customers only deal with one central point of contact. This allows you as a supplier to work lean and still offer a total package, while giving your customer’s Marketing Manager the means and comfort that he needs in the pursuit of that most spectacular event of the season.