Jordan Gardens , for instance relies on suppliers to provide equipment that is not available in-house . However , getting the right quality is sometimes a challenge .
The same applies to Bridge Events in the UAE . This is mainly due to fact every event has a set of expectations . The nuances in executions can either build or destroy ones ' reputation . Some of the nuances are technical elements , which a marketer may not be aware of .
For example , as a provider , one may request for a large LED screen . However , a P3 and a P2 screen vary in quality , the glare and effect on the audience . Such minute differences even for small events , make a difference .
To stand out , one should minimize the risks with suppliers by going for reliable and good quality ones . This is a key area in the web of relationships as mentioned above as suppliers form another cornerstone . One should seek a supplier who is also an adviser .
Cashflow is another key challenge in this sub-sector . Most of the clients pay after the event , while few may pay upfront a proportion of the fees . On the other hand , most suppliers require full payment before delivery . Hence , managing cashflow is a key issue .
The issue of scale versus the cost also comes in play as some clients always negotiate based on the scale , which is a challenge given the quality that is required in most of these events . For instance , inviting 20 executives for an out of office event may seem a small number , but to maintain high quality would still require relatively high .
Like any other area of business , there is intense competition . This is due to little barriers to entry . In addition , people with relatively large compounds are turning them to business venues for such small events . In addition , some businesses use internal resources to manage such small events , sometimes with poor outcome . Further , some venues facilitate these small events directly eliminating any external management team .
While the venue may offer quality equipment , they may not have experience to identify and follow up with the expected profile of attendees . For instance , Jordan Gardens offers a superb venue , but usually leave the issue of attendees to the client or an events manager . On the other hand ,
Bridge Events outsources venues , but checks the profile of every attendee in details .
Outlook
Small and medium size events will continue to grow across the region as businesses reach out to their stakeholders .
As highlighted above from the two markets , the players in this sub-sector will continue to play a pivotal role in bridging the gap towards the mega events across sectors as well as the wider MICE sector .
As the region expands , and attracts both local and regional clients , the small and medium scale events players will continue to play an important role by providing experiences , which in turn facilitate business and social relationships .
Isaac is a marketing research consultant within the Africa and Middle East region . You can reach him on this and related issue via email at : itngatia @ gmail . com or on Twitter @ IsaacTN .
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