Superior entertainment

Organising events is an ancient activity which has matured over the centuries both in terms of technology and human resources. According to György Pártos, strategic director of Creamteam, success can only be measured if we determine the exact criteria we expect an event to fulfil. The total number of guests, the number of guests from the target group, or the proportion of accepted invitations , PR value, or revenues can all serve as such criteria. There is general agreement within the profession about the need for a good creative agency, a sufficient budget and time for planning. Success depends on minor details. – Clients expect reliable technology and expertise at a reasonable price – says László Lakos, managing director of Tranzorg. The task of organisers is to find the best sub-contractors, with special emphasis on quality rather than price. There is a boom in event marketing at present, since it can generate more than usual media attention. According to Gábor Kulicz, managing director of Pro-Wide Rendezvényügynökség Kft., clients have become familiar with costs and normal rates. – However, it can be a problem, when our client has a very definite idea about what he/she wants, but this is not really plausible and the agency is regarded as a necessary evil. Zsolt Urbán, managing director of HD Group believes that event marketing has achieved the status it deserves among btl communication tools. Briefings and client expectations have also become increasingly specific. László Lakos, managing director of Tranzorg thinks that clients are familiar with the market and the issues related to execution, but problems can arise when they make decisions which they are not sufficiently well informed to make. In the opinion of György Pártos, most clients are not sufficiently familiar with the way events should work and the potential these have. Clients are usually not interested in details, they simply expect things to be done. Choosing the right place for an event is essential. Good locations can be adapted to the concept. Zsolt Urbán says that he is not satisfied with the domestic supply of locations. Gábor Kulicz thinks there is a shortage of locations suitable for large scale indoor events, while prices are soaring and the service provide in such locations is far from satisfactory. Precise targeting is an increasingly significant criteria for events, which means these are increasingly suited to a company or brand. More money is expected to be spent on festivals and programs for young people. Continuous development, creativity and a full service including dealing with all the competent authorities is expected of sub-contractors as well.