When recession bites there are always winners and losers. The winners are those companies that continue and often increase their sales and marketing effort during such turbulent times. They are the ones that emerge stronger having taken business from competitors and strengthened their relationships with customers.

An effective event management strategy is an important part of the marketing mix for it not only presents a positive statement of how well your business is doing, in that you can entertain customers at a time when the media is constantly reminding us of the difficult economic climate, but it also offers the chance to meet a whole year of contacts in one day.

“Companies fall into the trap of being short-sighted during a downturn,” said Diane Paterson of D M Venues & Events, “staff reductions, freezing staff development, cancelling conferences, events and client entertaining are often the first to be hit but it can be counterproductive as this affects morale, motivation and business relationships that should not be jeopardized at such times. It creates a downward spiral,” added Diane.

“Some of these actions are not without good reason but there are choices and choices that can be positive in stimulating and motivating staff whilst surprising and delighting customers.

“Planning and delivering the perfect event is not easy and requires professional expertise starting by defining objectives before developing a strategy and plan to deliver an event that will tick all the boxes.

“A well run event need not cost a fortune and that’s where professional event management companies really earn their fees. It’s the creative part of our job, delivering something different, something unexpected that can make all the difference.

“It starts with our knowledge of venues, how to buy and negotiate the best deals based on experience and know-how that sets the foundations for a well-run event that will be a credit to the host,” said Diane.

So look on the bright side, be positive and upbeat and look event management as a way to strengthen your company’s position during this tough time.