Executive Availability – Key Asset for Marketing Events

The inventory of executive hours available for meetings and other duties should be regarded and managed as a key asset in an event marketing opportunity. To squander this resource is among the most costly mistakes in event management. The opportunity for positive business impact is great as is the the cost for having a top level executives participate, making the objective of having these executives fully booked at top priority.

Customer, supplier, partner and alliance development and press interaction are all valuable opportunities for executive participation. Sometimes having the right executive available to make final commitments and clarify remaining issues is all that is needed to seal a really big deal.

Having a top level executive meet with 20 or 30 customers, prospects and others in one place, over a short period of two or three days, can produce a surprising impact on cost, totaling in the hundreds of thousands of dollars. These savings provide very tangible event cost justification.

Treat your inventory of executive hours as a key event asset to be optimized.