TSM315 Business Events: Reinvent Your Career Expo 2017

Introduction

Authorisation and Purpose

This is report is authorized by the course coordinator of business related events at the university. The main purpose of the report is to highlight a clear understanding of the various events in Australia aimed at uplifting the standards of professional business activities within the country.

Limitations

The main method of data collection involved field research and observation. Despite the fact that the event took two days, the timeline allocated for the research process was not enough to collect as much data as possible. The other limitation of the report is the extensive nature of the expo which made it difficult to attend and observe the activities in all the corners of the exhibition center. The report therefore comprises an analysis of only but the portion that was captured within the given time; this may not present the precise picture of the event’s contents.

Scope

The report which basically analyses the Reinvent Your Career Expo will cover a number of areas with reference to the event. The background information as well as the management structure of the event shall be highlighted. Additionally, the event sponsors and the marketing strategies shall be discussed before summarizing the report with the necessary recommendations. Due to the fact that the report entails details captured by those who attended the event, the recommendations at the end shall offer possible way forward strategies.  For instance, with reference to the noted pitfalls, the report shall recommend some of the possible solutions which could be installed in order to make the expo more effective in future. 

The Event

Event Basic Information

The Reinvent Your Career Expo is an annual business event held on 17^th and 18 March. The event which takes place in various cities across Australia including Melbourne, Brisbane and Sydney attracts audience not only within Australia but sometimes from international fonts. This report captures this ears edition which was held on 17^th Friday and 18^th Saturday at the Brisbane Convention and Exhibition Center in Brisbane, Australia.  The two day event ran within a time bracket of about 6 hours from 10am to 4pm. More this information can be accessed through the events website which is www.reinventyourcareer.com.au/contact-us/.

Event Type and Size

A business event can be defined as any gathering which involves a minimum of 15 individuals who have come together with the aim of a accomplishing a common goal (Babin and Michon, 2004). This event is often held at a given venue and hosted by a particular organization or a group of organizations depending on the event’s organizational structure. Business event can be further categorized into various other factions which include meetings, incentives, seminars or exhibitions (Baker, 2007). While some events take the form of a one particular category, the RYC expo was a combination of more than one category. According to the event’s executive director, Nic Riccuiti, the annual expo is not only meant  to address a single objective where the business owners have a direct contact and deeper interaction with their clients but a variety of avenues through which the audience can learn numerous aspects of business (Bauer, 2007).  Consequently, the event management outlined the program such that within the very event, there were on set offices for career consultancy, a good number of real time jobs, several career workshops, educative seminars as well as career checkups. In addition, the event involved the incorporation of other activities aimed at benefiting and motivating the attendees for instance the free resume services and loads of cash prizes on organized reward programs. However, what basically highlighted the event were the various booths which were manned by different businesses where they showcased their products and explained their services to the interested listeners. An exhibition can be defined as a specific center or spot within an event where a business organization interacts with its clients by describing their products and services in addition to offering additional services to the audience depending on their individual needs and questions (Boissevain, 2004). The Reinvent Your Career Expo can be categorized as an exhibition especially going by the nature in which the program and activities were arranged. There were over 100 hundred booths each of which occupied by different business organizations, trainers, consultants and specialist in various aspects of business. The event attracted over 20,000 individuals which presents its size as one of the biggest annual business events not only in Brisbane but in Australia as a whole.

Event Background

The Reinvent Your Career Expo is an annual event which is takes place in the first quarter of every year. The event which was first initiated in 2008 by the CEO and founder is managed and controlled by the RYC foundations buoyed by the sponsorship of a number of stakeholders. While the main event takes place in March, the remaining portion of the year especially between April and September comprises follow up activities while the rest of the period is set aside to plan for the next event. 

The photos below shows visitors moving from one exhibition point to another hence a pictorial summary of what the proceedings were like.

SMART Objectives

Specific

The main objective of this event is to create a healthy and interactive environment for employers to promote their brands through fruitful interaction and communication with the clients. According to Business Events Council of Australia (2011), the open platforms are meant to enhance a one-on-one communication between business owners and their loyal or intended customers as well as employees. 

Measurable

The measurable elements of the RYC expo include:

• How many individuals attended the event?
• How many centers were used for exhibitions?
• Did the actual number in attendance match the organizers’ expectations?
• How many business industries were represented by the exhibitors?

Achievable

The achievable attributes include:

• The return on investment recorded by the businesses taking part in the exhibitions
• The number of individuals who went home with new jobs as well as the number of centers which the attendees managed to visit.

Relevant

The event’s relevant attributes include:

• How relevant were the trainers and facilitators with regard to the attendees’ needs and expectations?
• Was the time allocated for the running of the event enough?

Time-bound

The RYC Expo is an annual event hence the moment offers an effective avenue for businesses and employers to not only sharpen their prospective employees’ skills but also showcase their products and services.

Management

Organizational Structure

In order to enhance the effective flow of activities during the event, there the inevitable need to put in place a stable management system (Bowdin, 2015). The design ought to be clear in line with the specific responsibilities expected to be handled by the various instituted departments. The division of roles reduces the time taken in decision making in addition to speeding up the process of preparation for the event (Chesbrough, 2003). As highlighted in the organization’s website, the organization structure of meant to spearhead various activities is headed by the chief executive officer, Nick Riccuiti. He is also the founder of the organization hence most of the progress takes place under his command. The management comprises a lean structure characterized by three departments which come under the CEO. These departments include the accounting section, marketing section and the IT department. The accounting department deals with the financial aspects involving the preparation and actual running of the event. The department accounts for the donations received from the stakeholders and sponsors as well as any returns accruing from activities taking place during the event (Deery, 2005). The marketing department is basically charged with the responsibility of creating awareness to the public about the event through various platforms including online media, television, radio and newspapers (Merrilees, Miller and  Herington, 2012). Finally, the IT department develops and maintains the organization’s website. The department also updates relevant information about the RYC Expo through the website. The organizations founder and CEO, Nick Riccuiti, has been with the body since its inception in 2008.

Contact Information

The RYC foundation mainly uses the online media to reach out to the target audience. This approach could be attributed to the relatively high level of technological advancement hence most individuals are in possession of the gadgets for accessing online services. The foundation’s email address is [email protected] Any individual willing to reach the organization via phone has (03)9866211 to use.

Key Stakeholders

In order to achieve the organization’s basic objectives, there is need to bring on board the various stakeholders to aid in support and running of the event (eVenues, 2015). A stakeholder can be defined as an individual or party with an interests or a stake in the day to day running of the organization (Freeman, 2010). The Reinvent Your Career Expo is sponsored by a number of organizations. These include: The Victoria State Government, Kangan Institute, The Tafe Queensland, Tafe NSW as well as the NSW Government. The sponsors have played a crucial role in supporting the foundation by directly pumping resources in monetary terms and other materials. The sponsors have remained pivotal in ensuring the sustainability, consistency and effectiveness of the event.

Event Activity: Event Program

For the sake of adequate preparation, the event program was availed to the prospective participants in good time through the social media and other official avenues like the organization’s website, use of emails and television. The program is shown below:

Analysis of the Program

Content

The program was effective in achieving the main objectives of the event. As stated by the organization’s CEO, the event was meant to create as much time as possible for the attendees to interact with the various facilitators.

Structure

 By placing the entertainment before the main exhibition, the exhibitionists were given ample time to prepare their presentations while the attendees also had enough time to select and settle for the right booths relevant to their needs. The entertainment sessions placed at intervals between the exhibitions were crucial in doing away with the monotony associated with having one activity dominating the program over a long period of time. Consequently, the participants’ attention was gripped for a good period during the event hence achieving maximum interaction.

Suggested Improvements

Event Location/Venue

Brief Description of Event Location/Venue

The event was held at the Brisbane Convention and Exhibition Center. The venue is known for its serene environment and the availability of state of the art facilities (Goldblatt, 2009). The Exhibition Center which is situated a central part in the city is easily accessible both on foot and through the use of automobiles. The rooms are spacious and the main hall vast enough for a capacity of over 20,000 people. The venue had good lighting and proper ventilation hence it was easy to accommodate the large numbers without any challenges on the air conditioning and space management

Brief Analysis of Event Venue Fit to Attendees

Location

The Exhibition Center is quite accessible especially due to the good infrastructure in Brisbane and specifically around the location. This made it easy for both the exhibitionists and the attenders to reach the venue in good time.

Facilities

The spacious facilities allowed easy movement of people from one exhibition center to another. This in turn gave the participants enough room to visit as many spots as possible. The different types of entertainment especially through music also played a part in minimizing boredom and increasing concentration. Notably, the participants looked refreshed and active for more visits after every session of entertainment during the breaks.

Suggested improvements to choice of location, venue and/or its attributes

Marketing Sponsorship

Target Markets

Professionals

The Reinvent Your Career Expo majorly targeted the customers and clients to the various business industries represented in the exhibition spots. The RYC Expo being an event which seeks to create an effective avenue for communication between employers and adults therefore targeted such individuals as their target audience.

Young Individuals

The event targeted fresh graduates seeking for new jobs or employees in various sectors seeking to further their skills in the relevant areas of profession. The event also targeted university students pursuing various business related courses

Competitive Environment Assessment

 In order to analyze the effectiveness of this program, the SWOT analysis summarized below was conducted.

Marketing Communication Strategies

In order to spread information about the event, the organizers used various platforms to communicate the dates and activities that would characterize the event. The information was passed through the organization’s website in addition to other online platforms like Facebook. Additionally, more updates were passed to the registered attendees via email. Other communication strategies involved the use of radio, daily newspapers and the television.  Through these, important updates prior to the event were availed to the target group in an effective manner.

Sponsorship

The event was sponsored by five main groups. These include: The Victoria State Government, Kangan Institute, The Tafe Queensland, Tafe NSW as well as the NSW Government. Sponsorship is a vital element in any event preparation (Homburg, 2009). The sponsors offer both the financial and material support to the event organizers which in turns give room for a smooth flow of activities. In addition, the sponsors through adequate networking strategies link the event organizers with numerous other stakeholders and supporting bodies (Kay, 2009). Apart from the provision of resources, sponsors offer crucial ideas on the effective management of the event. They are therefore involved in the vital process of decision making where their input goes a long way in improving the effectiveness of the event.

Suggested Improvements

Marketing Arrangement

The event organizers may need to harness more the provision of technology and hence use this platform to reach as much audience as possible (Klein, 2000). In addition to the website and Facebook, the organization could use other social platforms to ensure the marketing strategies cover a wide range of recipients.

Sponsorship Arrangement

The organizers could bring on board more sponsors which would play a crucial role in widening their scope. With the presence of more sponsors, it would be possible to obtain more financial support and hence expand the number of days for the event to three. This would give room for maximum participation and involvement of the attendees.

Recommendations

Based on the analysis of the event, there are a few adjustments which could be put in place by the event organizers in order to enhance its effectiveness in future. To begin with, the time allocation for the exhibition sessions ought to be reviewed to ensure that enough time is given for the exhibitionists to make their presentations with minimal interference. Secondly, the timing of the event ought to be such that it falls on a weekend to allow more participants to attend. Lastly, more planning ought to be done on the arrangement of stalls to create more space and allow easy movement of people in the course of the event

Conclusion

This report involved the analysis of the Reinvent Your Career Expo, an annual event held at the Brisbane Convention and Exhibition Center. The venue was appropriate and spacious enough for the activities however, recommendations have been made for improvement (Kotler, 2004). The various strategies used by the organizers were analyses and recommendations made at the end of the report on areas where the organization could adjust on in a bid to improve the event and make it more successful in future

References

Aldrich, H.  (2008) Handbook of organizational design Oxford: Oxford University Press.

Attaway, J. and Babin, J. (2000) ‘Atmospheric Affect as a Tool for creating value and gaining share of customer’, Journal of Business Research, 49(1), pp. 91-99.

Babin, B. and Michon, R. (2004) ‘Perceived appropriateness and its effect on quality, affect and behaviour’, Journal of Retailing and Consumer Services, 11(1), pp. 287-298

Baker, M. (2007) Marketing strategy and management. Basingstoke: Palgrave Macmillan.

Bauer, R. (2007) Consumer behavior as risk taking: Risk taking and information handling. Boston, MA: Division of Research, Graduate School of Business Administration, Harvard University.

Boissevain, J. (2004) Friends of friends: Networks, manipulators and coalitions. Oxford: Basil Blackwell.

Business Events Council of Australia (2011) ‘About Business Events’, Business Events Council of Australia, viewed 15 May 2016, https://www.businesseventscouncil.org.au/about- business-events.html

Bowdin, G. (2015) Events Management . New York: Bloomberg.

Chesbrough, H. (2003) Open innovation: the new imperative for creating and profiting from technology. Boston, MA: Harvard Business School Press.

Deery, M (2005) The national business events study: an evaluation of the Australian business events sector, Altona, Victoria: Common Ground Publishing.

eVenues (2015) ‘What is a consumer show?, viewed 16 May 2016, https://www.evenues.com/event-planning-guide/what-is-a-consumer-show

Freeman, R. (2010) Strategic management: a stakeholder approach. Cambridge: Cambridge University Press.

Goldblatt, J. (2009) Twenty-First Century Global Event Management. New York: John Willey.

Homburg, C. (2009) Marketing management: a contemporary perspective. London: McGraw-Hill.

Kay, J. (2009) ‘A model of product positioning’ in The foundations of corporate success. Oxford: Oxford University Press.

Klein, N. (2000) No logo: no space, no choice, no jobs: taking aim at the brand bullies. Toronto: A.A. Knopf Canada.

Kotler, P. (2004) Marketing management – an Asian perspective. Singapore: Prentice Hall.

Mack, R. (1999) ‘Event Sponsorship: An exploratory study of small business objectives, practices and perceptions’, Journal of Small Business Management, 1(1), pp. 25-26

Merrilees, B., Miller, D. and  Herington, C (2012) “Multiple stakeholders and multiple city brand meanings,” European Journal of Marketing, 46(8), pp. 1032-47

Miles, R. (2008) “Organizational strategy, structure, and process,” The Academy of Management Review, 3(3). pp. 546-62

Thaler, R. (2008) ‘Toward a positive theory of consumer choice’, Journal of Economic Behaviour and Organisation 1(1), pp.39–60.

Ramsborg, G.C.; B Miller, D Breiter, BJ Reed & A Rushing (eds), Professional meeting management: Comprehensive strategies for meetings, conventions and events, 2008, 5th ed, Kendall/Hunt Publishing, Dubuque, Iowa.

Ring, P. (2002) ‘Structuring cooperative relationships between organisations’, Strategic Management Journal 13(6), pp.483–98.

Local Government Executives Conference (2013) ‘Speakers’, viewed 17 May 2016, https://www.ivvy.com/event/R9PYDS/speakera

Porter, M. (2009) ‘How competitive forces shape strategy’, Harvard Business Review 57(2), pp. 137–45.

Yilmaz, C. (2011) ‘Source characteristics and advertising effectiveness’, International Journal of Advertising 30(5), pp.889–914.

Van de Ven, A. (2006)  ‘On the nature, formation, and maintenance of relations among organizations’, Administrative Science Quarterly 1()4, pp.598–621.