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| Issue No. Eight | April 2010 |
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Latest News
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Upcoming Events |
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 While navigating through an unprecedented economic downturn can bring a number of challenges to organizations, it can also bring plenty of opportunities. For us at The Peregrine Agency, 2009 gave us a chance to do our own portfolio management of our marketing and communication activities. Using our Agency's process (Strategic Event Alignment©) of aligning activities and events with our strategic business goals, provided us with a new direction on how to deliver our marketing and communication initiatives more effectively and efficiently in volatile and changing times.
Just as the internet provided a new means of communication for businesses a couple of decades ago, Social Media Marketing is revolutionizing the way leaders communicate today. According to the report, Social Media: Embracing the Opportunities, Averting the Risks, published by Russell Herder and Ethos Business Law, it states that executives have come to value Social Media very highly to enhance relationships with customers and build their company's brand.
Social Media has become one of the key communication vehicles for our Agency to listen, connect and engage with our audience. Looking at Social Media and the many ways that a business can share knowledge and start a conversation, online video is quickly becoming an effective communication tool for leaders and businesses to interact with their key stakeholders. Using online video to bring corporate leaders together, we plan to start conversations that will highlight the opportunities and challenges facing their organizations today.
Corner Officetv, our own online business video series, will focus on the vitality of meetings and events as a strategic business tool to help leaders innovate and achieve their vision and goals, and manage organizational changes. While meeting in Corner Officetv, experts in marketing, communications and leadership will connect global leaders with new trends and opportunities that can help them lead more effectively and spark their teams to action.
Launching in Fall 2010, Corner Officetv is the new virtual meeting place where each episode will deliver relevant content to busy C-Level and Senior Executives in a time-sensitive manner. We hope that you will join in and help us elevate the conversation on what matters to you.
...the channel is open...
Susan Radojevic
President |
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Does Your Organization's Meeting and Event
Investment Portfolio operate in Silos?
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There are still many organizations and firms today that operate in silos, where teams, departments and business units function well on their own, but collaboratively are not effectively increasing productivity within an organization. In the report, Bridging the Research-Innovation Gap, published by Whyze Group, president Jason M. Sherman points out that collaboration, ideation and even commercialization of new innovations are happening with greater regularity at the level of the crowd.
This can also be true when looking at an organization's meeting and event portfolio. At The Peregrine Agency, we often see Marketing, Communications, Business Development (Sales) and the Corner Office working in silos when it comes to using their meetings and events as a strategic business tool. While each business unit may view their meeting and event strategy as the right solution for their department they may be missing the boat on ensuring that their strategy aligns with and measures their organization's business objectives and goals.
Executives and professional planners must consider the value of an organization's overall meeting and event investment portfolio. How do all of the meetings and events contribute to what the organization is aiming to accomplish? In other words, a meeting and event portfolio must be managed in much the same way that a financial adviser manages and oversees a portfolio of investments. There may be meetings and events that warrant an investment re-alignment or even cancellation, but making these decisions requires appropriate data collection and analysis and most importantly, working collaboratively across all business units within an organization.
Our approach to event portfolio management, Strategic Event Alignment©, aligns an organization's meeting and event strategy into a sustainable competitive advantage. Through our Corporate Wayfinding© (discovery process) we engage all teams to address both the effectiveness and efficiency of enterprise meetings and events. Three key questions are addressed:
- Why does our organization produce meetings and events?
- What are the overall goals of our organization?
- Which meetings and events are contributing the most to the goals?
As Peter Drucker once said, 'Efficiency is doing things right. Effectiveness is doing the right things'. The "unsiloing" and Strategic Event Alignment© of an organization's meeting and event strategy enables an organization to effectively and efficiently align and measure their meetings and events to corporate objectives and goals, while at the same time answering leadership's call to increase productivity and cost efficiency.
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We welcome your opinions and contributions. Please visit www.theperegrineagency.ca for more information, or email info@theperegrineagency.ca or call us at 416-661-4186.
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